Before you decide on which promotional product to choose for a campaign you need to understand your target audience. Lists, the tick-box answer to many such decisions, are seen as the easy way to come to a conclusion but, like most easy answers, they are often not specific enough. There are simpler and more accurate ways of working out whether, for instance, a promotional umbrella is the right choice for your marketing plan.
Imagine an acquaintance has a birthday. You regard this person as a friend, someone you value and want to reward. So you look for a present that they will keep, treasure and remember you by.
Let us except that there is, as always, a budget. You will have a ball-park figure for all presents but each individual shopping spree would have a maximum, one that you would be quite prepared not to go up to. After that it is all down to who your friend is.
You will know certain facts about them, such as age, gender, where they live and job or profession. All that is left are the variables. How much weight you place on each will also vary.
Before you can choose the right present you need to know your friend’s opinion of themselves. Do they look in the mirror and see someone fit, cool, a little bit racy or should you check out tank-tops at your local charity shop? It doesn't matter for the purpose of the present what they are actually like. If they have never seen the inside of a gym but suggest it was a shame they've missed the marathon, then a pair of trainers is the preferred option to bedroom slippers.
Their aspirations can give a pointer to what present they would cherish. If they work behind the counter at a fast food restaurant but see themselves as a manager in a few years' time then an organiser might be just the thing.
What did you get them last time? Did they like it, keep it and show it around? Also, whilst their age is an important factor, you would not refuse a toy or must-have over something practical just because they are middle-aged.
With your budget limit in mind you will wonder whether to buy something small but of high quality or wander towards the big and tacky. The choice is governed by the fact that you will not want them to throw the present away as soon as your back is turned. Similarly you will avoid spending more than you need to.
One parameter which is not often mentioned is that even the most selfless of givers knows that the present will be shown to the receiver’s friends. These will make a judgment on you depending on the quality of the present and the degree of thought that went into buying it.
And let us be honest: you also consider what they recently bought you for your birthday. There is nothing intrinsically wrong in considering what they are worth to you. When choosing which promotional product, it is an essential.
Make sure it is a happy birthday for those who give as well as receive.