As someone who has ordered his fair share of promotional products, I can tell you firsthand that sometimes promotions work and sometimes they bomb. And, very often, promoters find themselves too caught up in the daily rush of trying to make a profit and satisfy customers to take a moment to analyze the reasons their promotions are not always successful.

Here is a list of what I have found to be the eight deadliest sins (I call them "Promotion Killers") that companies commit when planning and executing a promotion.

 

1. Ineffective Distribution

Far too often, distribution plans are not followed or fully completed. For example, you order 200 calendars every year to give to your best customers but somehow those calendars never manage to find their way to those customers.

Maybe your support person neglected to notice all those calendars gathering dust in the storage room. Or, maybe, your salespeople forget to grab some on their way out the door to distribute them.

Either way, you end up with an extra 75 calendars in a box at the end of March. That is a waste of time, money, and resources. And the problem can be easily avoided by planning well in advance and following through. Remember, that dumpster behind the building is not one of your customers.

2. Not Allowing Enough Lead Time

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ABOUT THE AUTHOR
Steve Benidt is director of sales and public relations at Amsterdam Printing, a provider of quality printed business products, where he focuses on assisting small businesses to use promotional materials for marketing. Steve also researches and writes for Amsterdam Printing's Small Business Promotions.