October '13

For the Business of Apparel Decorating

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Page 36 of 124

PROMOTIONAL PRODUCTS tended purpose of the promotional campaign. This can range from referrals to incentives, based on the targeted end-user, as well as their market. Market matters If the market is unfamiliar, or the product is unknown, the solution is really quite simple: ask. When determining the purpose of a campaign, work closely with clients to ensure you're on the right track with products. Example inquiries, Goos suggests, can include: • What are you trying to accomplish? • Who is the target audience? • How will you measure the success of this campaign? • How will it be distributed? The answers will help to narrow down the scope of the campaign, which can vary greatly. While top markets may vary by region, a sample of top promotional product markets include: •Healthcare •Education •Technology •Financial Services/ Insurance •State and Federal Government •Retail •Non-Profits Determining the end-use for promotional products also helps to determine the proposed products. (Image courtesy TSF Sportswear) (Source: Tom Goos, Image Source) Adding promotional goods to your decorating services increases business opportunities as well as the bottom line. (Images courtesy TSF Sportswear) 32 | Printwear PW_OCT13.indd 32 October 2013 9/17/13 9:08 AM

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