A promotional product earns its place when someone actually wants to use it. An unwanted giveaway still uses materials, energy and money, even if the label calls it green.
Start with the recipient
Ask what would be useful in the context of your business. A well-made tote may suit a regular shopping trip; it may add little value for someone who already owns ten. An optional item or a useful service can be a better choice than a giveaway handed to everyone.
Check the product, not the buzzwords
Ask suppliers about material composition, durability, manufacturing information and any certification they reference. Request documentation for recycled-content claims. “Bamboo,” “reusable” and “natural” do not, by themselves, prove a lower overall environmental impact.
Order for a realistic need
Get a sample before committing. Test the print, fit, finish and everyday function. Compare the full cost, including setup, shipping and likely leftovers. Keep branding useful beyond one event date so remaining stock does not become instantly obsolete.
Be specific about the benefit
If you describe an environmental attribute, say exactly what applies and to which part of the product. Do not imply that one recycled component makes the whole item environmentally harmless. Check the Competition Bureau’s environmental-claims guidance.
Measure something beyond distribution
“We gave away 500” tells you how many left the box. Also ask whether people chose the item, used it and remembered why they received it. Track relevant follow-up without making a gift conditional on a positive review.
Your next move: Ask five customers which of two proposed items they would actually use – including the option to choose neither. Let that answer shape the order.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!