What are "measurable results?"

One of the biggest challenges we face each sale is trying to convince customers that promotional products are "worth it." Like every expense, businesses want to make sure that the dollars they are spending on promotional items get them some type of result. The result needs to "measurable"...or to use another marketing buzzphrase, customers want to be sure they get a Return on Investment (ROI).

So, how do we help our customers get that measurable result, especially when you're dealing with something like a promotional product? First of all, let's change the phrase and instead refer to those image-building items as "advertising specialties," because thats whatt they are. When you pay for something with your name on it, and you expect people to see it and be moved to action, it's an advertising vehicle.

Now let's examine a few differnet ways that we can measure the results of this type of advertising.
-- Set up a special e-mail account tied in with your advertising. For example, “To receive our special report on the 100 Best Restaurants to Wear a Tie-Dye Shirt," send an e-mail to “tiedye@xxxx.com”.
-- Have an item imprinted so customers need to redeem it in to receive a discount or free item. For example, a karate studio we worked with gave away pens at a local parade with the offer: “Bring in this pen for a free introductory lesson and uniform.” To gauge the response rate, all they needed to do was count the pens that were redeemed. Or you can print “mention this item when you order to receive a 5% discount.” Again, a simple collection of items -- or a tic chart" will help you see if the advertising is working.
-- If you include a phone number on your advertising materials, think about using a new or special number just with this item. For example, if you order desk accessories with a phone number on it, you can track how many people see this item just by counting the number of phone calls you receive. If a new phone number is too expensive, there are less-expensive options. You can set up a special e-mail account. You can even set up a ficticious person in your office and track how many calls "Betty" or "Lou" gets. Or, the simplest yet -- you can simply have your staff ask “how did you hear about us” when a potential customer calls.

Of course, there are a number of other options to make sure your advertising is working for you, as well. You may want to order a less expensive item than you had originally planned so you can order more (for example, a short-sleeve t-shirt instead of a long-sleeve), or consider having your logo imprinted in one color instead of two or three, or silk-screened instead of embroidered.

Another idea is to order items that can serve two purposes. For example, you can order a magnet with a punch-out piece, with the magnet becoming a picture frame and the punch-out piece is a coupon or advertisement for you. You can also order postcards with magnets glued to it so you get the benefit of a postcard mailing, along with the long-lasting placement of a magnet.

The key phrase to remember in this new economy is “measured results.” You want to be able to know where your customers are coming from based on where you spend your advertising dollars.

In today’s world, you can’t afford to simply advertise for the sake of advertising; you want to be able to know that your dollars are well-spent. Be sure that when (not if!) you advertise, you know which forms of advertising are generating the best response. It's simply a measure of your success.