Promotional Items Checklist Part 2 - Who Do You Want to Influence? |
A promotional campaign is only as good as the plan that it rests on. In the first part of this article, we talked about defining the objectives of your promotional campaign. In some cases, your objectives will define your influence group. In others, your campaign may involve overlapping influence groups. In a sales campaign to introduce a new product, for instance, first you'll have to educate your salespeople about the product and motivate them to sell it, then you'll have to find ways to promote it to the general public. When you're choosing promotional items, it's important to keep in mind exactly WHO your gift recipients are.
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