Analysis of Needs

Of course things like price, functionality, and design are important, when choosing promotional items. But all too often people just choose between different alternatives only based on a gut feeling.

Strange enough, many seem to forget what is obvious in all other communication disciplines: purpose, objective, line of argument, unique selling proposition, target group, core message. These are topics we would like to discuss first, when choosing promotional items. Otherwise we risk damaging the company’s image and the message going up in smoke.

When we build a solution we always start by defining the overall needs. Within each of the defined needs we identify purpose, goals, target group(s), budget etc.

We have listed some of the most known promotional needs below. Create an overview of your promotional needs by writing down the needs, which you know from your own company. Afterwards, try to arrange the written needs by size or importance.

• Relationship and loyalty marketing

• Product launches

• Fairs and events

• Fundraising

• Incentive programs and rewardings

• Co-branding

• Sponsoring

• Generel marketing (brand awareness etc.)

• Internal branding