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Conference Promotion Case Study

bagEvents, conferences and trade shows cost a lot of money. Clever companies seek to maximise the return on their investment. To do this they spend more money on ways which make people remember the message they are communicating.

A client calls us five weeks before a conference they are holding. It will cover many issues over it’s two day period, they need to make sure that attendees remember the key communication points of the conference. Hundreds will be attending, it’s cost a fortune already and they tell us they can spend no more then $20 on our products per person.

A telephone briefing is organised with the client. Three key communication objectives are evident. (Very often when we discuss communication objectives with clients it helps them concentrate their mind and think of their conference in a long term and strategic sense). We need to know your communication objective for us to develop a promotional theme and message.

A matching set of three metal pens are selected as the promotional item. We arrange for a different message to be printed on each of the pens. Attractive packaging is selected to increase the perceived value of the product. The message on each pen is a device to make the attendees think of the key points and issues surrounding these points. As there is a set of products attendees will be more inclined to keep the pens together and think of the message on each one as part of an interconnected story. 8 months after the conference our client reports that these pens have helped reinforce the three central points of the conference beyond their expectation.

Promotional Product Lesson – think of our products as mini advertising boards. Ask yourself what are we trying to communicate?, - think of central messages or themes. Invest time in this process, you wouldn’t advertise or communicate a message on TV without identifying and investing in message development.