Many distributors avoid fully custom projects because they fear complications. They’d rather stick with selling the stock promos they know to keep their job simple. Unfortunately, that means they’re selling the same stuff as all of their competitors. That’s not a good way to do business.

 

Don’t fall into the same trap: It’s easier than you think to create custom products if you know the right questions to ask. With this guide, you’ll know every topic to cover to make creating your first custom promo a piece of cake.

What is the goal of your promotion?

The first step of your sales pitch should be zeroing in on an end-goal. 

Find out what your clients want to accomplish with their overall campaign. For instance, is their goal raising brand awareness, or is there a specific product or service they want to get the word out about? Knowing this end-goal should inform the decisions you make down the road, so be sure to get this squared away off the bat to confirm you’re on the same page.

Learn From LBU: Satchel for Rachael Ray (#4423)

For this custom satchel, Rachael Ray wanted to promote a new product launch: a new brand of dog food made with real meat and vegetables. To spread the word, LBU created this customized bag featuring a detachable shoulder strap that converts into a dog leash. Not only could recipients use the satchel to carry dog chow home from their local store, they could also use the leash to bring their furry friend along – the perfect way to appeal to pet owners.

GO FOR THE GOAL:

 

If your clients are unsure of what they want to do, get their wheels turning by asking about some of these common marketing goals. See if any of the ideas below sound like what they are trying to accomplish:

 

  • Raising brand awareness
  • Promoting a new product or service
  • Launching a new website
  • Advertising a company rebrand
  • Showcasing social media handles
  • Announcing a special offer
  • Increasing engagement

Who is your target audience?

Once you know your goal, figure out to whom you are marketing.

Knowing the demographic of your audience will help you figure out what type of promo will perform best, along with the decorating details that will resonate the most. For promotional products to work, they need to be interacted with. That’s why it’s important to create custom goods that your audience will gravitate toward and want to incorporate into their daily lives.

Learn From LBU:  Backpack for Cartoon Network (#1384)

Cartoon Network’s demographic is children and teenagers, so LBU settled on a custom promo emblazoned with bright and colorful cartoons – Blossom, Bubbles and Buttercup, to be exact. The Powerpuff Girls are both a Gen Z fav and a major dose of nostalgia for millennials, making it the perfect license for mass appeal across all ages. Best of all, backpacks are the bag of choice for kids and teens, which means their branded goods will be used and seen over and over.

PERFECT YOUR PERSONA:

 

Take your audience beyond basic demographics and help them figure out a unique customer persona for their promos. By coming up with a fictional bio for the type of customer they’re trying to appeal to, you’ll both be able to make your marketing more effective. For example, have your clients figure out:

 

  • How old is the persona?
  • Where did the persona grow up?
  • What is the persona’s career?
  • What issues matter to the persona?
  • How does the persona feel when they interact with their brand?
Getting into the psyche of your audience will help you make educated choices about every detail of your custom projects. Your clients can be a wealth of information to help you figure these details out, too – all you have to do is ask.

What do you want your audience to do with your product?

Promos that look good are great, but make sure they’re practical too.

To get the most impressions possible out of your custom projects, ensure they fulfill an end-user need. Once you figure out how these products should be used, design them to withstand their intended purpose. For example, you wouldn’t want to create a grocery tote that can’t hold up to a few pounds of canned goods and other products. If you’re not sure how to pick your materials, talk to your supplier. They’re the perfect source and can help make sure your material and decoration ideas are smart choices.

Learn From LBU: Duffle Backpack for Zumba Fitness (#4858)

For Zumba’s “We Move the World” campaign, they wanted to create custom duffle giveaways for their Zumba Instructor Convention. These promos are all about bright colors and movement, just like the namesake exercise craze. While they look stylish, the bag itself was built with purpose: This duffle is made with durable material to hold everything gym-goers throw inside. Plus its functional design prevents back strain while still providing tons of room to store shoes, weights and exercise bands.

BET ON BAGS:

 

If your clients want to ensure their promos are used, bags might be their perfect solution. Half of all consumers own a promotional bag, according to ASI Central research, and they generate more impressions in the U.S. than any other promotional item (5,700!).

 

Bags come in a boatload of varieties, too. Try one of these top 10 most-searched bag terms on ESP for your next custom project:

 

  • Backpack
  • Tote bag
  • Drawstring backpack
  • Cooler
  • Plastic bag
  • Canvas tote
  • Nonwoven tote
  • Messenger bag
  • Grocery tote
  • Wine tote

What do you want end-users to know about your brand?

Make sure you’re sending the message your clients want to get across.

Custom projects have a handful of features to consider, and it’s important they all line up with your client’s brand and personality. For instance, you wouldn’t want to create glittery rainbow-colored briefcases for a buttoned-up corporate client, nor would you want to give a whacky children’s brand professional-looking suede and leather backpacks. Understanding the key features of your client’s company will help you figure out what features to add to their custom promotions.

Learn From LBU: Pillow for Grumpy Cat’s Worst Christmas Ever (#4855)

This custom project was created for Lifetime, which was producing a holiday movie based on Grumpy Cat – the internet’s favorite unamused feline. To spread excitement about the flick, Lifetime wanted to showcase Grumpy Cat’s unique personality and give a sneak peek to the type of humor viewers could expect from the special. To accomplish this, LBU embellished their pillows with the star herself, featuring her signature snarl and a tongue-in-cheek warning on the pocket that, no, you cannot have the remote. Talk about the cat’s meow.

DAZZLE WITH DECORATION:

 

One of the easiest ways to increase the perceived value of your promos is by taking advantage of decoration options. Even a simple drawstring backpack or promotional pillow can be immediately transformed with full dye-sublimation, or specialty fabrics like glitter, velvet or faux fur. If your clients want to get across an air of exclusivity and high-end style, ask your supplier about what decoration options you can use to dress up your goods.
Apron for Auraline Beauty
(#4417)
Drawstring Backpack for Blue Man Group
(#1058)
Lumbar Pillow for Cartier
(#3217)

 

What is your timeline?

Figure out how much time you need to get it all done.

Once you’ve got an idea of what your clients want to create, put together your timeframe to make it happen. Make sure you discuss how quickly they need their products, or if there's a specific month or season these promos need to launch. Keep these details in mind before you finalize your promo plans; check and double-check to make sure you have time to get all the details and materials needed together before the deadline arrives.

Learn From LBU: Sleeping Bag for Cheetos (#4849)

  • ‹ prev
  • next ›
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
In case you missed this fashion craze, let us bring you up to speed: Just two years ago, Cheetos launched a line of ready-to-wear items featuring Chester Cheetah himself and their iconic cheese-dust-orange hue on items such as leggings, onesies and even a specialty fragrance. To bring the snack-inspired fashion line to life, LBU created this stunning sleeping bag designed to look just like a fresh bag of the cheesy goods. To accomplish this, LBU had to get all the deets on the fashion line’s launch: When it was happening, which products this bag needed to launch alongside and how long production would take to ensure their timeline was possible. We give them two cheese-covered thumbs up.

NEED IT NOW? NO PROBLEM:

 

According to ASICentral’s 2018 Supplier State of the Industry Report, suppliers said one in three orders require a turnaround time of five days or less, which hasn’t changed since 2015. That means your suppliers should have experience with super speed and be ready to create your projects fast. With a good supplier partner in your pocket, you won’t have to be afraid to say “yes” to a fast-approaching deadline anymore.

What is your budget?

Last but not least, it’s time to talk dollars and cents.

Before your clients sign on the dotted line, make sure you have the money discussion. It doesn’t have to be as scary as you think! The goal is to create custom promos within your client’s price range that will have a great impact on their end-goal. Channel your inner Goldilocks: Don’t spend too little you can’t accomplish your goal, but don’t spend so much that the amount doesn’t justify the results. While it might be worth it to upsell by explaining their product’s potential, it’s still important to work within your limits. Score that sweet spot, and you’ll be looking at happy custom clients for life.

Learn From LBU: Felt Tote for COTERIE’s Fashion Show (#3458)

COTERIE is a global fashion event that brings together top talent in the industry with new brands hoping to break into the market. For their custom projects, LBU knew sleek and stylish was a must – however, since these items were giveaways for tons of attendees, it was important they didn’t break the bank either. To get the best of both worlds, LBU settled on a trendy modern over-the-shoulder tote made with 100% recycled post-consumer water bottles. This eco-friendly favorite was within budget and made a big impact on attendees.

WITH LBU, SUCCESS IS IN THE BAG™

 

LBU Inc. knows the products you provide clients reflect their image to the public – not to mention your own. That’s why it’s worth it to go above and beyond their expectations. Check out the many ways working with LBU makes that happen so you can WOW customers with every order:

 

  • PROUDLY MADE IN THE USA
    The largest domestic manufacturer and designer of custom-sewn products, made right in New Jersey.
  • CREATIVITY BEYOND MEASURE
    Get access to the most creative design studio in the industry. You imagine it, they’ll make it even better.
  • FREE STOCK SAMPLES FOR YOUR SALES PRESENTATIONS
    Get free custom virtuals within 24 hours, or custom-made spec samples within 72 hours.
  • SUPER PRODUCTS AT SUPER SPEED
    Count on average turnaround times of just 2 – 3 weeks on any order.
  • LOW MINIMUMS FOR LOW STRESS
    Don’t spend more on what you don’t need. Minimums start at just 100 units.

 

With LBU’s help, you can start impressing clients today with gorgeous custom products they never dreamed they could make.