Mixing It Up
4 tips for integrating promotional products into your clients' marketing mix
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Tip 2: Tell a story.
"Promotional products are the one advertising medium people don't complain about getting too much of," Rapoport said. After all, there's a reason it's a multibillion-dollar business that just keeps growing. But despite the sheer ubiquity of T-shirts with logos on them, there's a double-edged sword in there as well. Rapoport said: "I think what you have to do is step away from looking at it as a commodity." Because there's "swag" that gets forgotten in a week or two, and then there's a targeted promotional item that supports a business plan—and cross-selling with the latter goal in mind is a long game that requires both planning and precision. Here are a few questions to pose to your clients:
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Chrissie Gruebel
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