How to Analyse your Promotional Product Campaign

Everyone knows promotional products work. However, when running a campaign that involves investing a serious amount of your marketing budget or if you really want to take promo products to the next level after a small taste of promotional products, you will be more likely to give back better returns if you have insights into your previous campaigns and ways you can track the progress of your current new campaign.

Using an effective method to measure your campaign’s results will give you the details you need to build a full report to display at your campaign’s performance meeting.

At first, it may seem tricky to achieve sufficient data on your campaign and calculate the true results of your promotional products, however, it is easier done than is perceived.

It starts before your campaign, when you first start thinking of promotional products, consider why you are using them, and what you hope to achieve with your products. This could be customer loyalty, brand awareness, or something else! Whatever your goals are for your product campaign, goal setting is one of the most essential parts of calculating your merchandise’s results!

Next, you need to decide on the metrics you are interested in. This will depend on your goals and should link with them accordingly.

Some methods of collecting data include:

• Track the keywords you appear for and ensure they are linked to a CTA or special phrase from your merchandise. This could also be done with a hashtag, tagline or QR code, (using QR codes might be best only if you’ve had previous success with them, as they are often not perceived as convenient or massive hit with people despite their potential.)

• Asking customers how they heard of you and noting promotional products as an option. This would meet your brand awareness goal in line with new customer acquisition.

• Carry out surveys of the recipients of your promotional products, asking what they think about them. This will tie into customer satisfaction.

• Track social media mentions if you are mentioned along with a thank you note or something from a recipient of your promotional merchandise. This would be good for tracking brand loyalty and give you qualitative data on your product campaign.

• An additional tip for recording data on your merchandise campaign is to use a phrase or CTA unique to your campaign. This can be carried out in a range of ways including a hashtag, tagline, or QR code (although QR codes are highly convenient, they often have low engagement rates) With your unique phrase or hashtag, you can track everywhere they are mentioned.

• If relevant, keep an eye on your site traffic. With all metrics, make sure to record and compare to a while before your campaign. Give sufficient comparison data to see differences in before, during and much after the campaign is over for long-term results.

Metrics to focus on:

Goal - Increased awareness:

If your goal is to increase awareness, impressions are one of the metrics you would want to look at as they relate best to each other. This could be done with. Another metric that should be tracked here is traffic to your store or website while playing a close eye to the number of new leads and customers.

Goal – Increase customer loyalty:

If your goal is to increase customer loyalty, then the metrics you would want to measure would include your NPS (net promoter score) customer surveys on the products and sales data of returning customers. For a longer-term approach, customer lifetime value may also be appropriate.

Goal – Generate revenue:

If your goal is to generate revenue, using the data collection methods mentioned above, you would measure your ROI using the formula (Total revenue – total cost) / Total cost x100 = Your ROI percentage.

Goal – Boost employee morale:

Alternatively, if your business is looking to boost employee morale by handing out branded corporate gifts then it would be appropriate to monitor employee’s interactions with their gifts, their interactions with each other, employee surveys and employee metrics such as turnover, and their thoughts on the products.

Just a reminder - when gifting employees it is critical to invest in them by gifting high-quality products. This will show you value them, making your purchase more worthwhile with an overall higher level of employee satisfaction. For the most accurate analysis, and as when measuring everything, remember to use data from before your campaign, monitor your campaign when it is ongoing and when it is over.

Promotional products can be a powerful marketing tool when used effectively. By tracking the right metrics and collecting data from your recipients, you can be confident in the knowledge of how your promotional product campaign performed.