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Secondly is the current or desired geographic reach to the audience. Discover how dispersed is your target market by evaluating for example two kinds of customers - one maybe a local real estate agent needing products to give away at children's school feats, etc while another customer needs fridge magnets. Distinguish which of these are your target audience then create a strategy according to that so you can be more useful in sending your "message" to them. Thirdly, know who are you targeting with those promotional products. Yes these items are going to be aimed towards both current and prospective customers but you must have various priorities for each type. Keep in mind, those ones that are referred by your current customers will be your prospective customers.
Fourth is to analyze what you need to achieve through these items you deliver to the audience. By conveying whether an item is for one-time campaign or ongoing campaign then your products become simpler to quantify. Many promotional suppliers such as A-One may be able to consult companies concerning the quantities they should have based on their customer database. Lastly is how you interact with your customers. Items for your marketing needs are viewed as "In Real Life" items so if your business involves a lot of face-to-face contact with customers then there should be more "face time" products in your list. In simpler sense, there's no point in buying thousands of hats for your employees if they interact on the phone on a regular basis.