Those three strategies include rebranding, public relations, and image building. And all three can be focused toward internal and external and indirect markets.

1. Today I Want to Address Three Strategies
That Are Best Executed by Incorporating
Attention-Getting Promotional Products.
Those three strategies include rebranding,
public relations, and image building. And all three
can be focused toward internal and external
and indirect markets.
An Opportunity Knocks:
Sourcing and Product Ideas
Dave Burnett / db@aokmg.com

2. In Addition to Your Internal and External
Markets, Your Rebranding Efforts Need
to Include All Your Stakeholders.
For your internal market, your associates, you can choose
desk items like such as desk clocks, mugs, screen cleaners,
things that your people will hold on to and constantly
remind them of the change in the brand. It is especially
important to do this kind of thing if you’re renaming your
company; you want your people able to pick
up the phone and answer without hesitation using the
correct new brand name. With your company stores, things
like apparel and hard goods are great ways to broadcast
your new message out to your existing customer base. And
for your stakeholders there are a wide variety of little gifts
you can imprint.
Dave Burnett www.AnOpportunityKnocks.com

3. When You Think of External Rebranding,
You’re Primarily Considering Your
Customers—But Don’t Forget the Media.
Obviously, when you are targeting your customers, the
excellent selection of leave behinds available at An‑
Opportunity Knocks—the mugs, the carry ons, the portfolios,‑
those types of things—will give you more than enough ideas
for notifying your customers of your new brand. And let’s say
you have people from the press, from television stations, from
important Internet sites coming to report on your new brand—
bloggers, writers, reporters. You can present them with USB
drives already loaded with information, explanations, and
artwork. You can also give them imprinted items like pens and
journals. It all depends on your target market.
Dave Burnett www.AnOpportunityKnocks.com

4. The Next Group to Consider When
Rebranding Are Your Stakeholders—All Those
People Who Contribute to Your Success.
Your board of directors who donate their time and are such
great, great help in supporting your business. It’s important to
give them a little something (which presumably they have
approved in principle); this might be a portfolio or a
personalized pen. In the broad scheme of your rebranding
this is obviously not going to be that great an expense. Also
included among your stakeholders are your investors. If you
have large institutional investors, you can present them with
charging stations or letter openers. People who impact your
business but are not directly involved in the business, like
vendors, are also important people to communicate your
rebranding effort with a suitable gift.
Dave Burnett www.AnOpportunityKnocks.com

5. The Next Area I Want to Cover
Is Public Relations—Both with Your
Street Teams and with the Media.
With street teams and sales reps you can provide
shirts, balloons, flyers—anything that will make a
splash out there in the marketplace and create a
great market presence. With the media, you want
to choose something that will help them to see
that you are re-branding, that you are re-engaging the marketplace in a new
way, and that you intend to be noticed—something useful but flashy, like a
hot/cold tumbler. You want them to read your PR release and get onboard, to
get an article in the press, to call for television or radio interviews or stories,
or to post a notice on their blog site, whatever it may be. So make it easy by
providing a prepared press release in a fancy folio or ready to download on a
USB drive.
Dave Burnett www.AnOpportunityKnocks.com

6. The Third Great Use of Promotional
Products That I Want to Outline Today
Is for Image Building.
When you’re building your image, it’s
important to keep in mind your brand
alignment; you have to drive home the
fact that the promotional products you
use are as important as the message
you imprint on those products. If your promotional offer is a quality product,
that means your brand will be perceived as a quality brand. Even the venue
you choose for the distribution of your products is associated with your image
building. So be sure to consider where your target market will be when
they’re receiving this particular product—you want everything to align with
your image building efforts, whether they’re at a trade show, business
meeting, or on the street.
Dave Burnett www.AnOpportunityKnocks.com

7. Of course, It’s Always Important to Keep
Your Budget Considerations in Mind.
How is the perception of the promotional gift you’re giving relative to the
relationship you expect to develop with that customer? You don’t want to
present somebody who’s going to be investing a lot in your brand with some
cheap little doodad. If your relationship with this customer is going to net you
a substantial amount of money in the long run, presenting him or her with an
inexpensive trinket is no way to do business. You want to present them with
something that they will recognize
immediately, something that will make
them proud they invested in your
company, proud to be partners with
your company, and grateful they have
remained loyal to your brand.
Dave Burnett www.AnOpportunityKnocks.com

8. Sixty-four categories and almost 200 subcategories of industry-leading
products, including (but not limited to): Apparel, Awards, Business Cases,
Calendars, Desk Items, Executive, Eco-Friendly, Golf, Health and Wellness ,
Key Chains, Luggage and Cases, Mugs and Tumblers, Pens, Pencils, and
Highlighters, Post-It Notes, Safety, Tools, Travel, USB Drives, and Watches.
Get your name out there with
amazing promotional products
from AnOpportunityKnocks.com,
the number one promotional products
resource on the Internet.
An Opportunity Knocks:
Sourcing and Product Ideas
Dave Burnett / db@aokmg.com