Successful promotion campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained. Ready to plan your next promotion? Use the consultant search engine to locate a PPAI member consultant in your area. You and your consultant will discuss these seven important elements to help you plan the best promotion for reaching your objective: 1. Define a specific objective. Whether the goal is to increase traffic at a tradeshow exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program. 2. Determine a workable distribution plan to a targeted audience. Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products. For example, a pre-show mailing to a selec...