This week at Sonic Promos, we're working on...



... magnifying card lights for CBO Financial. The card lights will be distributed at the Algae Biomass Summit in late September, promoting CBO as a financier and developer of commercial algae production.  



... clips, bags and puzzle key chains for a summer event with CACI. 



... and umbrellas and cinch backpacks for the Phelps School, a boys' boarding school in Malvern, Pennsylvania. 

"This Week at Sonic Promos" is a regular feature on our blog.
Read all past posts here.
Check in every week to see some of the work that's going on in our office.

You're probably familiar with the Five Ws and One H: who, what, when, where, why and how. In journalism, these questions are considered the basics in information-gathering; they comprise a formula for getting the complete story.

The Five Ws and One H are good questions to ask yourself when it comes to promotional planning as well. Don't rush a purchase until you've addressed these six topics.

1. Who is the intended recipient?

First and foremost, determine which market your campaign will target. Are you reaching out to college juniors at a career fair? Fortune 500 executives? Mommy bloggers? A product can easily impress one audience, and miss the mark with another.

Interns at the Human Rights Campaign, modeling some temporary tattoos.

2. Why are promotional materials needed?

"Why" goes hand-in-hand with "Who". Why do you want to distribute promotional products to this particular group? Promotional products are used to motivate a desired action. Do you want to drive website traffic? Encourage participation in a health and wellness program? Thank a loyal client?

It's silly to purchase branded materials "just because". If you look at it that way, your purchase is simply an expense, not an investment. Take the time to identify your objective, your goal. You want to be able to look back at the end of the campaign and assess whether the product effectively achieved the desired outcome.

Stadium cups for a .CO happy hour at SXSW 2012.

3. When is the event or program launch?

If possible, take some time at the beginning of each fiscal year to create a promotional marketing calendar. Note all major events (like trade shows, conferences, career fairs, and company picnics) and projected program launch dates. Reviewing this long term timeline will help you avoid rush situations. You might even spot opportunities to consolidate purchases and order in bulk. For example, if you have career fairs scheduled for both spring and fall, order enough inventory for both events in February, and store the extras.

Moreover, when you have several months of lead time, you open the door for overseas production, allowing for greater customization and potentially smaller spend. More time will give you better options, and ultimately better results.

4. How much money can be spent?

Budget a specific amount for each promotional purchase. You will find that each product category- drinkware, for example- offers an overwhelming variety of products across an extremely wide price range. By determining ahead of time how much or how little you're willing to spend, you automatically narrow the field of potential choices and simplify the decision.

Communicate your budget's parameters to your distributor partner, if you're using one (see #5), so that they can help you find a winning solution.

5. Where to purchase?

Here comes a personal plug. Obviously my response to this question is biased, but I strongly recommend sourcing promotional materials from a trusted distributor partner. Your company will benefit from the distributor's product knowledge, branding expertise, and their established relationships with manufacturers.

Additionally, you alleviate some risk by going through a distributor. Should something go wrong (a misprint, a missed deadline, defective product), your account representative is responsible for providing a solution.

6. What item is the right choice for my campaign?

It's smart to approach this question with a mind open to suggestions from your distributor rep. The reason being, a product often sounds great in theory, but fails in practice. Your branding might have certain properties that render it unsuitable for a particular piece. Perhaps the delicate lines of your tagline will bleed when sublimated on a lanyard, or the finer details of your logo will close on a pad-printed flashlight.

You might have your heart set on one product, but if a similar piece can be done in 1 week instead of 4 weeks, or can save you in shipping because it's produced in the same state as your event, it should be considered. A knowledgeable distributor will proactively spot production conflicts and opportunities, and he/she can guide you toward the best possible product for your campaign.

Think like a journalist when it comes to promotional planning, and remember the Five Ws and One H. These six questions will show the way to successful campaigns and responsible spending.

This week at Sonic Promos, we're working on...



... decals for the 303 Brand of protectants, cleaners and associated products from Gold Eagle.



... journals, T-shirts, laptop sleeves and other event program items for the Harwood Institute. 



... and double wall straw tumblers for Christ Fellowship. 

"This Week at Sonic Promos" is a regular feature on our blog.
Read all past posts here.
Check in every week to see some of the work that's going on in our office.

How much do you sweat during a workout? Do you wear that damp shirt proudly? Or do you rush home to change and shower? If you belong to the former group, you're going to love this.

(source)

ViewSPORT is a growing clothing company that specializes in sweat-activated athletic wear. That's right... sweat-activated. When dry, the shirt resembles any other screen-printed T-shirt. It's only when you begin to perspire heavily or saturate the garment with water that a special decoration appears.

(source)

We think it's a unique solution for race promotions, corporate health and wellness programs, and yoga studio merchandise. Contact us to develop a custom design for your next campaign.

Sweat equity, for your brand. We love it!

Any fans of the VH1 series I Love the 80's out there?

I've had 80's on the brain a lot at work recently... and it's not just because the 80's Popular Hits Radio Station on Pandora is one of Seth's favorite choices for background music. No, it's because 80's product trends and styles are experiencing a resurgence in popularity.

In my personal opinion (i.e. lacking factual basis), we're seeing this trend because a lot of today's decision-makers, product buyers and marketing managers, were children born and raised in the 80's. They have a soft spot for the neon colors and Ray-Ban sunglasses of their youth, and they recognize that their similarly-aged event attendees and customers do too.

If you're looking for a retro promotional piece with nostalgic appeal, consider one of these fun options.

Inexpensive, rubberized sunglasses shaped like Ray-Ban Wayfarers are a fun choice for kids' promotions, outdoor festivals, and risky business events.

Neon and highlighter shades are very popular in retail apparel right now. American Apparel offers several neon T-shirts, tanks and sweatshirts for wholesale printing.  

This hooded pullover is reminiscent of your retired acid wash jeans. It's also one of the softest sweatshirts I've ever felt.

I'm absolutely in LOVE with this umbrella inspired by Pac-Man.

Fanny packs. The trend that just won't die.


I like the idea of using reflective slap bracelets at an early morning 5K or family fun run. Kids still love them, and they're a great safety piece. 

Which trends do you wish would come back into style? Which ones would you rather see left in the past?