There are two effective ways to judge the value of a promotional product: its usefulness and its attractiveness, because together these two attributes add up to high perceived value. Here’s what I mean. I can go on forever talking about how useful this or that promotional item is. You drink out of it; you write with it; you look at it all day long; you wear it; you show it off. But a key factor is how much it’s appreciated. If you think you can give a really inexpensive pen (okay, let’s use the word “cheap,” because it’s got to be said), if you’re giving a cheap, run-of-the-mill pen to somebody who is a highend buyer, or somebody who is largely responsible for your success and the success of your team, it’s not going to be appreciated. It’s useful, sure; but it sure isn’t attractive, and it certainly doesn’t have a high perceived value. There’s nothing surprising or unique about it. It’s nothing that you’ve put any effort into or had custom made especially for the recipient. Bear in mind, not only is your gift not going to be appreciated, but you are going to appear lacking in appreciation to the recipient for whatever reason that person supports you. The key things, as I mentioned, are usefulness and attractiveness, because together they add up to a high perceived value. And there are so many terrific high-quality promotional items that you can choose from through AnOpportunityKnocks.com. High-quality pens are high on the list. But you can also choose from engraved portfolios or business cases, a classy selection of watches or crystal items, plaques and awards, stationery and journal books, even foods and beverages. These are all items that you can target toward specific persons or specific groups of people, like buyers, special clients, celebrated members of your team. The smaller the number of promotional items you need, the more targetable you can make it, and the more personal. You can target something specific for the person who really likes hot pink, for example, or for the person who doesn’t like anything loud and screaming some kind of brand. It’s why promotional products work. The “target-ability” of promotional products, which is what this discussion comes down to, is very important. With over 750,000 products available, all of which are multipurpose or multi-use, you’ve got a lot of different options. But usefulness and attractiveness can also be attributes of promotional items that you order by the dozens, or by the hundreds. Let’s imagine that you are planning for a trade show, and you’re thinking, I need 50 pieces for the trade show; but then, the more you think about it the more you realize that you’re really going to need 500 pieces or more for the trade show because you just used 50 pieces for that group that was making presentations. You need something unique and different, but now you’re no longer thinking expensive pen or engraved portfolio or the hot pink guy. So what are s

1. An Opportunity Knocks:
Sourcing and Product Ideas
Dave Burnett / db@aokmg.com
How do you determine which
promotional products give you the
right value for the right customer?
There is a great abundance of promotional items.
(For proof, just browse our website.) The two most
effective ways to judge the value of a promotional
product are its usefulness and its attractiveness—
together they add up to a high perceived value.

2. Promotional products are
usually quite useful, but how much
are they appreciated?
If you think you can give a really inexpensive pen (okay, let’s This:
the word “cheap,” because it’s got to be said), if you’re giving
a cheap, run-of-the-mill pen to somebody who is a high ‑end
buyer, or somebody who is largely responsible for your success and the
success of your team, it’s not going to be appreciated.
It’s useful, sure; but it sure isn’t attractive, and it certainly
doesn’t have a high perceived value. There’s nothing about it Or This:
custom-tailored for the recipient. Bear in mind, not only is
your gift not going to be appreciated, but you are going to
appear lacking in appreciation.
Dave Burnett www.AnOpportunityKnocks.com

3. Usefulness and attractiveness
add up to high perceived value.
There are so many terrific high-quality promotional items you can choose
from. High-quality pens are high on the list, but you can also choose from
engraved portfolios or business cases, a classy selection of
watches or crystal items, plaques and awards, stationery
and journal books. These are all items you can target toward
buyers, special clients, even celebrated members of your team.
The smaller the number of promotional items
you need, the more targetable—and the more personal—
you can make them. You can target the person who really
likes hot pink, for example, or the person who doesn’t like
anything that’s branded. It’s why promotional products
work so well.
Dave Burnett www.AnOpportunityKnocks.com

4. The most important attribute of a
promotional item is its “target-ability.”
With over 750,000 multi-purpose or multi-use products available, you
have a ton of options. “Target-ability” means that the usefulness and
attractiveness of promotional items need to apply whether you are
ordering them individually, by the dozens, or by the hundreds. Let’s
imagine you are planning for a trade show. You’re thinking, I need 50
pieces; then, the more you think about it the more you
realize you really need 500 pieces because you just used
50 items at a small-group presentation. You need
something unique and different, but you’re no longer
thinking expensive pen or engraved portfolio—you need
something in a large quantity.
Dave Burnett www.AnOpportunityKnocks.com

5. What are the most common items
you can order by the hundreds?
The list is pretty long and includes things like stationery, journal books,
calendars, mugs, and a wide variety of really practical desk items. Probably
the highest ranked category would be apparel. Or, you can go outside the box
with humorous aprons or the branded ones you see at fundraisers or tailgait
parties. Uniforms work well in the delivery, restaurant, and service industries.
Or you could go with head wear. Imagine people walking around wearing
your brand on their head like a billboard. It’s fantastic.
Dave Burnett www.AnOpportunityKnocks.com

6. You can do unique branding with
apparel like jackets and polo shirts!
Look at what The North Face and Nike have done with apparel.
Neckwear is also a great category: custom silk ties for men,
classy silk scarfs for women. Or you can go with the old stand-
by: the T‑shirt. Basically, T-shirts come in every style and
quality, from cheap and cheerful for your group picnic all the
way up to high‑end moisture-wicking for long-distance runners. You can
get safety T-shirts. You can even get T‑shirts with a collar
and sleeves that people would look at and call them golf
shirts or polo shirts. They’re really not; they’re just
T‑shirts—but they’re dressed up a little bit and they have
that higher perceived value.
Dave Burnett www.AnOpportunityKnocks.com

7. An Opportunity Knocks:
Sourcing and Product Ideas
Dave Burnett / db@aokmg.com
Get your name out there with
amazing promotional products
from AnOpportunityKnocks.com,
the number one promotional products
resource on the Internet.
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.