Successful promotional products are all about developing brand affinity—an emotional connection made with a brand through the magic of 3-D advertising. But calculating the ROI of using promotional products compared to other marketing tools or tactics often presents a challenge for brand management. For example, a statement like, "This creative giveaway resulted in this specific sales result," is a calculation all too frequently unavailable.
Jeff is executive director of the Quality Certification Alliance (QCA). Prior to that, he was responsible for developing safe and compliant brand merchandise for Michelin. He has worked with brands in publishing, consumer products, broadcasting and film for over 30 years. Follow Jeff on Twitter, and QCA on Facebook.