We’ve been talking a lot about how to achieve success in the advertising specialties industry using top-notch, attention-grabbing promotional products.

But for every way to get it right, there are certainly a handful of ways to get it wrong. Let’s take a look at five of the most common mistakes:

1) Getting late to market with a trend
In the advertising specialties world, showing up late is almost as bad as never showing up at all – and in some cases, it can be worse. Trends are fickle, and while some have incredible staying power (Mardi Gras beads, anyone?), others pass the peak and are quickly regulated to the dreaded ‘out of style’ status. Only two outcomes can come from arriving to market post-peak: 1) the market is over-saturated and your product isn’t new or exciting, and 2) You risk being overtly un-cool if the trend has passed. 

2) Refusing to innovate/refresh your approach
So how do you avoid getting late to market with a trend?  You pay attention. You remain always willing to mix it up and get on board with the hot new thing as it’s heating up. Doing the same old thing will yield the same old results, so watch for those trends – or partner with people who will watch on your behalf.

3) Failing to differentiate your brand identity
I have no fewer than fifteen branded pens in my drawer. Why should I grab yours to carry around use in public, exposing both myself and others to your brand? What makes yours special? Figure it out, or risk being an also-ran.

4) Sacrificing quality
We’ve talked about quality before, but the importance it simply can’t be overstated. You’re putting your logo – your brand identity – on a promotional product and allowing that product to speak to your consumers. What do you want the message to be?

5) Not targeting your key audience
This may sound like a no-brainer, but it’s shocking how frequently companies miss the mark. Who gets excited about your brand? Who gets excited about the promotional product under consideration? Make sure those two consumer segments match up. Nobody wants to be company handing out branded beer glasses to pre-teens or offering Silly Bandz to retirees.