Almost every marketing organization for promotions is searching for the golden path which permits them to get a better return when it comes to profit and revenue than they spend chasing it. Actually, it is not so easy to make it into reality. If there was a tried and tested formula which would ensure a profit for business activity everyone on the planet would be rich and business failure would be unheard of. However, the fact is that marketing is not an exact science and the likelihood of failure is higher than the likelihood of success. So how does the long-term marketer deal with this level of business uncertainty is not present in the other aspects of running an enterprise or something. When a piece of equipment is bought or a new staff member is hired the costs and likely benefits are relatively clear-cut. To be honest, it says nothing with marketing, however investing in custom promotional merchandise has been proven over the years to be one way of cutting this uncertain return on investment and creating a longer-term return on money spent today on business marketing.
The answer to this everlasting promotional riddle is the same solution as the insurance industry offers business and consumers, which is the spreading of the risk. While putting all your marketing eggs in one basket can pay off spectacularly the fact is that a bold all-or-nothing strategy is most likely going to crash and burn because so many uncertain factors come in to play when trying to talk with the general public. It is impossible to have “perfect information” as economists call it as there are multiple variable at every level. A change to one can cause a cascading effect through the whole communications structure and regardless of the best laid plans and the top level of research there is nobody who has the objective knowledge required to guarantee Promotional Products success. 
So if your company plans to make promotional marketing activity first and foremost, work out how much you can afford to spend without any expectation of a return. Don’t blow the budget on one single message delivery medium. This is why using promotional products is a proven successful strategy for companies of all kinds. You can produce one and give it to the right person, or a thousand, but you control the cost per impact at every stage and have a good data set to be able to assess the success of shortcomings of the activity in which you engage. Everything in this world is a chance to learn something new, and every one of these chances has the potential for the clever marketer to provide some information which will better inform future promotional activity. It’s all about finding the “sweet-spot” where your company message coincides with the needs of the market and over the years promotional marketing has proven to be a crucial step towards coming to grips with the motivations of consumers. At every level of your advertising and promotions strategy there should be a constant review and assessment system to make sure that the targeting and delivery of your message maximizes the return on investment. 