Category Archives: Promotion

Promotional Items

Best Tip Ever for Promotional Items

At a recent networking event, I shared the best tip I ever heard about promotional items, and it’s good enough for it’s own blog post:

The best promotional item is one your clients have in front of them when they realize they need your service.

That’s it. Pretty simple.

For an electrician, that might be a sticker on the fuse box or a flashlight. For a dentist, it could be a toothbrush cover or a toothbrush. For a auto repair shop, it could be a tire gauge or car phone holder.

I have a few generic suggestions: pens, notepads, calendars, and mouse pads. These are routine items, but they are usually kept or passed around. They’re often in front of office workers when they realize they need lots of things.

Popular Item – PopSockets® Phone Holder

Pop Socket Phone Holder

Right now, I think this is a go-to promotional item. A PopSockets® sticks flat to the back of your phone, tablet or case with its rinsable, repositionable gel. It makes handling a phone easier…a lot easier.

The bottom line for business: this item is kept and used. It keeps your logo in front of people.

Quantity 100 500 1000
Retail Each $5.08 $5.02 $4.98

After discounts, I expect this item to start at $3.99 each.

  • White/Light Gray
  • Imprint: One Color
  • Setup: $41.67

Call (813) 685-9206 for more information.

2018 Planning and Scheduling

2018 Planning, Facebook, Logo Text Size

(This is a re-post of our January 2018 newsletter sent by e-mail. Subscribe to our newsletter here.)

Greetings and Happy New Year!

Promo Scheduling

With the beginning of another year, I always think about scheduling…what’s coming up, what’s needed to make it happen. So that’s part of this newsletter.

Facebook – Kinda Cool, Kinda Meh

And Facebook…it’s not as good as we’d like. That’s also included.

Blog Highlights

I wrote a post about logo design. See the link below.

Schedule - Quarter 1, Quarter 2, Quarter 3, Quarter 4

2018 Scheduling and Reminders

Get Reminders for Your Events

As you’re planning for this year, remember to send me your event dates if we don’t already have them. I’ll add them to the calendar and contact you at least one month before to make sure your print and promo materials arrive on time. If you’re planning a big event or a new campaign, I can contact you even earlier.

Early is better, of course. I wrote a blog post in 2013 that includes a table of suggested planning times for typical promotional projects.

See the entire post here.

Planning Case Study

Around October 1, 2017, we got a call about new panels for a trade show display needed by November 21. Seven weeks seems like a lot of time, but we needed every bit of it. It’s a textbook case study for early scheduling.

First, these were panels for the back of the display, not the typical panels for the front, so we had to research what was needed. My vendor gave me part numbers, but when I looked at the specs, I found the size was wrong for the display. They had to take extra time to research again and finally came up with the right parts.

Second, the design had to be created. My client created the artwork, and it took some extra time; they had the software needed, but they were not experienced in designing for large format printing. And there’s always the time for reviews, changes and approvals.

Third, we ordered the panels, and they arrived a week early. My client did the right thing: they put it together to make sure it worked. And they discovered they were missing pins needed to hold the panels on the back. After a quick call to my vendor, they express shipped the pins, and it all came together.

Every one of these steps took days or weeks, and it was a success because of early planning. Projects can be rushed, of course, but that usually means higher costs.

A Little Less Facebook

Facebook and other social media are pretty amazing, but for small business it can be a mix. So Pacesetter Media is going back to newsletters as a primary way to communicate with our friends, customers and associates.

Facebook the Good

I think most businesses should have at least a minimal presence on Facebook. People search for businesses on Facebook, and Google sometimes shows business pages in search results. For some businesses, lots of Facebook interaction is fitting.

Facebook is like a big community fair or an industry trade show. If you go there to smoke and joke, that’s what you get. If you go there for business, that’s what you get. Despite what I’m about to say, Facebook can help your business.

Facebook the Bad

Facebook doesn’t show posts to your entire audience. They want you pay them to advertise, so they’re going to limit your reach when you use the free service.

You can spend lots of time building a following and then lose control when Facebook limits your reach. It’s up to them, and if they change their terms next week, who knows what they’ll do?

You can test their paid ads with a low commitment; it’s really a good, low-cost way to reach people and test advertising ideas, so it’s not all bad. But when you want stay in touch with your customers, the free Facebook is hit and miss.

Back to the “Old Fashioned” Way

An e-mail newsletter is still the most cost effective way to reach your customers in mass. Postal mailings, phone calls and face-to-face visits are more personal, but they take more time and cost more.

Maintaining Your Own List

A mailing service like MailChimp is the best way to manage your e-mail list. You can regularly export your list and keep a back up on your computer. Whenever needed, you can move it to another service.

A blog is another option, but a blog is passive. It doesn’t send anything to recipients. You have much better reach and control with a newsletter.

One quick warning about mailing lists: I always suggest using a newsletter service. There are several laws and best practices you should comply with, and a service makes it easy. For a small list up to 2000 subscribers, there are free options.

Logo Study Header Image

Logos Should Have Big Text

Pacesetter Media did a blog post about logo design…usually the text should be big compared to the graphics.

See the entire post here.

Pacesetter Media – Solving Promotion Problems

When you need help with scheduling, Facebook or logos, give us a call.

Here’s to a great 2018.

EDDM – Great Value to Reach a Local Market

UPDATE Apr 26, 2016: Current EDDM postage is 17.6¢ each.
A few years ago, the U.S. Postal Service introduced Every Door Direct Mail (EDDM). It’s a great option for businesses trying to reach a local audience. EDDM postage (17.6¢ each) beats traditional direct mail postage, which cannot be calculated by mere humans. (Okay, that’s not true, but standard postage is egregiously complicated. Let’s say you’re lucky if it’s 21¢ each, but it can run 28¢ and higher, and you never know until we process your mailing list.) Plus traditional direct mail requires a mailing list (starting at $200 if you don’t have one) and processing (starting at $125). Of course, EDDM has limitations.
  • Size and Weight The piece has to meet EDDM size and weight criteria, but that’s fairly easy.
  • Can’t Select Individual Recipients You can’t select individual address, and you can’t split routes. You mail to entire routes only (a few homes to thousands of homes each).
  • Daily Limits You have to mail at least 200 per mailing and no more than 5000 per day.
  • Take Mailing to Delivering Post Office You have to take your mail to the delivering post office or ship it to each post office.
  • Preparation The paperwork has to be prepared, and the mail pieces have to be bundled in 50s or 100s.
EDDM is not the perfect solution for all businesses, but it’s a good option for any business trying to reach local homes and apartments.
  • restaurants
  • churches
  • brick-and-mortar retail stores
  • car dealers
  • salons
  • home services
  • medical offices
  • car repair shops
It’s also good for reaching residences anywhere in the US, but that requires shipping your mailing to the delivering post office. Nonetheless, it can be a valuable option in some situations.

Comparing EDDM and Standard Direct Mail

Here’s a quick comparison chart.
EDDM Standard Direct Mail
Postage 17.6¢ as of April 2016 It’s complicated. Let’s say 21¢ each and higher.
Mailing List 0 Starting at $200
Mailing List Processing 0 Starting at $125
Can select individual homes No Yes
Can select homes based on demographics Whole postal routes only Yes – Location, age, income and lots more options
Can select businesses Limited. Most routes include more homes than businesses. Limited number of routes have only business addresses. Yes
Send to Named Individuals No Yes

Basic Steps

Here are the basic steps.
  1. Create your printed piece to EDDM specs.
  2. At, create an account.
  3. At, create a new mailing, select the neighborhoods/routes you want to reach and print your paperwork.
  4. Bundle your mailing with the paperwork.
  5. Take your mailing to the delivering post office and pay 17.5¢ each or pay online when you place the order.
EDDM has a few important specifications like size, paperwork and bundling. You can find more information at the USPS website.

The Bottom Line

EDDM is a cost-effect way to reach homes, especially for businesses with a local market. You can find more information at the Postal Service EDDM website. Of course, Pacesetter Media can print your postcards and take care of your direct mail project from start to finish. Call (813) 685-9206 for more information.