- The audience and objectives of your promotion. (To reward consumers? Increase sales? Acknowledge external business partners or internal staff? To brand or increase attendance to an event?)
- The response you want from the recipients of these products.
- The information about your brand that you want to communicate.
- The information from the recipients you would find useful, if you were able to obtain it.
- Historically, some of the other promotions done by your company.
- What would you like the recipients to think about your company after the promotion is finished?
