to recommend the right product. 2. Consider timing and logistics. The lead time for the campaign needs to be clear from the outset, and the supplier should provide a written schedule of activity, from samples through to delivery. When merchandise is a last-minute affair, the emphasis may turn to what can be achieved and delivered in the time available rather than to the development of the optimal creative solution. 3. Choose the supplier and product carefully. With thousands of suppliers out there vying for the business, it is important to select one with a good reputation, experience and long-term relationships with manufacturers and suppliers. Nearly 70 per cent of senior marketers use their current supplier as their top source of information. 4. Don't buy on price. Senior marketers view practicality, relevance to the brand and attractiveness to the target audience as the crucial factors to consider when selecting the most effective item of merchandise. The budget is a major factor, but it shouldn't be at the expense of product choice or quality of service. 5. Consider ethics, the environment and relevant legislation or guidelines. Many companies source products from overseas to take advantage of the price and flexibility other countries can offer. However, it is important to be aware that there are risks involved. Choose a supplier that has stringent and transparent ecological and social responsibility credentials and that adheres to any necessary requirements, such as the CE Mark for products targeted at children. themarketer.co.uk is published by Redactive Media