Make an impact

What is a Promotional Product?

Promotional Products – sometimes called “advertising specialties” – is the process of placing your logo or advertising message on items such as pens, hats, t-shirts, coffee cups, calendars, note pads, etc., and then giving these items away to your target customers/clients.

I have to be honest and tell you that a lot of marketing and advertising firms view specialty advertising as “trash and trinkets” and don’t really give it much consideration when developing their clients’ marketing mixes. When used properly, specialty advertising can help build your business as an integral part of your overall marketing strategy.

Here are a few of the ways that specialty advertising can help you grow your sales:

Building Your Brand

Putting your logo and/or your slogan on a specialty item that pertains to your business and provides value to your customer can be a great way to solidify your brand in the mind of your target audience or customer.

Building Name Recognition 

If someone uses a pen with your name on it every day, or uses your calendar, who do you think they will think of when they need your product or service? Carefully consider this when you’re deciding which promotional Product item to use.

Expressing Appreciation 

Promotional Products are great ways to say “thank you” to customers, clients, and employees. One of the best ones I ever received was a tote bag for my computer. It had a small classy logo on it. I could not help but think what a nice gift. I will continue to us this company. The gift certainly helped position them in my mind as a quality organization.

Getting the Word Out

Referencing the above tote bag for my computer again – this company had a great logo that they had stitched into the high-quality tote bag. I saw this logo every day for a couple of years, just think of all the free advertising I gave them! This also works with t-shirts, caps, and sweaters. Get some printed up and give them to your valued customers and employees. Give some away at promotional events. What you’ll be doing is effectively turning people into walking billboards for your company.

Cultivating Customers

If you were putting together a new business proposal, or planning a new product release which do you think would tell more about the quality of your company: a generic plastic binder, or an engraved leather portfolio? This type of specialty advertising item does two things: 1) it leaves a better impression about your company, and 2) it gives the prospect something that will keep your company in mind.

Gaining Goodwill

In competitive business environments, you need every edge you can get. When you give someone something, the hope is that you will gain at least a small amount of their business, and when it comes time to give someone their business, it will be you who gets it.

Some Considerations

First, be sure to select the specialty advertising item that will tell your story most effectively. For instance, if you’re a Brewery, give away a bottle cover, or better yet an etched collector beer glass.  

Secondly, before you select the item, consider what you’re going to put on it. If you’re giving away a growler then you have a lot of room but if you give a smaller item you don’t want to put your logo, slogan, address and phone number…you’d have to also give away a magnifying glass just for them to read it!

Third, decide how you’re going to distribute it. Are you going to give it away in person, send it through the mail, or point of purchase? Be sure to figure in distribution costs when you plan your promotional product budget.

What is most important, go with a reputable company. This is why I am providing you with this information. I have been in the business for so long that I have built wonderful relationships with my suppliers. You will very happy at what you decide to purchase to help you market your company or brand. We have been designing promotional products since 1983.

I hope I’ve convinced you that specialty advertising can be a great business-building tool when used as part of an overall marketing strategy. I would encourage you to do your up-front brain work and research before you jump in with both feet.