Central to any marketing or advertising initiative are your promotional items, which may include any of thousands of unique, novelty gifts or products, usually include an organization’s imprinted name, logo and address or other contact information. Your promotional items should be used as an advertising tool to keep your company’s name and services fresh in the minds of your customers. Many organizations have found marketing success by developing their name recognition through the use of promotional items that may be forgotten in the short-term, but offer a reminder of where to find a reputable, competent service provider when the need arises. In many cases, your promotional items are the front line facing customers. Therefore, they should be neat, professional and present a favorable public view of your organization, the services and or products it provides and the people associated with providing those products and services.
Often, your promotional items are used at marketing or advertising events such as open houses, seminars and trade shows. They may be something as simple as a ballpoint pen with your organization’s name on it, a keychain displaying your website or other contact information, or a t-shirt with a brief advertisement of one of your organization’s services, upcoming sales or corporate slogan.
The name of the game in terms of your promotional items is name recognition. People who see a slogan often, or are constantly reminded of the benefits of an organization through an aggressive marketing and advertising campaign are susceptible, over time to the statements, values, beliefs, etc., exemplified by the advertising. Promotional items should be designed in a similar way, so that customers are constantly reminded of the outstanding product, service, value, trust and strong business relationships your company provides. Your promotional items might convey what an easy and pleasurable experience it is doing business with your company.
Many business owners will use promotional items aggressively, sending them as part of a sale, discount, special bonus inventory, open house or other seasonal event or initiative. Promotional items used for this type of marketing campaign tend to be of more modest cost, in favor of a maximum coverage strategy. Imprinted pens and other more affordable promotional items tend to work best in this type of strategy. Think of this strategy in terms of a blanket – you will send all potential customers in your area promotional item (no matter their degree of interest in your company, product or the service you provide). Most of your efforts will have little tangible effect (those which result in actual sales), however, this strategy may be successful in drumming up new business that you might not otherwise have reached through other advertising and or marketing methods.
Like any marketing strategy, the name of the game in using promotional items is developing a balance that is cost effective, determined by how many of the promotional items distributed translate to actual sales.
For more focused campaigns, business owners will often use a higher priced promotional item, but will restrict its use to those potential customers who are more likely to actually do business with the organization. Again, cost effectiveness is key.
Business owners also like to show their appreciation to long-term or strategically-aligned business partners through a higher-value promotional item, which commemorates their relationship and commitment toward working together for continued success. Engraved or imprinted plaques and banners tend to work well in this capacity.
Who should use promotional item?
Why should a company use promotional items?
What is the best promotional item in terms of strategy?
How can your promotional items complement your sales strategy?