9 Ways Promotional Products That WORK for Your Business
An article by Arsham Mirshah in the American Marketing Association Magazine
We’ve all heard that phrase “you have to spend money to make money” haven’t we? But what, exactly, are we supposed to be spending our money on? I’ll tell you what.. Promotional Products! They are a proven, cost effective way of marketing your company to an extremely large audience while doing minimal work.
1.) Opening Lines of Communication The law of reciprocity: Give, and you shall receive. More often than not, giving a gift or item to an individual promotes a feeling that he/she should reciprocate for your kind gesture. In terms of promotional products, the giving of a product to someone else will make him or her more likely to do business with you. L.J. Market Research did a study that found 52% of participants given a promotional item, ultimately did business with that company.
2.) Drawing Attention “Hey, Hey! Look at ME!” There is no more powerful word in the field of marketing than the word “FREE”, so why not offer free stuff? You now know how promotional products can help open lines of communication, but they can also get people to you all on their own! Your trade-show booth can only be viewed from so far away, so how do you reach people all the way on the other side of the convention center?
3.) They Stick Around For A Looooooong Time “How do I still have this thing?” Conventional advertisements generally run for a set period of time. TV ads might run for a few weeks, billboards for a few months, etc. Promotional products are a unique form of advertising that could potentially continue advertising to new target markets for an unlimited amount of time. Think about what promotional products generally are: note pads, pens, t-shirts, key chains etc. These items are not large or expensive; instead, they are simply useful. These types of items can easily be used in every day life, making them susceptible to long term exposure
4.) Exponentially Increase Brand Recognition Repetition, Repetition, Repetition! Brand recognition requires repeated exposure to the brand name, slogan and logo. Seeing the same thing over and over again is often one of the best ways to remember something and that’s where promotional products come in. Customers are more likely to remember your company if they have been exposed to it hundreds, even thousands of times. A promotional item has the ability to show off your brand on a daily, hourly and even minute-to-minute basis. According to Schreber & Associates, 39% of all people who have received a promotional product in the last 6 months can remember the name of the company associated with it.
5.) More Brand Exposure Than Ever Before Expand Beyond Your View. Are you getting enough brand exposure with traditional advertising methods? Promotional products to the rescue! Promotional items have an uncanny ability to reach an audience far beyond your targeted boundaries. The most obvious examples of how this is accomplished are by using pens and t-shirts. T-Shirts: These can be viewed as walking, moving, breathing billboards for your company. Promotional t-shirts are often worn to the gym or simply while out on the town exposing themselves to hundreds, even thousands of people each trip. Note: T-shirts generally account for 30% of total promotional product sales (Advertising Specialty Institute) Pens: These change hands at an alarming rate. People are constantly taking notes, jotting down grocery lists or writing entire reports with pens, but most importantly, they’re sharing. This allows your branded pen to reach an astronomical number of demographics during its life cycle.
6.) Promoting A Favorable Image Psst! Brand reputation can sometimes take a lifetime to develop into one that is particularly positive. Why not cut down on that time by using promotional items? 71% of participants in a study done by Louisiana State University could remember the company’s name that gave it to them.
7.) The Gift of Re-Gifting This was useful to me, now I want to share it with you! Re-gifting is generally a forbidden practice. The thought of someone passing on a well thought out personal gift to someone else generally promotes blood boiling anger but not in the case of a promotional product. If your promotional product is being passed along, you should be elated! People share; people share stories, emotions and most importantly, people share stuff. Recipients of promotional items are more than likely going to pass them along to someone else and this is exactly what we should hope for! The more a promotional item is passed along, the greater total audience it sees, the smaller our cost per impression gets and the bigger our smiles become. It’s a know fact (thanks to the Advertising Specialty Institute) that 62% of those who receive a promotional product will give that item away before throwing it out. Think of it this way: 1 person is given a promotional product. That 1 person exposes that product to 100 people. If you give out 100 promotional items and each of those items was passed around 100 times by its recipients, you will have gained 1,000,000 impressions with just 100 items! That’s what we in the business call incredibly effective advertising.
8.) Don’t Limit Yourself To Just A Target Audience More impressions = more business generated. We’ve all heard, been taught, or thought about a target audience. What we often don’t think about is the possibility that our perfect customer is outside of our current targeting boundaries. That’s where promotional products can come in handy! Promotional items have no geographic or demographic limitations and because of their mobility, items such as USB drives, t-shirts and pens have the ability to reach a vast number of people you may have never gotten the chance to advertise to.
9.) Sell More, Make More A simple pen could be the reason for your largest client. The whole purpose of advertising is to generate revenue for your company. The fantastic thing about promotional products is, that’s what they’re designed to do! Baylor University did a study that concluded, companies whose sales people utilized promotional products did 22% more business than those sales people who didn’t. Due to high exposure rates, promotional items create a positive affiliation with your company and can help to generate sales at an alarmingly rapid pace.
Learn from the past, embrace promotional products, and enjoy the ROI that comes with them.