People like stuff. That fact sparks commerce, builds relationships and spurs human ambition.
It also drives a form of advertising that holds a unique place in the marketing industry—and in the psyche of consumers.

A promotional product is advertising you can touch. Unlike other ad media, it has ownership value. It is a cornucopia of “stuff” incorporating virtually everything your customers wear, use, consume or display. The list includes wearables, sports and leisure products, office tools, food products, writing instruments and thousands of other items. Interestingly, promotional products convey your message in a way that is perceived not only as a method of marketing—but as a gift. In fact, they are the only form of advertising that instills ingratiation with each presentation.
In this edition of Marketing Link, you’ll be introduced to the wide variety of promotional products available for marketing your business or message and learn strategies for using this powerful marketing tool.

How to Use Promotional Products
Not only do people like stuff—they need stuff. Promotional products run the gamut from novel executive toys to essential job equipment. In today’s promotional industry, virtually everything is available in an imprinted form. That’s a lot of stuff. In fact, businesses and organizations spent $17,311,730,376 in 2004 on imprinted merchandise to carry their promotional messages.

Buying a promotional product is one thing, using it is another. There is an art to getting the most from your messaging. By utilizing proper strategies, you’ll increase the effectiveness of your campaign and create greater opportunities for achieving your marketing goals.

As with any advertising medium, you’ll need to ask yourself a series of questions to help in identifying your target, defining your objectives and setting a budget.
1. Who are you trying to reach?
2. Is it a single, defined prospect or are you casting a net on a wider group of clients?
3. Is the target an existing client or is this their first encounter with your company?
4. Is the relationship friendly or more businesslike?
5. How important are they to your business?
6. What marketing materials are your
competitors using?
7. Is this a one-time message or part of a larger, continuing campaign?
8. Are you looking to close the deal or just arrange a meeting?

Once you’ve answered these questions, you’ll have a better understanding of the type of products needed to achieve your objectives. For example, if you’ve identified a single prospect that brings great value to your business, you might reach out with a high-end gift item like a golf club or an embroidered jacket. But if you’re reaching out to a large number of prospects, high-end products can be a significant drain on your budget. Fortunately, there are a number of items (everything from magnets to portfolios to electronic calculators) that have a higher perceived value but can be purchased in larger quantities at a modest cost.

Choosing the Right Product
Promotional products can be highly targeted for a specific prospect or group, but it’s important to make selections that are appropriate for the recipient. An imprinted potholder might open doors with a local restaurant, but it’s less likely to make an impression at a trucking company. Similarly, a T-shirt that wins friends at a radio station could go unnoticed by the CEO of a Fortune 500 company.

Choosing the right product for the right customer can yield benefits for your business. Consider the type of industry you’re targeting.

Is there a product that serves a job-related purpose? For example, a prescription pad displaying your company logo might be an item a doctor would use on a daily basis. The effect can be equally powerful in items with a personal use—think of a lunch cooler, keyholder or flashlight. These products have a broad appeal and high-use factor without being limited to a particular group or profession.

Just as an item can reflect the needs of a particular recipient, you can select products that reflect your own business. A car dealership, for instance, might choose a roadside emergency kit, and a computer store could distribute imprinted mousepads. This technique makes a memorable connection between your product or service and the item given to a recipient. The same effect can be achieved by using custom-shaped magnets, notepads or keyholders that remind users of your business category.