Marketing Tips

The Power of Promotional Products

Branded promotional products (pens, calendars, notepads and other must-have items - all featuring your company logo, and usually a tag line to boot) don't get nearly the recognition they deserve.

According to the latest survey from the Promotional Products Association International, 76 percent of people who received a promotional product in the previous 12 months could recall the name of the company imprinted on the item. Even better, some 34 percent of these people actually had the item with them at the time of the survey (either on their desk or on their person)!

Yes they're everyday objects, but when you stop to think about it, that's exactly what makes them so effective. Promotional products don't flash across your TV screen like some big-budget 30-second commercial or beg to be viewed like a lonely magazine ad - no, they hang around day after day, week after week, constantly reminding their user of a shared relationship with the business advertised.

What kind of promotional products work best? Electronics are especially hot right now (especially iPod and cell phone accessories), as is anything health or cooking related. Pens, calendars and notepads have always been popular.

Of course, like any marketing tool, promotional products are most effective when used as part of an overall marketing program. Direct mail and email marketing are ideal for driving sales and producing referrals. But even if you're using those mediums on a regular basis (as experts recommend), there are still days, weeks, even months when your brand is out-of-sight and out-of-mind. Promotional products can help fill that void (easily and economically).

  • Real estate professionals: Consider providing important documents and reference materials to your buyers on branded thumb drives (convenient and memorable all-in-one).
  • Fitness-club members are usually so eager for branded clothing, athletic gear and accessories that they're willing to turn themselves into walking advertisements for the club and classes they attend.
  • Retailers that hand out branded candy are sure to get repeat business and referrals.

If name-recognition is important in your line of work (but your marketing budget often gets the short end of the stick), promotional products are not only an affordable alternative, they're also nearly impossible to beat for keeping your brand top-of-mind with customers, past customers and referral resources.