Promotional product advertising gives your small business a cost-effective tool to brand your name and be heard… loud and clear.
Brand your business and get your name right smack in front of your customers and prospects over a long period of time. Promotional product advertising , also known as advertising specialties or “custom imprinted promotional items,” gives you more bang for your buck when it comes to branding your business that almost any other form of business promotions. Especially on a small business budget.
The key to using promotional gift items is the effectiveness and ability to build awareness of your brand over an extended period of time. Compared to other, more risky and costly forms of promotion, you will never get a shelf life like that of a well-thought-out promotional product campaign.
Maybe you’ve tried direct mail or you’ve run some print ads — both necessary and recommended to build your business.
But to build awareness and build your brand over an extended period of time (without a ton of effort on your part), promotional product advertising gives you the tools to “tune-up” your promotional efforts.
Do Promotional Products Really Work?
The short answer is … yes.
Custom imprinted promotional products really do give you easy-to-use tools to build brand recognition. They help you, create a winning “buzz” about your business and help people know who you are. You don’t need a ton of cash to create the brand recognition you need to explode your profits.
It’s as simple as putting your company name right on her countertop.
Or in her office …
On his shirt …
In her purse …
On his golf bag …
Or right in her hands — every single day!
Do you think your prospect is going to carry around your postcard until she’s ready to call you? Do you think your prospect is going to remember your name when digging through his rolodex thinking “what was that person’s name?”
How Do I Find the Right Promotional Product?
For one, choosing the wrong promotional product for your target audience is a common and unfortunate mistake.
If it’s doesn’t have that perceived ” high value” or if it doesn’t stand out from the rest of the clutter known as marketing, it’s not going to work.
How Much do They Cost?
First, promotional products are extremely cost-effective — sometimes costing a few cents per item!
However, the wrong way to look at any marketing and promotional effort is by only concentrating on the actual “cost per item.” Of course, you always need to set a budget for how much is going to spent on marketing and promotions.
But once you get beyond the initial cost, you want to have a pretty decent understanding of how much you expect to gain from your promotion.
This “projected gain” is also known as your Return On Investment, or your “ROI.”
In basic mathematical terms, if you spend “X” on a product, you want to be able to estimate what your “Y” is with regards to your “net” sales and profits.
Therefore, just because you’ve spent ten cents on an imprinted item doesn’t mean it was inexpensive.
And just the same goes for spending ten dollars for each particular promotional product. It doesn’t mean it was actually “expensive.”
As an example, suppose you purchased 500 promotional products at a cost per item of one dollar. (Total cost $500.)
Out of those 500 imprinted items, you end up gaining business from five of those products because of the exposure you gained.
If, on average, these five new customers are worth $500 in sales — you would have a net gain of $2,000!
Therefore, your ROI is $2,000!
Which items work best?
When you’re trying to find promotional product ideas or come up with any other marketing campaign, the first step is to learn as much as you can about your target customer.
A common mistake is spending too much time worryin about the method to deliver your message before really understanding who your target is — and the best way to reach her.
And although promotional gift items are cost effective and gives you a longer shelf life — figuring out the right product comes after figuring out your customer.
Out of all of the thousands of promotional items available, sometimes the classic items that have been around for a long time work the best. Pens, wearables (t-shirts), mugs and printed item (calendars) have been proven to deliver your message and have much greater shelf lives.
A few final thought you should keep in mind to help you find the best promotional products for your business:
Will it actually be used by my target customer?
Does it have a high perceived value?
Does it give you the exposure you’re looking for?
Will it have a long shelf life?
Is it going to bring me the Highest Return on Investment?