Branded giveaways are everywhere. T-Shirts & pens, coffee
mugs and rain bonnets. Almost 17 Billion (with a B) dollars
worth last year: Promo Products (a.k.a. Specialty
Advertising).
They work. In a recent survey, almost 80% of people surveyed
said they could remember the brand name of a company that
gave them a promotional item in the past year.
The specialty advertising people are quick top pint out
this is a higher percentage than the same survey asking if
people can remember a TV or print ad from the past month.
Promo products from logo-ed mugs to baseball hats are ads
that continually deliver the message. Many stay on desktops
for years.
Small businesses everywhere have embraced the concept. The
only challenge, what do you give that compliments what you
do? A few phone calls or on-line searches and you will have
a table-full of catalogs to get those creative juices going.
Be sure to pick something because it benefits your customer,
not because you are taken in by its uniqueness. Remember the
first rule of advertising, its all about them. Give them
something they can benefit from. A mirror with your name on
it to be hung on a wall screams your desire for them to give
you free advertising to others. But a coffee maker with your
name on it says you care about the morning caffeine break.
Some can be for every customer, as a point of purchase
handout, other can be more elaborate as a holiday or thank
you gift.
Lead time is important as it takes a while to get 'em ready
for you to give 'em out. Like business cards, you need a
distribution plan before you order.
Decide what you want, and figure a way to give them all
away. Then order and give.
Although the average specialty advertising product --
basically anything you give away with your logo on it --
will cost more that other form of advertising (per person)
the extra impressions, branding and memorability may be
worth it.
