Posted by: brandextenders | June 3, 2010

Products that keep on giving

Quickly, think about what you’re wearing and what you may have in your purse or pockets. Got it? Now, think of all the items you are either wearing or carrying that have a promotional message on them, i.e. a golf shirt, pen, key chain, lapel pin, hat, earrings, socks and yes, even the boxer shorts you might have on. Now that you have those in mind I’d like for you to recall who the advertiser is on each of those items.

The chances are you will recall whose logo is on each of the items you identified because that’s part of the power of promotional products. In a recent survey conducted by ASI, a provider of business solutions to the promotional products industry, an average of 84% of respondents could recall the brand on the promotional products they received. That jumped to 87% for polo style and button down shirts, 85% for pens and other writing instruments and 89% for hats. How many times have you watched a TV commercial only to ask yourself after it’s over who the sponsor was? Unlike traditional media where you buy time for each commercial you run, you buy a promotional product once, give it to the recipient and it continues to impress your brand over and over again as long as the product is kept and used. In my previous blog I mentioned the statistics from this same study that showed the average promotional gift is kept approximately seven months.

One point this brings up is that if you truly want someone to hang onto that pen, shirt, ball cap or tote bag you need to invest in something with quality. Imagine being given a 15 cent stick pen at a booth in the tradeshow you’re attending and a little later receiving a metal twist pen with a laser engraved logo packaged in a gift box from another booth. Which do you think you will keep and use most often? You might throw the stick pen in your junk drawer and use it from time-to-time, but I bet you’ll keep the metal pen with you and use it on a daily basis. This same study showed that writing instruments (pens!!) were the most highly recalled promotional item followed by shirts, hats and bags.

Promotional products can be a highly effective form of advertising especially in these tough economic times when you want to target a certain group and not shotgun your ads all over the place hoping they’re seen. Work with a promotional product professional to determine the right gifts for the right prospects, customers and employees. There’s more to it than looking through a catalog, picking an item and slapping your logo on it. Is it the right product, is it quality and will it be something end-users want to keep? Does it fit in your budget and does it tie in with your other marketing efforts? Will it be compliant with all the new laws regarding what’s in a product and is it unique enough to provide you word-of-mouth advertising from those who receive it? If your promotional products salesperson doesn’t ask you a lot of questions and seek to learn about your business find one who does because only then will you begin to see how totally awesome and long-lasting promotional products can be for your brand.

With 24 years in promotional marketing, Steve Woodburn works with clients to develop creative and measurable solutions that solve their marketing needs using promotional products, uniform programs, online company stores, point-of-sale initiatives and rewards and recognition. He builds long-term relationships and becomes a trusted advisor and consultant his clients can turn to for all their brand extension needs.

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