Real Power of Promotional Product
By: Mitch Carson
In today’s ultra-competitive
environment, what trait do successful companies share?
They use integrated marketing to enhance relationships with customers and
employees. One of the most
cost-effective tools for building rapport is with promotional products.
value of promotional products is their ability to carry a message to a
well-defined audience. Because the
products are useful and appreciated by the recipients, they are retained and
used, repeating the imprinted message over and over, without additional cost to
years, promotional products were viewed primarily as a tool for enhancing
goodwill. Now we know they do much
more. Recent studies show “Ad
Specialties” are an effective means for increasing repeat business, improving
direct mail responses, and stimulating customer referrals.
Methodist University conducted a study on the role promotional products play in
gaining repeat customers. The
school tracked the activity of 300 new customers at two dry cleaners over an
eight-month period. All of the
customers received a welcome letter, one third also received a $5 coupon, and
one-third received a $5 promotional product.
After eight months, the customer who received promotional products spent
27% more than those who received coupons, and 139% more than those who only
received a welcome letter.
Tips for Creating a Successful Promotional Products Campaign:
a specific objective.
Whether the goal is to increase trade show traffic or boost sales, the
first step is to clarify the purpose of the program.
a workable distribution plan to the target audience.
Distribution of a promotional product is as important as the item itself.
Research show that a carefully executed distribution plan significantly
increases the effectiveness of promotional products.
a central theme.
Linking a recognizable logo and color to all aspects of a campaign, from
promotional products to sales sheets to product packaging, helps create an
instantly recognizable image.
a message to support the theme.
Supporting a campaign’s theme with a message helps to solidify a
company’s name, service, or product in the target audience’s mind.
For example, a bank wanting to promote its small business services posed
the question, “Are you tired of being treated like a small fish?
And sent fish-related products to its prospects along with promotional
a product that bears a natural relationship to your profession or communications
company developed a magic motif for a conference at Disney World.
Attendees received magic-related products to tie in with the theme
“experience the magic with Disney.”
pick an item based solely on uniqueness, price, or perceived value. Don’t fall prey to the latest trends or fads.
The most effective promotional products are used in a cohesive,
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Last modified: November 08, 2002