Marketing with Promotional Items

Are you looking for ways to grow your business? If you've never used promotional items - things like pens, caps, and t-shirts with your logo on them - now may be the time to consider investing in them. Here are a few tips to make marketing with promotional items more successful.

When choosing your items, consider the following:
- Your business. What do you do, or what product do you sell? Promo items can be even more effective if they tie in to your business.
- Your target audience. What are their demographics, and more importantly, how do they use your business? Will they appreciate or use what you're giving them? Or will they throw it out or put it in a drawer as soon as they get home? Your item needs to be seen as often as possible for it to be an effective marketing tool. Considering your target audience could also save you money: You won't be paying for items that will go to people who don't use your product or service.
- Can the item be used every day, or only occasionally - or is it a "throwaway"? Everyday items have a better chance of being noticed than items that aren't reusable.

Consider the quantity carefully. How many do you really need? It's probably a lot more than you thought. Be realistic about the size of your audience and especially about how long you'll be giving out your items. Are they just for a trade show, or will you need them all the time? It's a lot cheaper to buy in quantity discounts up front than to reorder several times a year.

Consider price carefully. Of course you'll be concerned about how much you spend; after all, these items are "freebies." But if you try to cut costs too much you could end up with quality issues that turn your items into unintentional "throwaways" - items that you wanted your customers to keep, but that break soon after they're given out. Plus, the quality (or lack thereof!) of your items could send a message to your customers about how much - or little - you value their business.

Allow time for production. Customized items take longer to produce. If you're planning for a special event, like a trade show, make sure you give your supplier plenty of time to get your items produced and shipped to you before the event. Rush orders are not only more expensive, they are more prone to problems - and delays that could result in your items not arriving in time.

When giving out promotional items, don't forget your current customers. It's easy to think of these items as a tool for bringing in new customers - because they are. But if you neglect your "regulars" they might start to notice and take their business elsewhere. It's easier to keep current customers than it is to recruit new ones, so if you're giving out promo items make sure they're useful for your regulars - and that your regulars get them.

It might be worthwhile to do some testing. Consider asking employees, family members, or friends what they think of your ideas. Their feedback and suggestions could be very useful.

Promotional items are an expense, but they should also be considered an investment. They can be a great business builder, especially if you're careful with your choice of recipients - and what you decide to give out.

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Additional source: "Picking Your Promos" by Daryl Kulak, Massage & Bodywork, October/November 2006, pp. 138-141.