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How to Choose the Right Promotional Product by John D. Powell
 

Promotional products. Most companies buy them for prospects, clients, event attendees—they’re a fact of corporate life.

And they do work: Compared to other items when it comes to the cost per number of impressions, promotional items often win. For example, the Advertising Specialty Institute found that the average cost-per-impression for a shirt is 0.005 cents. A prime-time television ad? Per impression, it runs 0.019 cents.

But not all promotional products are created equal. Some are hits—and others are misses. How can you ensure that your next promotional item nails the target?

What’s Your Point?

What do you hope to achieve? How will you distribute the item? How does the activity for which you’re purchasing promotional products fit into your marketing strategy and message? How will you measure its success?

Without a clear plan and an understanding of how these products integrate into your marketing program, you risk wasting a sizable chunk of your marketing budget.

And the Dumpster behind your building is not a prospect or customer.

Suit the Product to the Person

Who does the promotional item target?

Don’t select a product you’d like—select something your audience would want. Ensure it fits your purpose as well: You may want to give something different to customers than to prospects. After all, you should have a different message for customers than you do for people who haven’t purchased from you.

Don’t Fall into a Promo-item Rut

Some companies have “signature” promotional items. They should reconsider. Customers likely already have one from a previous encounter with you. Many prospects may as well—at least, if they’re in the pipeline, they will. Something new and different will make a fresh impact each time.

Focus

Don’t give a promotional product to everyone you meet—even if they fit your audience parameters. Target carefully for the biggest impact. For example, handing a gift to everyone who walks past your booth at a trade show —even if its attendees are your target audience—cheapens the item’s value.

Give—and Get

Ensure that you have contact information for anyone who receives a promotional item. With current or past customers, you’re all set. But if you’re trying to attract new prospects, giving something without getting something in return is doing it wrong.

Find Something Useful

Choose something that your audience will use as often as possible for as long as possible. A study showed that promotional product use achieved a 69 percent boost in brand interest and an 84 percent increase in positive brand impression—mainly because of repeated exposure to the company’s brand though using the item.

Also, you gain fresh brand impressions from the people who see someone use the product—an added bonus.

Include a Call to Action

The item may be usable, targeted, and fit your strategy—but it fails if you don’t give the customer a way to take action.

Include your company’s contact information: logo, URL, tagline, phone number, QR code—whatever makes sense for your initiative. And with a finite space in which to work, make every line count.

Quality Matters

Promotional items leave a lasting brand impression. Handing out cheap, useless products is worse than handing out nothing at all.

Detail orientation ties to quality, too. Check every proof that you receive from the vendor. Is everything clear and easy to read? Is the phone number correct? The URL? Are there any misspellings? Send the proofs through multiple pairs of eyes to be extra certain.

This article was published on Wednesday 30 July, 2014.
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View Proofs Before Your Order Is Sent Into Production

We realize that promotional products are an investment - and we want you to be happy with the finished product. Supply your own camera ready art and you'll know exactly how the project will turn out. Can't provide camera ready art? Let our team of designers prepare artwork for you and send you a proof prior to the project being completed. For even more peace of mind, allow us to produce an actual pre-production sample at a small fee. If your budget won't allow for that, many times we can provide a virtual sample at no charge.

Promotional Products and Marketing Gifts

Did you know promotional products and merchandise with your logo not only strengthens your relationships with customers and prospects, they actually have a better retention rate than with many traditional advertising ventures. Promotional products, also known as specialty advertising, build brand awareness, help build corporate identity and promote a positive impression of your business. Let our team work with you in selecting the best specialties that fit your corporate identity. When used, specialty advertising products are a valuable tool in solidifying your position in today's competitive marketplace.

Promotional products are also serve as great marketing gifts to leave with potential customers and clients. Let your sales force leave behind promotional products with your name, logo and contact information on them and you will experience the benefit in increased results. In today's competitive marketplace, "desk time", is an essential element in moving through the marketing clutter of emails, phone calls and mailings. what better way to have your prospects and customers think of you than when they use a pad of Post-Its, pen, mousepad, coaster, cup or calendar with your logo constantly presented to them. Research shows companies that use advertising specialties in their marketing mix outperform those that don't use specialty products.

If you are experiencing any difficulties searching this site, try our secondary site by clicking HERE

Corporate and Business Gifts

In today's competitive workplace, employee recognition is an essential element in retaining your valuable workforce. We are able to provide a wide range of gifts designed to foster morale, provide a sense of loyalty and reward performance. Whether you choose crystal awards, electronics or any of our many corporate gifts they will be sure to please and create a sense of success and job security. As with any corporate gift or reward, employees tend to display or use them with pride.

Business gifts are a standard - especially when you want to thank your clients for their time or business. What better way to leave a valuable impression than with a premium gift decorated with your logo or message. Action Advertising offers a comprehensive selection of corporate and promotional gifts designed to show your appreciation to those you select to receive them.

So, whether you are celebrating a milestone of sales or tenure, our selection of corporate gifts will sure to lend an element of class, a feeling of accomplishment and appreciation. Whatever the need from crystal, glass, leather or electronic, we have a special corporate gift to please and fit any budget.

Promotional Company Shirts

Corporate shirts are a great way to reward clients or to increase your exposure to the public. We are pleased to offer a wide range of shirts including embroidered polo's and custom printed shirts. Shirts can provide your business with free advertising - and what company wouldn't want that?

Whether you are seeking to increase team building, present a unified appearance or create a sense of belonging - promotional shirts can help you accomplish your goal.

Even if you need corporate uniforms, Action Advertising is pleased to offer a wide range of uniform programs. We offer many styles in men's as well as ladies cuts. Worried about stains? Let our selection of stain resistant shirts help keep your employees looking their best. Concerned about the environment? Action Advertising offers many "green" products including bamboo which not only is environmentally friendly, but naturally anti-microbial.

Trade Show Giveaway Items, Logo Pens

Tradeshow giveaways can be a source of stress for those planning what to giveway. Let the helpful and knowledgeable staff at Action Advertising help by offering solutions to maximize your budget. With comprehensive sourcing options, we can find products tailored to fit your marketing objective. We can custom print a wide range of proven tradeshow giveaways including pens, bags, key chains, magnets, huggers and more. We also can provide mouse pads, umbrellas, MP3 programs, banners, candy and flash drives.

By far one of our best selling tradeshow giveaways is pens. Chances are, most of the pens on your desk, in your car or at home have a corporate logo on them. These items can be customized with a message that will be seen time and time again by customers, prospects and employees. So whether you are promoting a message of safety, celebration or location - imprinted pens go a very long way in advancing your corporate message because they usually are so well traveled. Action Advertising offers a pen to fit any budget from sleek upscale fountain pens to more economical varieties.

Printed Materials and Graphic Design Services

In addition to promotional products, Action Advertising offers outstanding pricing on a wide range of printed paper items including business cards, brochures, flyers, doorhangers, postcards, catalogs, CD/DVD inserts and much more.

If you need something designed, we have a staff of in-house graphic designers that help with logo design, print campaigns and printed collateral - including banners and auto magnets. Our rates are far more competitive than traditional ad agency rates.

We understand marketing and corporate branding.

 

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