At this year’s Promotional Products Association tradeshow, more than 95 percent of business professionals surveyed reported using custom promotional products at their tradeshows and events. Roughly 72 percent of respondents state that promo items are either “extremely effective” or “effective” in accomplishing their goals. There are many reasons to use imprinted merchandise and promotional product advertising, including: to increase name recognition, to increase booth traffic flow, to generate goodwill, to attract new customers and to generate interest in products.
Research shows that promotional products are an effective way to engage audiences and create brand recognition. “Each time they use your imprinted product they actively engage with your brand,” said Paul Kiewiet, vice president of Incentive Marketing. He added, “When you work with a qualified promotional consultant to select products well-suited for a specific audience, you will not only increase the number and quality of show leads you generate, you will elevate your brand by creating a powerful and positive brand experience.” Promotional keychains, promotional pens, clothing and other useful items can help you maintain a competitive edge, marketing analysts say.
The most commonly used promotional products at events and tradeshows include: imprinted pens, logo t-shirts and tote bags. These trade show giveaways result in increased booth traffic, sales growth and customer retention. Data suggests that most people will hold onto a useful promotional item for an entire year, which creates a subconscious brand experience every time they use that item. When it comes time for that person to want or need your goods or service, your custom promotional products will serve as a reminder, since most people are naturally more likely to want to give to a company they feel has been generous and displayed kindness toward them; therefore, your business is likely the first they will call.
The top-rated promotional products are something your potential customers can wear (like a t-shirt or a backpack). The second favorite purchase is writing instruments (10%), most notably imprinted pens. What is better than to give someone something they will use every day at work? How many times has someone come to your desk and walked off with your pen? Promo pens are certainly the gift that keeps giving, when it comes to utility and sales. Other popular promotional marketing products include: calendars, key tags, stress relievers, branded water and promotional food.
There are two types of marketing angles to take when choosing promotional products. One angle may be that you want something tested, tried and true. To play it safe, go with golf shirts, hats, jackets, t-shirts, pens, pencils, markers, highlighters, wall and wallet calendars, or stationary. However, you may feel that your product or service is something that’s a little bit quirky and a little bit edgy. You will want something that is more than a reminder but will really “wow” your audience. Innovations are always changing, but finding promo products that tie into your company’s theme can be effective. For example, the movie “Gothika,” starring Halle Berry as a mental patient, was promoted using pens shaped like syringes. Or the movie “Anchorman” used branded stress relievers shaped like little dumb bells that said “right gun” and “left gun” (which is really funny if you’ve seen the movie)! Carnival Cruises recently offered the public eco-friendly tote bags to promote port-side shopping and environmentalism. Nightclubs may choose water bottles to help their dehydrated clientele and Mike’s Hard Lemonade may use branded beachballs to reinforce their “beach party” message.
“This year more then ever co-branding is the buzz,” said Dale Kirby, director of marketing for Promopeddler.com. “Retail known products such as Cutter & Buck, Cross, Swiss Army Brands, and even High Sierra are corporate gifts that will share the limelight with your logo.” He said that choosing a respected manufacturer for your promotional products and advertising specialties increases the perception of value and creates the most positive image for your company in this exciting networking channel.
Cell Phones
Whether you choose imprinted pens, shirts, or some other quirky item, you will still need a good implementation strategy. Think about where your desired market hangs out; find brand ambassadors that fit your company’s image and have a marketing manager train these people well. After all, they are the first impression your prospective clientele will be having with your company and your brand. There is no room for second chances in the marketing industry, so give it 110% the first time and don’t expect a couple of 10-cent promotional products to do all the work for you! The more you give, the more you get, plain and simple.
