Promotional products, what are they?
January 9, 2006 by Rachele Carl

Promotional products are items that have your company’s logo, name and/or contact information printed, engraved, silk-screened or embroidered on them. These items are also referred to as advertising specialties, business gifts, awards, “giveaways”, “trinkets & treasures” and yes, even “trinkets & trash”.

A few of the most common ad specialty items are pens, calendars, magnets, mugs, t-shirts and key chains. There are thousands of items to choose from and the cost, well, from pennies on up.

According to the Promotional Products Association International (PPAI), the top ten categories for 2002 were:

• Wearables: Aprons, Uniforms, Blazers, Headwear, Jackets, Neckwear, Footwear, etc.
• Writing Instruments: Pens, Pencils, Markers, Highlighters, etc.
• Desk/Office/Business Accessories: Briefcases, Folders, Desk Pen Sets, Calculators, Cubed Paper, etc.
• Bags: Tote Bags, Shopping Bags, Satchels, Gift Bags, Drawstring Bags, Cosmetic Bags, etc.
• Calendars: Wall and Wallet Calendars, Desk Diaries, Pocket Secretaries, etc.
• Glassware/Ceramics: China, Crystal, Mugs, Figurines, etc.
• Games/Toys/Playing Cards/Inflatable: Kites, Balls, Puzzles, Stuffed Animals, etc.
• Recognition Awards/Trophies/Jewelry/Clocks & Watches: Plaques, Certificates, etc.
• Sporting Goods/Leisure Products/Travel Accessories: Picnic/Party Products, Camping Equipment, Barbecue Items, Bar Products, Plastic Cups, Binoculars, Luggage, Passport Cases, etc.
• Computer Products: Mouse Pads, Monitor Frames, Disk Carriers, Wrist Pads, Software, etc.

As with any advertising campaign, objectives should be established. What is the purpose and what result is expected. Let’s look at a few possible reasons or objectives for considering promotional products or giveaways.

1. Build Name Recognition (Puts your company name in front of your customers)
2. Create Awareness (Let your customers know what you do)
3. Maintain Awareness (Remind your customers of what you do)
4. Grab Attention (Make your company stand out more than your competitors)
5. Sales Aid (Use them as an ice breaker)
6. Incentives for Customers (The “right” free gift can influence a sale)
7. Introduce a New Product or Service (A unique form of advertising)
8. Generate Tradeshow/Event Traffic (Everybody flocks to the place with the best give-aways!)
9. Customer/Employee Loyalty (A nice way to say “Thank you!”)

These are just a few ways promotional items might be used.

Unlike newspaper, radio and television advertising, promotional products, for the most part, are kept, viewed and reused over and over again. This makes the return on investment almost impossible to measure. How often a promotional product is used and how many people are exposed to it in its lifetime, are questions without definite answers. If measurement of exposure were possible, one would most likely see that promotional products are the least expensive form of advertising based on cost-per-exposure.

The cost of the promotional product should depend on the objective. Here is a general rule of thumb:

• $5 and under – Sales Aid, Tradeshow Giveaway, Direct Mail, Name Recognition
• $5 to $25 – Thank You, Reward, Gift
• $25 and up – Customer or Employee Loyalty

Your next question might be, “How do I choose the right promotional item?” I have an objective and I know the result I wish to achieve, but there are so many choices! Consider the following:

• The items you place your name or logo on represent you and your company. If quality is important to you, make sure the item does not look cheap.
• Choose an item that is “keepable”, one that is used or seen many times throughout the day. (Measuring tape, personal mirror, staple remover, refrigerator magnet, sticky notes) It must have perceived value or it maybe just considered “tossable”. What advertising specialty item have you kept and why?
• Seasonal items. For example, in the fall order ice scrapers for the winter snow (provided your customers live in an area where snow falls. If your customers live in Florida… …well, you get the point.). In early summer, print school football schedules on a magnet with your company information.
• Be creative! Think outside the box.

If you are still stumped as to the best promotional item for your particular objective, ask your advertising specialty provider for suggestions.

Rachele Carl is the owner of C4 Creations, which sells products and services that help you keep your name in front of your customers.  You've worked hard to build a good name for your company...  ...don't let them forget it!  C4 Creations can be reached at info@c4creations.com, (586) 949-6029 or via the website at www.c4creations.com.

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