Want advice on how to use promotional products for sales and marketing? Giving logoed items to customers and potential customers is a time-honored marketing tradition.
Want to put your logo on something to give to customers, employees or sales people?
Get tips on what works and what doesn't when using promotional products along with who the top promotional product suppliers are.
Popular Promotional Products
1. Pens and other writing instruments
2. Apparel (Called "logowear, including T-shirts, hats, fleece, outerwear, etc.)
3. Food gifts
4. Flash drives
5. Water bottles
6. Reuseable shopping bags
7. Work shirts (called "wovens" by people in the industry)
8. Outerwear - jackets
9. Presentation folders
10. Calendars
And so many more things you will want to explore that may be more unique and relevant to what you are selling or offering.
Top Promotional Products Suppliers lists who the big companies are who offer promotional items. They have websites with hundreds, if not thousands, of ideas. And they have people you can call and talk to who will customize a recommendation for your needs and budget.
Tips for Selecting Promotional Products
- Give items that will be used in the environment where decisions about your product or service are made. If you're targeting corporate executives, give them something they will use in their offices, so your company can be top of mind when they make decisions. If you're an online business, then a mousepad or flash drive are good options.
- Select items that underscore your marketing message and differentiate your company. Whenever possible try and find an item that can support a brand message.
- Personalize them for your client. While we are fond of our company logos, customers really like to use items that have their names on them.
- Avoid disposable items that will be quickly used and tossed. Make your promotional products investment something that will have a shelf life.
Some Cautions About Paying for Promotional Products
You can waste a lot of money putting your logo on promotional products that you give to customers and prospects. Who really wants a t-shirt with your logo on it? You, your employees, and your best customers, the people who love your company or brand. Everybody else? Do they really want a mug, t-shirt, pen with your company name on it? People pay for these items with brands they want to associate with. It's a big, bad assumption to give someone a t-shirt with your logo on it and think they will consider it valuable. How many t-shirts have you been given that you now use to wash the car?
Brand love is a catchy marketing term for a brand (company, product, service or a person) that is loved. Apple's a good example of a company with a lot of people who love their brand and products. People who love a brand generally pay to wear the brand emblem or be associated with owning the brand (your car, your watch, your phone, a t-shirt with Harley-Davidson on it that you paid for).
- Learn more about Brand Love and Branding.
How and where promotional products with your logo on them make sense to pay for
1. For your people at trade show booths and events representing your company
Get them matching shirts to wear to help customers identify them and to present your brand in a professional way.
2. To give to your very best customers who share positive word-of-mouth, post positive reviews, give customer testimonials and refer new business to you
These people are like human "ads" - you want them to be wearing something or using a pen or mug with your company logo on it.
3. For employees and friends and family who are "Brand Ambassadors"
Brand Ambassadors are people who represent your brand to the public.
The people we know at Nike are like walking ads for Nike clothes, shoes, sunglasses, hats and sports gear. Nike has an employee store and encourages their employees to "live the brand." You can and should do the same thing with your sales people and employees who work at your company.
Some ideas for how to use promotional products in your marketing
1. Let customers "self select" if they want an item with the company logo on it
By them "opting in" to get a t-shirt, mouse pad, coffee mug they may be helping you identify them as brand advocates who want to be associated with your brand. And if they want to be associated with your brand, they may be more likely to refer business to you.
At trade shows and events, offer customers one of three items. Or, send a letter to customers thanking them for their business and inviting them to visit your website to choose one of three items.
Know this: Consider whether items are appropriate for customers, prospects, or both. It's risky to have a prospective customer wearing something with your brand on it. What if they're asked, "Hey, how come you're wearing that?"
2. Send something with your logo on it with a thank you note for a referral.
You want to reward and recognize the people who give you referrals. Send them a thank you note with a logo item as a way to say thanks. Or, invite them to choose what they want to receive as a way to say thank you and make a few of the items logo items and something else like a Starbucks card. See what they think is most valuable.
- How to Get More Referrals has more ideas.
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