How to Use Promotional Products as a Marketing Strategy
Promotional Products, which are items customized with a company logo, can market a business more efficiently than just about any other advertising medium. Advertising effectiveness is often measured in the number of “impressions” a marketing piece receives. For example, if 1,000 people view a television commercial or see an internet ad, that would equal 1,000 impressions. Promotional products cost less per impression than most other forms of advertising as shown in the chart below. Each impression costs less than a penny for promotional products!
Infographic source: ©2016 Advertising Specialty Institute http://media.asicentral.com/resources/impressions-study-2016.pdf
The promotional products that receive the most impressions are bags, writing instruments, and clothing. Logo bags are used often in public places such as the grocery store, at the beach, at school, or at work. Therefore, they are seen by many people. Furthermore, because a bag is useful, and especially if it is also stylish, it will be appreciated by the consumer and used for a long time, increasing its effectiveness as a marketing tool.
A company or organization can hand out colorful bags decorated with a logo or message at events such as races, trade shows, conferences, sporting events, or as gifts filled with other promotional goodies. A consumer that receives a bag will be appreciative of the gift, have a good impression of the company, and use it which gets the logo seen by more people.
Writing instruments are a popular promotional item because they are relatively inexpensive, they are small, and everyone uses them. Business wanting to promote their brand using writing instruments should consider more than just cost, however. People throw away cheap pens, but keep promotional pens that write well and/or are unique in style. When choosing a pen to show off a company logo, make sure to choose a quality writing instrument that also looks fashionable.
The clothing category remains a popular choice for promotional products. Provide employees and clients with a stylish hat, jacket, or shirt and he or she will wear it and become a walking advertisement.
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