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Polo T Shirts HQ
Imprinted
Promotional Items - Their Many Marketing Applications by Cindy
Carrera
There are many uses for promotional items. This means that they
are just not used as freebies for a grand opening special. Knowing
all the uses for these nifty items, often called "swag,"
will open up many opportunities for your place of business.
Advertising Specialties
Look around you. You can probably count on two hands the number
of items in your office or home that are etched, engraved or printed
with someone's name- magnets, key chains, coffee mugs, calendars,
rulers and note cubes. Oh, and how could we forget the pen or
stress ball?
These items were most likely given to you at no cost at a business
you frequent, or perhaps were even sent to you. These are often
given out at trade shows, seminars and other events open to the
public. Even the businesses that have booths at the county fair
have these types of giveaways.
And, some businesses just have them out in their reception area.
Others, like schools, may hand out pens, folders and lanyards
at orientations and open houses. This marketing tool not only
builds recognition but also is a way to gain your repeat business.
Business Gifts
Many of the above type of items are also used as business/corporate
gifts. Items under this category sometimes also fall under higher
price ranges too such as insulated travel mugs, clocks, messenger
bags, polo shirts, fleece blankets, paper weights and more.
These are generally sent to clients and vendors of a business
to show their appreciation. They can be sent around the holidays,
given out at receptions or just sent around an event specific
to the company sending them.
According to a Baylor University study, over half of the companies
in America take part in this practice, and 68% of them find them
to be very effective in helping achieve their business objectives.
Some more reasons for business gifts: thanking customers, developing
business and recognizing employees.
Premiums
Sometimes promotional items aren't free. But, the customer is
not exactly paying for them either. Welcome to the world of premiums!
If you sign up for this, you'll get this for free! And, this gimmick
works! Have you ever donated to a charitable organization (like
the Sierra Club) for a free newsletter subscription and t-shirt?
Have you ever applied for a credit card to get an umbrella? Have
you ever pledged to your local PBS station during a membership
campaign for a Sesame Street plush toy? Or, have you ever switched
banks to get a free beach blanket, or signed up for a health club
for a free gym bag?
These are just an inkling of ways companies use premiums to win
your business. Premiums are basically promotional products used
as an incentive to gain your business. Many times, the item is
not given until an obligation us fulfilled. So, if your company
is seeking membership, subscriptions or even sales, attaching
a premium is a smart way to attract new business!
Recognition Awards
Sometimes promotional items are created solely for inside purposes,
such as the case with recognition awards. These can range from
plaques and pins to jackets and messenger bags, and many other
types of gifts. These can be used for reaching and exceeding goals,
perfect attendance, leadership qualities, promotions, inside contests
and much more.
Unlike ad specialties and premiums, which cater to the public,
these cater to employees to motivate and boost morale within the
place they work. While the recognition may mean more than the
actual item, it serves as a reminder of accomplishments.
When others see someone with an award, their own performance
may increase. In a way, a recognition award is sort of like a
premium after all- there is an incentive to earn one.
Other Uses
Sometimes promotional items are given out to customers as prizes
as events. This is similar to recognition awards, only these are
usually smaller ticket items given to random customers.
An example would be a special sale or promotion where people
can enter to win at the store, perhaps there is a grand prize
of a big-ticket item and runner-ups will be selected to win imprinted
prizes donning your logo.
Also, items like inflatables (balloons and other shapes) will
draw attention to a business and are indeed considered promotional
items. Also, everybody has seen items with logos up for sale in
gift shops- think tourist attraction, or gift shops at the end
of a company tour (Hershey, Crayola factory, etc).
These are still promotional items, but are considered souvenirs
and are bought my consumers. Shot glasses, pint glasses, mugs,
license plate frames, bumper stickers, salt and pepper shakers
and more can fall in to this category!
About the Author
Cindy Carrera is a freelance author who's written numerous articles
about PR including: business promotional items, custom promotional
products and wholesale promotional items.
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