Advertising specialties can put your name in front of prospective customers and keep it there. That way, your name will be on their minds and in front of their faces when they decide to buy. But if advertising specialties are not chosen with care, they won’t work the way you expect them to.
I have a desk drawer stuffed with dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, whatsits and thing-a-ma-bobs, each with the name of a business imprinted. Some I use regularly, but I am not even sure what others are supposed to be.
These are all advertising specialties. The trick to using advertising specialties effectively is to understand who your customers are, what they value, how they will use your giveaway, and where they will be when they make a buy decision.
Pizza delivery restaurants give out lots of refrigerator magnets. Where are you when you decide to order a pizza? You probably just looked in the fridge for something to fix for dinner, didn’t find anything and are closing the door. At that moment, you spot a magnet and say, “Pizza!” Some magnets even come with detachable coupons.
Where will your customers will be when they make a buy decision? Will they be at home, at the office, in their cars, on the phone, at the computer? Use a specialty that will be in front of them there.
Or maybe you just want something that they will use often to keep your name on their minds. Perhaps a mug or a wall calendar that will be in front of them every day.
Choose an item customers will keep and use. Will they want yet another ball point pen, pocket calendar, or stress ball? How many advertising specialties do they get from other sources? Is your item of good quality, so it gives a good impression of your business?
When you use advertising specialties, choose something that is unique, doesn’t look cheap, will be used by your customers, and will be nearby when they make a buy decision. That doesn’t mean your item has to be expensive. Some of my favorites are ball point pens. One, from British Airways, has a clip that folds out to look like wings on a plane. It’s not great to write with, but it’s really cute. Will the pen cause me to fly British Airways? Probably not, but it is one more positive impression I have of their airline.
If you have a clever logo or slogan, get tote bags, t-shirts, sports bottles, or other items made. You might even be able to sell them and create a whole new product line that promotes your brand. One source for image products is http//www.cafepress.com/.
Oh, and once you have your advertising specialties you have to actually get them out to customers. Buying them and leaving the box in the closet won’t bring you a bit of business.
