Why Promotional Products?

Stephen Lalla

It is believed that the very first promotional product was an imprinted book bag in the 1880's. From there, during World War II General Douglas MacArthur distributed through occupied territories imprinted pencils with "I Shall Return." In 1945, with the invention of the ballpoint pen, that soon became the biggest selling promotional product and writing instruments are still in second place with any logo'd apparel being in the number one slot. So back to the original question, why promotional products?

We all have business cards and probably a rack card or brochure with our contact info and a product or list of services. These are necessary tools in order to do business coupled with an online  presence. The last time you attended a networking event or a trade show, what did you do with that business card or rack card? If you're like most people you either scanned it into your database or entered the info manually and then disposed of the paper. I know it hurts to think that's what people do with your beautiful collateral. And it gets worse.

If they need your product or service you really hope that somehow you magically made a lasting impression so they can find your info in the hundreds or even thousands of other names listed in their CRM. But the chances are less you'll be remembered unless they have an immediate need. And that brings us not only to the why but to the power of promotional products.

Baylor University conducted a study several years ago regarding promotional products and discovered that when used they increased the response rate of a direct mail piece by 75%. And if you've ever done direct mail the normal response rate is quite low so anything that will significantly increase it's effectiveness is worth considering. Other studies were also done on the effectiveness of promotional products and results were similar in so far as people remembered the name or logo on one item that was still in their possession. And hence they have great hang time.

Take a quick moment right now and look for at any promotional products that are within your reach. Most people will have several and you'll find that depending on the item itself, the majority of people can remember when and even where they picked it up. So now let's answer the question why promotional products?

Promotional products can serve as memory aids. Being a physical tangible item that is normally going to be highly visible, it's hard to forget or not have that message in front of you especially if that item is highly functional. And since there are so many promotional products, roughly 750,000 according to industry estimates, it's always best to work with an experienced dealer to make sure you're using the right product to accomplish your goals. Promotional products, like any other forms of advertising, should be a part of your overall strategic marketing mix and not simply use alone.

Stephen Lalla is with Dynamic Image Marketing Systems, Inc., a promotional products resource company. Putting your brand in the hands of potential clients is what it's all about and mothing helps them remember you better than promotional products. Visit Stephen's website at www.dynamicimage.biz.

5 Basic Ways to Build Loyal Customer Relationships

You can bring in all the new customers you want, but if you aren't working to build those relationships, you will soon lose those customers. Loyalty isn't something you can expect new customers to give freely. You've got to earn their trust and loyalty. The only way this can be accomplished is by developing relationships. Your customers should know you care about them. Here are five straightforward ways to build those relationships.

1. Be an active listener.
2. Show genuine interest in your customer and his or her needs.
3. Become a problem-solver (even if it means sending them to your competitor).
4. Be attentive to providing exceptional customer service.
5. Admit mistakes and make efforts to correct problems immediately.

Is your business marketing with the latest technology?

When you go out today, take time to look at the people around you. How many of them are using their smart phone or tablet to access their social media sites and the internet? As smart phone and tablet usage continues to rise, many social media sites and application developers are jumping on the band wagon to help businesses market to their prospective customers. Take a look at the latest stats from the Pew Internet Project's research -- Pew Internet: Mobile.

When it comes to on-line marketing, it's all about "Engagement." How do you engage your prospects so they stick around and want to frequent your website or your brick and mortar business. Apps are one of the latest ways to keep prospects and customers engaged in your brand's experience.

Timberland and Kenneth Cole are using apps that are tracking in-store interests. In fact, users who downloaded the Swirl app and allowed it to track their location can take advantage of discount offers at the Kenneth Cole store in Grand Central. The app uses a countdown feature that lets the user know they have a certain amount of time once they've accepted a deal to take advantage of it. Read more by clicking -- Timberland, Kenneth Cole Track Shoppers Who Opt_In for Deals.

Can small businesses take advantage of these types of apps? Absolutely! A search on the internet shows a number of companies, like Perka and LoyalBlocks provide simple solutions to creating a mobile loyalty program. We are resellers of the Perka program so if you have any questions, please email us.