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.