Quick. When your customers think of a particular product, what is the name they think of? If you have truly done your promotional job, the first thing that will pop into their heads should be the name of your company or product.
That’s why when you think of sports shoes, you think Nike. Or think facial tissue, chances are good you think of Kleenex. Or, if you received a gift in a blue box with a white ribbon, where could you assume it came from? That’s right. Tiffany’s. At this point you are probably thinking that’s fine for anyone who has the money Nike or Kleenex has, but the truth is, study after study has shown that branding is far more a matter of strategy born of hard work than money, especially in the beginning of a product’s or company’s lifetime.
Promotional items can be one of the most practical, inexpensive, and effective tools in your arsenal to build a brand. What does it take? Three things: distinctiveness, relevance, and consistency. That’s all. Follow those three watch words with your promotional campaign, and you will have a winner. Too often, business owners and managers come up with promotional products to use that do little if anything to really promote their business. They might end up buying an item strictly on price and it ends up costing them a lot of money. Since those items frequently aren’t distinctive, relevant, or consistent, those products will probably fail to earn you the brand recognition you want.
None of this is to say that coffee mugs, key chains, and other items aren’t good promotional products, but you need to incorporate them into a program and have a plan. Thanks to technology, practically anything you can think of is or can be used as a promotional product. Resist the temptation to buy promotional items that are a “real deal.” Just because an item is “cheap”, doesn’t make it an effective match for your product or business. Caution should always be exercised when selecting promotional items, since these items reflect not only your business and product, but you as well. Promotional items that are effective create a strong personal brand that can create more of the who you are, not less.
IMS Brand Specialists have the knowledge and expertise to recommend and help you find the right promotional items to help your marketing successful.