Tips For Making Traditional Promotional Products Really Stand Out From The Crowd

Promotional products are a great form of advertising

. Traditional products, including pens, calendars, coffee mugs, and apparel, are easy to distribute, help build brand recognition, and can achieve multiple advertising campaign goals. The range of products available means that promotional products also fit well into any advertising budget. That being said, nearly every company uses promotional products so how do you make your promotional products stand out and achieve your goals? The answer is careful planning, placement and creativity.

Regardless of the type of promotional product you choose, it is essential that you have a well-designed logo for the chosen products. In many cases, an existing company logo may work very well for a variety of traditional products; however, oftentimes the design is well suited for business cards and website layouts but not for promotional products. If you have in-house designers or already work with one on a freelance basis, employ them to tweak or rebuild your logo design for a variety of applications. Share your ideas with them and see if they can come up with a more visually appealing design made specifically for your promotional product(s) of choice.

In the case of promotional products, less is typically more. Your marketing strategy on promotional products should be specific to this type of advertising and specific to the product and its purpose. For example, for a campaign to increase business, you need to convey the company brand and logo as well as the basic information in as little space as possible. Remember to include the basics, like your company website and phone number, but don't go overboard with text. In some cases, a logo and short but smart marketing slogan alone are enough.

When it comes to choosing the product, try to make a connection between the product itself and your campaign goals. For instance, if you are trying to reward customer or employee loyalty, choose a product that suits your customers or employees. Reusable products with long "shelf life", such as pens, key chains, and note pads, are all solid choices but try to build a connection between your company and the intended audience.

Have a purpose for your promotion product. Building awareness, spreading your name, rewarding customers, awarding employees, and community involvement are all common goals that present advertising opportunities. If you are participating in a community event as a sponsor or attending a trade show, choose a variety of products that will not only be used but also highly visible to other audiences. You want people to take these products away and use them or share them with others.

Apparel is another great promotional product but choose garments wisely. A t-shirt, hat or tote bag that is uncomfortable to wear or unfashionable is likely to end up in the bottom of someone's closet. Avoid apparel and accessories that are out of style or that have unsightly design flaws and opt for comfortable, stylish garments with tasteful designs instead. Be creative with the purpose of apparel, such as providing shirts to employees for "casual Fridays" or give away hats with tickets to local sporting events as incentives.

Creativity in the design and choice of product as well as the product's use goes a long way. Consider all the ways a product might reach people through visibility or repeat use, as well as the connection a product can make to your company. For example, refrigerator magnet calendars may be a good choice for a carry-out or delivery restaurant, a home service company, or even an insurance company but would be a poor choice for an electronics company who should have opted for a calculator, cell phone lanyard, or other related item.

There are literally hundreds of promotional products you could use for your company's marketing goals. When you factor in all the other forms of advertising your budget needs to cover, such as print ads, mail ads and so forth, you need to get the most bang for your buck from promotional products. With careful planning and by identifying the purpose of the product (thanking customers, attracting new business, retaining customers, or raising awareness), as well as strategic design and distribution, promotional products can be one of your more successful business investments.

by: Jeff Hales

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