About Promotional Products

 

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What are promotional products?

Promotional products are items used to promote a product, service or company program including advertising specialties, premiums, incentives, business gifts, awards, prizes, commemoratives and other imprinted or decorated items.

How is promotional products marketing used?

Since promotional products can be used alone or integrated with other media, there are virtually limitless ways to use them. Popular programs cited most often by industry consultants are business gifts, employee relations, orientation programs, corporate communications and at tradeshows to generate booth traffic. They're also effective for dealer/distribution programs, co-op programs, company stores, generating new customers or new accounts, nonprofit fundraising, public awareness campaigns and for promotion of brand awareness and brand loyalty. Other uses include employee incentive programs, new product or service introductions and marketing research for survey and focus group participants.

What kinds of promotional products are available?

There are literally tens of thousands of different types and styles of promotional products. In many cases, it's even possible to obtain custom items that aren't found in any catalog. Examples of common items include: apparel, pens, calendars, coffee mugs, calculators, key chains, desk accessories and memory sticks.

What products are the most popular?

Advertisers spent more than $19.4 billion in 2007 on products purchased through professional promotional product consultants. For a breakdown of the top product categories and the market percentage they claim, click here.

Research Shows . . .

According to a 2005 study conducted by Georgia Southern University, recipients of promotional products have a significantly more positive opinion of a business through:

  • more positive overall image,
  • more positive perception of the business,
  • higher likelihood of recommending the business as well as a higher likelihood of patronizing the business.

A 2004 study of business travelers at DFW Airport revealed that: 71 percent of business people reported having received a promotional product in the last 12 months. Of that group: 

  • 33.7 percent had the item on their person and
  • 76.1 percent could recall the advertiser's name!
  • 52 percent of that group did business with the advertiser after receiving the promotional product
  • 52.1 percent reported their impression of the advertiser was more favorable after receiving the item.

Recipients of promotional products remember the advertiser's name.

  • A study by Schreiber & Associates (Peoria, IL) showed that 39 percent of the people receiving a promotional product could recall the name of the advertiser as long as six months after they received it.

Promotional products are ideal for creating awareness among a selected audience.

  • Southern Methodist University conducted a study to measure attendee awareness of product demonstrations in three university communities. They found that selective distribution of promotional products outpulled school newspaper advertising by a ratio of two-to-one.

Customers reorder faster and more often when promo products are used instead of coupons.

  • In a study by Southern Methodist University, customers receiving promotional products reordered up to 18 percent sooner than those who received coupons and up to 13 percent sooner than those who received no promotion.

Promotional products effectively reinforce employee sales contests, too.

  • A Baylor University study of month-long sales contests in retail establishments indicates that contests reinforced by periodic distribution of promotional products were cost-effective and outperformed non-stimulated contests by up to 50 percent.

How is the industry structured?

    A promotional consultant develops solutions to marketing challenges through the innovative use of promotional products and is a resource to corporate buyers, marketing professionals and others wanting to increase brand awareness, tradeshow traffic, employee retention and more. PPAI consultants meet the highest qualification standards in the industry and display “The Mark of a Professional.”

    There’s no need to spend all your time on the internet or searching through catalogs. Your promotional products consultant will come to you—like a doctor who makes house calls!

Suppliers manufacture, import, convert, imprint or otherwise produce or process products offered for sale through promotional consultants.

Seven Steps to a Successful Promotional Campaign

Successful promotion campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained.

Ready to plan your next promotion? You and your consultant will discuss these seven important elements to help you plan the best promotion for reaching your objective:

1. Define a specific objective.

Whether the goal is to increase traffic at a tradeshow exhibit or to boost sales with current clients, the first step in any campaign is to clarify the purpose of the program.

2. Determine a workable distribution plan to a targeted audience.

Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products. For example, a pre-show mailing to a select audience delivers more tradeshow traffic and qualified leads than simply distributing items to passersby at the show.

3. Create a central theme.

Linking a recognizable logo and color to all aspects of a campaign, from promotional products to sales sheets to product packaging, helps create an instantly recognizable image.

4. Develop a message to support the theme.

Supporting a campaign's theme with a message helps to solidify a company's name, service or products in the target audience's mind. For instance, to promote its services to small businesses, a bank created the theme "Are you tired of being treated like a small fish?" and sent fish-related products to its prospects along with promotional literature.

5. Select a promotional product that bears a natural relationship to your profession or communications theme.

A good example is a company that developed a magic motif for its conference at Disney World. Attendees received magic-related products to tie in with the theme "Experience the magic at Disney®."

6. Don't pick an item based solely on uniqueness, price or perceived value.

Don't fall prey to the latest trends or fads. The most effective promotional products are used in a cohesive, well-planned campaign.

7. Use a qualified promotional products consultant.

A good promotional products consultant will help you answer all of these questions as well as offer a variety of value-added services, including unique product ideas, creative distribution solutions and insight on the different imprinting methods just to name a few. PPAI consultants have met the highest qualification standards in the industry and display "The Mark of a Professional."

 
Promotional Products Association International Promotional Products Professionals Of Canada Sage

Laser Advertising Solutions Inc.

202, 1290 Homer Street

Vancouver, BC

Canada, V6B 2Y5

604-685-9900

sales@laseradvertising.ca