How to use Branded Promotional Products Effectively for Marketing

by On Point Promotions | September 21, 2018

Is your viewpoint about promotional products and swag the same as The Office’s Michael Scott? He says, “Swag is ‘stuff we all get.’” If that’s what you think, then you have t-shirts, drink koozies, plastic beach balls, and pens in mind. While all those things are readily available from On Point Promotions and lots of other suppliers, you are limiting your marketing potential with that mindset.

There is something to say for some of those items, like customized embossed pens, they are still a great way to keep the name of your business in front of the eyeballs that matter. But for really good marketing effect, the mundane promo items that is just “stuff” doesn’t give you the bang you want, especially if you are a small business where every dollar has to pull its own weight. You want something that is not expected and offers surprise. Think of supply and demand. The more something is available (like common swag that every business gives away), the less demand or desire there is for it. It’s not exciting to get one more drink koozie.

Making the right choice in promotional products

Careless swag management begins with the wrong choices for products. When the market is not excited about your choice, it could even be a chore to give away your give aways. Then you know what happens, don’t you? The surplus sits in a box in the back of a closet or tucked under a desk. That box is a constant reminder of not just dollars not spent well, but marketing not working well either.

Be smart. Be creative. Be innovative and dynamic – just like your business. Let your marketing create a buzz and expand your business’s exposure in the marketplace.

Here at On Point Promotions & Embroidery we see what happens with marketing approaches and we get feedback on the public’s response to products used for marketing. That means we can provide you with on point guidance in selecting the products and developing the campaigns that will provide the biggest value instead of burning a hole in the company pocket.

How to approach swag selection

Everyone expects give-aways. But promotional products that are tied to a specific season, event, or campaign will often have a larger impact. Not only are you providing a branded item, you are creating a memorable experience along with it.

This is commonly done in connection with holidays such as Thanksgiving, Christmas, or even St. Patrick’s Day.

 Show gratitude and say thank you at Thanksgiving time with a metal keychain for your employees or best customers. Surprise even those who aren’t Irish with a chocolate treat on St. Patrick’s Day. Out of the blue – good will and good taste!

You could also combine a give-away with a marketing and sales campaign, offering a free item with each order. Customers receive their order with a surprise in the box – who doesn’t love that? This is a point when even that branded pen is fun to get … oh, look! I got something extra. Something extra always makes people feel extra special – just what you want your customers to feel, right?

The choice is always yours

Yours could be THE booth everyone wants to visit at the tradeshow. Those are great give-aways that expand your exposure and new customers.

But you want to take care of your current and loyal customers, too. Your customers could be the ones who always feel you are thinking about them – and their needs. Out of the blue special gifts not only work their magic because of what they are – a battery charger or other cell phone accessory, a notepad or desk caddy, or a stadium tote, or a branded umbrella – but because you took the time to think of them and made the effort to give something unique, fun, and maybe even a little personal.

First, connect the promotional product or item with the purpose and goal you have in mind.

 If you want a “thinking of you, hope you think about us” kind of promotional item, consider something that will be needed or used when you want them to think about you – a sticky note dispenser for a desk if you are an office supplies company, or a pair of garden gloves if you are a landscaper.

 If you want a “thank you for your loyal business” kind of promotional item, edible treats are great like cookies, nuts, and candy. Or, for individuals who always have you at the top of their list, a personalized portfolio maybe a desk caddy set they can carry with them.

Second, consider how the items might be used past the original purpose. Making a secondary plan means that if there are leftovers from the initial campaign, they won’t collect dust and be marketing dollars wasted.

• A landscaper could include a pair of branded garden gloves in the welcome package for new customers.
• Edible treats could be combined with a “Monday Motivational” note for employees. Or a Friday pick-you-up for Friday sales calls.

Take your time, think and consult

Don’t rush promotional product selections. Think about the purpose for your purchase and talk to the pros at On Point Promotional Products & Embroidery. Not only do we want the recipients of your gifts to be happy, we want you to be happy with how you are spending your marketing dollars.

Your promotional swag should be an extension of your business’s message and values. Go the extra mile, stick out your neck – be memorable, fun, and different in your delivery. Give us a call at 317-762-4309 or spend some time on our website. You will soon see that the options are endless!