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PROMOTIONAL PRODUCTS HIT THE RIGHT NOTES WITH YOUR TARGET AUDIENCES


By Joe Harrison

With a quick scan of your desk, countertop or closet, it’s likely you’ll see one or more promotional giveaways or gifts from a range of companies or organizations: those you support or already know, and those who might like to know you better.

You’re not alone. North Americans – men and women – own an average of nine or 10 ad specialties, according to the Advertising Specialty Institute (ASI).

Marketers have long known that logoed items are a cost-effective way to generate brand awareness and good will among their target audiences. Per ASI:

  • 85% of consumers say they remember the advertiser who gave them an apparel item,
    like a shirt or hat.

  • Consumers are nearly two-and-a-half times
    more likely to have a positive opinion
    of promotional products compared to
    internet advertising.

    Tried-and-true and on-trend

    Perennial favorites, like writing instruments, bags and drinkware, are typical giveaways for events or tradeshows.

    You can update these go-tos with materials that match the preferences of your guests, customers or employees. Consider bamboo pens and cotton bags for all, or leather cell phone wallets and steel tumblers for promising prospects and peak performers.

    Tip: Use “usefulness” as a guide, as practicality is the top attribute of a promotional product for about eight out of 10 consumers followed by attractiveness, especially if it’s wearable. USB drives and mobile power banks, are also appreciated. Nine out of 10 say they’d keep both because they are useful, says ASI.

    The opportunity has grown for logoed apparel that can be worn in and out of the office with relaxed dress codes in the workplace populated by more Millennials who may prefer informal dress. A stylishly muted tone-on-tone logo placed on a quarter zip sweater, lightweight Henley or fleece jacket is a step up from jeans and t-shirts while still comfortably casual.

    Strategic direct marketing

    Promotional marketing is moving from tactical to strategic to generate leads or gain referrals. Enclosing a promotional product in an envelope or box to create a lumpy mailer capitalizes on a natural curiosity to want to find out what’s inside.

    Choose an item that resonates with your target audience by matching their interests and be sure it supports your offer.

    Here’s an example: For a membership drive, a high-end health club might send a brochure and cooling towel to a list of homes within a 20-mile radius, featuring a creative call-to-action: Step out for our Open House and save $100 on your first-year membership.

    While there is always a place for brand awareness generated by inexpensive giveaways, a lumpy direct mail campaign should include measurement. Tracking the mail response rate and conversions will help you determine success.

    Contact us and let our PROMOTIONAL PRODUCT pros do the shopping for you. With thousands of items from which to choose, we can save you time and money. P.S. Direct mail marketing is our specialty, too!

    Joe_Harrison
    Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.