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PROMOTIONAL PRODUCTS PROVE THEIR WORTH
Promotional products are proving their worth as an effective marketing tool with a study showing that distributor sales in the US in 2008 were the third highest sales number on record.
A study from the Promotional Products Association International (PPAI) revealed that promotional products had an average increase of 0.8 percent from 2006 – 2008.This is despite one of the worst economic slumps the world has seen.
While the more traditional forms of advertising and marketing have fared far worse during the recession, promotional products have held their own.One of the top suppliers of promotional products in WA, David Schneiderman of Cyber Pens in Perth, said that this demonstrated the value of promotional products as a value-for-money marketing investment that built up brand visibility.
“Anything from a promotional pen to an individually branded set of luggage can fall into the ambit of promotional products, which are a key aspect of the marketing mix.The product can be tailormade to suit a particular target market which enhances their effectiveness.There’s virtually no limitation on products that can be imprinted with a company’s name, logo, slogan, website etc. make it very versatile in communicating with target audiences,” Schneiderman said.
The fact sheet from the PPAI states that adding a promotional product to the media mix generates a favourable attitude towards a print advertisement.The top 4 uses of promotional products are listed as customer goodwill and retention, tradeshows, employee relations and event and brand awareness.
Tiger Woods isn’t often pictured without his trademark Nike peak.He’s almost become synonymous with his ‘swoosh’ peak.Obviously that is part of a massive sponsorship deal, but it does illustrate the visibility of a promotional product such as a peaked cap. People notice branded goods and people like receiving them. And that’s the benefit of promotional products – they are multidirectional. They build brand visibility and they strengthen brand loyalty and goodwill among the target audience.In addition, they are used again and again so the brand message is repeated often, without the advertiser incurring any extra cost.
Promotional products go much further than merely imprinting items with an organisation’s name or logo. From sight and sound, to touch, taste and even smell, they can appeal to all the senses to make a lasting impression.
For advice on what product is best suited to your target audience and which meets budget constraints, it’s advisable to talk to a professional promotional products company. They’ll have information on the latest products, especially in the digital field, offer unique and creative ideas and make practical recommendations as to the optimum print options for the selected products.
“An experienced company will quickly get to grips with the marketing objectives and make suggestions as to the best way forward in terms of product, packaging, distribution etc.,” said Schneiderman.”We have many years of experience and expertise in this industry and can confidently advise on what works best.”
Promotional products can be selected to meet any budget constraints, so organisations of any size can find one to suit their needs. Whether it’s an order for 50 gold watches, 500 luggage locks, 5 000 jars of jelly beans or 50 000 imprinted promotional pens, the choice is vast. No surprise then that the promotional products industry is worth billions of dollars in annual sales – testimony to its success as an essential marketing tool.
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