As I was searching through a kitchen drawer the other day, I found dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, whatsits and thing-a-ma-bobs, each with the name of a business on the front. In looking through my "collection" I discovered some things I love and use and others that I can't imagine why I picked them up. Some, I'm not even sure what they are!
They are all advertising specialties. You know, those giveaways that are going to bring customers swarming to your door. Advertising specialties can put your name in front of prospective customers and keep it there. That way, your name will be on their minds and in front of their faces when they decide to buy. But too often, they don't work the way you expected them to.
The trick to using advertising specialties effectively is to understand who your customers are, what they value, how they will use your giveaway, and where they will be when they make a buy decision.
Pizza delivery restaurants give out lots of refrigerator magnets. Where are you when you decide to order a pizza? You probably just looked in the fridge for something to fix for dinner, didn't find anything and are closing the door. At that moment, you spot a magnet and say, "Pizza!" Some of the magnets even come with detachable coupons.
Where will your customers be when they make a buy decision? At home, at the office, in their cars, on the phone, at the computer . . .use a specialty that will be in front of them there.
Or maybe you just want something that they will use a lot to keep your name in their minds. A mug. Or something like a wall calendar where your name will be in front of them 365 days. (366 in a leap year!)
However you hope to influence your customers, make sure you choose an item they will actually use. Will they want another ball point pen, pocket calendar, or stress ball? How many wall calendars do they get from other sources? Will yours be one they are willing to put up on the wall? Does your item look or feel "cheap" or of poor quality? If so it won't give a good impression of your business.
If you use advertising specialties, choose something that is unique, doesn't look cheap, will be used by your customers, and will be nearby when they make a buy decision. That doesn't mean you have to give away expensive items. A couple of my favorites are ball point pens. One, from British Airways, has a clip that folds out to look like wings on a plane. It's not great to write with, but it's really cute. Will the pen cause me to fly British Airways? Probably not, but it is one more positive impression I have of their airline.
Want to try something a little different? Why not get tote bags, t-shirts, sports bottles, or other items made up and sell them. If you have a clever logo or slogan, people might be willing to pay. For example, the National Museum of Funeral History in Houston (yes, a museum about funerals) sells mugs and more with their slogan, "Any day above ground is a good one." If you are actively creating a brand people respond to, you might be able to start a whole new product line. One source for image products is http://www.cafepress.com/.
Oh, one last thing about using advertising specialties. You have to actually give them out. Buying them and leaving the box in the closet won't bring you a single customer.
Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. Get free tips, articles and more at http://www.IdeaLady.com/.
Make a list of everything you think should be included... Read More
1. Spend money on decent quality business cards. Home made... Read More
Advertising is a powerful and somewhat frustrating marketing tool. It... Read More
Moving message boards are used in the areas where continuous... Read More
This is the second part of creating your own business... Read More
The logo and graphic elements that you include on your... Read More
Admittedly, I have not seen your advertising flyer. Then again,... Read More
For most companies, gone are the days of spending money... Read More
Let's face it - most brochures go straight into the... Read More
Classified ads do not have the big market appeal that... Read More
I am always amazed when I hear about companies who... Read More
We are bombarded with thousands of marketing messages daily?on television... Read More
Banner advertising is an effective way of getting your advertising... Read More
Different Types of Station ContactReaching radio hosts (for the purpose... Read More
It was two days before our shoot. I was in... Read More
There have been several ads promoting books and reports on... Read More
Advertising, when done well is a very effective way to... Read More
"Do we need to cast a voice-over talent for this... Read More
100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More
People say it all the time: "This advertising costs too... Read More
When knowledge is based on truth it is powerful!When it... Read More
How much money have you spent in Advertising, Promotion &... Read More
Here's some easy ways to create signage that will attract,... Read More
Here is my personal list of things to do at... Read More
In the sign industry we commonly refer to the material... Read More
What are you trying to say with you business card?We... Read More
If you've been searching around for business cards that will... Read More
The single easiest way to increase sales is to look... Read More
Most of us have seen at least a dozen different... Read More
Mobile detailers have all types of customers, many of whom... Read More
Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More
Are you confused by all the information you receive from... Read More
Your business is listed in the Yellow Pages whether you... Read More
One of the most important things to do now that... Read More
Advertising will make or break your business. It is crucial... Read More
There have been several ads promoting books and reports on... Read More
You offer a reliable, quality service. You know that if... Read More
Moms have a very powerful influence on what their families... Read More
The logo and graphic elements that you include on your... Read More
Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More
Do you send email to your Online audience to let... Read More
Many people online are not using one of the best... Read More
In the sign industry we commonly refer to the material... Read More
Probably the most interesting thing about brochures and leaflets is... Read More
I caught myself wracking my brain over what kind of... Read More
It's been said that the antidote to liking/loving is not... Read More
Want to create print ads that get results? Below are... Read More
In this article, we want to explore the idea of... Read More
So many of us who have decided to do business... Read More
Any idea? It's a question that more than a few... Read More
The opportunities to get free advertising for your product or... Read More
Typical methods of advertising-newspapers, radio and television are effective if... Read More
As every professional politician and public relations man knows words... Read More
Often considered as "plain Jane's" of the print world, trade... Read More
When you read the newspaper, do you read advertisements as... Read More
My father called me to complain, again. He's 82 and... Read More
Since most of us are always online and our business... Read More
What if you can understand and control your customer's mind?... Read More
Advertising is a powerful and somewhat frustrating marketing tool. It... Read More
Advertising is not for every company. But some require it... Read More
Advertising and promoting your business is expensive, so it's important... Read More
If you're interested in improving the selling results of your... Read More
2005 puts us at the mid-point of the first decade... Read More
More about advertising by BIG Mike McDanielAdvertising is not a... Read More
What I'm about to reveal are myths that most people... Read More
1. Place copies of your circular on bulletin... Read More
Advertising |