Not Another Calendar! - Choose Advertising Specialties That Sell

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/.

---

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

Ten Secrets for Getting FREE Advertising

The opportunities for getting free advertising for yourproduct or services... Read More

For All Those People Who Struggle With Benefits and Features

For Everyone Who Has Ever Struggled Sorting Out Benefits From... Read More

How To Track Your Advertising Like A Hawk

Tired of pouring endless money into advertising? Do you wonder... Read More

If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used... Read More

Create Your Dynamic Elevator Speech

So, what's an elevator speech, and how do you get... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

The SKINNY on Radio Advertising

From meager beginnings in 1920, radio has grown with us... Read More

How Much Money Do I Need to Spend on Advertising?

Q: I've never really done much advertising for my business;... Read More

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two

In part one of this article we discussed the importance... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More

Just What Are Consumers Thinking?

Research would indicate that consumers don't know what they're thinking.... Read More

How To Make Your Advertising Work!

Many believe that when it comes to advertising, it's a... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

How To Write Super-Effective Ads and Sales Letters!

"The more things change, the more they stay the same".... Read More

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

Advertising Headlines and How to Write Them

1. Attract prospects with your headline Use your headline as... Read More

Online Classifieds

Choosing a Classified Website and creating your advertisements.The internet has... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

The Man With The Grasshopper Mind

The title of this article also happens to be one... Read More

The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

Creditability In Advertising

I recently saw an ad taped to my mailbox, mind... Read More

Media Savvy - Treat Them As You Would Your Best Customer

The ability to lead, persuade and influence are integral skills... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More