Importance of Promotional Materials
by Scott F. Geld
http://www.marketingblaster.com
Look around your home or your office and you are
likely to find numerous promotional materials that you
have collected over the years from events and
programs. These simple items, personalized with a
company's logo, have likely been sitting there for
years unused and forgotten after a few days, weeks or
months, depending on the item and the impact it had
on you at the time.
Such promotional materials include things like pens,
magnets, caps, key rings, T-shirts, letter openers, golf
balls and many other similar objects, which held your
attention for a certain period of time.
These promotional materials are called ad
specialties. They are a cost effective, yet not often
used marketing tool. Literally thousands of different
items can be imprinted with your logo, and unlike
traditional ads, these promotional products can stay in
your prospects' offices (or homes) for years. They
leave a lasting impression, particularly if the items are
useful or decorative. Every time they use that letter
opener, customers will see your company name and
be reminded of your services.
Sometimes marketers need to get creative; for the
money you spend, promotional materials leave a
lasting impression. You could also use them to foster
teamwork among your employees, or celebrate an
event such as a charity walk or anniversary party.
People hold on to mementos, such as t-shirts, from
these events for years.
You need to plan for the release of the specialty item
well in advance. Make sure you have chosen the right
item, given the right message to the printer, made sure
that the correct color scheme has been explained to the
printer as well. Even though the turnaround time for
getting the items made is quick, still you should order
them well in advance, so that there is time even if last
minute delays like faulty artwork, shipping delays etc,
can be taken care of. Once the ad specialties are with
you, make sure you distribute them to the customers and
prospects, immediately so that they start using them and
item starts its work of advertising for the company.
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