Branding with Promotional Products

Branding is the rather subtle art of getting your business name out in front of the buying public. Branding with promotional products is an excellent way to achieve this goal.

Promotional products are great marketing tools for nearly every business. The idea is to provide the buying public with something in addition to whatever it is they purchase from you. The items should have some perceived value and tie into the overall theme of your business. If you have any doubt at all about how this should work, just think about the infomercials you see on television. They always try to get you to buy the primary product by throwing in promotional items that make the overall deal seem to good to pass.

Most companies understand the basic idea behind promotional products. The problem, however, is that is where they stop. This is a mistake as promotional products can pay off in both immediate sales and longer term branding. To get the most out of promotional products, you need to do one thing.

A majority of promotional products are offered with customization. This simply means that you have the ability to modify the basic product a bit to reflect your business name and logo. If you are going to offer promotional products, you absolutely must take this step. Now comes the key element.

The promotional products you offer should be usable in public. It sounds simple, but think about it for a minute. To maximize the branding aspect, you want to make sure the product is used around other people, to wit, the buying public. Consider the following example.

Assume I am selling sporting goods for the outdoors. You know backpacks, sleeping bags, camping equipment, first aid and so on. I can offer promotional products that both entice a person to buy from me, but also will be displayed by them to friends and family that are with them on trips. They essentially become my salesperson.

So, what kind of useable promotional products would I offer? They could include things such as bottles of insect repellent, multitask knives, fold-up chairs, camping journals and so on. The only restrictions are it has something to do with the outdoors and they would actually use it while in the outdoors.

Now, there is another step that can be taken for certain businesses with promotional items. If you can find something unique with an element of coolness to it, you can hit a home run. We are talking about a promotional item that other people stop, comment on and are surprised to learn is offered free by your company. What do you think they will do when the get home? They are going to be looking you up and buying!

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