Did you know over 36% of those receiving a promotional item are more likely to do business with the company who gave it to them? For many organizations, promotional items have become an important component to marketing, growth, and employee satisfaction efforts. In today’s digital age, these items remain one of the best ways to maintain a personal approach to marketing.
Why Cheaper Is Not Always Best
For many businesses, a low price is a critical factor in the decision process when purchasing promotional items. However, getting a great price does not mean you should go “cheap”. A cheap item may not represent your company well and could give your target audience the wrong impression.
Consider your investment vs. your ROI. There are two main reasons to give away a promotional item. First, you want the individual receiving the item to feel good about your brand and you want to put something in their hand that will help them remember you so the next time they're in the market to purchase something in your category. The second and equally important reason is that everyone you provide a branded promotional item to can potentially become extremely cost efficient marketing vehicle for your brand.
Consider this, on average the bag you give away has the potential of creating nearly 6,000 consumer impressions for your brand. And when the person carrying the bag is asked about the brand on the bag its also possible that the owner will tell them all about you!
Let's say you spend $2.00 a tote that ends up in the trash after the show. Two bucks just went into the trash and it didn't do anything for you. Now lets say you invested in a $10.00 full color tote with a cool design and branding message on it. The person you gave it to loves it, they use it when they carry things in it to work, from the store, to the beach and to the soccer game. People ask the owner about that cool bag and want to know about the company on it. Your cost per visual impression is just .0016 cents! And the free endorsement by your happy bag owner is priceless.
©2016 Advertising Specialty Institute®.
Here are a few examples of popular promotional items and options to weigh along with your budget:
- T-shirts: These continue to be one of the most popular promotional items in the market. The lowest price shirts are usually less attractive and can be almost see-through depending on the quality of the shirt. As a result, those receiving the shirts will never wear them. If your budget allows, it is best to steer away from a standard white t-shirt. An Ash or Heather Gray shirt is only slightly more expensive and will be much better received. Also, if you were looking at a multi-side or multi-color imprint on a white shirt, consider a one-side or one-color imprint on a colored shirt – the pricing is comparable and you will find the impression that is made will be much better.
- Pens: Writing instruments are a staple in the promotional item industry. They are cost-effective, widely used and easy to distribute. A pen can stay on someone’s desk for up to 6 months or more. Going with a cheap pen may mean the ink runs dry quicker or it doesn’t write well from the start. Because we all have so many pens, the pens that people don’t like to write with get thrown away first. A small increase of maybe 10 cents more per pen can get you a pen that people will love to use – thus increasing the number of impressions from the item.
- Awards: Cheaper awards are generally either light plastic, small, or just not well-made. Choosing a cheap award may not convey the level of appreciation you have for the person receiving an award. If you have a fixed budget, go with a nice plaque or an award that has a heavier base, which when held, creates a higher-end feel. You can also consider a high-end travel mug or other branded gift in lieu of an award.
- Technology: This is a fast-growing category in the promotion industry. USBs, portable chargers and other gadgets are popular promo items. However, cheaply made items that contain memory chips or tech components run the risk of not working properly. In addition, because technology promos are used in conjunction with high-end devices such as iPhones and iPads, if they are cheap looking or of poor quality, they won’t have appeal and won’t be used. To effectively utilize technology promos and stay on budget, give them to high-end prospects and customers rather than distributing them to the masses. If you are looking for a budget technology accessory, focus on items that do not contain technology components, such as a phone stand, microfiber cloth or iPad case.
The bottom line is that it is important to focus on quality and creativity above price. Working hand-in-hand with a promotional products and apparel company is a great way to focus on those two elements and achieve better ROI. Because promotional companies handle promotional items every day, they stay on top of new items and have knowledge of special pricing opportunities to secure higher-end items at a lower price. Above all, promotional companies should always advise you if they believe an item you want is not the best quality item and recommend alternatives to meet your needs.