Companies are always looking for ways to put their brand in front of customers so when it’s time for a purchase they get the deal. Branded promotional products are one way to keep the company name in front of prospects. So, how can a great promotional item not work?
I’ve got a small combination measuring tape and bubble level that was given to me over fifteen years ago. It stays in my desk drawer where I reach for it almost weekly. The tape measure is one of the most useful tools I own and I use it all the time. The item was given to me by…I don’t remember, because there is no company logo or company name imprinted anywhere on it. There is a terrific slogan “Count On Me” printed on one side. I’ve often wondered what company gave it to me. But, they neglected to correctly put their brand on their promotional item.
The lesson learned is: I’ve kept the item, I use the item, over fifteen years the anonymous company would have had countless advertising impressions and given me a positive company image. I would certainly have given them an opportunity to earn my business. The promotional campaign may have been considered short term so they focused on the slogan. The company picked a perfect item to give customers but failed on the branding.
Often I see the reverse. A company is so intent on placing their logo or contact information on everything that they don’t choose items their customers will use. The key to a great promotional item is brand a product that customers will use over and over and over. If you have a customer using your company’s promotional item six months or a year from now you picked the right item to advertise your company.
I’m impressed when I see shoppers in grocery or other stores carrying branded reusable shopping bags. The companies providing them understand “going green” and customers appreciate the attitude. The company receives unlimited free advertising by customers using the right promotional item showing the company logo.
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