In a previous career I sold radio advertising. It’s an understatement to say that particular medium has seen its better days, but there was a time that, when used properly, radio was a very effective marketing tool. Yet, I still recall that the one objection that seemed to surface most often was that radio is abstract. And it’s true. The spoken word is not tangible. You say something but there’s nothing to see or touch.
On the other hand, a promotional product with a logo on it is absolutely tangible. A physical object, carrying an advertising message won’t disappear the moment it's heard or seen. It stays on a desk or in a car on or a wall. And if the item is properly matched with its intended audience, there’s a real good chance that it stays with recipient for a good long time, creating continual ad impressions. Talk about bang for the buck!
It also allows you to make the item the message so to speak - for added impact. Example: an imprinted flashlight can ‘shine a light’ on your brand.
In fact, when you look at cost per ad impression, promotional products offer you some incredible value. If you market to baseball fans, think about how often that $.60 magnetic schedule is going to get looked at between April and October. Put your brand on a mug that people use and it could get viewed daily. And studies show that upwards of 80% of people can tell you the company name on their favorite promo items.
Your message won’t be ‘once and done’ like with other mediums - not by a long shot. When you are give a promotional product you’re delivering a tangible and functional item which, if selected properly, will keep your message in front of your intended audience long enough to make a difference!
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