Promotional items are one of the most powerful ways of connecting with the general public and your target market. Put them in the hands of right people and your brand will become the talk of the town, the city- even the nation. They will reach those people who never see your ads on the TV or hear them on radio and those who have little interest in the Internet.
These giveaways also trump conventional adverts in that they have far greater staying power. Instead of the 10 seconds you have on the radio to preach about your brand, that branded mug will remind its owner of your company for years to come. The branded USB flash drives your employees carry everyday around their necks are exerting a subtle influence on the hundreds who see them on a daily basis.
The hard work of getting your brand out in the faces of the general public is indeed far from easy. You don’t want people to just catch a glimpse of your brand as they go about their business and forget about it immediately. All promotional activity is aimed at getting consumers locked on your brand such that when they get to the point of deciding which product to take home, they will choose the items with your brand. Using billboards and conventional media to create awareness affords you that brief glimpse in the eyes of the general populace.
Promotional merchandise allows you to build on this introduction by putting your logo in the public eye for longer. For instance, somebody who uses a branded pen daily to sign cheques or write class notes will see your logo every day. And whether they like it or not, your brand name is gradually being embossed on their subconscious. This will exert an influence on purchasing decisions with time, especially if you reinforce this influence with timely messages in the media.
Apart from just getting people to know your name or recognise your logo, you want them to associate your brand with something, something positive to be precise. You want to be known as the company that consistently delivers high quality products. You want people to identify you with professionalism and excellent customer service. Or you may want the public to see you as a pioneer when it comes to technology and innovation.
Promotional merchandise can help you create such a perception of your brand in the eyes of your target market. A simple way of doing this is by adding your company motto beside your logo on the gifts you choose to use for branding. Make it a short punchy phrase that will attach itself easily to the minds of all who read it. You could also use promotional items to create an association with a cause that will have the public rallying behind you. A good example is the environmental cause.
Show the public that you care by handing out eco friendly merchandise with your logo on it and where possible, a brief note on the importance of supporting energy conservation or recycling efforts.