Custom printed promotional products are used in virtually every industry. Manufacturers, distributors, retailers and service providers all know the value of this powerful advertising medium. The uses of logo branded promotional products has even spread into the professional arena, and are purchased by lawyers, doctors, and dentists. You can see examples of promotional logo goods even as you walk down the street. Notice all the imprinted umbrellas, logo backpacks, imprinted tote bags and corporate logo briefcase bags as just one example.
According to the figures published by PPAI (Promotional Products Association International) users of imprinted promotional products spend $18.2 billion dollars annually on over 400,000 different types of customized logo products. In today's economy, where every advertising dollar is scrutinized with a fine tooth comb, marketers continue to rely on logo branded merchandise for a number of very valid reasons. Here a just a few.
Good Will Advertising - Good will is an accounting term used to reflect the portion of the book value of a business or organization entity not directly attributable to its assets or liabilities. Good will is the ultimate intangible asset. It simply means that if two companies are offering an identical product, at an identical price, and at one the prospective customer receives an imprinted promotional product, he will feel more "good will" to the one supplying the gift item. Ultimately purchasing the product from them.
It's basic human nature. Consumers of every type of product want to know their patronage is appreciated. Receiving a customized logo item or promotional gift, without having to purchase anything, is not seen as a bribe (since by definition, promotional items are low cost), but as a sincere expression on the part of the company to let the buyer know that their business is valued. The Good will factor comes into play especially during those times when the promotional item is put to use. Imagine losing your contact lenses in a dark area, and the day before you had received an imprinted pocket key tag flashlight from a company soliciting your business. The light would help you find the missing contact, and the feeling of goodwill towards the giver of the gift will continue long into the future.
Word Of Mouth Advertising - Studies have shown that the cheapest and often most effective type of advertising is "word of mouth advertising". One person telling his peers about the value of a particular product, service, or individual, is far more powerful than any written or visual form of advertising. A useful logo branded product can often facilitate this process. For example, a unique imprinted promotional product, like a light-up pen, might be noticed while sitting next to a stranger on a plane. It might begin a conversation about the pen, and the owner may explain how she happened to receive it, and mention the donor's name and the great service that was provided. The logo gift may be one that is sought by others. They may ask how they too could receive the logo gift, allowing the recipient again to talk about the company, and how they might contact the sales rep to receive the same item.
Brand Awareness - Ever notice how the sports stadiums display billboard ads with their name only, no copy, no phone, no web site. It's because they all know the value of brand awareness. Brand awareness is a marketing concept that measures consumer's knowledge of a brand's existence. On a practical level, it means that if price is the same, a consumer will more likely purchase a product where he has seen the logo or is familiar with the name, rather than a product or service which is unknown to him.
Brand awareness also relates to imprinted logo items. For example a manufacturer of bar-b-q sauce may sponsor the cook off contest at the local county fair, and give each contestant an imprinted logo apron. People who see the logo will remember it, and be more likely to recognize and then ultimately purchase the product that bears the same logo. Producers of baby formulas give free imprinted baby bibs and custom printed baby blankets to all new moms, in order to make them aware of the brand, and ultimately purchase the product when they return home.
Multiple Exposures to the Advertising Message - Effective frequency is an advertising term which refers to the amount of exposures to an advertising message that are required to achieve effective communication. The idea is that the advertising message becomes stronger as more exposures are received. In the case of imprinted logo items, the exposure is often on a daily basis. Consider a commuter viewing his imprinted travel mug each day as he takes his morning coffee. Whether he realizes it or not, he is continually viewing the logo and message of the advertiser who supplied the product. The effective frequency is at a very high level with this type of imprinted giveaway. A new promotional product that also scores high on the effective frequency scale is a custom printed cell phone holder, which will be view many times throughout the day.
Reminder Advertising - A custom logo item will usually also have the giver's name, phone, fax, and web site address. These are the four most important elements that an advertiser wants to keep close at hand. One may argue that a business card may do the same job, but it will not be kept in view. The local plumber or real estate agent can, for a few pennies more, use an imprinted business card magnet that will be prominently displayed on the refrigerator. The potential user of his services will more likely remember to look at his card on a daily basis, and have the phone number right there when it's time to call for that service.
Targeted Advertising - One of the main reasons for the use of promotional logo products is that it offers the advertiser the ability to target his particular market segment. Experienced marketers know that the best ROI (return on investment) comes from concentrating his advertising dollars on those specific people who can actually use his product, or influence others to use it. An ambulance company, for example, could not afford to pass out an imprinted item bearing their logo to every member of the community. However, with target advertising they can pass out imprinted pens and Post It Notes to the administrators of a nursing home, who will ultimately make the call to that particular ambulance company.
Brand Image - The recognition and perception of a brand is highly influenced by its visual presentation. Effective brand identity is achieved by the consistent use of particular visual elements. Customized promotional products offer an ideal way to convey the brand image. Advertisers start with a blank pallet and can customize their promotional give away with attractive graphics and visual elements that help reinforce a positive image in the minds of the target audience. Seeing many different types of promotional items, but all with the same graphic image, helps the consumer form a positive image about a particular product or service.
Reactivate Old Clients - Gaining new customers is tough in this economy. And reactivating older or dormant accounts is even tougher. Phone calls and emails are one way to keep in touch, but they are often not enough. Sending an old client an imprinted item has proven to be an effective and low cost way to gain back the customer's attention, and remind them of the company's desire to do business again. Imagine the customer's reaction when he receives a pair of custom imprinted sunglasses in the mail, with a letter telling him about all the bright new ideas the company now offers. Companies on a reactivation campaign have also used custom printed magnifying glasses with the tie-in copy of "Take a closer look at all the new services we offer". A useful, physical product is always the most effective way to gain the attention of past clients.
The use of imprinted promotional products has become an important element in doing business. Those companies who choose not use logo branded merchandise run the risk of seeming cheap, or uninterested in promoting a positive image about their product or service. In today's business environment, not using promotional items can actually create a negative image in the minds of potential and existing customers.
