The need to include promotional products in a marketing campaign has been controversial to say the least. Some consider them money unnecessarily spent. Others consider them a marketing essential. We will look at both sides of this argument and allow you to form an educated opinion on your own.
Arguments against Specialty Promotional Gifts
What arguments could an educated business person make to disregard the potential benefits of specialty promotional products?
• Specialty products just get tossed in the trash.
• Promotional items only reach one person.
• It requires face to face contact to deliver a specialty item.
• These items don’t reach the multitudes like other forms of advertising do, such as television or internet advertising.
• The cost is prohibitive.
Answering the Arguments
While the arguments against specialty promotional items expose some valid points, some say they are minor obstacles that can easily be overcome. We’ll look at each point individually.
Specialty Products are Trash?
Admittedly there are products out there that do not meet the needs of the target market and therefore end up in the trash. However, this can easily be resolved with careful item selection. By choosing a product that is useful, unique, and appeals to those you consider your target market, the trash issue is eliminated.
Promotional Items Reach One Person
Although promotional gifts are generally given to one person, that doesn’t mean that there is only one person affected by the product. Depending upon the item you choose, that can be exposed to a multitude. A great example of this is items of clothing. In addition, it is personal to the one person it was given to and that creates a loyalty that other advertising mediums never will.
It Requires Face to Face Delivery
The cost argument can easily be laid to rest by careful selection. Specialty items can range in price from a few cents to hundreds of dollars. It requires you to set a budget and remain within its boundaries. While lower budgets do require the marketer to be a little more choosey and be certain that the selected item not only fits within the budget and accomplishes the set goal, but that it also is a useful item to the targeted market.