The Benefits of Promotional Products

Promotional Gifts to Keep Your Business Top of Mind After a Trade Show, Conference, or Meeting

There's a familiar adage in the business world: Promotional products are the While that statement may be debatable, one thing is certain: American businesses believe in the power of promotional gifts.—so much so that they spend $20 billion annually on them.

Businesses aren't just investing in hot air. One study examining the value of promotional products found that trade show participants who gave out promotional items had a 176 percent increase in traffic compared to those who didn't. Promotional products have many uses, but they're especially effective as a marketing tool at conferences, trade shows, and other gatherings. Here's how promotional gifts can help your company connect with potential customers and clients at these events, and stay top of mind after the event is over.

The Benefits of Promotional Product Giveaways

Handing out promotional products generates both short- and long-term marketing ROI. Among other benefits, giving away products bearing your company logo can:

Grow brand awareness
One survey found that 66 percent of people who received promotional gifts within the past 12 months were able to recall the name of the company distributing the items. What's more, this memory is typically positive: In the same survey, more than half of promotional gift recipients said the gift made them look at the company more favorably. And because gifts are taken outside the walls of the trade show or event, they provide you additional advertising to non-attendees.

Increase conversions
Nearly 80 percent of people who receive promotional products report a willingness to engage with that brand's products or services. Plus, when you include contact information on the gift, it makes it that much easier for new or returning customers to seek out your products or services.

Keep your brand top of mind
One study found promotional gifts that provide value to the recipients are kept for an average of one to three years. During that time, that person and their colleagues or family members will regularly engage with your company's branding, thereby keeping your company top of mind should they need your products or services.

Maximize ROI
For the reasons listed above, promotional products promise a big marketing bang for relatively little buck. If you're hoping to expand your brand awareness but don't have the budget for print, radio, or television ads, promotional gifts offer a stellar alternative.

How to Choose Appropriate Promotional Materials

Promotional giveaways are not one-size-fits-all. Instead, different events call for different promotional materials. Before investing in materials for a given event, consider the following:

• What is your marketing goal at this event? For example, you may hope to increase brand awareness, strengthen customer loyalty, attract new customers, or thank current customers, or accomplish something else entirely. The intended purpose of the promotional gifts should inform the type of gift.
• Does this product align with your overall branding efforts? If the product is completely unrelated to your industry or company, it's less likely people will associate the product with your brand. For example, an herb farm may consider handing out tea sachets imprinted with a logo, while a tech start-up may be better off giving away branded usb flash drives.
• Does this product provide its recipients with value that is relevant to their work or interests? Research suggests the primary reason people keep promotional gifts is because they are useful. If recipients won't derive value from your planned promotional product, consider other ideas. If you're not sure what types of products will prove valuable to your audience, spend some time researching your target demographic before investing in any promotional gifts.
• Does this product reflect a commitment to quality? While it can be tempting to cut corners by opting for cheaper products, materials that easily break or degrade reflect poorly on your company.
• Does your marketing budget allow for the cost of the materials, shipping, and storage?
• Do you have the ability to transport the products?
• Are these products easy to distribute at the event? For example, trade show visitors are on their feet all day, so it's important to hand out something that won't be a burden to carry around. Also consider how many items you hope to distribute and in what context: Will you hand out a gift to everyone who stops by your booth? Will you host a contest and reserve gifts for the winner(s)?

Creative Promotional Gift Ideas

We're all familiar with the idea of using branded writing instruments, calendars, or magnets as promotional gifts. These are tried-and-true products that provide an inexpensive option for companies just starting to dip their toes into the waters of promotional products. But the world of promotional gifts is so much bigger. If you're looking to take your product game to the next level, consider these slightly more out-of-the-box ideas:

Totes and bags
These are a great option because they provide value to virtually any demographic. Choose from a variety of totes, backpacks, messenger bags, and even coolers.

Apparel
Apparel items such as T-shirt or hats are great for spreading brand awareness because your company is advertised anywhere the person wears it.

Drinkware
Because of the lasting value, water bottles and other drink ware are used longer than most other promotional gifts. This means they'll probably be seen by more people.

Flash drives
These are one of the most popular give away products and for good reason: Virtually anyone who uses a computer can benefit from having an extra flash drive.

The options don't stop there. Depending on your industry and target demographic, you can choose from a wide range of gift options including key rings, lip balm, stress balls and industry-specific products such as dental or veterinary giveaways. 

Adding promotional products to your suite of marketing materials at trade shows and other events is a simple and cost-effective way to attract and retain customers, and grow your brand awareness both at networking events and beyond.

Get the Most out of your Next Networking Event or Trade Show

Trade shows and other networking events offer an exceptional opportunity to connect face to face with prospective customers, vendors, partners, and clients. But it's not enough to show up to an event, have some nice conversations, and call it a day. Instead, it's important to develop a networking strategy that helps keep your brand at the forefront of prospects' minds.
One of the simplest and most effective ways to maximize your marketing impact is to distribute branded products before, during, and after the event. Here's how to utilize a variety of branded products to build connections that last well beyond the gathering.

Reach out before the event
Networking should start well before the event begins. Several weeks or months before you attend a trade show or other major event, consider sending out branded materials via direct mail. This allows you to advertise your presence and drum up excitement. (For example, you could talk about a demo, new product launch, product giveaway, contest, or other special promotion that will take place at the event.) For maximum reach, send the mailer to your company contact list as well as the list of show attendees. (You should be able to obtain this list from the event organizers.) Take advantage of professionals like the Mullikin Agency to ensure the direct mail campaign is on brand.

Invest in quality business cards
Even in this email-centric age, business cards are far from obsolete. In fact, they remain the primary networking material at trade shows and other events. Let a professional like The Mullikin Agency help you create a meaningful and effective business card layout and let them print them for you on just the right stock. It is critical to have a supply of high-quality business cards on hand so you can liberally distribute them to new contacts. Also make sure you're always armed with pens so you can take notes on the many business cards you're sure to receive.

Develop attractive materials for the event
If you attend a trade show or other networking event, it's critical to have high-quality marketing materials ready. These could range from brochures, rack cards and flyers to custom promotional products. The types of materials you select depend on several factors. To ensure branded materials are effective, consider the following questions:
· What is your goal for these materials? Is the design in line with your goal?
· Does the design of the materials align with your branding guidelines?
· Does the product(s) provide value to its target audience?
· Has your company already produced an informational product—e.g. white papers or books-that could be useful to the event's audience? If so, bring copies of these products as an additional way to connect with interested parties.
· Is the item(s) made from high-quality materials that reflect your company's commitment to quality, or is it likely to end up in the trash?
· Is the cost of the item(s) compatible with your marketing budget?

Incorporate your sales pitch as much as possible
It's not enough to shove branded products into the hands of people. To network effectively, the distribution of promotional products should be paired with messaging that presents your brand in its best light. To that end:
· Make sure your sales representatives dress and conduct themselves in a way that is consistent with the image you want to present.
· Train your sales team to engage in brief, friendly conversations as they distribute promotional products or business  cards. Each member of your team should be equipped to deliver the company's elevator pitch. It's also important     that they ask questions. You're more likely to make a positive connection by listening than by bombarding the     other person with data they may not want or need.
· Consider timing. Don't walk up to another vendor and attempt to network when their booth is jam-packed. You'll    make a much better impression if you wait for a lull or schedule a meeting.

Remember to follow-up
If you play your (business) cards right, you'll leave a networking event with a stack of new contacts. Before those potential leads grow cold, follow up to cement your connections. Organize your new contacts and segment them based on whether they're lukewarm or hot prospects. Then, develop a strategy for reaching out to each group.
Following up could take the form of a phone call, email, in-person appointment, or mailing. Mailings are particularly effective because they allow you to distribute physical branded products (e.g. a thank you letter, brochure, catalog, or swag) that helps keep your company top of mind. Regardless of how you choose to connect with your new prospects, follow up within two weeks (and ideally much sooner). Then stay in touch over the next few months via your newsletter, email-marketing list, or personal emails.
Distributing high-quality branded products before, during, and after a networking event helps ensure you make a stellar first impression and favorably position your business in the minds of current and potential clients, customers, or partners.