The term "Promotional Products" can basically be used to describe any item that is used to promote, advertise and raise awareness of a particular business or cause. They are usually branded in some way with a logo or business name. Branding is done by either printing, embroidering, engraving or embossing the artwork onto the product. There are standard items like pens, mugs, bags, umbrellas and clothing, which are reliably effective in spreading the word. The good-old business card is one of the most widely used media. But there has also been an flood of innovative products released lately, such as custom-molded USB flashdrives pre-loaded with info that is specific to the company and it's clients. And grow-your-own office plants that sprout a company's message. The possibilities are endless.
The first known promotional products were buttons commemorating the election of George Washington as president of the United States in 1798. Sometime in the 19th century, a printer named Jasper Meeks became the originator of the industry when he convinced a local shoe store to supply book bags imprinted with the store name to local schools. These days our industry is far more exciting and is constantly evolving. There are new products coming out all the time, and new ways of marketing your business are being imagined every day. So how do you combine these fantastic products with the growing trend towards online media?
The key to combining all these marketing methods effectively is to distill your business ideas into a few main points. Think deeply about what your business offers. No matter what it is, you are also giving them something intangible and invaluable: a feeling. What feeling do your client's have when they use your product or service? Is it relief from a headache, contentment from a great meal, or peace of mind from knowing their finances are safe? Feeling good about a business is what keeps people coming back to you instead of going to your competitor. So everything you do to promote your business needs to reinforce this feeling.
Consistency in colour is also an important factor. If there is a main colour in your logo, carry it through onto all your marketing material. Feature it heavily on your business cards and stationary, brochures, uniforms, even the decor in your office, and of course any product you give to your clients. Once you enter the world of online marketing, this can all be easily transferred to your website and social media pages. For example, our branding colours are deep purple and silver, and have a look at our blog page: it matches our Facebook & Twitter pages and our new-look website (under construction). In terms of promotional products, we use purple and silver pens with our logo printed in silver or white, as well as purple umbrellas, purple magnets, purple car signs... you get the idea.
Promotional products can play a vital role by reinforcing all the other methods you use to promote your business. For example, if your business sells lights and lighting products, your tagline could be "Let us light up your world" which is splashed all over your company cars, website, Facebook page and embroidered on the staff uniforms. Then your promotional product could be an anti-stress toy in the shape of a lightbulb printed with your logo and phone number. If you can give your customers something tangible that they can hold, touch and use, they will be reassured that you are a real company with real solutions to their problems, not just some dodgy backyard business trawling the internet for someone to scam.
Using the colour yellow in the branding for this type of business might seem like an obvious choice, and it is, but that's because it's the first colour most people would think of for that business. It works the other way round too: when people see your yellow branding, they will instantly associate it with your industry, and after seeing it only a couple of times you will be at the forefront of their minds if they ever require your services.
In our next post we'll take a look at a fictional business struggling in the wake of the Global Financial Crisis, and show you how easy it is to give an old business a new life. Happy marketing!
Check out our online catalogue: www.silveradoh.com.au
Connect with us on Facebook or LinkedIn: Silveradoh Promotional Products
Follow us on Twitter: @silveradoh
In our blog we will cover everything to do with promotional products, hints & tips for marketing your business, graphic design ideas and inside information about our industry. Learn the methods used for producing and decorating the products, and what to look for in a promotional products company.
