It has become an “in thing” these days to take shots at the
promotional products industry. Respected
business people, legislatures and writers have recently questioned the
necessity for these items. There have
been proposed laws decreasing the amount that can be spent on these items (an
$18 billion industry) and “controversies” questioning their place in
budgets. Mark Cuban (who I love) even
wrote that startups should never invest “in swag.”
It’s all poppy cock.
(And I say that not just because it’s fun to say “poppy cock.” It’s also true!)
The fact is Promotional Products are a proven advertising
medium. They work. The best part is, more and more studies are
not only showing they work. These
studies are showing they work more effectively than other advertising channels.
Organizations that want to promote themselves
should be looking to spend MORE of their advertising buy on promotional
products…not less.
What’s In A Name?
I can hear the skeptics now.
“You don’t need tchotchkes, or trinkets and trash. Those are a waste of money.”
These demeaning names frustrate me. Forget the fact that these people discredit
what I choose to do for a living. That’s
their prerogative. What bugs me is that
it affects their effectiveness.
So let’s start with the name. First up, stop call them crap and maybe you
will stop choosing crap. When you stop
choosing crap, these products might represent your brand better. Some of my best clients have even taken to
calling them “premiums.” That’s great
because it changes the way you brand yourself on these items. Let’s face it, the products you choose say a
lot about your company.
So by taking a little more care in what you put your brand on,
you will immediately have better luck with products that affect behavior.
Do They Work?
I am sure every form of advertising is accused of “not
working.” As I heard once, “Just because
you can’t put the ball in the basket, doesn’t mean there’s a problem with
basketball. Maybe you’re just not good
at it.”
Promotional Products do work. Many of us have known this for years. But more studies are coming out all of the
time that prove it. That’s the best
thing about marketers getting more interested in measuring ROI. We are getting facts to back up the
theory. Here are just a few from a study
released in 2010:
*Of 1000 people surveyed that had received a promotional product, 89% could recallthe advertiser. Say that out loudpeople. The name of the game inadvertising is to create customer recall. Nearly 90% is a number that you might want to know when you are figuringyour budget.
Work Too Well?
The great irony is the other side of the coin is it can be
argued these products work too well. Don’t
believe me? Well look no further than
the laws written to limit the amount of promotional materials that can be given
in the healthcare industry to Doctors.
These laws were put in place because Big Pharmaceutical companies were creating
“undue influence” over these Physicians.
Now some will argue that these laws were put in place because of free
trips, game tickets, and extravagant dinners.
Maybe so.
But then why legislate the kinds of products that can be
given to doctors’ offices? To put it
simply, these laws were created because promotional products were having a huge
influence on healthcare decisions.
The goal of any marketing campaign is to affect behavior
change. When you can implement a
campaign so effective that it needs to be legislated…you may want to consider
that strategy to promote your organization!
Promotional products have been around since the late 1800’s
and I think sometimes this is part of the reason the results are
discounted. Everyone wants to know the
newest, hottest ways to reach customers.
You should!
But don’t sleep on the power of promotional products. Now more than ever, you need to include them
in your marketing mix.
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