Promotional items: A great way to say thanks

Promotional items and giveaways can go beyond the sale. Many people see these things as something they "should" have because everyone else does. Promotional items and giveaways are necessary for reminding consumers about your business. After all, if you have to have them, you might as well put them to use.

Any promotional item a business creates should be developed with the idea that everything sells. Whether it is the company pens for clients or Frisbees made for a company picnic, any promotional item with the business' name on it is an opportunity. According to a recent study, 76.1% of respondents claimed they could recall an advertiser’s name from a promotional item they had received in the past 12 months. In addition, 75.4% said they kept their promotional item because it was useful. Based on these figures, the simple promotional items that are sometimes an afterthought can be used to repeat business. If 3 out of 4 consumers remember your company name from something like a promotional item, they're that much more likely to come back and use your service again. Just remember the old rule that 80 percent of business comes from 20 percent of customers.

Another thing to consider is how you deal with your consumers after they make a purchase. A customer should never purchase something from you and not receive a promotional item with your name on it. It's like the scene in the movie Jerry McGuire where Jerry, the sports agent says to one of his top clients:

"I will not rest until I have you holding a Coke, wearing your own shoe, playing a Sega game featuring you, while singing your own song in a new commercial, starring you, broadcast during the Super bowl, in a game that you are winning, and I will not sleep until that happens. I'll give you fifteen minutes to call me back."

Jerry is saying he wants to have his client be everywhere so his client can be visible. Why? Visibility makes it easier for consumers to recognize your business’ name and why they should use your service.

A great example of this comes from Applebee's Neighborhood Grill & Bar. When people order food ToGo, they probably don't think of it as advertising. What they don't realize is that as soon as they order their food, they're exposed to at least 6 different forms of advertising and promotional items to remind them to choose Applebee's. First of all there is the ToGo bag. The logo is printed largely on the bag to remind customers where they got their food. Inside the bag is the food complete with the Applebee's logo on the lid of the container. Then there is the plastic ware that comes in a package that has another logo printed on the outside. Combine that with the ToGo menu, personalized magnet, and promotional flyer with new specials on it, reminding customers to choose Applebee's. The likelihood is pretty high that someone will remember Applebee's when they want something to eat because they've been given six different promotional items to remind them to do so.

Every purchase provides an opportunity to sell. When customers walk away from a purchase they should always have a promotional item to remind them of the experience they had with your business. Don't waste the opportunity. Customers are always buying; make sure you're always selling.

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