Promotional products have been a staple of businesses’ marketing strategies since 1886, when newspaper owner Jasper Meek first used his printing press to advertise a shoe store on the surface of burlap school bags. Despite recent developments in modern technology and the ever-changing preferences of consumers, promotional products have withstood the test of time and continue to be a valuable advertising tool. Based upon a paper presented to the American Academy of Advertising by Dr. Marjorie Cooper of Baylor University, here are a few current trends relating to promotional products:
* Clutter in the mass media is creating an ever-increasing opportunity for promotional products programs to replace media advertising. With companies making greater efforts to bolster their brand awareness and large-scale marketing campaigns concentrating less on specific audiences, promotional products offer a strong alternative to overcrowded media advertising. Promotional items, such as imprinted office products, allow companies to more directly advertise to their target audience with tangible items that have the potential to be used with permanent messages that aren’t constrained like timed advertisements.
* Only now are marketers beginning to understand the advantages of complete marketing strategies that include both promotional products and mass media. Marketing professionals have historically relied on mass media outlets to maximize the potential of their advertising campaigns. However, facing more competition in these channels, marketers have used promotional products to reinforce the messages being conveyed in their advertisements in the mass media. Understanding that promotional products have the potential of conveying meaningful messages when related to the company’s goals, companies have begun to use unexpected promotional products, such as logoed tire gauges to supplement their marketing campaigns in the mass media and enhance their brand awareness.
* Buyers and other relevant publics are gaining a better behavioral understanding of the promotional products process. The saying, “Cash is King,” no longer holds true when businesses are trying to find ways to motivate employees and promote a sense of solidarity in the workplace. While high salaries and holiday bonuses are great ways of compensating your employees for the work they’re expected to do, they fail to provide employees with an important reward in the workplace-recognition. With employee recognition programs and learning reinforcement programs, you can use custom awards to reward high-achieving staff members with invaluable respect and recognition.
* Businesses have realized that in mature markets, especially service businesses, relationships must be built and maintained. Imprinted business gifts are well suited for establishing and fostering relationships. Branded corporate gifts help you thank your customers and make sure they remember the gift was from you, while ensuring constant visibility. No matter how seemingly insignificant a business gift may be, clients will remember the extra effort you’ve made to show your appreciation.
* Suppliers have continued to improve the quality of products available to promotional products programs. Recipients of promotional products have traditionally associated promotional products with poor quality, but suppliers have made tremendous strides in improving the quality of available promotional products. With the industry’s increasing trend toward imprinted eco-friendly products and branded electronics, gift recipients know that they’re getting a quality product every time. Especially with organizations opting for promotional products from multi-million dollar brand names, such as Nike and Victorinox, promotional products are no longer giveaways can simply be ignored.
Please log in
Or sign up for an account now