Ad specialty items…can be very effective if done correctly.

We all see them all the time, pencils, plastic rain hats, refrigerator magnets, pens, t-shirts, the list is endless.

In fact there must be something to it, the ad specialty industry does multi billions of dollars of business annually. But there is a trick or two to help make it work as best as possible.

Here are the rules and if followed ad specialty items can effectively support an advertising and marketing program.

First remember we are inundated with tons of ad specialty items every year. For one item to have any impact at all and therefore not be a waste of money and effort, the item must be memorable for some reason, originality, humor, quality, design, choice of item.

The chosen item must fit in with the working or living habits of your potential clients, so it is often used and appreciated and will act as a real reminder when the time is right. Coffee cups for secretaries, printed stickums for office workers, printed water bottles or “to go” coffee cups, useful, used daily and will be there when the reminder counts.

Buy quality, give out the item everyone really wants, the good one. It will be coveted and used, and that’s the goal. Its worth a few more nickels or dimes or even dollars to get the right impact.

The item must be better then expected, it must work, provide some valuable and frequent service or pleasure and become an item the receiver likes…thus the transfer of good will and the likelihood it will work when needed, reminding the recipient that you exist when your service or product is required.

The potential client must like and use the item.  Calenders can work,  t-shirts can be great reminders but golf shirts may be better, more likely to be worn by your client and not his son. Even pencils can work, but the item must be distinctive, well done, and memorable as well as usable.

If a client is very valuable why not purchase top of the line ad specialty items costing over $200.00 and instantly becoming a favorite item for the recipient and a warm constant reminder of  the giver…your business…you! Well worth it.

It will come back to you in many successful business dealings and relationships, it is a most valuable and important strategy that cannot be overlooked.

Maybe you will need to have a few different gift levels, differing in value and purpose, one or two to remind the potential client, so he becomes a client soon. One for existing clients to say thank you. One for special potential clients that you want and believe is important or potentially large and valuable.

Keep in mind who will make the buying decision, as it is frequently not the owner but an empowered staff person with the responsibility to order or purchase. That’s your customer, gift him or her often and with well thought out items. You will get the business. Design them and give the right gift to the real client, the buyer of such items.

My suggestion is gift often and with high quality, well thought out items and the response will be ten fold in return.

Do not bother to distribute junk and believe it will return with quality clients, junk caries the message of junk and whatever you purchase there must be thought in the design and the message, and how it looks and feels.

The medium is part of the message and carries your message and image. Hopefully it stays around for days or months and is used frequently by the person your trying to capture.

Think about the potential impact such an item could have.

One of my clients tells me refrigerator magnet American Flags are his best promotional item. Another says the Red Sox schedule is his best item….another says printed postems are his best business developer, hats, t-shirts and coffee cups are great items but the design and message will determine the long term affect, if they love it they will use it and the good will occurs, if it is just a t shirt or just a coffee cup it will deliver nothing. Whatever it is it has to be a great one! Great  design or function or both.

Planned and executed effectively an ad specialty item can work wonders for you, done without appropriate thought and planning and its a waste of money.

Select carefully, design well have a quality distribution plan and if its a winner, your goals will be achieved.

Do an ad specialty program, reap the benefits. Call me for help 413-549-2966.