A Guide to Selecting Promotional Items for Your Business

April 26, 2012 by  Filed under: Advertising 

Many businesses use promotional items as a way of marketing themselves. When used with other effective marketing strategies, this can have a positive effect and help businesses accomplish their objectives of increased brand awareness, bigger profits, customer loyalty and many other advantages. When for example, you give a customer a coffee mug, he or she will feel valued and be happy to get a freebie. In addition, the item will constantly be on display on the customer’s desktop, giving your brand more exposure to potential customers while remaining on the customer’s mind.

Just like many other marketing strategies, using gift items to promote your business needs careful planning for it to be effective. Distributing gifts without knowing what you specifically want to accomplish is less likely to be of any benefit to your business.


Oftentimes, businesses distribute promotional items during events like new product launches, trade shows and exhibitions, conferences among others. Without proper timing, gifts may lose meaning especially if they become a common promotional method. It can also be quite expensive. Plan to incorporate gift items into your specific advertising and sales campaigns for the financial year or during special holidays and company milestones. You can also limit your gift giving by establishing guidelines for people to qualify. For example, you can give a free item to customers who purchase your products of a certain value and so on. It is also important to use items that will give your business repeated exposure. Items like umbrellas, key rings and mouse pads can last for a long time while advertising your business.

Quality Vs quantity

Even though people like free things, they would rather have useful items. Giving poor quality promotional items will get your business noticed, but for the wrong reasons. This will only hurt the image of your business in addition to being costly when you spend on items that do not add any value to your promotional campaign. You definitely do not want people to think of you as a business that sells substandard products.Be creative and use thoughtful items that are reasonably priced but of good quality. Make sure that the items are branded well and that your business logo and/or contact information is visible on the item. If possible, use items that are relevant to your type of business.


When you advertise your business, your aim is to reach as many potential clients as possible. However, the problem with this approach is that not everyone can be your customer. Giving promotional items to everyone and anyone is expensive and may not accomplish as much as you want. The idea should to be to do targeted advertising to your existing customers and those who are more likely to buy your products. On the other hand, it does not help to spend on promotional items if you do not distribute them. Set up a distribution plan aimed at your target customers. Do not keep the items lying idle in your premises when they can be advertising your business.

It has been proven that customers who get promotional items are more likely to become repeat customers to the business giving them. That is why you need to know how to choose the items well.

John Handson is sales manager from a promotional gifts company, he writes many articles about promotional items.

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