There are 5 crucial strengths of promotional marketing.
1. It's Targeted
Your promotional product goes only where you want it to go and there is little to no waste. You control whether you distribute your message to schools, homes, doctors, government, etc. With this major benefit, you can be extremely specific with your message.
2. Provides Long Term Advertising Value
Your promotional product can continue promoting a company for years after its been given out. Radio and TV commercials are only seconds long. Newspapers and magazines are discarded as soon as they are outdated. A useful promotional product can last weeks, months, even years!
3. Creative Impact
With so many item variations, creative possibilities are endless. Consider receiving a party invitation on a mylar helium balloon which rises out of a gift box when opened. To stimulate other senses, what about a scented pen which smells like the promoted product, such as fine leather or citrus, or a chocolate award plaque which suggests the sweet taste of success, or a promotional audio tape with music and a message thanking you for your business?
4. Creates Goodwill
When used correctly to show appreciation, your promotional item creates goodwill every time the recipient looks at it. The word "free" is one of the most powerful words in copywriting. Recent research supports the notion that goodwill results in repeat purchases, loyalty, and recommending the product to others. For example, studies through Baylor University have shown that an ad specialty item enclosed with a thank-you letter can outperform a thank-you letter alone by as much as 34 percent in improving customers' attitudes toward a company's sales reps and as much as 52 percent in improving general feelings about a company and its sales reps.
5. The Endorsement Aspect
When someone uses a promotional product it indicates that the person has a favorable working relationship with that company which implies that they endorse it. Put your product and message in the hands of influential people and youve developed a branded street team!
