Giveaways or items that can be gifted such as pens, coffee mugs, calendars, key chains , T-shirts, caps, notepads and many others, have the name of the firm imprinted on them. The items sometimes include a message, logo or tag line. These messages are tied in with the advertising theme.
A promotional gift provides the customer with a constant reminder of the company. No other IMC tool can remain with a customer over such a potentially long period of time. A coffee mug with the firm's name and logo might be used every day. A shirt imprinted with the company's logo will be seen by dozens of people. Apparel, writing instruments, glassware, recognition awards and desk-office accessories represent the top most common types of gifts given to customers.
Specialty advertising gifts are often distributed at trade shows, by salespeople or via direct-mail campaigns. Companies spend almost $12 billion annually on promotional items. The concept behind specialty gifts is reciprocation. Whenever someone receives a gift, the human desire is to return a gift or favor. In business, this psychological advantage can be used in a number of ways.
At a trade show, promotional gifts create a positive impression of the business. Care must be taken, however, to ensure the gift conveys the intended message. For example, if one booth hands out a plastic mug to trade show attendees, while the next one gives a porcelain mug, attendees get different impression of the two vendors. The tendency would be to view the business giving the plastic cup more negatively, meaning the gift actually worked against the company that gave it.
One of the best strategies in selecting advertising specialties is to make sure the item gin company gave away miniature bales of cotton with its logo printed on the bale. The item was not really useful, but it was unique. In another setting, a florist gave a rose to each woman attending a Latino businesswomen's conference. Both times the gift served its purpose by being unique enough to gain attention but also by focusing on the company's product.
Specialty gifts can help reinforce buying decisions. In other words, they can make a customer feel that he or she made a good choice. Gifts can strengthen business relationships and also help stimulate interest from a new potential prospect. In general, specialty gifts can be an important means of strengthening communications with all types of customers.
Mona Abdulla is the owner of M.A.A. Home Biz Solutions and reviews popular home business ideas and opportunities. By joining 