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Specialty Advertising Can Be Good For Business. (Posted 4/1/2005)
If you look around your desk right now, how many advertisments do you have sitting at your fingertips? They can be found on mousepads, pencils, pens, mugs, notepads, and other items. You probably have quite a few ads; you just don't think of them as advertising.
Specialty advertising or promotional products are usually the most affordable and often overlooked form of marketing. Since small businesses have a limited budget to spend on advertising, they need to make their ad dollar work as hard as possible. Using this form of advertising can put your name, logo, and phone number in front of many potential customers.
How to make specialty ads work for your company.
Studies show that it takes multiple exposures to an ad before a person notices it.
* Target your audience. Is your audience young or old? Male or female? Do they spend most of their time at home, at the office, or in a car? Choose items your customers will use and see repeatedly.
* Choose items carefully. Choose items that are useful, different, or interesting. A lot of people get the same product promotion over and over again. Try something related to your business and appropriate for your customers. A key chain and calendar may work for a mechanic; a software company might choose a mousepad.
* Keep it simple - without being cheap. Simple messages are better, so keep your design uncluttered. Remember customers often keep higher quality, more thoughtful items longer, thus increasing the message of your ad.
* Start with current customers. This is a primary rule of advertising. Since this group is relatively easy to identify, your advertising dollars can be used where they produce the most results.
* Bundle promotional items with other forms of advertising. Offering a free gift to new customers in newspaper or direct mail pieces may gain more attention and make ads more effective.
* Give items to employees. Giving wearables such as shirts, hats, jackets, etc. to employees promotes an internal message that reinforces the company's image and logo.
Courtesy of Bill Moak, Mississippi Better Business Bureau
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