There’s no doubt that promo products are one of the most effective forms of advertising. In fact, research has them at number 1, for a variety of metrics. People remember the company more, and have a better impression of them. By keeping the items and using them, they also get you extra impressions with no additional spending, making promo products highly cost-effective too.
As a small business, it’s easy to feel like you can’t afford to advertise, but that’s rarely true. What is true is that small businesses need to budget very carefully when advertising. They can’t afford a scattergun approach, and must be much more precise.
Promotional products are excellent for targeted advertising, as you have more control over where they go, and who sees them. If you get the right product to the right people, you’ll get not just more impressions per dollar, but more quality impressions, which leads to a higher ROI. The following tips are for any business looking to maximize every dollar of a modest advertising budget.
1. Remember Who You Are
Promo products that accurately reflect your business will always be more valuable. This costs no extra money, just a little more thought. Ideally you’ll find something that’s connected to your business, but isn’t what you’re trying to sell– you don’t want your retail products to become obsolete. Bookshops giving away bookmarks, or dentists giving away floss, are good examples here. Sometimes it’s fine to give away something you sell, if it might lead people to buy something bigger. If a computer store gives away laptop sleeves, people might just want the laptop to go with it.
You can also transmit an idea with your products. Reusable shopping bags, straws or water bottles suggest a commitment to sustainability, as do certain materials– bamboo for example. Portable chargers suggest you’re fans of travel, agendas that you’re organized. Consider this when you choose your products, and you can make them extra effective. Of course there’s another thing you need to consider…
2. Price Is Paramount
All advertising requires investment, but some products are more expensive than others. You’ll be surprised what you can pick up for a dollar or two, especially if you take advantage of bulk discounts. Pens are a classic, and as cheap as they get, with many available for under a dollar. Notebooks offer a great area for logo printing, and there are plenty for only double the price of a pen. Portable chargers and the like are a little more expensive, but you can get super affordable USB sticks these days; they start at around $2. Water bottles and key rings can also be picked up for less than two bucks a piece.
In terms of clothing, t-shirts and hats are the most popular of the low-priced options. You can find t-shirts, hats and beanies for less than $3 each, and bandanas are even cheaper. Bags can also make for an excellent budget option. At the cheaper end of the scale you have shopping, tote, drawstring and gift bags– some cost less than $1 each. The extra advantage of bags is that they give people a place to put the rest of their gear.
3. Don’t Forget Quality
This is the tricky bit to square with price. If you’re looking at the lower end of the price scale, you’ll find it more difficult to get the best quality products. Buy the worst though, and you risk coming across as a low-quality brand– the opposite of what you want. Try to find the middle ground. For starters, buy from somewhere with a reputation for good-quality, affordable products. By carefully selecting your targets, you can buy fewer, and hopefully spend a little more on each.
You can also add to the quality through good taste. Get the right logo on the right product, and your merchandise can look a lot better, without costing any more. Get something genuinely useful too, and people will always have a better impression of your business.
4. Print the Right Way
Printing methods vary in price, so must be considered when budgeting. Different printers price differently, but generally speaking, direct transfer film (DTF) and tampography are the cheapest. They don’t hold up over time as long as some others, but are a good option for products that don’t need to last. Laser engraving costs a little more, but looks great on products with a hard service, like pens.
Screen printing is at the other end of the spectrum, as the setup costs extra. If you need lots printed it becomes better value though. Direct to garment (DTG) printing has the best all-round quality/price ratio. For a reasonable price you get a full range of color, and printing that lasts.
5. Always Be Precise
Successfully finding your targets is the key to extracting the maximum benefit from your promotional products. This is where being a small business can really help. As a small business you’ll probably know more about your customers– where they come from, what they need, and where they’re likely to be. Small businesses are often also local businesses, and can leverage local knowledge to work about where to find potential customers.
Handing out items at conferences, trade shows, and local events is a good place to start. You can also hold inaugurations or other events yourself and use promo products to help spread the word. Promo products can be part of email or social media campaigns, as a reward for engagement from their side. Giving rewards to your repeat customers works really well, as you combine promo products with the other most successful method of advertising– word of mouth.
Craft Your Future
Whether you’re looking to consolidate your market, or expand into new ones, promotional products are an incredibly useful marketing tool, whatever your budget. Research and creativity are key, apply both and you can make great products that forge a genuine connection between your customers and your brand. Choose wisely, and you’ll set your business up perfectly for the future.
For the best deals on promotional products, apparel and accessories, have a look at our website. We offer massive discounts on wholesale orders, and you can customize your products with ease. To take a closer look, visit our Instagram @wearewordans.
