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Let\u2019s be real here. When someone talks to you about promotional products, you think of pens, coffee mugs, refrigerator magnets, and all the other cheap-o geegaws and trinkets that simply chew at your bottom line.<\/p>\n
If you\u2019re an advertiser (and every business is an advertiser \u2013 even if your business is selling advertising), you tend to see these give-aways as little more than giving away part of your marketing budget or net profits.<\/p>\n
If you\u2019re an ad agency or the like, promo products often are viewed with about the same respect you\u2019d give a carnival sideshow hawker. Tangible advertising \u2013 and that\u2019s what promo products are \u2013 rarely figures in the development of campaigns.<\/p>\n
In both cases, it\u2019s a shame. Promo products aren\u2019t just stuff. Employed and deployed properly, they constitute dimensional marketing…and the kind of marketing that has stay-ability far more than any print ad, brochure, TV commercial, radio spot, or social media burst.<\/p>\n
Think about it a minute.<\/p>\n
When you read an ad in magazine or newspaper, do you cut it out and then keep it for weeks or months or even longer?<\/p>\n
When you hear a radio spot, do you record it for playback again and again?<\/p>\n
When you see a TV commercial, does it then it on your desk or hang on your refrigerator or otherwise simply stay around?<\/p>\n
Of course not.<\/p>\n
But look around your home and office. How many of those low-class advertising fuzzballs do you have…and see (and maybe even use) every day?<\/p>\n
Pens? Coffee cups? Fridge magnets? Mouse pads? Post-It notepads? Calendars? Matchbooks? Coasters? Victorinox pocket knives? Pickle pickers?<\/p>\n
You see, dimensional marketing products aren\u2019t just products. They have the very real potential to be 24\/7 billboards for your business. By themselves, they many not demand immediate response from a prospective customer. But they hang around, and they keep your name constantly in front of your target audience.<\/p>\n
I don\u2019t know about you, but for me I can\u2019t count the number of times I\u2019ve turned to my refrigerator to find the name and phone number of a service I\u2019ve needed. It might be plumber or gardener or take-your-pick, and it could well be someone I\u2019ve never called before.<\/p>\n
But I had a need, and I remembered \u201csome name\u201d and then went to my fridge, only to find that business card magnet.<\/p>\n
One of the key principles of advertising is the generation of impressions. That comes not only from the number of eyes that see or ears that hear your ads, but more form the number of times those eyes and ears receive your message. Why do you think, for example, that you see the same stupid commercial umpteen times while you\u2019re watching TV?<\/p>\n
Yet in terms of continuous impressions, no medium can match that of the lowly little refrigerator magnet…and that, folks, is where the power of dimensional marketing begins.<\/p>\n
Now I\u2019m hungry for a hot dog. Where\u2019s my pickle picker?<\/p>\n","protected":false},"excerpt":{"rendered":"