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As I was searching through a kitchen drawer the other day, I found dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, what'sits and thing-a-ma-bobs, each with the name of a business on the front. In looking through my "collection" I discovered some things I love and use and others that I can't imagine why I picked them up. Some, I'm not even sure what they are!
They are all advertising specialties. You know, those giveaways that are going to bring customers swarming to your door. Advertising specialties can put your name in front of prospective customers and keep it there. That way, your name will be on their minds and in front of their faces when they decide to buy. But too often, they don't work the way you expected them to.
The trick to using advertising specialties effectively is to understand who your customers are, what they value, how they will use your giveaway, and where they will be when they make a buy decision.
Pizza delivery restaurants give out lots of refrigerator magnets. Where are you when you decide to order a pizza? You probably just looked in the fridge for something to fix for dinner, didn't find anything and are closing the door. At that moment, you spot a magnet and say, "Pizza!" Some of the magnets even come with detachable coupons.
Where will your customers be when they make a buy decision? At home, at the office, in their cars, on the phone, at the computer . . .use a specialty that will be in front of them there.
Or maybe you just want something that they will use a lot to keep your name in their minds. A mug. Or something like a wall calendar where your name will be in front of them 365 days. (366 in a leap year!)
However you hope to influence your customers, make sure you choose an item they will actually use. Will they want another ball point pen, pocket calendar, or stress ball? How many wall calendars do they get from other sources? Will yours be one they are willing to put up on the wall? Does your item look or feel "cheap" or of poor quality? If so it won't give a good impression of your business.
If you use advertising specialties, choose something that is unique, doesn't look cheap, will be used by your customers, and will be nearby when they make a buy decision. That doesn't mean you have to give away expensive items. A couple of my favorites are ball point pens. One, from British Airways, has a clip that folds out to look like wings on a plane. It's not great to write with, but it's really cute. Will the pen cause me to fly British Airways? Probably not, but it is one more positive impression I have of their airline.
Want to try something a little different? Why not get tote bags, t-shirts, sports bottles, or other items made up and sell them. If you have a clever logo or slogan, people might be willing to pay. For example, the National Museum of Funeral History in Houston (yes, a museum about funerals) sells mugs and more with their slogan, "Any day above ground is a good one." If you are actively creating a brand people respond to, you might be able to start a whole new product line. One source for image products is http://www.cafepress.com/.
Oh, one last thing about using advertising specialties. You have to actually give them out. Buying them and leaving the box in the closet won't bring you a single customer.
Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. Get free tips, articles and more at http://www.IdeaLady.com/.
MORE RESOURCES updated Thu. May / 17 / 2012 TIME | Facebook Advertising Shows 'A Lot Of Potential But It's Not A Slam-Dunk' Huffington Post By Nicola Leske and Kate Holton NEW YORK/LONDON (Reuters) - General Motors Inc's decision to stop advertising on Facebook may be a wake-up call for the No. 1 social network, but Top advertising executives say it's far too early to know if the site will ... Facebook's biggest problem is that it's a media company Is Advertising on Facebook Worth the Expense? Why I Lost My Faith In Facebook Advertising |
NPR sees sharp downturn in advertising revenue, leading to talk of cuts Washington Post Halfway through its fiscal year — and six months into Gary Knell's tenure as chief executive — Washington-based NPR has seen a sharp downturn in corporate “underwriting,” or advertising revenue. The falloff has led to projections of an annual ... |
 Globe and Mail | Does advertising on Facebook pay? San Mateo Daily Journal But ahead of the IPO, a debate emerged between two of the nation's largest automakers: Does it pay to advertise on the social network? General Motors, the nation's largest automaker, said it would abandon Facebook ads after concluding they were ... Companies ask: Does advertising on Facebook pay? |
 Seattle Post Intelligencer (blog) | Skechers agrees to pay $45 million to settle charges of sketchy advertising of ... Seattle Post Intelligencer (blog) By Rita R. Robison Kim Kardashian, fresh from a sweaty workout and pictured in a variety of steamy, suggestive poses, decides in a TV advertisement to dump her personal trainer. “It's not someone else, it's something else” Kardashian, a reality TV-show ... Sketchy ads? Skechers agrees to pay $50M to settle false-advertising allegations Skechers settles with WA over false advertising Shoe-maker accused of sketchy advertising settles lawsuit |
Sweeney: Facebook Advertising Money Is In the Movies CNBC.com Traditional advertising in that context can be both annoying and ineffective. Imagine someone interrupting your conversation by waving a big billboard between you and your friend. Yuk! Social media advertisers are just realizing how influential the ... |
Viewers Want Choice, Control and Relevance from Online Video Advertising ... San Francisco Chronicle (press release) New York, New York (PRWEB) May 17, 2012 Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. |
New Mobile iPhone Application for Location-Based Virtual Advertising Sacramento Bee By They Creative Advertising HOUSTON, May 17, 2012 -- /PRNewswire-iReach/ -- They Creative Advertising introduces Knibbler™ iPhone application, a location-based advertising tool for individuals and small business owners. Using the dynamic Knibbler™ ... |
 Sydney Morning Herald | Apple Moves to Dismiss Siri False Advertising Suit PC Magazine But Apple's main counter-argument appears to be its contention that the plaintiffs' complaints lack the specificity that would be required to back up their claims of false advertising—failing to provide "a single actionable misstatement" on the part ... Apple Responds to Siri Class Action Lawsuits |
Coca-Cola Dodges Federal False Advertising Claim Courthouse News Service By TIM HULL (CN) -- Pomegranate juice purveyor Pom Wonderful cannot pursue federal false-advertising claims that Coca-Cola's pomegranate blueberry drink contains mostly apple and grape juices, but it may be able to revive its state law challenges, ... |
 Street Fight | Local Ad Spending Moving More to Mobile and Online; BIA/Kelsey's Media Ad View ... MarketWatch (press release) CHANTILLY, Va., May 17, 2012 /PRNewswire via COMTEX/ -- According to BIA/Kelsey's Media Ad View reports, local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016, with revenues climbing from around ... BIA/Kelsey: Local Ad Spending Moving More To Mobile And Online, Radio 'Holds ... Mobile, Online Local Ad Spending Will Double in the Next 5 Years Forecast: Locals Ads Hit $150 Mil By 2016, Trad Media Holds |
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