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Not Another Calendar! - Choose Advertising Specialties That Sell


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/.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. May / 07 / 2021

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Bragg, lottery's advertising lead, leaves for Texas  Northwest Arkansas Democrat-Gazette

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Advertising and strategic communications to move to school of business  Lindenlink

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Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

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ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters.com

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CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

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What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

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AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

OAAA logo (PRNewsfoto/Out of Home Advertising Association) - NBC Right Now
OAAA logo (PRNewsfoto/Out of Home Advertising Association)  NBC Right Now

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Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

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The Future of Digital Out of Home Advertising  MarketScale

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra - JD Supra
FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra  JD Supra

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

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New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

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Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present  Digital Information World

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BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

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6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com  Galveston County Daily News

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

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Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

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E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

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Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

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Yelp beats expectations as diners, advertisers return  MarketWatch

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County - Patch.com
Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County  Patch.com

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Dear Dave Magazine Stops Advertising for a Subscription Model – WWD - WWD
Dear Dave Magazine Stops Advertising for a Subscription Model – WWD  WWD

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TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media - PRNewswire
Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

World Changing Ideas Awards 2021: Advertising Finalists and Honorable - Fast Company
World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

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In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

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Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

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Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

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How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

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Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

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Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

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TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

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Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta  CBS46 News Atlanta

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Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

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For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  WhatTheyThink

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Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

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Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

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Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

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‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

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Amazon Joins New Advertisers On The Q India – PRNewswire  PRNewswire

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Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising  High Times

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UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

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Local businesses alerted to advertising scam  Daily Journal Online

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry?  InvestorsObserver

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How to Make Money with Scoreboard Advertising  Campus Rec Magazine

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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2020/2021 IAB Internet Advertising Revenue Report  IAB

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Discover a new advertising approach to help reach new players  GamesIndustry.biz

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever  Forbes

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Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

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Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

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These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

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What Digital Advertising Gets Wrong  Harvard Business Review

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Best Advertising Agencies for 2021  Investopedia

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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How a stay-at-home year accelerated three trends in the advertising industry  CNBC

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The Time for Diversity in Advertising Is Now  Entrepreneur

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