Many products today whether they be promotional or otherwise are very ordinary, run of the mill, and plain average in terms of both their benefits and overall performance. But then there are those special ones that continue to rise above the rest and consistently outperform all of the other competitors. These products are what some in our pop culture would call: the super stars. Well the same is true to some extent with promotional products. Yes, this may come as news to some but all promotional products are not created equal. In fact, there are some promotional products that have super star attributes that simply blow the rest away. These super promotional products are not all in the same category but the main attribute that they all have is what I call the ” multiplier effect”.
Well you ask what the heck is the multiplier effect? Simply put it is the ability of that promotional product to keep on promoting to keep on giving off advertising impressions to more people than just the recipient. No matter what your promotion is you should first consider these super promotional products before all others. Why? Because these are the most powerful promoters out there. These products not only are promoting directly to the recipient ,your customers, but as an added kick they actually become unknowingly enlisted soldiers in your promotional army carrying the message of your brand to others. Imagine not only are you promoting your brand to your customers but they are actually helping you promote the brand as well.
Now an average promotional product can’t possibly hope to accomplish this. Most promotional products are either consumed like food products or are simply designed to promote to the recipient and have no affect beyond that. That is not to say that those products do not have an important purpose and can be a valuable tool in promoting your business. But before you settle for a one dimensional marketing tool you should first explore whether it is possible to use a super promotional product for your promotion. Because, when it comes to the best bang for the marketing buck the super promotional products has no equal.
Well enough with the generalities Marc, what are these marvels of marketing you call super promotional products? Actually many of them will be familiar to you but their residual powers to keep promoting are often undervalued and underrated in promotions because the company promoting their brand does not have an understanding of the multiplier effect and how it can super charge a promotion. For example, I was working with a new client a while back who happened to have a great opportunity to promote his brand at a major university’s sporting event. He had to, however, stay within certain parameters set up by the university. Two of these limitations set up by the school were that the promotional product that my client gave out at the games could not be something hard and they were not allowed to use the schools logo.
My client was leaning towards some kind of stress ball until I presented him with a custom made we are #1 foam hand mitt that I am sure that most people have seen at college football games. With the quantities he needed we were able to get the foam material that the mitt was made of customized in the university’s colors. So what we created was a super promotional product. Why? Because the thirty thousand fans that the mitts were given to had the schools name along with my clients logo on it and they held them up for the other 50,000 fans to see every time their team made a good play. My client not only was able to join his brand with that of the university’s in a joint marketing venture but had also enlisted an army of fans waving his logo to show the other thousand of fans his brand as well. Moreover many of the fans kept the we are # 1 mitts and brought them to other games only to show more people my clients brand and so the beat goes on and on. Now that is an example of a super promotional product.
But there are many examples of these super promotional products with the multiplier effect. Being aware of this marketing concept is the key. For example, why give out pens at a trade show when you can give out tote bags with your company’s logo and have all the recipients walk around the trade show promoting your brand and driving traffic to your booth location. As I wrote in one of my previous articles about promotional product desk accessory items, many of them are super promotional products as they sit on your clients desk often viewed by important people visiting that individual in their office. Perhaps an important supplier to that company will see the promotional product gift with your logo on it on your clients desk.
It might cause them to notice your company’s logo and introduce or elevate your brand in the mind of the viewer. The promotional apparel products like t-shirts and hats are some of the more obvious and popular super promotional products because they enlist the recipients who wear them to promote that company’s brand. But there are many other examples of super promotional products to choose from that will work for you and your company’s promotion. The main thing is to be aware that you want one of these super stars for your next promotion and ask a creative professional promotional product supplier to find the one that will give it that big “multiplier effect”.