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Small
Business, BIG Marketing™
by Will
Dylan ©2004
CHAPTER 8 -
PROMOTIONAL ITEMS
This
will be a brief chapter, because Promotional Items are
not a big part of most small business marketing plans.
What
do I mean by promotional items? Have you ever received a
free calendar from your bank with their logo on it, or a
memo pad from your local insurance agent with their
phone number on it? These are called Promotional Items,
or “promo items”. They are small gifts or items that
companies use to promote their business.
Marketing folk
have another name for them…”Trinkets and Trash”. I
don’t know how these items ended up getting such a bad
rap, since almost every major company uses them, but
that’s the name they have inherited over time. This is
likely because most of the items are small and
inexpensive, like pens or letter openers.
Most
small businesses can’t afford to make volume purchases
of promo items, and that’s why many stay away from
them. The fewer you buy and put your logo on, the higher
the cost per unit.
The
goal of promotional items is simple : give your customer
something to remember you by. A mug with your logo, a
pen with your phone number, and so on.
There
are a few good promotional items for certain businesses
that customers tend to hang on to.
Fridge
Magnets : everybody has
magnets on their fridge, especially if they have
children. (How else would they display their child’s
latest report card or drawing). If you sell a product or
service that is sold to consumers (not businesses), then
putting your logo and phone number on some fridge
magnets might not be a bad idea. They are generally
inexpensive, and people tend to hang on to fridge
magnets for quite a while. It puts your phone number in
a prominent location in their home, and if they ever
need your product or service, they will likely think of
you first.
Pens
: The old standby of
the promo item business. Pens are very affordable
(usually around 50 cents to $1.50 each, including your
logo) and everyone uses them. Pens are a handy item
whether you deal with business or consumers.
Conclusion
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