Welcome to Promotional Materials!

New businesses must work harder than established ones to position themselves prominently in an increasingly crowded marketplace. Even the best goods and services won´t sell if clients are unaware of them. Promotional materials imprinted with the company´s name and logo give customers tangible and frequent reminders of a company´s value.

According to a 2008 Advertising Specialty Institute study, recipients of promotional materials had greater recall of a company´s name than of similarly placed company names from television, radio, or newspaper advertisements. Promotional gifts also last longer than other advertising media. Clients use branded items thrice weekly on average and for an average of seven months; that compares favorably to the few times per month that potential clients are exposed to advertising via radio or television. The price of promotional materials is minimal compared to other forms of advertising and may even compare favorably to the price of premium printed business cards.

However, not all promotional materials serve the needs of a new business equally well. A new venture requires name recognition; clients cannot ask for the business by name until they know what that name is. Gimmicks and toys catch clients´ eyes, but may not be ideal for a business seeking to build initial name recognition. The primary considerations when choosing products to promote a new business are understanding how the client will use the item regularly and ensuring that the item´s association with the business is a positive one.

Utilitarian items make ideal promotional gifts for new businesses. Consider what prospective clients do during the course of a day and where they are most likely to use the items. Pens and notepads bearing a company´s name and contact information keep that business in the client´s mind every time he or she jots down a note at home or in the office. Calendars are another popular promotional gift; few offices are without one and most are checked several times daily. A branded car caddy or cell phone holder would be good options for clients with long commutes.

Specialized promotional materials, while initially more expensive, link a company´s identity with the item. For example, a software design firm might invest in branded USB flash drives, a gift that is both practical and tech-savvy. A manufacturer or distributor of dietary supplements could offer printed pill-cases to emphasize the company´s association with health. Fashion designers and consultants may opt for wearable promotional gifts featuring a decorative logo. Printed sheet magnets designed for refrigerators would be well suited to appliance repair services or pizza delivery. Coffee mugs are a natural promotional gift for a new coffeeshop to give to its customers.

Quality is key when choosing promotional materials. No company wants its name associated with the pen that doesn´t write or the shirt that falls apart in the wash. New businesses must be especially careful to choose well-made promotional materials that make a positive first impression. An initial investment in sturdier merchandise guarantees that the promotional item sees more use, and more use means a longer advertising lifespan for branded items. While promotional gifts are free to clients, they are not free to the business that bought them; buy quality to ensure that the company´s marketing budget doesn´t wind up in the trash one cheap product at a time. Reputable promotional product manufacturers willingly provide samples upon request without requiring a full order.

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