Specialty advertising uses free promotional products to advertise a company’s presence to its target market. Common items include pens, calendars, keychains, coffee mugs, and clothing. These items can be personalized with a company’s logo and contact information. Custom pens are the cheapest option, while clothing is often given away as prizes during customer appreciation events. The design of the promotional item should be attractive and useful to create customer desire.
Specialty advertising is the use of “free” promotional products to advertise the company’s presence to its target market. A target market or qualified audience refers to the people most likely to want or need a company’s products or services. Specialty items are ordered through printing businesses that add each company’s unique logo, name and contact information, as well as in some cases a short message. In comparison to the cost of print and broadcast advertising methods, specialized advertising can be done affordably for even the smallest businesses. Some common specialty merchandise that a business will give away to potential customers include clothing, purses, key chains, coffee mugs, and stationery.
Custom pens are typically the cheapest type of specialty advertising products. Like other types of specialty goods, the higher the quantity ordered, the lower the price per item. Specialty pens allow any type of business owner to hand them out to potential clients. They’re easy to store in a pocket or briefcase, and most people use pens on a regular basis, despite the increasing use of computers and phones. A small business owner looking to advertise locally can gift their pens personalized with their business name, logo and contact information to likely customers they meet anywhere, such as at a grocery store, Chamber of Commerce meeting, or a corporate networking event.
Calendars are popular advertising special items as they need to be kept all year round. The constant display properties of the calendars ensure that the company’s presence remains in the minds of its target audience – a pretty powerful marketing achievement for something so relatively inexpensive. Custom promotional calendars can be purchased in small portfolios to the large worktop type where you can write notes in each day’s space. Keychains and coffee mugs are other items that work well as specialty advertising products as they are often used on a daily basis.
Companies typically give away more expensive promotional items such as clothing as prizes during a customer appreciation day or as an extra incentive to place an order within a certain time limit. In order to create a customer desire for the item, the personalized piece of clothing should be attractive and useful. The official colors of the company must be used with taste and the design of the clothing item must adapt to the business and the needs of the target market.
For example, custom golf shirts given away at a promotional event attended by a manufacturer that produces golf items such as shirts, balls or clubs make sense as special advertising items. If the shirts with the manufactory’s name, logo, colors and slogan message are attractive enough to be worn by the target audience on the golf course, they serve as billboards for other golfers who may be interested in the company’s products. Hats, t-shirts, hoodies and jackets are other common specialty promotional clothing items.
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