GlobalBX

They’re called gimcracks, gewgaws, doodads, and chotchkies. They’re ad specialties. Those pens, notebooks, key fobs, coffee mugs, and sports accessories brandishing your company’s name and logo.  And they’re one of the most cost-effective marketing weapons in your arsenal. Your company logo or imprinted message gets lasting exposure. Statistically, more than a third are still being used a year later. What other type of ad can boast that?  They serve as an enduring reminder of your name, and telephone number or website address. Part of their value is their versatility. They are not only useful as reinforcement of your corporate identity among customers. They are equally as useful within your organization.

Internally, ad specialties can be used to reward employees, build camaraderie, or simply thank the staff for a job well done. Caps or notebooks during training sessions, imprinted jackets or sweaters, or crystal desk accessories all can be used as rewards for goals achieved or as thanks for extraordinary effort. The possibilities are endless in this $10 billion industry that includes nearly 12,000 companies nationally, according to the Specialty Advertising Association, a Dallas-based trade organization. A seasonal business, industry sales peak during the gift-giving holiday season.  But many companies use ad specialties as part of their marketing plan all year long.  Gourmet food baskets customized with individual customer names are big sellers, a unique way to say thank you to a new customer. Trade show giveaways are big.  There are hundreds of ideas for getting customers to visit your booth at a trade fair. Pens and coffee mugs are timeworn but appreciated. Golf items are especially popular among males. There are over 250,000 products available that can be imprinted with your message or logo. From clocks to clothes, pen lights to portfolios, golf balls, golf bags, golf clubs, or golf shoes.  But the more unusual items can set you apart from the crowd. One local company distributed handcuffs in a box imprinted with the question:  “Sales Staff Handcuffed?”  A cute way to grab attention (keys were included). How about a prescription bottle filled with a small bauble, bangle, or brochure?  The outside carries the headline: “Your prescription for better [pick one: Service, Quality, Price].” Presentation is important, too. A coffee mug in bubble wrap is not as impressive as one filled with chocolates and gift boxed.

Here are a few simple steps for stretching your marketing budget with ad specialties:

1. Choose a distributor with imagination. Don’t just browse through a catalog.  Your distributor can suggest just the right item to fit your program, and your budget. Ask for their ideas. Request samples so you can check the quality before you order. 
2. Give yourself plenty of time. Most orders are time sensitive, that is, they are needed for a specific event. If you plan ahead, you’ll have more options from which to choose.  Give your distributor some time to research ideas and track down samples. Also, imprinting takes time.  Rush orders add to your cost. 
3. Good artwork looks better. While some distributors can clean up artwork for you, try to use professionally rendered, camera-ready artwork whenever possible. This will improve delivery time and you’ll be happier with the look of your finished items. 
4. Inspect your order upon arrival. Nothing is more embarrassing than opening a box a of ad specialties to distribute and discovering your company name is misspelled or your logo is backwards.  Be sure your order is exactly as you ordered it.  If there’s a problem, notify your distributor immediately. They may still have time to fix it before you have to use it.

Versatile, cost-effective, enduring corporate reminders to your customers, or as rewards for employee performance.  Ad specialties are an effective marketing tool that should not be overlooked as you lay out your annual marketing plan.