Keeping It Practical

As I mentioned previously, practical, every day items imprinted with your advertising message will make great additions to your next business promotion. The more often a customer uses a product with your business name and logo, they more they are reminded of you and the less likely they are to forget about your great product or service. Practicality is what makes promotional products a superior advertising medium...they have perceived value. I don't believe a customer has ever thanked me for running a radio, newspaper or television ad. But while I am handing someone an item that they want or need, an item that they likely would or have already spent their own money to purchase, I often hear a sincere thank you. Though not (usually) an everyday item, an umbrella is a great promotional product because of its practicality and high perceived value.

I can’t tell you the number of times I’ve been caught in the rain without an umbrella. We’ve all had those days, perfectly sunny in the morning when we leave for work and then an afternoon downpour hits. Racing from the office to the car with my portfolio over my head...getting drenched and wondering why I can never remember to pick up an extra umbrella for the office and maybe one for the car as well. Your prospective or current customers have likely had the same experience, so they know the value of that umbrella and will appreciate your thoughtfulness in picking one up for them.

Umbrellas come in all sizes. Large golf umbrellas are great when you’re sponsoring a tournament. Their size also makes them perfect home or office use. Larger umbrellas are able to handle really heavy downpours because of their larger canopy. They also offer a bigger imprint area, so keep that in mind. Because of their size, storage and shipping can be a bit of a hassle, but large umbrellas make up for it in their durability and their, simply put, ability to keep you dry!

A word about venting. Vented umbrellas like the one shown above, allow strong wind gusts to pass through the canopy and help prevent the umbrella from inverting or breaking apart in big storms. Both golf umbrellas and folding umbrellas can be vented. The venting costs more, but your customer knows it has a higher value.

My daughter hates getting caught in the rain, and so she has invested in several telescopic umbrellas. She likes these for their portability. Folded up, they fit in her purse, glove compartment, and anywhere else she hides them. (I think she has two in a junk drawer.) One of her favorites is the 37-inch umbrella with a traveling case from Hit Promotional. Zipped up, it takes up all of six or seven inches worth of space, unfolds to a full size, and the bright lime green is a little pick me up on those dreary days. Other colors are available.

Want to be a hero...put an extra one of these in your briefcase or car and be sure to carry it into a rainy day networking event. When it is your time to introduce yourself to the group, mention that you have an extra and ask if anyone needs an umbrella. I am certain that you will see a number of hands in the air and a relieved smile on the face of the prospect you hand it to. They won't forget you quickly.

Steve
www.raggo.com

Choosing the Right Promotional Product (Step 3)

Here is our list of questions we must answer when choosing the perfect promotional item:

1) What do we want to happen?

2) How will we measure success or failure?

3) What is our target demographic?

4) How will we deliver the item?

5) How much can we spend?

6) How quickly do we need the product delivered?

Taking Aim

We have discussed what we want to happen as a result of our promotional campaign and how we will determine if we are successful. Now a little bit on the target. In many cases, the people receiving the promotional products and the products' targets are not the same. Banks, police and fire departments, medical providers and most non-profit organizations have become quite adept at this sort of indirect approach. Advertising balloons or coloring books featuring a popular theme with the organization logo prominently displayed are generally not handed out with the hope of the child opening a bank account or making a donation, but can help influence the parent to do so.

If you are giving an anti-drug presentation to a classroom of pre-teens or you are participating in a "Career Day" at the local high school, your promotional products can be handed to the student who will carry them home and end up influencing the parent later that day.

You know your prospects better than we do. Imagine where your prospect is when he or she realizes that they need your product or service. Are they at their desk, in their kitchen, in their car or are they somewhere else? The most effective product we can offer to them - the one that will have an impact on them in that place at that time - is one that is in their vision at that moment.

Say, for example, you own a pizza place and want to increase deliveries to a neighborhood nearby. The neighborhood is made up mostly of young commuters who arrive home in the evening hungry and tired from their work and commute. They open the refrigerator and think to themselves, “There is nothing here I want to go to the trouble of cooking” They close the refrigerator and see the magnet from Donato’s Pizza holding up their To Do List, and Donato's Delivers! No looking through the phone book. No need to go online to find a restaurant. No need to find the newspaper to see who has a special. No need to cook or to drive! Just call Donato's.

One of the strengths of promotional products is their endurance. Check out your refrigerator. I still have a magnet given to me by a real estate agent with a 1999 calendar on it!

Steve Raggo

www.raggo.com