Due to the variety of items that can relate to comic book and video game culture, many different businesses can incorporate consumer expos like New York Comic-Con and PAX East into their marketing strategy. As some of the most savvy and opinionated consumers, this demographic can help increase the signal a brand is trying to broadcast by giving them promotional items. Conventions like these draw attendees from across the country and sometimes around the world, making them prime locations to get more corporate visibility.

Free totes make free advertising
One of the most popular promotional items of all is the tote bag, and nowhere is that more true than at comic book conventions. People are frequently looking for something interesting to carry their purchases in, and what's more, once they go home, they can show them off to friends and family.

This will increase the likelihood that a person will retain the bag afterward, according to Wired, which wrote that New York Comic Con was rife with free bags, shirts, hats and other goodies that attracted consumers of all ages. Children and adults alike can appreciate these items and enjoy showing them off, the source wrote, making them an invaluable addition to many major corporations' marketing game plans.

Freebies become promo items
One of the best strategies employed by businesses in attendance at New York Comic Con is the art of giving away something that costs them nothing. For instance, a game company can give away free downloads of a special in-game item by handing out codes on branded cards, or offer free trials of specific software, according to Comic Book Resources Online.

In that respect, any company can find ways of implementing this strategy by giving away part of a service that consumers must otherwise pay to receive. Giving them a short trial entices them to purchase a full version, buy a similar product in the future or at least visit a website or store for more information. Increasing click-throughs and foot traffic can easily translate into more revenue if a business follows up the promo item strategy with additional marketing tools.

Some entities like Mountain Dew have found ways of partnering with other companies to increase their ability to implement this plan. Forbes wrote that the beverage carries codes for Halo 4, a popular video game among drinkers of the soda, that gives them free in-game downloads. This serves as dual advertising for both entities, increasing visibility and encouraging consumers to spend more money on both products. In return, people will receive a Halo item that can be used in the context of the game, but this is a pure-profit marketing strategy for both companies.

The post Prevalence of promo items makes Comic-Con a smash appeared first on Small Business Marketing Blog.

Offering an item that isn't as practical means a consumer probably won't own it as long, but the initial appeal can still do well to draw in clientele. Sports arenas and movie theaters are apt to try these techniques, as they only need a single visit to sell out an event. Bringing people back, however, is what more sensible items are for.

Bang for a buck

An over-the-top promotion of a popular item can draw large crowds to a single venue. That's been the case for baseball, hockey, football and other sporting events for years. These games offer a live event, fireworks, free promotional bags and hats, and other kinds of entertainment that create memories and leave visitors with a memento to show off when they go home.

These items aren't even always branded to the team in question. For instance, a minor league baseball team in Lowell, Massachusetts, has been giving away bobblehead dolls of Jack Kerouac. A poet and novelist, Kerouac is a native of the town, but isn't affiliated with the Lowell Spinners or LeLacheur Park, the stadium where the team plays all their home games. An article in the Lowell Sun pointed out that this is the second time in 10 years the park has given away this promotional item, with no outside stimulus to warrant a new round of dolls being issued. People did however start lining up for the bobblehead at 4p.m. before the game, showing how powerful a single giveaway can be for revenue.

Seeing is believing

Movie theaters also employ this strategy of giving away theme items, though these usually are more in line with the film a customer pays to see. In the past, some have given away special glasses, promotional mugs, tshirts and other novelty items as well, the hype of a giveaway adding to overall movie and concession sales.

An upcoming release called 'I Kissed A Vampire' will offer shirts, buttons, and even autographed images of cast members to those who show up on opening night for a special release event, wrote BSC Kids Online. Providing a dual incentive like meeting a celebrity and bringing home a special promotional product as a token of the experience can increase word of mouth for all the businesses involved in producing the experience.

These promotions are big and attention-grabbing, but the interesting thing is, they don't cost a lot of money to put together. Most of the time, even in cases with professional baseball games or big-budget movies, the venue is the target of much of the future benefit, as it becomes associated with special events and positive experiences. This will help draw in more crowds in the future, even when it's just a standard operating day. Promotional giveaways can bring in a big crowd for a few select days, but they also ensure continued higher levels of solicitation after the fact.

The post Entertaining giveaways draw fans to events appeared first on Small Business Marketing Blog.

These facts are what has been driving more corporate investing in promotional merchandise over the last few years. With economic factors still struggling to make a full recovery, advertising specialists and marketing representatives from businesses of all sizes have been looking more into promotional items as a solution for low consumer spending, among other concerns.

Items like promotional notepads and custom logo pens are cheap to obtain and easy to distribute. This blanket approach to rewarding consumers with free items may just feel like inundation, but this method has been boosting sales and helping organizations make it through difficult financial times, making them a valuable asset that many companies want a bigger part of.

It's how you use it that counts

One of the big hurdles to promotional giveaways is the way in which companies utilize these tools. Simply obtaining promotional umbrellas and logo T-shirts is only the first step – advertising their presence is another thing completely.

Businesses such as banks and supermarkets get constant regular foot traffic, meaning smaller items with less of a visual splash are easier to give away. They can be innocuously passed from one employee to another, on to a consumer, and then allowed to travel out into the ether and be used by various and sundry third parties who will then gain interest about the business on a product. Promotional pens and notepads have been very popular with these institutions for that reason.

Getting the message across takes a little more effort for other businesses, and that's where some savvy marketers use free tools to buttress promotions. Email and social media networks are already in place and ready for use, meaning companies need only establish a presence there in order to start leveraging free advertising systems. Since these outlets don't cost any money to setup or utilize, it means companies have more to spend on other advertising ventures, while these tools provide some of the best visibility possible.

"When it comes to advertising, organizations have a greater variety of choices than ever before, from online to social, print, broadcast, billboards and promotional products," said Kevin Lyson-Tarr of 4imprint.

Why they do it

Marketing executives and advertising personnel recently indicated in a BPMA study that they intend to increase their promotional product investment strategies by about 50 percent this year. The reasoning behind this hefty spending bump is that passing free items to customers and clients increases goodwill and makes them more likely to shop with that organization in the future, according to Promotional Merchandise Online.

"Promotional merchandise is often highly effective for getting attention and driving sales," said Stephen Barker of the BPMA. "If we send items to [a client business] they pass them out to their customers who might also sign up. It builds relationships [and] targets customers effectively.""

Putting forth a bit of money for promotional products can represent a huge return on investment for businesses that choose to use this highly successful strategy as part of their customer loyalty plans. These items also work as gifts for current employees as well, making them as multifunctional as they are cost-effective.

The post Free merchandise makes happier, more loyal customers appeared first on Small Business Marketing Blog.

For these reasons, looking at metrics has become a big part of promotional product strategies, as investing in an item alone doesn't guarantee a return on investment. Companies have to be savvy with giveaways to make sure that consumers like them, and that they're meeting the need companies bought them to fill.

Looking at trends

One of the big things that drive promotional giveaways are how consumers find out about them. If it's something they see in passing, they may not give it a second's thought. If they are instead sent a more personal message or the information is delivered to them in a way that isn't just a general announcement, they may take a moment to actually read what's in front of them.

According to a study by Valassis, grocery stores are having more luck with weekly specials and circulars on digital media than anywhere else. In the past, these fliers were a staple of the Sunday newspaper, but now more businesses are taking their promotional item information to mobile media and email messages. These tools go directly to an individual, can be scaled and saved and passed along, and they guarantee that at least the headline will be read, even if it is promptly deleted.

"The consumer decision-making journey is more involved than ever," said vice president of Valassis Therese Mulvey. "Media preferences are changing, due in great part to consumers' desire to be connected."

Making the leap

Reaching out to customers doesn't take a different approach completely, just an optimized overview of what strategies are working the best for promotional giveaway and other ad information, rather than dedicating all reserves to a single effort. As Mulvey stated, companies have to come up with better ways of using the resources they have, but not necessarily changing anything else until they know how individuals are reacting to their efforts.

A review of business traveler preferences show this is probably the best strategy for organizations trying to cater specifically to clients. The US Business Traveler Survey on Hotel Accommodation, Selection Criteria and Customer Expectations of New Technology, Promotions and Services revealed that more than a quarter of all company expenses are diverted to travel and lodging. They also discovered that the selection process was heavily weighed by either in-house recommendations or online reviews. They also were looking for hotels that offered free perks like Wi-Fi, as well as advanced in-room technology and security systems.

Creating new advertising methods for available services and highlights of an establishment is much cheaper than overhauling an entire establishment. It also helps get the word out about the quality of products offered by the business. Coupling these factors with promotional giveaway information will entice a broader spectrum of clientele to a business, so long as the way a company reaches out is an effective means of communication for its target demographic.

The post Finding what’s effective in promotional marketing appeared first on Small Business Marketing Blog.

Using promotional items can help a business meet that goal without pushing regularly budgeted spending past a comfortable level. To get information about these promos to the public, instead of investing in a paper advertising drive, companies might want to consider looking toward social media.

Raising interest through Pinterest

One of the biggest trends right now online is the website Pinterest, a social site similar to Tumblr and Twitter that lets users post images about things they're doing or interested in. They can also share or "re-pin" images from another account to share within their own group of followers and friends, thereby promoting free advertising for that image and product.

Savvy businesses can already see the benefit here to using a site like Pinterest for custom pens, hats, T-shirts and other advertising giveaways that people may not otherwise know are being handed out. This generates buzz about the company online and gets people talking about the brand, passing around images of products and even the company's logo.

Pinterest or Facebook?

Both resources are arguably useful for companies, and there's no reason not to establish one of each for added visibility. However, failing to make a move on a Pinterest account could result in lower conversion rates and fewer online sales, according to Steelhouse. Their Social Shopping Survey found people were 25 percent more likely to make a purchase after viewing a Pinterest picture than they were a Facebook post, according to the infographic.

Once they've made a purchase, users will then share their pictures and information about it more than 50 percent of the time on Facebook and only about 15 percent of the time on Pinterest, so establishing a universal presence is key. The good news here for promotional products is that they're likely to be talked about or appear in pictures online, getting added profit from the investment.

A rising star

The site has recently edged out competitors like Bing and Twitter in number of referrals and monthly site hits, according to Shareholic. That's good news for companies trying to find the best marketing strategy that won't cost them a lot of money, or really anything at all besides the time needed to take a picture of a promotional notepad and post it to a Pinterest feed.

One of the top users of the site, Jennifer Chong, has managed to amass a following of more than 2 million users, according to the Huffington Post. That means every time an image goes up on her Pinterest, every one of those people sees it, and they're likely to comment and re-pin the message to their own boards, sharing and re-sharing the images. As a graphic designer she clearly sees the marketing benefits of this strategy, and other companies should take a lesson from this example and move in on social media for their promo giveaway promoting.

The post Pinterest in promotional products and business growth appeared first on Small Business Marketing Blog.

A 2011 Forbes magazine article stresses the importance of integrating advertising strategies across traditional and digital platforms. Making sure all aspects of promotion in the company have the same focus will lead to a clear consumer vision about what a company offers. Consider using social networks such as Facebook or Twitter to offer discount coupons, promotional offers or hold a giveaway for an elegant item like a jewelry box or laptop bag screened with the company's logo. This is likely to drive business as it may attract consumers to the company's web site.

Promotional gifts are available at nearly any price point, and businesses can solidify brand identity through unique promotional pens, calculators or USB flash drives that contain company logos. Choosing gifts that are functional and used by clients is a sure way to know that they will be remember the name of the company. 

It is best to choose items related to the company's focus. For example, gyms might print their logo on water bottles, offering a free gift to new members, which could drive business. Medical practices could give away travel-sized first aid kits decorated with the doctor's name and office contact. Environmental lawyers may choose customizable promotional flashlights that run on solar cells in order to promote green practices. Associating the gift with the market is a winning strategy for small businesses.

Small businesses should be aware of what their clients need in order to best choose promotional items and strategies. It can be extremely difficult for small businesses to stand up to the advertising money available to massive corporations, but aligning promotional campaigns and gifts will show cohesion and vision to clients. The gifts you give as thank yous or incentives will pique interest in the company and may also lead to profit increases in the long run.

The post Small businesses may miss out on customer loyalty benefits appeared first on Small Business Marketing Blog.

Limited edition items featuring desirable brands make collectors pull out their checkbooks year after year. Considering several cases of successful corporate brand marketing that have gained desirability in the private consumer market should offer insight for businesses as to how customizable promotional giveaways can increase customer understanding and support of the brand.

Coca-Cola
The Georgia-based soft drink giant boasts one of the world's most famous corporate logo, and it is also one of the largest private company trademarks for collectors. Coca-Cola is internationally synonymous with America itself, and Coke campaigns have been particularly effective at building nostalgia around Christmas by using its famous Santa Claus image. In April 2012, a Coca-Cola soda fountain from the Chicago World's Fair 1898 sold for $4.5 million at auction. This shows just how far loyal customers are willing to go to own a piece of their favorite company's history. Coca-Cola is a true icon, and businesses should consider their strategies when it comes to brand identity and publicity.

Planter's Peanuts
In top hat, cane and monocle, Mr. Peanut-themed promo items are highly desirable on the collectors market. An aluminum coin-operated peanut scale featuring the brand's iconic mascot was sold by Morphy Auctions for over $7,000 in 2011. Because this product also reflects that company's function, collectors are willing to invest in it. Companies looking to increase their use of business promotional items should decide how to best match giveaway items with the types of services provided.

Mobil Gas
The iconic Mobil Pegasus design is one of the most sought after logos amongst collectors of petroliana. These items are hot amongst men looking to decorate a garage or man cave. An April 2012 eBay auction saw a bid of $4,400 on an antique Mobileheat sign, which did not meet the seller's reserve price. This is a great case of niche marketing that small business owners can learn from: knowing target clients is the most important step to choosing effective business gifts.

McDonalds
The world's leading fast food company has seen great success in tying its promotions in with film and entertainment franchises such as Star Wars and Disney. McDonalds has been including toys and other giveaways with Happy Meals since 1977. This is a case of target marketing at its best. The prize inside the meal is often more desirable for children than the food itself. McDonalds often offers these giveaways as a set, encouraging consumers to come back and collect them all. Companies can learn lessons from McDonalds in terms of niche marketing and associating a brand with a iconic entertainment brands.

While small businesses don't have the same capital flow as large, multinational corporations, it is clear that promotional giveaways and other products customized with a company's logo can pay dividends when it comes to product recognition. Small investments including personalized pens, bags or USB flashdrives build rapport between a company and its clients. These promotional products offer a unique advertising approach and may end up being collector's gold one day.

The post What small businesses can learn about promotional items from the collector’s market appeared first on Small Business Marketing Blog.

The most recent study was released by the Promotional Products Association International (PPAI) in 2010, and surveyed 1,000 people who had received a promotional product within the past two years. Entitled "Effectiveness of Promotional Products as an Advertising Medium," it evaluates the relationships and trends between the target audience and the promotional items they were supplied. More than 80 percent reported that they liked receiving promotional products, and 48 percent expressed interest in receiving promotional products more often. But perhaps the most intriguing result was that 83 percent could recall the brand or company advertised – for a small business looking to solidify a brand image, this statistic is incredible.

Older surveys show similar results. According to the Promotional Materials Clearinghouse at Florida State University, several research projects on promotional products were conducted by Georgia Southern University in the early 2000s. The resulting data showed that at trade shows that over seventy percent of people who received a promotional product recalled the name of the company that gave it to them, and over three quarters of recipients preferred the distributor over a competitor.

Trade shows are not the only place that people were interviewed, however. In 2004, L.J. Market Research questioned travelers at the Dallas/Fort Worth airport about promotional marketing. They discovered that 71 percent of those asked admitted having received a promotional product in the last 12 months. One-third of this particular audience could actually produce the item right then and there – daily usability is a quality that all promotional products target. Perhaps the most important result of the survey was that 76.1 percent of the people who received promotional products could identify the company who had given them out. Having three out of four people remember a brand image is well above most marketing goals.

It has long been known that promotional marketing can offer great return on investment to any type of business, and research conducted over the past few years shows that promotional items are an especially effective marketing tool.

The post Studies confirm the profitability of promotional products appeared first on Small Business Marketing Blog.

The video game world is one industry for which a good promotional marketing campaign can supply the backbone of profitable sales. Many retailers offer special "in-game" items to customers who show loyalty or purchase a product early – essentially, this is un-lockable promotional content that associates a positive image with store chains looking for the best sales. Many consumers view a limited promotional item as extremely desirable, and the large influx of people looking to snag such content drives up sales in other areas. Even if customers find out they arrived too late to secure a special copy, they will often end up making a purchase.

Small businesses can adapt this strategy easily. Instead of just sending out a bunch of business gifts, a company that offers real estate services can offer a unique promotional pen to the first ten customers that register a showing with an agent. If advertised correctly, the chances are that many more than ten people will show up and may make an offer since they are already in the office. Plus, having these people actually in the office allows a business owner to hand out other applicable promotional products.

However, there is another aspect to the promotional video gaming that is applicable to small businesses. When a gamer purchases a special-edition game, this often unlocks special services and content in other games put out by the developer or its partners. Small businesses can do the same with their promotional products.

For example, the same real-estate promotional pens could offer a discount on the realtor's fee if they are used to sign the lease, or perhaps unlock special listings that are only shown to dedicated clients. Out-of-the-box ideas like these are how a company image works its way into daily operations, and small business owners should not underestimate how much clients will appreciate even a small discount. Everyone likes to save a few hard-earned dollars, and clever promotional marketing can save both the customer and the entrepreneur money.

The post Small businesses can learn from other promotional products appeared first on Small Business Marketing Blog.

Several awards were given out to industry professionals by the PPAI, but the main focus was on identifying promotional marketing trends. One exciting idea this year was the inclusion of quick response codes onto promotional items. QR codes can be read by many mobile devices and offer better storage capabilities than a traditional UPC barcode. Since QR codes are only black and white, they can easily be incorporated on anything from a personalized mug to a custom wall calendar. Although not directly projecting a company logo or brand image, the QR pattern can spark the curiosity of potential clients and draw them into deciphering the code.

A small business must always look for new ways to make promotional products stand out from the competition, and sometimes ideas can be hard to come by. The PPAI is a great place to look for the newest technology in the promotional products industry, and QR codes seem to be all the rage in 2012.

The post PPAI 2012 showcases new innovations in the promotional product industry appeared first on Small Business Marketing Blog.