Marketing Strategy Through Promotional Materials
Importance of Promotional Materials
Looking through your drawers and the whole room you will
notice that you have a number of promotional materials of
various companies, collected over a period of time.
Promotional material from a company will have its logo,
emblem and a brief message.
If you look into your drawers, you will notice a lot of
items like magnets, pens, stress balls, caps, rulers,
golf balls, key rings, t-shirts and letter openers with
company logos lying there.
These promotional materials are very cost effective, but
companies are still not using them very often as a
marketing tool to send their advertising message to the
prospects. These promotional materials are called ad
specialties. You can use a variety of items as ad
specialties by printing your logo, emblem or message on
them. These ad specialties have a long life because they
remain in possession of the prospects for quite some
time- a week, a month or even longer depending on the
life of the product and how interesting and useful did
the prospect find it in the first place. More the utility
that the ad specialty item has, longer will be its life
with the prospect and more number of times the prospect
will look at the company emblem and the message.
Ad specialty items can leave a lasting impression on the
prospect. Marketers on their part need to put in mind and
effort to design new and creative ad specialty items, so
that the customers hold on to these items for a longer
time, thereby increasing the life of the item and the
message of the company. These items can become
representative of a special event organized by the
company like a charity show or a fare or even an
anniversary party. People cherish the mementos from these
kind of events and hold on to them for years.
You need to plan for the release of the specialty item
well in advance. Make sure you have chosen the right
item, given the right message to the printer, made sure
that the correct color scheme has been explained to the
printer as well. Even though the turnaround time for
getting the items made is quick, still you should order
them well in advance, so that there is time even if last
minute delays like faulty artwork, shipping delays etc,
can be taken care of. Once the ad specialties are with
you, make sure you distribute them to the customers and
prospects, immediately so that they start using them and
item starts its work of advertising for the company.