Premiums and Ad Specialties
1. Premiums and Ad Specialties are promotional items that require a proof of purchase.
2. Advantages of Premiums and Ad Specialties
• Ongoing Brand Exposure
A primary benefit of an advertising specialty item is the ongoing brand exposure you gain. When customers have pens or pencils with your brand logo, they may use them for weeks, months or years. This not only earns repeat exposure with those customers but possibly with their friends and acquaintances. Calendars are another popular specialty item. These may go up in homes or offices for an entire year.
Specialties also provide a great lead-in to a new relationship with a customer. Many organizations give new customers free cups or mugs, T-shirts or other items as noted. Even a small, inexpensive gift like these can make a customer feel good right away and enhance the likelihood of repeat business loyalty. A specialty idea also provides a tangible, memorable moment the customer can connect to your brand.
By using specialty items that are more connected to your company and brand, you can offer prospects and customers a more personalized remembrance of your business. This is a subtle way of communicating brand benefits without necessarily having to offer a lot of words or copy. One example is a technology company giving out stress-relief toys in the shape of a miniature computer as opposed to a stress ball. This has a more direct connection to the company or brand.
• Inexpensive Promotion
Advertising specialties are among the least expensive and most efficient forms of advertising you can use. Small items like pens, pencils and mugs have relatively low production costs and can provide significant return on investment with repeated brand exposure. Spending a little more money on items that stand out from competitors such as higher-quality T-shirts, stress balls and money clips still offer a very affordable advertising opportunity relative to expensive ads delivered through TV or other traditional media.
Disadvantages of Premiums
• Targeting your market is difficult.
• This can be an inappropriate medium for some businesses.
• It is difficult to find items that are appropriate for certain businesses
• Longer lead time in developing the message and promotional product
• Possibility of saturation in some items and audiences
• Wrong choice of product or poor creative may cheapen the image of advertiser
3. Attention: They are in your hands or they are on walls.
Desire: People will want to buy that product.
Interest: What features the promotional products have on them.
Action: People will buy those products as early as possible.
4. The audience that the media is best at reaching is people who read what’s on the item.
5. Based on the information provided to you about the target markets for the Western Marketing Program,
A. I think the target markets that would effectively reach is everyone because everyone will see what you are promoting.
B. An effective goal of premiums and ad specialties is to get as many people from around Western Technical College to come there get there associates degree.
C. An example of how you might use premiums and ad specialties is to hand out flyers for open mic night at the Union Market.
6. What surprised me the most about premiums and ad specialties is that they can sell very fast.
7. A misconception about premiums and ad specialties is that the promotional products aren’t as effective as other marketing mediums. Research has consistently shown that promotional items are extremely effective compared to other marketing mediums.