The goal of any marketing campaign is to generate awareness and obtain an acceptable return on the investment (ROI). When it comes to promotional products, studies have shown promotional products have a lower cost per impression than other forms of advertising mediums. The “typical” pen, key ring or calendar (the type of products that typically come to mind when one thinks of promotional product), are promotional product staples, and can certainly generate awareness. After all, these commodity promotional items are used daily with repeated logo exposure, and in the case of pens, have the “pass around”, “left behind” factor (similar to pass around readership of magazines). Both increase logo exposure, but, what image does one get from the company whose logo is on these types of products? Certainly not a negative one, but is it the most appropriate or the “best” image a company can or should project? With marketing dollars being extremely tight, marketers now, more than ever, not only need to differentiate themselves from their competition and stand out to their audience, but they must obtain as much bang for the buck from their promotional spend as possible. In order to do so, promotional dollars should be spent on “WOW!” promotional products that area bit out of the ordinary, products that will stand out, be remembered, and have “stickability,” a term we use to describe a product that will not get tossed in a drawer, or an even worse fate, in the trash, and have the impact to enable the marketer to accomplish their marketing goals. For example, if it has been determined that a calendar is the best product for a marketing campaign; why not go with a calendar that really makes a statement, such as the MoMA Magnetic Perpetual Calendar or the MoMA Acrylic Perpetual Calendar? Not only are these perpetual, and therefore gifts that keep on giving, but they are also branded, which provides value on a number of different levels. Even if the marketing objective dictates a pen or key ring as the most appropriate promotional product, it can still be a “WOW!”, and elicit a conversation. Take a look at the Helix pen and key ring, both from European designer Nino Cerutti. If these don’t say “WOW!” nothing will. Even if budget is an issue, inexpensive does not have to mean without impact. The Yoropen “Standard” is an ergonomically designed pen that really puts a “slant” or a “different angle” on a promotion. WOW! promotional products increase the value, image and ultimately the awareness the market has toward a company . . the ultimate goal for a marketer.
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