Promotional Products...Worth the Investment???

I have been asked by clients how can they know whether they are getting their moneys worth out of their promotional investment. The honest answer is that it is very hard to know. With radio, TV, or newspaper advertising it is easy to gauge short term success. When you run a campaign on one of those media you can typically gauge your return fairly easily. People either respond by coming in to your place of business or they do not. With promotional products it is not as clear. Have I heard of instances where someone said I saw your ______ (cap, pen, mug, etc) and decided to come by and shop with you? Absolutely. I have even heard of single purchases substantial enough to pay for an entire promotional campaign. Those instances are rare however. That is just not how promotional product campaigns typically  work. Their primary function, in my opinion, is to promote good will with EXISTING customers and they do an outstanding job toward that objective. Anything beyond that is a bonus. 

The best example I can think of regarding the influence of promotional products is what can happen when a business tries to stop using an item that they have historically given away. Customers will actually come in to the place of business and want to know why they didn't receive a calendar this December. Or a jacket this fall. Or a t-shirt in the spring. That kind of response is a great indicator that your promotional products have value in your business efforts and are helping you build strong long term relationships. Promotional products may not be the most important part of your marketing and public relations efforts,  but they can be an important part. Very important.