Promotional Consultant Today reported on a study that revealed that 88 percent of respondents remembered the name of a business they saw on a promotional product, compared to 53.5 percent who could recall a company name from a print ad. The same article referenced a study from Baylor University that showed promotional products can increase customer response rates by up to 75 percent. Once promotional products have been added to the marketing mix and accommodated in the budget, it’s important to determine how the items will actually look.

Choosing an item
With the massive selection of custom promotional products available, this section could go on forever. However, to keep it succinct, there are a few basic directions to take a promotional product marketing campaign. Consider choosing products that directly relate the industry, like promotional flash drives for technology companies or promotional mugs in the food industry. Alternatively, it may be beneficial to go with a topical item that fits with a season or holiday. It’s never a bad idea to go with a practical item that customers will certainly need such as promotional pens or promotional wall calendars.

Selecting a color
If there are certain colors already associated with the company, it’s best branding practice to stick to those when choosing promotional products. However, it’s not unheard of for businesses to stray from the traditional branding at times. Before deciding on a color, check out the color schemes competitors are using. It’s not ideal to work with the same shades because customers should be able to immediately tell a difference between the companies.

It may be helpful to understand what’s called the psychology of color when thinking about customizing products for clients. Many studies have been done to find what feelings are evoked by different hues . Promotional Products Business Magazine referenced a study published in the International Journal of Fashion Design that focused on what logo color conveys to customers. It was conducted by a doctoral student at the University of Missouri-Columbia, Jessica Ridgway. She showed 184 adults fictional logos in a variety of colors and asked the participants to describe how the images made them feel.

According to PPB Magazine, “Blue creates feelings of confidence, success and reliability. Green causes perceptions of environmental friendliness, toughness, durability, masculinity and sustainability. Purple communicates femininity, glamour and charm. Pink gives the perception of youth, imagination and fashion savvy. Yellow invokes perceptions of fun and modernity. Red inspires feelings of expertise and self-assurance.”

Determine the message
Perhaps the most important part of the process is choosing what the products will say. The message is determined in part by which product is being used because there must be enough space to print. The three main options are the company name, logo or tagline. Something to keep in mind is that the products’ message should be memorable. What will stay with potential customers more? The product should also promote the image the company wants people to associate with the brand. Keep the business’ mission, values and most-served demographics at the forefront of the decision-making process.

Beyond general advertising, custom promotional products can also be used for special events or personalized gifts. If there is a new product being released or an upcoming annual sale, the news can be spread with items that are tailored to the cause. Additionally, Business Know-How recommended customizing promotional products for certain customers or clients as a reward of sorts. This could be done for a loyalty program, a spending incentive or a prize for a contest or giveaway.