There’s no better way to be seen by lots of folks than on the green.  Just think about it.  Charity golf tournaments are often seen as fundraising gold.  They bring in dollars and participants from all over.  What a perfect opportunity to show off your brand, your message, your logo.

Your company can offer to provide the apparel, the golf balls, or the tees.  You can help enhance the event with gift bags for donors that are filled with logo items that are both practical and fun. If cocktails, breakfasts, or maybe even silent auctions are part of the event, you have scores of opportunities to project your logo.   Even if your budget is tight, there are plenty of products that will make an impact – and the payoff in the long term is huge!

If you’ve already lined up some spring outings and tournaments, you can drive your campaign even further with logo promotional products.  If you haven’t planned anything yet, there’s no better time than right now to get involved with a charity tournament.

If you haven’t sponsored or participated in a tournament before, give me a call.  I’ll be happy to help you get started

But, the question I keep getting is how to achieve maximum effectiveness.  If your promotional products campaign is your only (or one of only a few) marketing strategies you are employing right now, you want to be sure that it works as effectively as possible.  What techniques best ensure that you get the most bang for your marketing buck?

You should be looking at products that are affordable, but also can be packaged in such a way that they create a positive, lasting impression.
Here are just a few tips and techniques that we’ve found to work well to enhance your promotional products campaign, even in a less-than-vibrant economy.

Use a Theme

Find products that tie into your current promotions or the particular season. During beach season consider using beach balls or flip flops.  In golf season, you can liven up a trade show exhibit with golf-themed games and giveaways.   Get the idea?  By using promotional products to create an interactive experience built around a theme, you can use products at various price points to attract attention and draw in potential buyers.

Make it Useful

Think about what your target audience uses on a daily basis and then cater to their needs. Think about when and where you’d most like a prospect to see your name. For prospects that work in an office, flash drives or eco-friendly pads of paper give you multiple exposure.  Likewise, if you sell to traveling salespeople, offer a travel alarm or travel kit. By using promotional products that are useful, people will keep them - and they’ll be reminded of your business when the time comes to buy.

Send Something Home

If it’s getting harder to find something for your average demographic, consider products that can be taken home and used.  Let’s say that your average prospect is a 35-year-old man.  Why not wow him by wowing his children? Offer fun items for kids, like Silly Putty, a Frisbee or rubber ducks. Or, help him surprise his spouse with a spa set or manicure tools. For animal lovers, offer a pet dish or sweater.  By touching them emotionally, your promotional product will more effectively reach them – and it gives you a whole new arsenal of product ideas.

Make it Fun

Fun promotional products draw attention. Give your prospects, clients or customers a break from real life with something fun like a Rubik’s Cube® or yo-yo or puzzle key chain. There are countless fun products that can be imprinted with your name - and these are the kinds of products that people will keep at their desk, so they’ll always be pleasantly reminded of your organization!

These are just a few tips to help you maximize your promotional products campaign.  If you swear by some ideas of your own, please e-mail me at jordy@iceboxmail.com.  I’d love to hear from you.  If you’re just ramping up a campaign, feel free to give me a call to discuss some ideas to help you get the most out of your promotional products solution.

Marketing?  I know - you’re probably thinking that there isn’t any budget left for marketing.  But you need to look at it a different way.  There’s less to go around right now and companies have to carefully choose how to spend their dollars, and the consequences of those choices will have a much greater impact in this economy.  And that’s where the opportunity comes in.  Rather than bemoaning the fact that sales are sluggish, you have an opportunity to get out there keep your customers close to you.  Marketing right now is a necessity – not a luxury.

One of the best ways to market in tough times is through promotional products.  Next to word-of- mouth, there is no single marketing tactic that is as cost-effective, nor as effective, as using promotional products to get your name in front of your customers.  People have a lot on their minds these days and your product or service is probably not on the top of their list right now, but through promotional products you have the opportunity to capture their attention and impress them, even in the midst of all the sour news.

Promotional products come in all shapes, sizes, and designs to fit every budget and there are all kinds of promotional product campaigns that you can implement, even with fewer marketing dollars.  Here at The Icebox, we can help you choose solutions that will be effective in marketing your company during these tough times and far beyond.

Remember, now more than ever is the time to acknowledge your customers.  Keep on marketing, even if it’s on a smaller budget, and you’ll be as recession-proof as anyone can be these days.

If I can be of assistance to you in selecting promotional products that fall within your marketing budget, give me a call.  And, I’d love to hear how you’re seizing the opportunity to reach your customers these days.

Because of the importance of corporate gift giving, it’s essential to put some thought into your choices. Here are a few guidelines that I find useful when helping our customers choose the perfect promotional items for holiday giving.

Consider the tastes of your recipients. Ask yourself what your clients value. What would they perceive as a great gift? Is there something that would compliment your product or service that would provide the WOW factor?  You don’t want to give a gift that will be junked or recycled to someone else.

Make Sure Your Gift Sends the Right Message

Given with the wrong message, a gift can actually turn off your recipient. Keep in mind the concept of perceived value. The goal (especially during the holidays) is to choose subtle messages that do not come off as an advertisement for your business, but rather a message or sentiment that reflects good will, gratitude, recognition, and appreciation for the relationship, the accomplishment, or for their business.

Consider Cultural Differences

Choose gifts with sensitivity to a diverse workforce, global economy and differing cultures. Do a little research to avoid offending or overlooking anyone.

Don’t Get Too Personal

Avoid giving gifts that are too personal, such as intimate apparel or accessories, sleepwear or lingerie - including robes and slippers. If you’re trying to encourage relaxation and wellness, loungewear such as warm ups, yoga pants, sweats, sport shirts, tees, hoodies, etc., are more appropriate than intimate items. Robes given as part of a spa package can also work if you know your recipient well enough. If you want to avoid the apparel category, there are several promotional products that encourage wellness such as a yoga mat or tranquility spa kit.

Choose Food Items Carefully

Food and beverage items are good gifts during the holidays, but make sure that your recipient is not allergic to the food or an ingredient in the food. Make sure to review food labels well. Also include an alternative for people that need sugar free or salt free items.

Of course, every situation is different and there are exceptions to every rule, but using these guidelines may help you make the best impression with well-chosen gifts.

If just the thought of picking out the perfect corporate gift makes you moan, then this year consider relying  on your promotional products vendor to help you wrap up your gift giving early so you can sit back and enjoy the season. At The Icebox, our creative team can help you easily choose the perfect gifts to fit your budget and taste. Our Holiday eCatalog is filled with great ideas to get you started. Browse through it and then give us a call and let us help you wrap up your corporate gift giving in a snap.

This situation got me thinking about how many marketing dollars are wasted each year on trade shows as exhibitors realize only a fraction of a return on their investments. This is such an easy problem to fix though. Just following a few small - but crucial - steps when ordering trade show promotional products can make a world of difference to your company’s show success. Here are some brief highlights of my cardinal rules for successfully using promotional products as part of your trade show strategy.

Consider Your Customers

When choosing a product, remember one size doesn’t fit all. You need to choose different levels of customer gifts to give to different customers. For example, you should reward your best customers and prospects – the ones that deserve the most of your attention and appreciation – with something that will make them feel appreciated. There are plenty of higher end executive gifts that come in small quantities.For the rest of your customers and prospects you don’t have to spend a lot, but you still need to give something that’s nice that will help secure their loyalty. Don’t give the competition any opportunities to gain your existing business!

Purchase Everyday Items

I can’t stress this enough. If you’re going to go to the trouble of ordering promotional products, don’t get something that doesn’t send a message every day, all year long. If your prospect has a useful, reusable product, your brand image will capture a lot of eyeballs over and over again. The happy outcome of this is that your cost per impression goes down and your ROI goes up.

Leave It To The Professionals

There are literally thousands of products to choose from – and there is something to fit all budgets and brand images. Consult with your promotional products vendor and let them help you choose products that fit your budget and intended message. I’ve seen too many companies make the mistake of choosing low quality items just to fit their budget and then later regret their choices. A good promotional products consultant will assist you with choosing products of the highest quality that fits within your budget.

Know Your Deadlines

There are plenty of products that your promotional products vendor keeps in stock and these can be shipped on fairly short notice. However, a good promotional products company will offer you the option of choosing customized products that add a personal touch to your message. If you choose a customized product, keep in mind that it takes a little longer to produce. To avoid rush charges or mistakes on last minute orders, allow about 10-15 days for production of customized products. Know your deadline ahead of time and tell your promotional products vendor so they can help you pick just the right products.

Follow Up

Most exhibitors can’t wait to pack up the booth and head home after a long show. But, research shows that companies that get the best results are those that market continuously to the contacts they met at the show until the show rolls around again the next year. Keep your leads warm and use the follow up opportunities to send a few more promotional items throughout the year. Continuous exposure wins out every time.

If you’re having trouble deciding on promotional items for your tradeshow, engage the help of your promotional products consultant. A good promotional products company should be able to assist you in choosing products that will give you the biggest return on your investment. A trade show is a prime opportunity to market your company and create loyal customer for life. Don’t blow it.

Makes perfect sense to me, but it got me thinking about what makes employees happy and satisfied enough so that they remain enthusiastic about their jobs and provide great customer service.  I Googled “what makes employees happy?” and came up with 25,400,000 results.  It only took a few minutes of scanning the first few pages of results to see a common theme emerge. What makes employees happy is not a big corner office, free parking, extra days off, or even a cool boss like me.  It’s APPRECIATION - that’s it, plain and simple.  Of course, employee happiness at work is an individual thing, but it seems that most employees just want to be noticed for a job well done, appreciated for their contributions, and occasionally given a thumbs up or thank you for their efforts.

As I was debating the consequences of praise vs. raise for my employees, it occurred to me just how simple it is for employers and managers to become chief happiness officers.  It takes no time and costs little or no money to write a simple thank you note or give a small gift of gratitude – and the payoff could be tremendous.  It’s something that all employers should be doing, yet from what I read, many workplaces still neglect to show appreciation to the ones who can actually make or break the bottom line.

So, if you’re looking to build your brand image to get through these tough times, start with your employees.  Stock up on some thank you notes and a few unique promotional products to have on hand just to say “you’re appreciated” to loyal employees.  Certificates and generic paperweights won’t spark much enthusiasm, but there are plenty of products that would fit the bill without breaking the budget, such as a Branded Bean Plant, Computer Picture Holder, Branded Gas Card, or Grab N’ Go Stuff Travel Bag.

You might even want to go an extra step and implement an employee appreciation program.  You could affordably offer stand-out employees anything from customized display pieces to catalogs that allow them to choose from some nice pre-determined merchandise.  We can help you put together a program suited to your employees and your goals – even if you’re just looking for some small gifts to hand out on occasion.  Remember, it doesn’t have to cost a lot and I’ll bet that any program you implement will pay for itself in increased productivity – and happy employees!

About the Author

Jordy Gamson is the president and CEO of The Icebox, an Atlanta-based full-service, one-stop shop for branded apparel and promotional products. Their capabilities include creative services, garment sourcing, garment and product decoration, and fulfillment programs. In addition to its unique line of promotional products and clothing, The Icebox also offers a line of eco-friendly apparel for environmentally conscious clients. For more information, visit http://www.iceboxonline.com

Green, it seems, has gone mainstream. You can’t pick up a newspaper or magazine without seeing an article or ad about “green issues.”  News stories about global warming scream at us each day and if you Google “go green” you’ll get over 60,000,000 hits that center on green initiatives in some form or another.  In other words, “go green” has become the new American mantra.

But, if the words:  carbon footprint, sustainability, and eco-friendly still leave you feeling a bit daunted, it’s understandable.  It seems that companies are launching “green” programs at warp speed and savvy marketers are offering all types of new environmentally friendly products -  from clothing to computers to cars - so that sometimes it’s hard to make sense of it all.

Ever wonder what’s so important about eco-friendliness anyway – and why all the hype?  Well, for starters, environmental responsibility is something that consumers, companies and governments are caring more about - and doing more about - with each passing year. From worsening reports on carbon dioxide emissions to long discourses on sustainability to dismal projections of climate change, the environment has become an increasingly important factor in our lifestyle and buying choices.

In fact, recent studies show 40% of consumers seek eco-friendly products and 77% of companies anticipate spending more on environmental programs in the future. With major retailers now pursuing all types of green initiatives from reduced packaging to compact fluorescent light bulbs, the green movement has truly hit the mainstream.

That being said, it’s important to note that not everyone agrees with the need to “go green” or the value of eco-friendly products.  The green frenzy has some consumers and experts asking how, if at all, this new trend addresses our current climate predicament.  Some see “green-lightenment” as heartening and since it creates demand for more environmentally friendly products, many think it’s a definite move in the right direction. Yet, there are those on the other side of the fence asking if a fad can really save us.

Obviously, no one thinks that green consumption alone can get us out of our climate predicament, but for as many that believe that we can’t shop our way to sustainability, there are an equal number that believe that it’s at least a start – and maybe the catalyst for much bigger changes in the future.

What are your thoughts on the go-green craze? Is it just a fad or is it the start of a sweeping change of the American mindset?  Have you jumped on the green bandwagon yet?  If not, why so?  We’d love to hear your thoughts and opinions.

Advertising through promotional products is big business. According to an annual sales report released by Advantages®, industry sales hit a record high of $17.8 billion in 2006. Compare this to the $6 billion spent on Internet advertising (according to TNS Media Intelligence/CMR) and the power of branded apparel and gifts is clear.

The big advantage promotional products have over other media is that they have a use that goes beyond the advertising value. The recipient usually enjoys receiving and using these products and the advertiser gets recurring exposure. In the hands of consumers, employees and other target groups, these products can give your company (and its logo or messaging) limitless exposure and help you connect with potential new customers in a personal way.

Although using promotional products is an effective advertising medium, I see far too many companies that waste time, money, and the golden opportunity to maximize their messaging because of poor planning or bad choices. Following are some examples of the biggest mistakes that I see companies make when they’re ordering promotional items.

If you’re in the market to purchase promotional products for your next brand awareness campaign, avoid these common blunders – and you’ll find yourself with the perfect promotional product that gets the job done.

Mistake No. 1 - Waiting Until the Last Minute to Order

This is a common mistake – and it’s one that’s certain to cost you more money, as well as limit your available choices. Last minute ordering also lessens the reaction time to fix any problems that might arise with shipping dates or product shortages. As a general rule, customers that wait until the last minute generally end up paying more and ultimately getting less, not to mention the extra stress that is usually involved. If possible, give yourself at least three weeks from start to finish to ensure the smooth production of your products – more for very large or highly customized orders. Many distributors offer rush services – but they’ll cost you.

Mistake No. 2 - Poor Planning

Although it seems like common sense, it’s surprising how many companies are uncertain about their delivery dates, budget, quantity, or artwork design. As with Mistake No.1, being unclear about what you need will almost certainly result in more time and money in the long run. Before you begin talking with your promotional product vendor, spend a little time planning and know exactly what you need so they can help you select appropriate products. If you don’t already have an artwork design, be sure to get with your promotional products vendor in plenty of time so they can help you come up with a quality design.

Mistake No. 3 - Choosing Cost Over Quality

Far too often, customers decide to go with the rock bottom price just to save a few bucks. Big mistake. The goal is to have your target audience become branding ambassadors for your company. Most people won’t wear a cheap or poorly made product, so you defeat your purpose. Hats are a perfect example. Many companies order cheap hats that no one wants to wear. Better to go the extra yard and brand your company on a quality hat (or other product) that will become someone’s favorite accessory. You don’t have to pick the top of the line product, but beware of the quality. Rely on the advice of your promotional product vendor to steer you toward quality products that fit your budget.

Mistake No. 4 - Choosing Items That Don’t Tie In with Your Company Image or Theme

I frequently talk to companies that report that their last round of promotional products didn’t generate the results they were looking for. After asking a few basic questions, I usually discover that they chose products that didn’t really support the company’s image. Resist the urge to pick trendy items and opt instead for something that is a real reflection of your company’s image. Keep in mind that the best promotional products effectively associate your company’s name with an item related to your industry. For example, a financial services company that wants to build customer loyalty might have success with pocket calculators, where a car repair shop may want to give away tire pressure gauges with a logo and phone number. A popular choice for technology companies is a mouse pad with the company logo and contact information.

Mistake No. 5 - Not Knowing Your Target Market

It’s critical to know who you are targeting, then choose items that will have value to your intended audience. Factors such as age, gender, and occupation should always be considered. For example, many companies insist on buying men’s cut apparel for both men and women. That’s fine for the men, but women generally won’t wear it, so you’ve just wasted money on a product that will get little exposure by a portion of your intended audience.

If you’re not sure what’s right, consider testing a sample on your intended audience. You may glean valuable information – such as the item you picked was the top giveaway at a recent industry tradeshow, or that although your employees love their jobs, they’re not interested in wearing clothes made in the company colors. Your vendor is also a great source for helping you choose the appropriate items. They work with many different types of companies and know what works with particular markets.

No matter what type of company you have, carefully chosen promotional products can offer a great branding opportunity. Avoiding these mistakes will go a long way toward maximizing the impact of your products and getting your company noticed.

About the Author

Jordy Gamson is the president and CEO of The Icebox, an Atlanta-based full-service, one-stop shop for branded apparel and promotional products. Their capabilities include creative services, garment sourcing, garment and product decoration, and fulfillment programs. In addition to its unique line of promotional products and clothing, The Icebox also offers a line of eco-friendly apparel for environmentally conscious clients. For more information, visit http://www.iceboxonline.com