LOGO Expressions

Promotional-Product Branding to Stay ‘Top-of-Mind’

As a business owner, you want customers and prospects to keep your name Top-of-Mind. This means when they need your products or services, they think of you first. Your business becomes synonymous with that product or service.

 How do YOU stay Top-of-Mind?

The key to building strong brand awareness is to repeatedly expose your brand to your target audience. You want to get your name, logo, and/or message in front of as many people as possible, as often as possible. Branded products prove among the most effective vehicles for that repetition.

 The 2010 Advertising Specialties Impressions Study in which 3,332 respondents were asked if they had received any promotional products in the last 12 months, reported “83 percent of business people said they can identify the advertiser on the promotional item they own.” And, “The average product is kept for 5-1/2 to 7 months.”

So what does thIS tell us? 

It means for a modest investment, a small business can obtain the type of exposure normally reserved for large companies with significant advertising budgets. Not only do promotional products make an impression on everyone who sees them, but also reinforce the brand every time the items get used.

The strategy behind branded promotional products is to find useful items that have a high perceived value and serve as a tangible reminder.  Key Benefits:

Targeted – you give it to the people you want to reach

Engaging – the owner interacts with your tangible product

Appreciated – the recipient will thank you for your gift

Affordable – a modest investment compared to other advertising

Repeat Exposure – constant reminder to owner and others who see it (2nd level impression)

High Perceived Value – greater value than the price tag

Staying Power – average product kept for 5-1/2 to 7 months

When considering various branding strategies, be sure to include promotional products in the mix. You know you’re reaching your target audience, because you give it directly to the people you want to reach—an efficient use of your marketing budget. Your customers and prospects will think of you every time they use it. You will stay top-of-mind.

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For creative solutions to the challenges of promoting a marketing strategy, company initiative, or trade show theme, Sheryl O’Hara-Jones can be reached at  

By Sheryl O’Hara-Jones, LOGO Expressions

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