by Big Mike McDaniel

Branded giveaways are everywhere. T-Shirts & pens, coffee mugs and rain bonnets. Almost 17 Billion (with a B) dollars worth last year: Promo Products (a.k.a. Specialty Advertising).

They work. In a recent survey, almost 80% of people surveyed said they could remember the brand name of a company that gave them a promotional item in the past year.

The specialty advertising people are quick top pint out this is a higher percentage than the same survey asking if people can remember a TV or print ad from the past month.

Promo products from logo-ed mugs to baseball hats are ads that continually deliver the message. Many stay on desktops for years.

Small businesses everywhere have embraced the concept. The only challenge, what do you give that compliments what you do? A few phone calls or on-line searches and you will have a table-full of catalogs to get those creative juices going.

Be sure to pick something because it benefits your customer, not because you are taken in by its uniqueness. Remember the first rule of advertising, its all about them. Give them something they can benefit from. A mirror with your name on it to be hung on a wall screams your desire for them to give you free advertising to others. But a coffee maker with your name on it says you care about the morning caffeine break.

Some can be for every customer, as a point of purchase handout, other can be more elaborate as a holiday or thank you gift.

Lead time is important as it takes a while to get 'em ready for you to give 'em out. Like business cards, you need a distribution plan before you order.

Decide what you want, and figure a way to give them all away. Then order and give.

Although the average specialty advertising product -- basically anything you give away with your logo on it -- will cost more that other form of advertising (per person) the extra impressions, branding and memorability may be worth it.

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About the Author:

BIG Mike McDaniel is the Small Business Advertising Expert. Get BIG Mike's free newsletter for small business at tinyurl.com Find hundreds small business articles at SmallBusinessAdvertisingArticles.com

©2007 BIG Mike McDaniel