| As I was searching through a kitchen drawer the | | | | your customers, make sure you choose an item they |
| other day, I found dozens of pens, pencils, letter | | | | will actually use. Will they want another ball point pen, |
| openers, sticky-note pads, oversized paper clips, | | | | pocket calendar, or stress ball? How many wall |
| rulers, dental floss, calendars, magnets, whatsits and | | | | calendars do they get from other sources? Will yours |
| thing-a-ma-bobs, each with the name of a business | | | | be one they are willing to put up on the wall? Does |
| on the front. In looking through my "collection" I | | | | your item look or feel "cheap" or of poor quality? If |
| discovered some things I love and use and others | | | | so it won't give a good impression of your business.If |
| that I can't imagine why I picked them up. Some, I'm | | | | you use advertising specialties, choose something |
| not even sure what they are!They are all advertising | | | | that is unique, doesn't look cheap, will be used by |
| specialties. You know, those giveaways that are | | | | your customers, and will be nearby when they make |
| going to bring customers swarming to your door. | | | | a buy decision. That doesn't mean you have to give |
| Advertising specialties can put your name in front of | | | | away expensive items. A couple of my favorites are |
| prospective customers and keep it there. That way, | | | | ball point pens. One, from British Airways, has a clip |
| your name will be on their minds and in front of their | | | | that folds out to look like wings on a plane. It's not |
| faces when they decide to buy. But too often, they | | | | great to write with, but it's really cute. Will the pen |
| don't work the way you expected them to.The trick | | | | cause me to fly British Airways? Probably not, but it |
| to using advertising specialties effectively is to | | | | is one more positive impression I have of their |
| understand who your customers are, what they | | | | airline.Want to try something a little different? Why |
| value, how they will use your giveaway, and where | | | | not get tote bags, t-shirts, sports bottles, or other |
| they will be when they make a buy decision.Pizza | | | | items made up and sell them. If you have a clever |
| delivery restaurants give out lots of refrigerator | | | | logo or slogan, people might be willing to pay. For |
| magnets. Where are you when you decide to order | | | | example, the National Museum of Funeral History in |
| a pizza? You probably just looked in the fridge for | | | | Houston (yes, a museum about funerals) sells mugs |
| something to fix for dinner, didn't find anything and | | | | and more with their slogan, "Any day above ground |
| are closing the door. At that moment, you spot a | | | | is a good one." If you are actively creating a brand |
| magnet and say, "Pizza!" Some of the magnets even | | | | people respond to, you might be able to start a |
| come with detachable coupons.Where will your | | | | whole new product line. One source for image |
| customers be when they make a buy decision? At | | | | products is one last thing about using advertising |
| home, at the office, in their cars, on the phone, at | | | | specialties. You have to actually give them out. |
| the computer . . .use a specialty that will be in front | | | | Buying them and leaving the box in the closet won't |
| of them there.Or maybe you just want something | | | | bring you a single customer.Copyright Cathy Stucker. |
| that they will use a lot to keep your name in their | | | | As the Idea Lady, Cathy Stucker can help you |
| minds. A mug. Or something like a wall calendar | | | | attract customers and make yourself famous with |
| where your name will be in front of them 365 days. | | | | inexpensive and free marketing ideas. |
| (366 in a leap year!)However you hope to influence | | | | |