What's new?

"Hey Rich, what do you have that's new? I want something that's really hot; that's really gonna make my customers take notice."

It seems like everyone wants what's new, hot and different for their next promotion. But in reality, what's new usually isn't what's best for the customer. It's amazing that after a customer (or potential customer) asks a question like that, they usually end up buying one of three items -- clothing, pens or magnets. Why? Because what's new, hot and different didn't (or wouldn't) work for them. And in the world of printing and ad specialties, what you really want is something that will deliver your message in a low-cost, high-impact fashion.

As promotional products distributors, we receive literally hundreds of e-mails a week from companies showing off something new. There are shows (there are three in the Delaware Valley in September alone!) where manufacturers show off their latest and greatest. And there are always the new catalogs ("Over 500 new items this year!") to show off all kinds of interesting stuff.

So what are some of the cool, fun things available? How about a watch with a built-in flash drive? Or sunglasses with and MP3 player built in. Admittedly, both are very cool in a James Bond/Mission Impossible-type of way. But will they work for an insurance company, used car dealership or dental office? Probably not.

I received a sample of a bendable pen the other day. Kinda goofy, but it's easy to imagine the possibilities for any number of occupations -- chiropractor, accountant, physical therapist, anyone who works with children, etc. But just as important -- actually probably even important -- is the message that the pen conveys. A bendable pen that says "Jones Chiropractic" and a phone number isn't good. One that says "Jones Chiropractic -- we'll straighten you out" delivers a good message in a memorable fashion -- and isn't that what any business wants?

So the next time you're thinking about a promotional product, don't just ask what's new -- think about what works best for you.