The 13 best times to use ad specialties

To borrow from David Letterman, we tried to compile at "top 10" list of the best times to use ad specialties. Our problem was that we couldn't stop at 10.

Or 11.

Or even 12.

So here is the Top 13 Times to Use Promotional Items. We hope that this list will help you see the value of promotional items. Happy Reading!


1. To promote the opening of just about anything ... especially things "new". A new plant. A new office. A new store. A move to a new location. Plus, a new phone number, postal code, the addition of your web site, corporate E-mail address. If your marketplace will find anything about you "new", a specialty will help you get your message across.

2. To introduce a new product or a new service. Usually such intros are so important to a corporation upper level management is deeply involved. Maybe it involves a name change, a division change or addition, new people promoted to handle this new offering. Whatever it is, those who can buy what you sell need to know about it, and remember it.

3. To motivate and inspire your team. It could be motivation of your sales team or office staff, your independent reps, your plant workers, your store folks. Within a single department or company wide. It could be at a sales meeting, an annual meeting, a company picnic. And the reason doesn't matter either. People respond to an outreach. It is not about cost - it is about value.

4. To motivate your clients and prospects. To do what it is you want them to do. To "stroke" them into action. Specialties can improve your relations, and act as a goodwill tool, too. Everyone likes to receive a gift - you'll benefit when you give one to your customers.

5. To gain new business - to open new accounts. A specialty or premium can become your offer - the incentive to at least talk with you. Everything that comes in a tube, a box, a puffy bag gets opened - guaranteed 100% of the time. You will get an audience - at least long enough to tell or share your story. And frequently the "extra" encourages a sale. At least a trial. People respond to greed - which is not a bad thing - it is a fact. Offer a "thing" or "idea", and a certain group of your prospects will become customers.

6. To create an image, to demonstrate a capability, to build awareness, to position your organization in the minds of your audience. Each an "advertising" and "public relations" goal. Which, when repeated often, can become marketing and sales agents. Specialties and premiums by definition are kept, saved, used, seen, passed along ... rarely tossed. So, you are remembered when it is time to buy.

7. To develop traffic - usually trade show or retail store traffic. People traffic - from those who are most likely to be impressed and make a buying decision in your direction. The specialty can be mailed, hand-delivered, or offered on site when your prospect or customer visits. There are many options on what to offer, and how to make your presentation. The idea is to get more people to visit. A specialty or premium will help.

8. To activate inactive accounts. Most customers become non-customers from a lack of attention. A specialty sent through the mail, with a premium on the back-end when a new order is received, gives you an opportunity to gain back what you lost. Offer a benefit "extra", and many will respond.

9. To open new doors - to get into truly new accounts, places you have not been able to crack using conventional marketing and sales methods. You undoubtedly know of business you don't have, you should have. So, reach out with a unique, different, unusual approach - something others are not doing - offer an incentive. Initially for an appointment - later for a purchase.

10. To move - SELL! - product. At any level. Retail. Wholesale. Through dealers or distributors. Direct to end-users. Or up-front with manufacturers. Your product need not be a close-out item - or it might be. It could be end of season. It could be you have something new. Or, your promotion could be in response to something your competition is doing. Doesn't matter ... if you want to move products quickly, offer a specialty or premium ... and watch the results.

11. To balance in improper product mix. Inventory control is key to profits for many companies. And the best up front controls don't always work ... as the marketplace doesn't always respond the way they did last time. Use a specialty to gain attention - use a premium to pay off the sale.

12. To introduce new people. And to reward others. Up to this point we've talked mostly about places and things. Yet, it is people who are most important. It is people who make things happen. These people who interface with your customers are most important. Make sure they each know you care - make an offer, give a reward.

13. To say "thank-you" to anyone - everyone - for any reason. At any time In any place. What you offer is a demonstration of your caring. An appreciation for a job well done. A goal met. For being a leader - or a follower. For being loyal. For walking the extra mile. Or ... for just being!