The number one reason companies purchase imprinted products is to use for business gifts, according to a new industry study But another reason is closing in fast — employee relations With today’s tight labor market and changing employee values, retaining and motivating skilled employees is a key business concern. The third reason companies purchase promotional products was event marketing and brand awareness.

Your promotion maybe aimed at a single objective such as a trade show or many objectives such as introducing a new product.

Polo shirts, sweatshirts and T-shirts all help promote your company. Polo shirts for example, have become a very popular item, worn as much by CEO’s, as shop floor staff, and its become increasingly common in today’s dress-down culture for company employees to wear casual emblematic clothing that doubles as corporate “uniform.”

Even if your company doesn’t adopt this approach there are times when using emblematic clothing can benefit your business. Take a trade show for example — if you want to convey a friendly and relaxed but “on message” approach, polo shirts are ideal. Visitors are easily able to identify those members who work for your company thereby ensuring they receive the information or service they need.

T-shirts painted with a company’s latest product offering or logo have long been a good way of distributing key messages, or just a really good way of getting the company name across.

Advertising Specialty Products: Appeal is a key work here but appropriateness is also important The items you choose should relate in some way to the theme of your campaign to your target audience. Your advertising consultant should be very helpful in choosing just the right products to get the results you desire.

Distribution: How do you get your promotional message into the hands of your target audience?

• Handed directly to customers as business gifts
• Handed to visitors at trade shows or open houses
• Shipped to the customer as a business gift
• Mailed upon request of the customer or as an incentive to respond.
• Given to sales people as a motivator, incentive or reward
• Given to employees as a motivator, incentive or reward

Logos: What to say? You want to be careful no to “load” a small space with too much information. When in doubt, it is usually wiser to say less than more. At times, as simple illustrations and a couple of words are sufficient.

What you say on the item will be used over and over again — an item that will often stand alone heralding your message — is vital to your campaign being remembered.

Awards: This is a commemorative piece that will be cherished by the individual and displayed proudly. The wording should act to freeze the individual’s accomplishments in time, so the more specific you can make the award, the better. Your consultant can help you personalize sentiments such as the reason for the award, along with the date and company logo

Business Gifts: There are many ways business gifts are used — to say thank you for past business; in promotions to generate future business; as an incentive for referrals, etc.

Usually the messages on business gifts, especially high-end ones, are a bit more subtle than the traditional forms of promotions. They usually in include the company logo and sometimes slogan and on very special occasions, the recipients name or initials. It all depends on the products, the purpose and the budget.

Budget: How much do you want to spend “per person reached” by your promotion. The range of cost is wide from a few cents for a custom pencil up to high-end dollar items such as crystal clocks, watches etc. Your consultant will help you select the right items that meet your budget and promotional needs.

(Editor’s Note Sal Cataina is the owner of Northstar Sportswear Corporation in Kingston. The firm specializes in developing customized solutions for promotional needs such as company image, corporate gifts, trade show promotions, company stores, awards and safety, plus much more.
He may be reached at (800) 445-8270 or visit www.northstarsportswear.com.).