Promotional products are a great way to market.  Whenever someone writes with a pen, uses a notepad, or carries a promotional bag with your company’s name and information on it, you’re getting not only advertising, but also an implied endorsement — hugely valuable for any business.

However, you need to make sure your promotional products are in keeping with the type of business you run.  In other words, they need to be the kinds of things that your intended market will use regularly.

For example, say you provide supplies for construction companies.  Promotional desk items might be useful for the companies’ receptionists or other employees who sit behind the desk, but most of your target market is going to actually be on the job.  For these folks, promotional items such as tape measurers — things they’ll use frequently — would be a great way to employ promotional marketing.

As another example, let’s say you run a business consulting company.  Your target market is made up of local businesses, the kind where most employees work behind a desk 40 hours a week.  In this instance, promotional desk items — pens, pencils, notepads, staplers, paperweights, mouse pads, calculators, etc. — will give you the most mileage for your money.

You may have also noticed that doctors’ offices almost always have pens and clipboards with prescription drug names and logos plastered all over them.  This is a great example of how a company can make the little idiosyncracies of an industry work for them.  The drug companies know that everyone has to sign in at a doctor’s office, and that many of the people signing in will be there because of a specific health problem.  By placing a pen with their drug name in each patient’s hands, they are ensuring that the name is fresh in everyone’s minds when they see the doctor.

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