The world of marketing has evolved enormously since the last decades of the 20th Century. Before 1980s advertisers and business owners commonly handed out individual flyers to everybody on the street, regardless of whether they were potential customers or not. Posters on walls, that mostly ended up covered by other posters, were also part of that paper-based strategy, along with advertising in newspapers and magazines, something that not every business owner could afford because of the exorbitant cost.
It was not only the cost and effectiveness of the magazine ads that came to be questioned, but the concept of reaching the right audience and holding their attention. When you see a person receiving a flyer and depositing it in the next trash bin, you know that the flyer was not reaching the desired audience. Flyers are very effective in targeting a certain geographical market, but we know that not everybody in that market is ready for our message or for our product, when the flyer is received. This was one of among the many reasons why better and more effective options for person-to-person advertising started to be considered.
Marketers now suggest that you identify the people that are most likely to be your potential clients. Let's say that your business sells golf clubs and attire. You will have less success randomly handing out flyers on the street than by advertising directly at golf clubs. Indeed, you will have three times the attention if you give your potential client a gift, a memory stick or a set of golf balls, for instance, with the name and logo of your business printed on it. Such a gift has mutually beneficial value.
Another problem with flyers and posters is that your potential client receives the information at a time when they may not need it and therefore is easily discarded and forgotten. But when you make them a gift of something useful that they carry every day in their pockets, or backpacks, it will be there to remind them of the source. It will be there when they need to replace a club, buy another bag or another pair of golf shoes, so they will know where to go to make their purchase.
That is why promotional products need to be useful, attractive and deliver your message in a snap. A mug, a baseball hat, a pen speaks directly to your customer and gives them all your important information: what is your business and where to find you.
One more reason to prefer printed promotional products: When you are starting a business, the hardest part is often brand building and brand awareness. A great marketing idea is to make gifts for your potential clients so that they get to know your brand and start talking about it. To accomplish this, the printed product must be original, fashionable and useful. There are hundreds of amazing products that one can print on; you just have to select the best professional printer in town.