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Advertising specialties are among the least expensive and most efficient forms of advertising you can use. Small items like pens, pencils and mugs have relatively low production costs and can provide significant return on investment with repeated brand exposure. Spending a little more money on items that stand out from competitors such as higher-quality T-shirts, stress balls and money clips still offer a very affordable advertising opportunity relative to expensive ads delivered through TV or other traditional media.
Ongoing brand exposure
A primary benefit of an advertising specialty item is the ongoing brand exposure you gain. When customers have pens or pencils with your brand logo, they may use them for weeks, months or years. This not only earns repeat exposure with those customers but possibly with their friends and acquaintances. Calenders are another popular specialty item. These may go up in homes or offices for an entire year.
Specialties also provide a great lead-in to a new relationship with a customer. Many organizations give new customers free cups or mugs, T-shirts or other items as noted. Even a small, inexpensive gift like these can make a customer feel good right away and enhance the likelihood of repeat business loyalty. A specialty idea also provides a tangible, memorable moment the customer can connect to your brand.
By using specialty items that are more connected to your company and brand, you can offer prospects and customers a more personalized remembrance of your business. This is a subtle way of communicating brand benefits without necessarily having to offer a lot of words or copy. One example is a technology company giving out stress-relief toys in the shape of a miniature computer as opposed to a stress ball. This has a more direct connection to the company or brand.