I agree with Mr. Ed, the talking horse in the classic television series. He was famous for saying, “you should never speak unless you have something to say.” He was one smart horse, folks. In fact, from a promotional marketing perspective, his advice is often overlooked by many businesses. After identifying your target audience or group, don’t just “wing it” when it comes to your promotional message. Take the time to create a strong, effective and compelling marketing message or statement right on the promo product you are spending your hard earned marketing dollars to purchase.
When imprinting or customizing a promotional product, business gift, or advertising specialty product, some businesses print or engrave their logo only on that product. This is a waste of valuable marketing “real estate” and can be a missed opportunity. A coffee mug can be imprinted as a “wrap around” design giving you room for a full color process photo of your product or service. Consider using your maximum imprint area without being cheesy. Granted, not all imprint areas are large enough to accommodate a lengthy tagline. And the type of promotional product you choose may not warrant detailed graphics. But, as you think your promotion through, consider including a strong benefit statement or call to action.
When imprinting promotional products for my company, Fina Promotions, I always try to include the message; “Marketing Services for Small Business and Busy Entrepreneurs.” At the very least, imprint your website address underneath your logo if you can. It generally doesn’t cost any more if you imprint in the same color as your logo or graphic image. It can improve your results dramatically. By adding that one line (tagline, message, or benefit statement), I am informing the target group what I want them to know about my company.
So, Follow Mr. Ed’s Advice and never speak unless you have something to say!