You don’t have to look far to find them - they’re virtually everywhere. They're on the desks, in the pockets, or on the backs of millions of Americans. We’re talking about promotional products - t-shirts, caps, pens, magnets, coolers, portfolios, mugs and more - that carry the advertising messages of thousands of companies, large and small.

Advertising through promotional products is big business. According to an annual sales report released by Advantages®, industry sales hit a record high of .8 billion in 2006. Compare this to the billion spent on Internet advertising (according to TNS Media Intelligence/CMR) and the power of branded apparel and gifts is clear.

The big advantage promotional products have over other media is that they have a use that goes beyond the advertising value. The recipient usually enjoys receiving and using these products and the advertiser gets recurring exposure. In the hands of consumers, employees and other target groups, these products can give your company (and its logo or messaging) limitless exposure and help you connect with potential new customers in a personal way.

Although using promotional products is an effective advertising medium, I see far too many companies that waste time, money, and the golden opportunity to maximize their messaging because of poor planning or bad choices. Following are some examples of the biggest mistakes that I see companies make when they’re ordering promotional items.

If you’re in the market to purchase promotional products for your next brand awareness campaign, avoid these common blunders – and you’ll find yourself with the perfect promotional product that gets the job done.

Mistake #1 -- Waiting until the last minute to order

This is a common mistake – and it’s one that’s certain to cost you more money, as well as limit your available choices. Last minute ordering also lessens the reaction time to fix any problems that might arise with shipping dates or product shortages. As a general rule, customers that wait until the last minute generally end up paying more and ultimately getting less, not to mention the extra stress that is usually involved. If possible, give yourself at least three weeks from start to finish to ensure the smooth production of your products – more for very large or highly customized orders. Many distributors offer rush services – but they’ll cost you.

Mistake # 2 -- Poor planning

Although it seems like common sense, it’s surprising how many companies are uncertain about their delivery dates, budget, quantity, or artwork design. As with Mistake #1, being unclear about what you need will almost certainly result in more time and money in the long run. Before you begin talking with your promotional product vendor, spend a little time planning and know exactly what you need so they can help you select appropriate products. If you don’t already have an artwork design, be sure to get with your promotional products vendor in plenty of time so they can help you come up with a quality design.

Mistake #3 -- Choosing cost over quality

Far too often, customers decide to go with the rock bottom price just to save a few bucks. Big mistake. The goal is to have your target audience become branding ambassadors for your company. Most p

eople won’t wear a cheap or poorly made product, so you defeat your purpose. Hats are a perfect example. Many companies order cheap hats that no one wants to wear. Better to go the extra yard and brand your company on a quality hat (or other product) that will become someone’s favorite accessory. You don’t have to pick the top of the line product, but beware of the quality. Rely on the advice of your promotional product vendor to steer you toward quality products that fit your budget.

Mistake # 4 -- Choosing items that don’t tie in with your company image or theme

I frequently talk to companies that report that their last round of promotional products didn’t generate the results they were looking for. After asking a few basic questions, I usually discover that they chose products that didn’t really support the company’s image. Resist the urge to pick trendy items and opt instead for something that is a real reflection of your company’s image.
Keep in mind that the best promotional products effectively associate your company’s name with an item related to your industry. For example, a financial services company that wants to build customer loyalty might have success with pocket calculators, where a car repair shop may want to give away tire pressure gauges with a logo and phone number. A popular choice for technology companies is a mouse pad with the company logo and contact information.

Mistake #5 -- Not knowing your target market

It’s critical to know who you are targeting, then choose items that will have value to your intended audience. Factors such as age, gender, and occupation should always be considered. For example, many companies insist on buying men’s cut apparel for both men and women. That’s fine for the men, but women generally won’t wear it, so you’ve just wasted money on a product that will get little exposure by a portion of your intended audience.

If you’re not sure what’s right, consider testing a sample on your intended audience. You may glean valuable information – such as the item you picked was the top giveaway at a recent industry tradeshow, or that although your employees love their jobs, they’re not interested in wearing clothes made in the company colors. Your vendor is also a great source for helping you choose the appropriate items. They work with many different types of companies and know what works with particular markets.

No matter what type of company you have, carefully chosen promotional products can offer a great branding opportunity. Avoiding these mistakes will go a long way toward maximizing the impact of your products and getting your company noticed.

About the Author

Jordy Gamson is the president and CEO of The Icebox, an Atlanta-based full-service, one-stop shop for branded apparel and promotional products. Their capabilities include creative services, garment sourcing, garment and product decoration, and fulfillment programs. In addition to its unique line of promotional products and clothing, The Icebox also offers a line of eco-friendly apparel for environmentally conscious clients. For more information, visit www.iceboxonline.com.