How to Choose Effective Business Advertising Gifts

Advertising business gifts offer a tried and true method of publicizing your business. Little tokens of appreciation given to clients, promotional items offered as an incentive to try a new product and trinkets that advertise your name are all part of the broader spectrum of advertising business gifts. They range from plastic key rings that cost a few cents each to elegant pen sets and even embossed laptop computers and cases. Choosing effective business advertising gifts is an art that requires you to evaluate a number of different factors.

What is the purpose of the gift?


Companies use advertising business gifts for many reasons, but most of them fall into one of four categories:


- to increase name or brand recognition


- to show appreciation for trade


- to increase sales by enticing customers to buy


- to acknowledge an achievement

Knowing why you are giving out an advertising business gift is the first step to choosing an appropriate promotional item (or appropriate items) to be used.

Who is the gift meant for?


Again, there are specific targets for advertising business gifts, and the recipients of your gift will also dictate the type of gift that you should be giving. The most common target recipients for advertising business gifts are:


- prospective customers


- existing customers


- employees


- executives of associate companies

Where and how will the gifts be distributed?


Your advertising business gifts may be distributed in many different ways, but the most common ways and places to distribute advertising business gifts are:


- by direct mail (marketing promotions)


- with a delivered order (thank you gifts to existing customers)


- at a trade show or other event (to existing and prospective customers)


- personally (at sales meetings or on appointments)


- as a handout in store or on premises (special events marketing)

The way that your gift is given can greatly influence its reception and impact. A sales representative for your company might keep a supply of good quality imprinted pens with him so that he can hand one to a customer about to sign a contract, then tell him to keep the pen. You might put a jar of inexpensive rulers imprinted with your company name at the till in your hardware shop, or hand out imprinted key rings at a public event on the green. A direct marketing campaign may involve mailing your advertising gift in an eye-catching package along with a coupon for your services as an enticement to try your firm.

No matter what or how, though, there are two rules of thumb to keep in mind when choosing appropriate and effective advertising business gifts.

1. Choose items that are of some value to your target audience. A gift that is used will give your business more exposure than one that is tossed in the trash or in a junk drawer.


2. Choose items that are associated with your business. A hardware or paint store might give out rulers or imprinted measuring tapes. A coffee shop might give away custom printed travel mugs.