Promotional items should fit target audience, event

by Christine Ballew-Gonzales

SBJ Contributing Writer

Business owners who would like to give an extra thank you to their customers in the form of premiums and giveaways have more to choose from than ever, according to local companies that offer promotional items.

But finding the right items for a particular business and its target customers requires careful thought and consideration.

Brian Kurfman, sales associate for Springfield's Absolutely Everything, said businesses that come to his store have 30,000 different promotional items to choose from.

"We use the ASI network of promotional product producers," Kurfman said. "We have everything available, from the standard pens and pencils to train whistles and airplanes."

Kurfman said a promotional items salesperson should inquire about the theme of the event at which the customer is promoting when choosing a giveaway, "Then we try to coordinate the style of the products around the event," he said.

Budget is another important consideration, according to Kurfman.

"Most of the promotional items come in a lot of different price and quality tiers," he said. "It just depends on what they're looking for."

Although custom imprinted items can be purchased in small quantities, doing so drives up the price per piece, Kurfman said.

"With any item you have your name custom imprinted on, you have screen and set-up charges," he said.

Businesses looking for something different will have plenty of options, Kurfman said, as new items are appearing on the promotion industry front all the time.

"We attend trade shows all over the country to see what new items are out there," he said. "There's always a new, novel thing to get your company's name put on. You want something different to get people's attention."

Dave Yates, owner of Dave Yates Promotions, said knowing your customer base is also important in selecting the right promotional products for your company.

"The main things are what the event is, and what target are they trying to reach young, old, men, women," Yates said. "We can do everything from a pencil to a Rolex watch."

Yates, whose company also produces a high volume of custom-imprinted corporate apparel, said inexpensive options abound for companies that need items to give away at trade shows and fairs.

Yates said he recommends such classic items as pens, pencils, rulers and key chains for such events.

Premiums for valued customers are usually the more expensive, higher quality trinkets, Yates said. Popular premiums for customers and employees alike could be watches, etched glass sets, expensive pen sets and apparel, he said.

Continuity programs, which offer several related items as premiums, might feature a package of mouse pad, pen and a coaster set, all bearing the company logo.

Yates said finding the right giveaway or premium for a particular company lies in asking the right questions.

"I probe a little bit and find out what the giveaway is for and what their budget is," he said.

Jim Altic, manager of Promoter Advertising Products, said pinpointing a business' particular customers is the first step toward choosing the right promotional items.

"I usually start by asking them who their client is," he said. "Are they upscale? Women? Men? Kids? Then we try to focus from there."

Next, the attention is directed toward the business itself and "We try to tie the products in with their type of business," Altic said.

Once all the pertinent questions are answered, Altic turns to the search tools available to Promoter Advertising Products.

"I can punch in a business' themes, colors, events, budget and schedule," he said. "Then I give them a catalog and Web site to look at."

Altic said there are 500,000 promotional products available through Promoter.

While the company offers a high

dollar volume of custom imprinted and embroidered clothing, pens still remain the most commonly ordered item, Altic said.

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