Marketing is an important aspect of any business as it is the quality of their marketing which often measures their success against their rivals. This means that any business, in order to be successful, must devise a marketing strategy and allow adequate funding for that strategy, which can in some instances, depending on the strategies chosen, be expensive.
Obviously any set of marketing strategies a business opts for, they will want them to be effective and especially cost-effective. In other words, they will want to get value for however much they spend on marketing by hopefully seeing appropriate increases in sales. To this end, many businesses opt for several aspects in their overall marketing strategy, some more expensive whilst others are cheaper but together create a cost-effective, efficient marketing tool.
Some of the more expensive strategies may involve TV advertising which is usually guaranteed to be seen by a large audience but such advertising is often only remembered whilst the actual ad is on and so this strategy is often linked with another which serves as a reminder and is seen throughout the day, hopefully on multiple occasions. The second strategy often used is the use of promotional items which can receive high and frequent visibility throughout the day but are far less expensive than TV advertisements.
Some promotional items can be exceptionally good as they are seen by the recipient frequently during the day or perhaps seen by a large number of people whenever they are used, bringing the name of a business or brand into the heads of those that see the items. Lighters are perhaps a good example of an item which may be seen frequently by the recipient whilst umbrellas may be examples of an item which may be seen by many any time it is used.
When selecting which promotional items to use, a business should perhaps also bear in mind where and how the promotional item will be distributed as that could affect what item should be chosen. For example, if the promotional items are to be freely given out to anyone in a mall they may want to be different from promotional items given out to specific people at a trade fair.
The use of promotional items, whether on their own or part of a larger marketing strategy, have been well proven to be both costs effective and efficient, improving the sales of many businesses big or small. Although some smaller businesses may think they are too small to be actively marketing, some inexpensive promotional items can still prove beneficial.