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Spotlight on... Ad Specialties
Today, nearly every business or organization uses advertising
specialties as a way of promoting goodwill and keeping the
enterprise's name in front of customers, clients and prospects.
Ad specialties include everything from inexpensive items such
as key chains, pens and calendars to more expensive apparel
and food items. In fact, industry sources report more than
15,000 different ad specialty items are sold each year, representing
annual volume in the billions of dollars.
According to Specialty Advertising Association International, the more expensive
items (costing $5 or more) are becoming the norm. There is
also a trend of businesses using a series of specialties aimed
at targeted prospects in structured promotions.
Advantages/Limitations:
Message stands alone Whether a company or product
name, new product, new plant, special event or promotion,
your message does not have to compete with other messages.
However, with many specialty items, your message is usually
limited to a short phrase, logo and/or address.
Remains in front of your
target audience If useful to the recipient, specialty items
may be kept for years and thereby serve as continuous, friendly
reminders of the advertiser's business. On the other hand,
inexpensive, non-useful items may be regarded as “junk” or
one of a drawer full of similar items, thus defeating the
purpose of the gift.
Personal and versatile
With huge product selection, you can usually find a specialty
item that can be tailored to your promotional needs and the
recipient's individual taste. However, finding the right item
with good perceived value may be costly.
Popular
From national advertisers to local merchants, just about
every business uses specialty items. They can be excellent
symbols of a company's goodwill and image.
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