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According to the Promotional Products Association International (PPAI), promotional products are an $18-billion industry. Event planners typically use these products — variously referred to as advertising specialties, logoed merchandise or, more commonly, tchotchke — to give away to guests at an event, meeting, or conference, or to display at the event itself (think logoed balloons, cookies on a platter, wine bottles on a table, etc.).

But why do companies spend so much money on things they’re just going to give away?

When a promotional product is catchy, it gets a conversation flowing about the company whose logo appears on it. For instance, at an annual sales conference, Laurie Steinmetz, the national marketing director of a large corporation, chose to give away logoed umbrellas. Although they were costly, Steinmetz felt that everyone could always use an extra umbrella and would constantly be reminded of her company when using it. She was right.

A recent study by the PPAI confirms this anecdotal evidence. It found that:

• 55 percent of people questioned said they keep their promotional products for more than one year.

• 76.1 percent of respondents could recall the advertiser’s name on the promotional product that they had received within the past 12 months.

• The most important factor to base your decision on is whether you feel confident using the supplier.

  75.4 percent of respondents said they kept their promotional products because they were useful.

Getting the Greatest Return

Promotional products range from classic items such as logoed pens, tote bags and lanyards to trendy, high-tech items such as light-up ice cubes or USB flash drives that store computer data. So which is the better way to go?

Studies show that an item will be effective if it is either useful or especially memorable. For this reason, wearables are consistently the best-selling promotional item simply because everyone always appreciates a new T-shirt or baseball hat and is unlikely to discard it. A catchy item such as a flashing necklace is memorable simply because it is unique, and is therefore well worth the investment.

For its annual convention of realtors, a large, Fortune 500 company gives away flashing necklaces bearing its logo for all to wear at its party. Guests wear them all night — even after leaving the party — making a strong impact on all those around.

“Our guests can’t get enough of our necklaces. If we don’t keep a close eye on our supply, they are taken by the handful,” says Gloria Ripps, CEO of Classic Events.

It is also important to make sure that the item relates to your event. Planning a launch party for a new website? A mousepad or desk coaster could be the perfect gift. Your client is having a sales conference in Maui? How about flip flops that leave an impression of the client’s logo in the sand?

Promotional products are a great opportunity to create an image for a company, so if you would like people to think of your client as “edgy,” you may want to try a product that is along those lines.

Choosing the Right Supplier

Contrary to what you may think, it does not matter if you choose a local supplier or you choose one from another city or even state. What most planners do not realize is that when you are dealing with a promotional products supplier, the actual products that you order are being shipped from a warehouse and not from the supplier’s office. Therefore, if you are choosing a local supplier because you think the transit time will be shorter and thus the product will be less expensive, think again. In the promotional products industry, suppliers work with multiple warehouses throughout the country and will choose a different warehouse to ship your goods depending on the item you choose, among several other factors.

For this reason, the most important factor to base your decision on is whether you feel confident using the supplier, whether your relationship with the company is via phone, e-mail or in person. Timely shipping and the quality of products you will receive does depend on the supplier you use, so be sure that you receive timely responses to pricing questions, inquiries and order status, as they are all good indicators of the quality of product you will ultimately receive.

While pricing is obviously an important factor, it is important not to use it as the sole basis for choosing a supplier. Although it is tempting to shop around for a lower price, you must stop and consider how you would react if your items arrived after your event was over, or arrived broken or miscounted. Therefore, knowing and trusting your supplier is key. Do not be afraid to ask for references if contacted by a new supplier.

Either way, promotional products are a smart way to spend your event budget. There are so many options out there, and the right supplier will be able to assist you in making a wise product choice.

About the author: Randi Rosenbaum

Randi Rosenbaum is the owner of Cutting Edge Promotions, a promotional products supplier with offices in New York and Miami.

Contact: randi@cuttingedgepromotions.com