GIVE-AWAY PREMIUMS
In the trade, give-away products are generally know as ‘Premiums’. Their purpose is to leave a lasting impression on the targeted receiver. What are we talking about? Any product that’s used a ‘give-away’ to remind people of who you are comes into this category.
The most common are the products that are imprinted with your advertising message – goods such as personalised pens, mugs, t-shirts, key-rings, caps, coasters, sports bags etc at the lower end, to compendiums, samples, tape recorders, pullover’s, track-suits etc at the higher end. In fact, the same mugs we use in the Sydney office.
The general consensus amongst the business community is most don’t know much about them and how well they work – but then again, neither do I even though I sold them for around two years in my own business. But the one thing I do know, is they were very cost effective when compared to other media advertising.
A television advertisement may expose the product to a mass audience at any one time, but not everyone. Some may not be watching TV at the time, others may tune into another channel etc. The same goes for the other electronic and print media.
The biggest benefit of a “premium” is if you give someone an item they are likely to use, they will use it sooner or later. I for one, like to write with expensive pens (my hands are soft, and I’ve been told “are perfectly made to sell with”) therefore an expensive pen seems to be the right tool to write with.
Yet, I’ve been given hundreds of pens in my time, some are of reasonable quality, others of better quality, but I won’t hold onto most. I give away the majority. Some I’ve given away were still being used years later, others for a few months and others were passed on as well. The ones I’ve kept I still use, but mainly at home.
Did those advertisers get their money’s worth? I believe they did – what do you think?
How a good “Premiums” seller promotes their product range is similar to this: $5,000 could buy you 10 seconds of TV and 90 seconds of radio in prime time and 2-4 broadsheet newspaper advertisements in a major paper.
On the other hand for the same $5,000 you could get 1,000 printed pens, 200 printed mugs, 200 t-shirts, 100 printed sports bags and 5,000 printed drink coasters.
Now that’s a lot of repeat advertising – especially if the audience has been had-picked by you.
Naturally as the volume goes up, the price can be lowered a little, so the more you spend, the more you get.
Here’s a thought, what and where does Coca Cola advertise in or on.
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