“Why You Should Be Using Logo’d Apparel and

Promotional Products to Boost Your Business –

Especially In a Tough Economy”

by David Yow

 The economy is getting softer, forcing more and more businesses to close their doors every day. Many businesses that haven’t shut down, are struggling to stay afloat. It’s very important at this point to increase (not decrease) your marketing and employee productivity strategies during this recession.

What’s the most effective solution to making your business or organization more productive and profitable? It’s as simple as investing in inexpensive Promotional Products and Logo’d Apparel for you, your staff, and for your customers and prospects.

More and more businesses are catching on to this contrarian way of marketing and promoting. In fact, businesses spent nearly $20 Billion on promotional products in 2008, and that number continues to increase rapidly every year.

The effectiveness of increasing your sales and employee productivity with custom logo’d apparel and promo products such as Shirts, Caps, Jackets, Magnets, Pens, Key Chains, Sunglasses, Travel Mugs, Water bottles, Watches and Flashlights, for example, are impossible to beat.

Many businesses have discovered just how powerful promotional advertising really is and are (finally) realizing that ‘image’ advertising such as billboard/outdoor advertising, TV, radio, mainstream newspaper and magazine display ads, etc, is usually a waste of money.

            In comparison with traditional advertising media, sales of promotional products grew 7.4 percent in 2008 while other major mass media advertising is reported down or flat. Broadcast TV advertising is down 2.4 percent and local TV advertising is down 8.8 percent while newspaper advertising is up only 1.5 percent. Even more impressive is that at nearly $20 Billion, promotional product advertising has surpassed local radio advertising ($15.6 billion), internet advertising ($12.5 billion), Yellow Pages advertising ($15.9 billion) and outdoor advertising ($6.3 billion).

            Most importantly, you should pay attention to the fact that 72% of recipients remember the name of the company that gives a logo’d premium to them – in comparison to only 54% of those advertisers seen in a magazine or newspaper and only 27% for internet banner ads.

The Secret to Getting Unlimited Referrals

            There’s nothing better than getting a new customer or client via referral, because they’re already “pre sold” on you and your product or service and are less price resistant. And generally, referred customers and clients are trouble-free, spend more money, and will continue to buy from you longer than non referred customers.

            Businesses and sales people that reward people for referrals with logo’d promotional products and apparel items get 22% more referrals than businesses that do not.

            Twenty-two percent!

            You can’t get a better return on investment (ROI) than giving imprinted premium items to people that refer as thank you gifts. Recent studies also prove that 52% of prospects that get your logo’d promotional product will do business with you, while only 36% will do business with you if they don’t get your logo’d product. These types of products will give you a big advantage over your competition without having to offer the cheapest product or the cheapest service.

Ignoring Your Existing Customers Is

Dangerous to Your Wealth

            Almost every business that I consult with or observe focuses too much on getting new customers, and completely neglects their current customers and clients that they worked so hard to get. This is a huge mistake – and a costly one, too.

            There’s nothing at all wrong with trying to get new customers, but if most or all of your energy and marketing dollars are spent solely on the acquisition of new customers, it’s like trying to put water in a bucket with holes in it. You’ll get new customers, but if you’re not paying attention to the customers that you already have, they’ll leave you for your pesky competition in a heartbeat.

            Promotional Products are ‘key’ to showing your current clients and customers how much you appreciate them. It doesn’t have to be an expensive item; depending on what business you’re in, it can be as cheap as a $5 item if you’re offering an inexpensive product or service – or if you’re selling more expensive products or services, a $10-$30 item will usually do the trick.

            It’s wise for you to continue to get new customers, of course, but you should only spend 20% of your time and money getting new customers and 80% should be invested in “client nurturing” - such as mailing or delivering logo’d gifts to them like the items mentioned previously.

            Unfortunately, most businesses do the exact opposite – spend 80% of their time, money and energy trying to get new customers, and only 20% (or less!) on their current customers. This is why most businesses struggle or fail.

            This is so important it bears repeating: most business struggle or fail because they spend too little time, money and energy on their existing customers.

            And here’s an astonishing fact: it’s eight times costlier to get a new customer than it is to keep the ones that you already have. As you can see, a promotional product marketing strategy will yield you a far greater ROI than solely going after new customers.

How to Make Your Employees Happier and More Productive

            Giving logo’d premium items to your employees as gifts for a job well done or for rewarding them for being safe, on-time, or for outstanding attendance will be much appreciated – and it will inexpensively increase their morale and productivity as well as greatly decrease turnovers. This means bigger profits for you if you’re the business owner or sales person, or if you’re the manager; make your job a lot easier and possibly make you look like a hero!

            A word of warning: If you’re giving cash to your staff as rewards and bonuses, it may not be a good idea.

            Recent studies have shown that 82% of employees (and people that refer business to you) are happier getting a logo’d gift rather than cash – up to a 5:1 ration. For example, a $200 promotional product or products will most likely be better appreciated than $1000 in cash… a $500 promotional product or products is better than giving $2500 cash.

            The big problem with giving cash as bonuses to employees is they view the bonus as part of their normal wages and not as a gift, even if you make it clear to them that it is a ‘bonus’. Logo’d caps, jackets, shirts, stainless coffee mug & thermos sets, etc. are perfect because not only the use of these products are much cheaper than giving cash, the recipient is more likely to appreciate it – and as a side benefit – the person wearing or using the product is also advertising for you.

            It’s a three-fold win.

            It’s no accident that businesses, managers and sales people that wear sharp logo’d apparel and use promotional products as part of their marketing and employee productivity strategy are the most successful and at the top of their field or industry. When you’re ready to use powerful promotional products and embroidered or screen-printed apparel to increase your profits and productivity, call me at 208-623-3330 or toll-free 1-888-640-0122 or email me at david@123logos.com.