What’s a Tchotchke?

It’s an unfortunate fact that some companies look at branded merchandise as swag, or tchotchkes, which are generally worthless trinkets that bear no relevance or alignment to their marketing strategies. We call this the Tchotchke Syndrome, and we’re here to help you avoid wasting your marketing dollars and falling into this unfortunate category.

Promotional products, as they are more correctly called, are items imprinted with logos or slogans that help a company market a product, service, event, or specific achievement. Last year, sales of such products topped $22 billion, and with good reason. According to the Advertising Specialty Institute, about 33% of item recipients said that they were more likely to do business with an advertiser after receiving a promotional product than they were before. Another study found that 84% of respondents remembered the advertiser on promotional products, which is better than television or radio. Thus, promotional products demonstrate a high return-on-investment for marketers, and at an average cost-per-impression of less than $0.005, they offer a better return than nearly any other form of paid advertising.

Here are 5 considerations to help you get the most from your promotional products:

1. Align your promotional product strategy with your business’s overall marketing objectives. You know your brand and your business better than anyone, so look for promotional items that complement your values or relate to your products and services.
2. Consider who will get your promotional products. Will they be employees, customers or potential customers? Consumers or businesses? Knowing the specifics about your audience may narrow the scope of what promotional items would be relevant and make the best connection to those you want to talk to.
3. Look for promotional products that are memorable, engaging, playful or useful.  Promotional items stay around for an average of more than 6 months, so consider shelf life and durability. Quality may also be important, and reflect on your brand.
4. Dare to be different. There are literally thousands of promotional item opportunities, so be selective and consider something different than what your competitors might do. You might also compliment your promotional products, like bags or pens, with a specialty item that speaks directly to your brand, or a new product or service.
5. Consider how your promotional products will be distributed. Will they be handed out at a trade show, mailed or hand delivered by a sales person at point of sale? The distribution methodology might influence the size, weight or nature of your promotional product.

As you may have heard, McClung Companies recently added Promotional Products and Branded Apparel as marketing services that we provide. Let our experienced experts help you select the right items to mesh with your overall marketing objectives and get the biggest bang for your marketing buck.

Experience. McClung.

Whether you want to design it, print it, mail it, store it or promote it, we are just one phone call away. And, we’ll address your needs with personal service, attention to detail, and guaranteed satisfaction.

Promotional Product experts are on staff, or you can contact me, Adam Monk at 540-941-7718, to learn more about our Promotional Products, Branded Apparel, and comprehensive marketing services. Also, be sure to visit our website, and follow us on Facebook, Twitter and LinkedIn.