Promotional products: important for marketing.

• Author: Sergeant, Deborah Jeanne
• Position: SPECIAL SECTION: Conventions, Meetings & Corporate Travel - Small Business Administration

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With a sluggishly recovering economy, it may seem like poor timing to add another expense to your company's overhead; however, if you don't purchase promotional items, you may want to consider doing so. And if you're thinking of nixing promos, reconsider.

"Anytime you have a market contraction, you'll have an increase in competition," said Jennie Stewart, customer representative with Custom Mouse Pad in Anchorage. "Advertising has become more important because there's a heightened competition."

Nothing keeps your name in front of potential and familiar clients better than a tangible object emblazoned with your logo and tagline.

"If other people cut back on advertising and you continue to do it, you will stand out," said Greg Kolean, business development specialist with the Small Business Administration in Anchorage. "Promos remind existing customers of your relationship."

ENDURING VALUE

Kolean worked in advertising and marketing for a decade. With just a quick glance around his office, he realized he uses one coffee cup, two pens, a coaster and a sticky pad holder with logos on them, a testament to the enduring advertising value of promotional products.

"Promotional product budgets are commonly among the first budget items to be downsized or eliminated," said Jay Blury, president of American Marketing Association, Alaska Chapter. "Many companies will buy less promotional items or recycle leftover items from the previous year's purchases."

Blury is assistant vice president and marketing officer with Northern Bank.

But you shouldn't resort to doling out last year's leftovers to your clients or simply buying something because your company has always bought that. Instead, figure out the way to get the biggest impact for the dollar. Many times, it's not about the most expensive promotional item.

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"You don't always have to have the newest and coolest items," Blury added. "Chasing the newest and coolest promotional products on the market can be exhaustive and expensive. And, you may realize they aren't as popular as you thought once you buy them."

If budget cuts threaten to eliminate promotional products, consider less expensive but practical items or buying fewer, more impressive items and handing them out selectively.

Blury advises companies to splurge on an expensive promotional item when it fits well with the promotion it's related to or when you want to make a huge impression with your target...