The promotional product industry has taken some heat over the “giveaway” and “tchotchke” perception of our products. There is unquestionably some validity to that.  Without understanding the purpose and without proper guidance on product selection, it is possible to fall into the trap of “having” to hand something out at a trade show. Of ordering some branded key tags and pens to have and calling it a day.

Sure, key tags are lightweight and compact, making them easy to lug to the trade show floor.  And on top of that, they are budget conscious. And we know that some attendees will pick up any product that’s not nailed down, so we are promoting our company. That should be enough for success - right?

In most cases, no.  Take the key tag, for example.  Where are your keys now?  Likely attached to a key fob that you need to open your car door and start your car.  Are you going to take the keys off your existing key tag, ring or fob to put it on the new one that you just picked up at a trade show?  Based on the number of cracked finger and thumbnails I get from taking my house key off my key ring to take it, but not all my other keys, on vacation so I can get back into the house after, the answer is a resounding no.  

Promotional pens are another “go to” for inexperienced marketing folks. Not to malign people who have marketing responsibility, but often the responsibility is delegated to a someone as an afterthought.  Pens can be very valuable as a marketing piece - if they stand out.  Unless it lights up, is a hot, neon, color, or has another distinguishing feature that makes the recipient go “wow,” it misses the mark of promoting your brand, becoming just another pen.

So, what happens to these key tags and pens?  Granted, some will make it back to the home or office to put the spare house key on to give to the neighbor in case of emergency or write up the shopping list.  Some will make it to the office to go in the pencil caddy on the receptionists desk.  Yet others will end up in the “clutter drawer” which we all seem to have, where the scotch tape, spare pens, elastic bands, pliers, deck of cards, and other things you don’t want to throw away, but don’t know what to do with are fated to live forever. And some will never leave the trade show floor – they will be deposited in the trash barrel at the end of the aisle.

Not a whole lot of promotional marketing going on here.  Those who would take the promotional marketing industry to task for creating landfill fillers would be right.  But it need not be that way.  With guidance from experienced promotional marketing consultants, like CHH Engraving, your promotional products can be functional, useful, memorable and fun.  Products that not only get your message out, make it stick, but are reusable, renewable, and sustainable.