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October 10, 2022

10 Things To Consider When Choosing A Promotional Product For Your Small Business

Are you looking for a promotional product for your small business? Do you want something unique that will make your customers remember you?

There are many types of promotional products available for businesses. However, not every product is suitable for every type of business. In fact, most companies choose the wrong promotional products because they don't understand how to select the perfect ones.

This article reviews 10 important factors to consider when choosing promotional products for your small business. It also includes tips on how to find the best promotional products for your business.

1. What Type of Business Is it For?

The first thing to do before buying any promotional products is to determine what kind of business you are in. This way, you can be sure that you are getting the right products for your needs.
If you are in retail or service-based business, then you should focus on promotional items like pens and mugs. These items are useful for both personal use as well as marketing purposes.

If you are in manufacturing or wholesale business, then you need to look at promotional products like t-shirts, bags, caps, etc. These products are ideal for advertising your brand name and logo.

2. What Kind Of Promotion Do You Want?

There are three main types of promotions: direct marketing, customer retention, and branding. Each type of promotion has advantages and disadvantages.

  • Direct Marketing
    Direct marketing involves sending promotional materials directly to customers. This type of promotion works well for companies that target specific groups of consumers. For example, an auto parts store may send coupons to car owners.
  • Customer Retention
    Customer retention refers to keeping existing customers happy. Companies often use these types of promotions to reward loyal customers. For instance, a restaurant chain may give discounts to customers who come back frequently.
  • Branding
    Branding refers to using promotional items to promote a company's image. This type of promotion helps companies establish themselves in the marketplace. For example, a clothing retailer may give away branded T-shirts to attract attention.

3. Is the Promotional Product Right for Your Brand?

Is the promotional product right for your brand? Some promotional products are better suited than others for promoting your brand.

Consider the following questions when deciding whether a promotional product is right for your brand:

  • Are there any unique features that set your brand apart from competitors?
  • Can the promotional product stand alone without additional branding materials?
  • Would the promotional product complement your existing branding efforts?
  • Is the promotional product relevant to your target audience?
  • Does the promotional product match your corporate culture?
  • Does the product align with your overall marketing objectives?

4. How Much Money Can You Spend?

The next step is to figure out how much money you can spend on promotional products. There are some promotional products that cost more than others. Therefore, if you have limited budget, you may want to stick with those that are cheaper.

To figure out how much you will spend, it will depend on several things including:

  • How big is your budget?
  • How long do you plan to keep using the promotional products?
  • How often do you plan to buy new promotional products?
  • Will you be giving away these promotional products as gifts?

If you're planning to give away promotional products as gifts, then you should only purchase those items with low cost-per-unit (CPU) ratios. CPUs are calculated by dividing the total cost of the product by its unit price. The lower the ratio, the better.

5. Where Will You Use Them?

You must decide where you will use these promotional products. If you plan to give them away to your clients, then you should buy cheap promotional products. On the other hand, if you plan to sell them, then you should go for expensive ones. 

Going for cheap promotion items does not mean that you cannot get quality products. However, you should know that there are certain limitations to cheap promotional products. They usually come with poor printing quality, which means that your company's logo and message won't last very long.

You should then go for high-quality promotional products that are still affordable instead. These are durable and will last longer than their cheap counterparts. 

6. Who Will Receive Them?

You must think about who will receive the promotional products. This refers to your target market. Your target market determines which type of promotional products you should buy.

For example, if you are selling cosmetics, then you should choose promotional items such as makeup kits, lip glosses, etc. These items are perfect for women because they are designed specifically for women.

On the other hand, if your target market is men, then you should choose items like watches, wallets, etc. These items appeal to men because they are functional and practical.

7. What Is Their Purpose?

Before purchasing any promotional products, you must ask yourself what purpose they serve. For example, if you are giving out pens to your employees, then you should ensure that they are durable enough so that they last longer.

However, if you are giving them out as rewards to your customers, then you should make sure that they are attractive enough so that they will attract attention.

8. What Kind Of Message Does It Send To The Customer?

The next thing you need to consider is the kind of message that this particular item sends to your customer. This is especially important if you are going to give them away as prizes or rewards.

For example, if your company sells sports equipment, then you should avoid using promotional products that send a negative message such as "I'm rich". Instead, you should opt for products that convey positive messages like "I love sports" or "I am an athlete."

Therefore, before buying anything, you should first determine whether it conveys the right message to your audience. 

9. What Features Must They Have?

When selecting promotional products, you should look for features that will help your business stand out from others. Some examples include:

  • Customization options
    Most promotional products come with standard designs. However, there are many ways to customize them. For example, you could add custom logos or print your company name directly onto the product.
  • Durability
    Many promotional products are made of cheap materials such as paperboard. They may break easily after being used once or twice.
  • Ease of Use
    When you're promoting your business, you want people to remember it. That means you should make sure your promotional products are easy to use.

10. Where Should You Place Your Promotional Items?

You can place promotional items anywhere. However, some locations work better than others. Here are some places where you might find success:

  • In stores
    If you have a physical location, then placing promotional items near your cash register is one way to get more exposure.
  • At events
    Giving away promotional products at trade shows, conventions, and other events is another great way to increase brand awareness.
  • In offices
    Putting promotional items on desks, coffee tables, and conference rooms increases their visibility.
  • On vehicles
    Promotional items placed on cars, trucks, vans, and RVs are effective because they stick around longer.

Still, you should consider your target audience. Ideally, you should place your promotional items near your target audience.

For example, if your target audience is young adults, then you should place your promotional item near college campuses.

If your target audience is parents, you should place your promotion near schools.


In conclusion, choosing promotional products for your small business isn't always easy. There are many factors to consider, including price, quality, durability, and even personal preference. But if you take the time to research different options, you should have no problem finding the right product for your needs. And remember, the most successful promotions aren't necessarily the biggest or flashiest. They're often the simplest and most effective. So go ahead and choose wisely!

Want to start creating a promotional product for your small business? Contact us today to know more!

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