Pens, tote bags and little Frisbees. There’s a wide array of promotional items for businesses to choose from but not all are equally effective. Why? Promos have different roles at the office versus expo events.

The best promo to buy depends on what your business is and where you will use the freebie.

At the Office

At the office, promotional items mainly strengthen the bond between you and your clients and are souvenirs of their visits with you.

At other times, they are ready advertisement for first-time visitors to your business.

For the office freebie, the ever-present pen with your logo works. Other useful items could be a writing pad, mousepad, or a letter-opener. One favorite I have is a small mirror with my masseuse’s business on the back. I use the compact all the time (and am reminded of her each time).

At Events

At events, promotional items have an additional role, the come-on role.

Goal #1 is to get event visitors to stop at your table. That’s why certain freebies lay on the table. But, really, candy works here and it’s cheap. Use it. I’ll walk over to a table for candy.

Here’s an important point, once the visitor is at your table the promo has done its work. So five or six promo items littering the table is overkill. One or two will do.

Goal #2 is advertising or promoting your business. But remember you’re the main salesman; don’t let promos do all your work. Don’t let the visitor just grab freebies and walk off. Talk to them. The promos are a supplement to visiting with you.

Goal #3 is the freebie as a souvenir, something the visitor can remember you and your booth by after the expo is over. But your promo item has to remind them of your business from the 100s of tables, people, and products they’ve browsed through.

Promotional Tips

1. Make sure to personalize each item with your business name and a contact, either a web address or phone number.
2. If your business name doesn’t tell what you do add a descriptor. For instance: "AEG" should add "AEG, financial services".
3. Choose a promo item that obviously connects to your business. Financial services could giveaway mini calculators. A facial company could give mini mirrors.
4. Give samples of your product. At one mixer Famous Dave’s restaurant gave away barbequed ribs. That table was very popular.
5. Create a catch phrase. It seems like all print shops give out pads. Why not add a tagline of how they are unique: “From mouse pads to banners we print everything.” Now the pad is true advertisement.

A promotional item that has a strong tie with your business and is well labeled will make your table and company stand out in the visitor's mind long after the event.