No, I'm not the world's biggest collector of advertisements. All with a company name. Over the years, I've learned a lot about specialty ads from my sister, Janice Hill of Jacksonville, Ore., who has been a top salesperson of imprinted promotional products for more than 20 years. They need to make their ad dollars work hard. One of the great advantages of this kind of marketing is your customers see your name repeatedly.
Studies show it takes multiple exposures to an ad before a person notices it.
Compare that with the cost of calendars or pens. Promotional products also can make other forms of advertising more effective. Offering a free gift for new customers when you advertise in the newspaper or sending a small item in your direct-mail piece can make customers pay more attention. That's a really inexpensive way for me to get our company name out there. Target your market.