This past weekend I attended the Taste of Rhode Island festival in Newport. Besides leaving with a full stomach, some great pictures and I better appreciation for different seafood, I left with a backpack full of promotional products (even the backpack).

The basics of promotional products from wikipedia: One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver.

While we all enjoy these souvenirs, they do serve an important function for the company MARKETING.  These products create an experience with the brand for free.  Very notable at this festival versus other promotional product give away events was the existence of the competitions / games.  These games like spinning a wheel similar to The Wheel of Fortune (Southwest), Bags similar to horse shoes but with bean bags (Naragasset), Putting / Mini-golf (Mirassou winery) and audience voting (Sam Adams) are just the beginning of the experience.

Besides the experience the customer enjoys, they provide exposure for the brand.  All of these products feature the brand name prominently on a related item (or just a high use item).  In order to get exposure they need to be used a lot or stand out.  The blow up airplane hat from Southwest is noticeable, acceptable to wear at the event (somewhat) but won’t last much farther than that.  I doubt I’ll ever use that Frisbee, but the cozy will get some use.  I’ll probably use the ball marker, because of the magnetic aspect and all my golf gloves no longer have the button.

Could your product be a promotional product?

Does it feature a spot to show off a brand?

Is it noticeable?

Is it a variation of a high use item?

Does it supply an experience?

Can you make it for a few dollars?