Specialty advertising is a method of sales elevation designed to elevate public recognition of a company’s ideas. It’s like branding your company into others minds through the products they use each day. A business can have its concepts put on a variety of items, such as coffee cups, hats, glassware, gym bags, jackets, key rings, and pens. The value of specialty advertising varies depending on how long the products used in the effort last. Most businesses are successful in achieving their desires for increasing public recognition and sales through these efforts.
Every day we are bombarded with dozens, scores, literally hundreds of advertising, marketing, sales promotion, merchandising and sales messages. Something like 560 a day. We may see 80, remember 12, and have strong opinions about only 3.
Although this was not the case in 1845 when the earliest recorded use of an advertising specialty occurred, the reason then was the same as now: offering recognition and being remembered.
An insurance agent in upstate New York asked a number of his business friends to display his announcement in their offices. They all refused – “What’s In It For Me”.
So this ingenious gentleman purchased a handful of blank calendar pads, attached his business message and presented them as gifts to those same friends. They promptly placed them on their wall, thus pleasing everyone. There was something in it for me. I had gained a useful item. This simple start was the beginning of advertising specialties as a business and marketing tool.
Characteristics of Speciality Advertising:
- They are useful ideas for the office or home, car or boat, for traveling, for fun and games – and they are usually of nominal value
- They bring with them some message – usually very specific as part of a total marketing program
- They include the name and logo of the distributing company or association
- They are rarely personalized to the receiver
- They are offered with absolutely no strings attached – you get them because you are who you are or where you are – you don’t have to do a thing, just be present.