It is important to recognise the potential of promotional products as part of a whole marketing and branding strategy. Promotional items, if well chosen and properly employed, can be a very efficient and cost effective advertising tool for any company. This is why even large well established companies continue to distribute small imprinted promotional gifts such as mugs, pens, key rings and umbrellas to their customers. It is also the reason why when major companies hold conferences and meetings, the delegates are equipped with conference folders and conference bags to take away from the event. Discussions are easily forgotten afterwards, printed handouts, information and fliers may only be considered useful at the time but quickly consigned to the bin; only your promotional merchandise may survive to act as a reminder of the associated event. These useful items, printed with advertisements, can be used every day over a period of time, ensuring plenty of exposure for the marketing messages they display.

When considering products to include in a marketing campaign, many make the mistake of underestimating the lead-time necessary to procure the required promotional merchandise and have it printed and delivered. The task may be considered as trivial or secondary, or perhaps the inclusion of promotional products as part of the marketing plan is only considered if there is some budget left after everything else is taken care of. The truth is, however, that promotional gifts are possibly one of the most important things given out during an event because they may be the only items taken away as a reminder.

Promotional items are an important element in any marketing campaign and should be properly accounted for in the initial budget. Well considered and carefully chosen promotional gifts can have enormous marketing and advertising impact. If utilized properly the potential return on investment can be huge.