At this year's Promotional Products Association tradeshow, more than 95 percent of business professionals surveyed reported using custom promotional products at their tradeshows and events. Approximately 72 percent of respondents described promotional items as being either "effective" or "extremely effective" in achieving their purpose. Imprinted merchandise is a strong, multifaceted promotional tool that increases name recognition, creates a positive image, attracts new business and generates interest about available products.

In a 2006 study, Incentive Performance Central determined that custom promotional products can serve as a stand-alone medium for advertising, second only to television ads in terms of perceived "information value." They continued by stating that imprinted merchandise was a very effective supplementary advertising device, to reinforce positive brand image, alongside tv and print mediums. The promo products helped to create at-home reminders, enhanced impressions of the brand/product and contributed to a consumer's intent to buy. When asked "What's your favorite source of information?", television was the only thing that topped a custom promotional product, surveyors said. Corporate gift programs found to be effective. Sinced you already know that you will be using promotional products, the real question is which products will you choose?

The most successful promotional products are articles of clothing or other things potential customers can wear. (for example, a back-pack or a shirt). Next on the list is buying writing utensils. (Ten percent)Imprinted pens are the most noted success in this regard. There's no better gift than something that ca be used every single day. How often has somebody stopped at your desk and then walked away holding your pen? Promo pens are certainly the gift that keeps giving, when it comes to utility and sales. In addition to that, well-liked promotional marketing products include: calendars, key tags, stress relievers, well-known water and promotional food.

Whether you choose imprinted pens, shirts, or some other quirky item, you will still need a good implementation strategy. Think about where your desired market hangs out; find brand ambassadors that fit your company's image and have a marketing manager train these people well. First impressions are of utmost importance - how the company and brand come across determines whether or not the product will earn a second glance. The marketing industry is an unforgiving one that doesn't often give second chances, so go all out the first time and don't expect cheap promotional items to get the job done for you. To gain the most, you must give the most. That axiom remains true.