A successful manufacturer once said that he sold 1,000,000 quarter-inch drill
bits to people who
did not want drill bits at all. What they wanted were quarter-inch holes!
Businesses bought $7 billion (with a "B") dollars worth of promotional products
last year, but they weren't looking for promotional products per se. What they wanted
were results. Those promotional products gave them Increased Revenue, Store and Booth
Traffic and Improved Plant Safety. They were the "drill bits" that Motivated Staff,
Generated Sales Leads, Garnered Shelf Space (mental and physical), Improved Customer
Relations, plus Rewarded and/or Retained Employees.
So, what are promotional products?
Promotional products make up an industry that has surrounded most of us all our lives. Look
over your desk - see anything with a logo on it, anywhere? Check out those pens. How about
your calendar? Maybe your mousepad? What about that shirt you are wearing? Chances are,
you will find more than one item with a logo or slogan on it. Even at home you probably have
more than one T-shirt, keytag or letter opener reminding you of someone's business. All of
these things are promotional products.