Beyond Calendars and Key Chains

February 1, 1996

Say so long to trinkets and hello to standout promotional gifts that buyers, sellers, and renters will use and remember. And to provide memorable promotions, target your marketing, says Jodi Rudick, a marketing consultant, trainer, and speaker, and owner of ADvisors Marketing Group, San Clemente, Calif. For instance, if your area is environmentally inclined, give trees. New Growth Inc., Hubbard, Ore., can send clients and customers any one of several varieties of saplings.

Here are Rudick's suggestions for creative targeting:

  • Home-based workers---With home computers becoming as widespread as microwave ovens and more people than ever working from home, give customized mouse pads, wrist rests, and pen and Post-it Note holders that can be affixed to computers.
  • New parents---They're primo homebuying candidates, no? How about imprinting baby bottles, diaper bags, containers that keep bottles warm or cold, or first aid kits with your logo? Since maternity wards often give new mothers gift bags, enter into a joint venture with hospitals and sponsor the gifts in exchange for advertising on them or the bags.
  • Professionals---If you target office space to attorneys, for instance, send gavels customized with your name and information.
  • New buyers---When it comes time for closing gifts, don't be chintzy: "Welcome Home" doormats---with your name and phone number included unobtrusively on the mat---glassware, wind chimes, dog dishes, or a tool set will set you apart from the competition.
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