How to Use Swag (Promotional Products)
to Grow Your Home Business
An ad in a newspaper on a billboard or in a search engine can be seen by thousands and thousands of people.
But after they see the ad, they move on to the rest of their day, most likely forgetting all about the ad.
Unless people take action immediately after viewing an ad, they will probably forget all about it. That is
why following up with prospects is so important.
Promotional products, sometimes referred to as trade show "swag", can be used to both get the prospect's
attention initially - but then also to keep their attention for as long as they use the swag. Although some
promotional merchandise can cost more up front, the pay off can be big, especially if your prospects are highly
qualified (and they like the swag, of course).
What Promotional Products Should You Use?
There are all sorts of promotional items you can give away to prospects or customers. The best items for
your business will depend on your target market. What does your market find useful, and what will they use the
most? For example, a cab driver may want to give key chains to his customers whereas a bike shop may hand out
sports water bottles and a golf course offers golf tees.
Sometimes investing a little more money in a pricier more unique and useful item rather than choosing the
cheapest generic pen or magnet can return higher results - even if you send them out to fewer people.
How Do You Get Your Promotional Products in the Hands of
Prospects? 
As a home business owner, you don't usually have the option of handing out your items at your place of
business. You can of course hand out trade show swag at trade shows, but you also have other options.
- Direct Mail
If your promo items are small enough, you may be able to fit them in direct mail pieces (for example, pens,
magnets, calendars and other flat pieces can work).
- Partner with Other Local Businesses
You may not have a storefront location, but there are other businesses that do. Consider partnering with a
company that reaches your target market but does not directly compete with you. They may be happy to hand
out your free products if it makes their customers happy or you could return the favor by offering a
service to them. (for example, a dog walker or vet offering promo items in a pet shop).
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- Sponsor a Community Event
Either sponsoring or volunteering at a local event in your community can sometimes give you the opportunity
to hand out items to people. If you can, get swag that both characterizes your business but also relates to
the event. I've been to several triathlons, bike and running races where race recipients receive goodie
bags. These bags typically include free samples and promotional material - but what people remember are the
products that they can use (sometimes to recover immediately after the race).
Action Printing
Inc. has a wide variety of promotional products at low prices. They carry all of the items
you'd expect, like drinkware, pens, office materials, magnets, calendars, bags, apparel and
keychains. They also have more unique items like light-up pens, auto accessories, piggy banks, pet
supplies, lunch bags, tools and more. You can register to receive free virtual samples and take
advantage of their easy shopping online.
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