According to a study by Identity Works, over 71% of tradeshow attendees who received a promotional product remembered the name of the company that gave it to them. Statistics like this exemplify how big of an impact branded merchandise truly has on potential clients and customers. However, not just any promotional product will do the trick. When deciding what sort of custom product your company should hand out there are four things to keep in mind: your company, your customers, your desired impression, and the venue.

Know your Company Inside and Out

The first thing you need to consider when selecting a promotional product is your own company. You’ll want to think about what field your company is in, what objects define that field, and what products or services you provide. This is the easiest step of all because you can likely list that information off the top of your head. But just because it’s an easy step doesn’t mean it should be overlooked. The product you choose should represent your company.

The Home Depot is one such company that has been able to put its understanding of itself to work. Their field is DIY project and renovation supplies. So what sorts of objects define that field? Lumber, paint, mulch, and tools are all good examples. Looking at paint specifically, The Home Depot offers free, branded paint stirrers. Not only are these stirrers useful for DIY projects and renovations, but they’re also tied to one of the major products The Home Depot sells.

Know your Customers’ Wants and Needs

Once you have a grasp on how your company affects the custom product you should choose, it’s time to move on to the second stage, knowing your customers. This step is easier said than done, but it’s something every business should think about regardless of whether or not promotional products are involved. Who are your customers, what do they need, and what do they want? If you can answer these three questions you’ll be well on your way to selecting the best branded merchandise for your company.

Again, The Home Depot is a great example of this step in practice. Who are the target customers? DIY-ers and construction/renovation professionals. What do these customers need? Products for their DIY or renovation projects. What do they want? Products which make their projects easier and are simple to use, versatile, and easily disposable. The aforementioned paint stirrers are prime examples. They make mixing paint easy, are extremely simple, can be used in other ways, and don’t require jumping through any hoops to dispose of.

Make the Right Impression with your Branded Product

How do you want potential clients and customers to think of your company? Are you fun, serious, adventurous, health conscious? The promotional product you choose should reflect whatever impression you’re seeking to make. While pens are a good option for just about every business, they’re especially well-suited for more serious enterprises. Toys and apparel like brightly colored shirts can emphasize a more fun-loving environment. And reusable straws could show that your company is thinking about its impact on the planet.

So what impression does The Home Depot want to give off to its customers? It wants its customers to view it as helpful and reliable, and what better way to say this than with a free product that with a helpful use? That’s right, the humble paint stirrer is the perfect, custom product for the job.

Different Products for Different Places

At this point you may think that you can select the perfect promotional product for your company. Perhaps you’ve decided that you too are going to distribute branded paint stirrers like The Home Depot. However, have you considered the venue in which you will be distributing your promotional merchandise? Sure, free paint stirrers are great products to give away in a hardware store, but they would probably have a negative impact if you were to give them away at a career fair.

And the overall venue isn’t the only thing to consider. You should also take note of exactly where within the venue your promotional products will be distributed. The Home Depot’s paint stirrers are found in the paint section; it would be strange to hand them out in the gardening section. For events such as trade shows and career fairs, where you are in relation to the entrance is what matters. If your booth is the very first one, consider handing out branded bags for attendees to carry all of the other merchandise they receive in.


Now that you know your company, your customers, your desired impression, and your venue, you can select the right promotional product for the job. In most cases the more standard products such as pens, shirts, bags, etc. will cover all four points. However, sometimes a fully custom product is required. The Home Depot’s paint stirrers are an example of this. They’re a unique product which are perfect for their situation. And because of this, when Americans need paint for their project, millions of them think of The Home Depot. This is the true power of a well-thought out promotional product.

Custom Products with Safeguard

Safeguard is your one-stop shop for all your branded merchandise and promotional product needs. We have a wide selection of products to choose from, but if you can’t find exactly what you’re looking for, we can make it. Contact Safeguard today to learn more about our custom overseas product manufacturing options. We look forward to helping your business promote its products and services!

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