One of the most clever marketing gimmicks that I’ve seen recently was one used by a retailer in a little shore town well-known for its rainy days. The store owner had a raft of promotional umbrellas printed up with his store name on them. They’re colorful and bright – white and red and green – very definitely eye-catching. He keeps them in a bucket near the front of the store, just by the till, and sells them for just over his own cost to have them printed.

When the skies open up overhead, the streets turn into a sea of white, red and green brollies, all displaying his very distinctive market logo. It seems that just about everyone in town owns at least one market promotional umbrellas – and why not? He’s followed the rules of promotional marketing to the letter. He’s chosen an item that nearly everyone needs. He’s made them distinctive and eye-catching. He’s put them where they’re needed most – right at the door to his store. And he sells them for a good price. He’s even been known to lend them out for customers leaving his store who’ve left their own in the car. He’s not looking to profit from their sale – his original intent was honestly to offer something to his customers that they need.

What he’s gained from his generosity is the kind of publicity that you can’t pay to get. His store is known to everyone who comes through the village, and his customers are fiercely loyal. Carrying one of his promotional umbrellas marks his customers as ‘one of us’, one of those folks who got caught out in the rain without cover and took shelter in his market. One of those who belong to the village. The market promotional printed umbrellas have become more than a handy thing to have – they’re identified with his store and with his customers, largely because he chose his promotional items well and delivered them effectively.

When you’re choosing marketing items to increase the visibility of your company, it helps to keep in mind the market owner and his promotional umbrellas.

1. Choose items that have a real value to your recipients.
2. Deliver them in a way that makes them more valuable.
3. Take advantage of customer loyalty to build visibility.
4. Choose promotional items that will be seen by more than just the recipient.

How can you apply the promotional umbrellas principles to your own marketing efforts? Here are four steps to building visibility with promotional products for your business, whatever it might be.

1. Keep your eye out for needs that your customers have. Are you frequently handing over pens? Do they stop in to get directions? Supplying them with something they need WHEN they need it will make quite an impression.
2. Choose an item that can be customized with your logo and your colors. The more distinctive it is, the more visible your company will be when it’s used.
3. Find a way to hand out your business gifts that puts them in the hands of your customers when they need them the most.

For further information on promotional items, advertising business gifts and promotional products check out the leading online promotional gift suppliers today!