In 2006, General Motors ran a promotion with the Rochester Redwings baseball team. The idea was that sports spectators would arrive at the GM table and fill out a ballot with some basic information (name, address, phone number, car ownership brands/types and car interests). That way, market researchers would be able to gauge what products consumers would be interested in for the coming years. To entice crowd participation, GM printed up free hats shirts and clothing: on the front was the Rochester Redwings logo and on the sleeve and back was a smaller GM logo. The colors of the clothing apparel came in both black and neon yellow — and people went crazy for it! Within a few hours, nearly 500 people had filled out ballots for their free shirts and the stands were filled with people wearing them. In the marketing world, one of the best ways to garner enthusiasm for your products is to create custom sports apparel that also functions as walking billboards.

A great place to look for custom hats shirts and other clothing apparel is www.motivators.com. Here, you’ll be able to choose from visor, baseball cap, beanie, structured cap, unstructured cap, eco-friendly material, screen-prints and embroidery for your custom caps. These hats cost anywhere from $0.69 for hats visors to $5.95 for quality, structured screen-printed hats. Additionally, you can order cotton t-shirts with your logo attached for as low as $3.72, which comes in blue, yellow, gray or white. Even more color options are available for a better quality heavy-weight cotton shirt that goes for $4.28. There are also ringer t-shirts, track jackets, pants, shorts, custom shoes and a host of other apparel branding opportunities here. The 1 to 5 day “rush” options are also very convenient for the busy marketer.

You may have a custom logo, but perhaps you want a better design for your hats shirts and custom apparel. You may need to hire a professional graphic designer who can create some sketches for you to take a look at. You’ll need to tell the designer what your company does in a nutshell and who your target market is. You can find graphic designers by posting an ad on www.craigslist.org, networking through a site like www.linkedin.com or read this article entitled “65 Places to Find a Graphic Designer” at www.youthedesigner.com/2008/09/15/65-places-to-find-a-graphic-designer. Another possibility is to find another company for cross-promoting. You’ll generally want to look for another successful franchise. For instance, McDonalds cross-promoted with the Disney/Pixar movie “Cars” to offer their characters in their happy meals.

Compared to TV, radio and magazine spots, promotional hats shirts and items are much cheaper, costing just $0.0004 per impression. In ASI’s “Impression Study,” they found that 84% of those surveyed remembered the name of the advertiser who gave them their promotional item. Some of the favorite products were pens, bags and clothing, and 42% of those surveyed viewed the advertiser more positively after receiving a promotional product from them. So you see, ordering clothing apparel and combining it with a targeted giveaway promotion is a great way to make good use of your advertising dollars.

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