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Almost every day and every place in Dubai, we come across items like calendars, pens, fridge magnets, cigarette lighters, paperweights and T-shirts which has the names and logos of businesses and corporations. These are commonly called Promotional Items or Products which are used as advertising.

There are over 10,000 known merchandise items which are commonly promoted and the fact that these items are given away shouldn’t be considered as business donations because there is a more selfish reason behind giving these promotional items in Dubai. If targeted properly these items can very effective in promoting a business brand.

Unlike the mainstream advertising routes like the daily newspaper and the local radio station which is for the broader masses, promotional products require targeted marketing to achieve promotional efficiency. Promotions require good planning and execution to be productive and get the desired outcomes.

In a competitive market like Dubai which is already information-intensive it can already be hard for any business to attract potential customers but promotional items can help in getting the business name the right exposure and coverage to a defined target market.

Here are some tips to be considered before giving away Promotional Items:

Have a Clear Objective: You need to be sure why you have the need to advertise because clearly no one advertises without a reason. Have a clear understanding of why the promotional items are required and some of the common reasons should be:

  • A Grand opening or Product Launch
  • Increasing and driving visitor traffic to the stores
  • Promoting image and brand awareness
  • Introducing new products and services


Be Specific on Your Target Audiences: Like you wouldn’t call anyone for your wedding, similarly don’t hand out these promotional items in Dubai to everyone. Be specific on which target market you want to concentrate on and then focus on them. It is the 80-20 rule where usually 80 % of a company’s business is derived from 20% of its clients.

Be Sure of Your Theme: Failing to have a theme for your promotional items or advertising campaign is failing to endorse your business identity. Ensure your marketing campaign is aligned to the theme of your business incorporating your business brand and logo.

Define Goals for Your Promotion:  You need to have a precise goal of what you are trying to achieve by giving away these promotional items. Are you trying to thank your clients? Increase sales and customers? Or celebrating a company milestone? Have this in mind before you start your campaign.

Allocate a Budget:  Every marketing campaign costs money and whilst not to spend money on advertising is plain ignorance you have to be realistic and careful not to overspend. Advertising budgets have a tendency to be blow out of budget but allocate a budget and be sure to adhere to it. The last thing you need to do is overspend.

Seek Partners: One of the best options of advertising is joint advertising. Seek a partner or supplier who might be willing to join you on your advertising campaign and share costs in the promotional items by placing their logo on the gifts as well. Collaborative efforts reinforce relationships with suppliers and show a strong commitment.

Define Your Scale: Be realistic and don’t purchase or produce more than you actually need. Else you will have less clients and more promotional items and they will just end up in your office store room and eventually be thrown out.

Remember giving promotional items can act as your additional salesperson to work wonders for your business.'


Sam is the Executive Director at BusinessBid; a successful technology and business services manager having held successful leadership positions with global organizations. Sam believes finding an experienced service provider shouldn't be a challenge but an easy process and seamless process. Sam loves traveling and is a poker shark.

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