July 26, 2017

While most folks consider promotional materials a luxury more than a necessity, there is good reason to believe that promotional materials do a lot more to build brand awareness than is typically believed. Fortune 500 companies and startup companies alike spend millions of dollars each year on promotional items. T-shirts, key chains, letter openers, and other objects are the usual suspects. Interestingly, there is research into how and why these items are most effective. As it turns out, they’re most likely to be the most successful in increasing brand awareness when people use them in places where they do most of their business decision-making.

I get it: You’ve read your fair share of online articles about B2B marketing strategies, haven’t you? And if I’m guessing right, most of those write-ups are generic—borderline useless. You can’t imagine why anyone would even take the time to write such a piece. Don’t worry. This article isn’t one of those. If you’re sick and tired of reading pointless articles about B2B marketing that trick you into reading them by claiming they’re “must-read guides,” then you’re in the right place.