Spending money on promotional items in this economic climate might seem like a luxury for a business, but it’s not. The fact of the matter is that promotions can have a very big impact on clients and potential buyers. There are certain features that creative and effective promotional marketing campaigns can deliver that other forms of advertising simply cannot rival.

Promotional Products Association International, an American-based industry organisation, points to a number of proven facts about promotional items that show just how smart of an investment the right promotions happen to be. Unlike other forms of advertising, promotions can appeal to the senses by reaching out not only to the eyes and ears, but also touch, smell and even taste. What sets a good campaign apart is its tangible nature.

Some of the factors that make using promotional advertising a smart idea include:

• The ability to drive traffic – When companies set up at community events, tradeshows and other high-traffic gatherings, the tables that offer promotional giveaways are generally the most trafficked. This is especially so if promotions are creative, unique, fun or useful.

• The ability to improve direct mail campaigns – Most people find themselves inundated with "junk mail." When direct mailers are turned into welcomed arrivals thanks to the inclusion of promotional giveaways, recipients tend to take notice. If the items capture attention, the likelihood of response rates going up is certainly present.

• The ability to increase incoming referrals – When people enjoy a product or service, they tend to pass on the information to friends, families and co-workers. The right promotional materials can serve as reminders to clients about those products and services. Items like promotional t shirts, key rings and other promotions that have the ability to stick around for a while can also generate their own leads as wearable, portable advertisements. This is why logo t shirts and promotional caps are so popular.

• The ability to improve return business rates – Promotional items that "stick around" can serve as very strong reminders to previous customers to return when they need a particular product or service. Things like promotional calendars, magnets, pencils, pens and other tools that can be hung on to for a while can pay off with repeat business down the road.

• The knack for increasing employee morale – Promotional polo shirts and other similar items can work very well for boosting employee morale and helping workers feel like part of a team. As trivial as it sounds, little touches like these can go a long way in helping employees identify with their company and feel like an important part of a bigger picture.

Promotional items can have a huge impact on buyers simply because they are different. While radio, television and print adverts can work extremely well, promotions can take on a life of their own. Unlike the one-dimensional world that most ads live in, promotional campaigns can speak to all the senses and have a staying power that extends well beyond a 30-second spot or a single day in print.