John Jantsch, respected small business marketing expert and author of the the Duct Tape Marketing system likes to say that marketing is simply getting customers with a need to: Know, Like and Trust you.

I think that’s a great way to think about marketing. It’s succinct and easy to understand. It’s also an easy way to describe how using custom logo apparel and promotional products can help any businesses build Know, Like and Trust.

Here’s how.

Say a kitchen remodeling contractor decides to man a booth at a local home remodeling expo in order to drum up new business. It’s important to capture customer interest quickly at this type of event as most people will only give a quick glance as they walk by a booth to determine interest. First impressions matter.

Logo apparel can help the contractor make a good first impression. Having employees man the booth who look sharp, knowledgeable and professional can go a long way towards establishing an initial “Trust”. Enough trust that people are at least willing to give them the benefit of the doubt and a moment of their time.

An expo can be a great way to get noticed and to meet potential customers but rarely will a customer actually make a large purchase for something like a kitchen remodel on first contact. It’s critical that before a customer walks away you give them a way to remember your business.

That’s where promotional products can help.

The remodeling contractor could give away a nice eco-friendly shopping bag discreetly imprinted with their logo and contact information to potential/qualified customers. I’m not talking about the cheap polypropylene kind of bag, I’m talking about a reusable fabric bag that is well made, stylish and likely to become that customers favorite shopping bag. The point is you want the bag to get used and you want the client to “Like” you for giving them such a wonderful gift.

Inside the logo shopping bag the contractor could stuff additional marketing materials such as a description of their services, referrals and photos from past jobs, business cards and an offer of some sort. It’s important that the offer be compelling enough that the client is likely to be pass it on to a friend or family member if the contractors service is not something they’re currently interested in. For instance it could be an offer for a $250 gift card to local grocery store when a remodel is complete for any job over $5,000. It ties in nicely with the shopping bag theme and is of sufficient value that it’s likely to get passed on to someone else who may have a need. The marketing materials help build “Know” and “Trust” and the offer again re-enforces the “Like”.

Every time that customer uses their favorite shopping bag they will think of the contractor. It acts as a constant reminder and will make it easy for the customer to find the contractors contact information when needed. If they like and trust the contractor they will be ready, willing and able to make a referral.

Hopefully this post will spark some ideas for you and your business. Combining imprinted products with creative marketing techniques is certainly a winning strategy.

If you’d like to learn more about small business marketing check out the Duct Tape Marketing website. John Jantsch is very generous with his marketing expertise and provides many useful resources for little or no money.