Promotional food items can pique your prospect's interest as a teaser to lure them to your trade show booth—or via a direct mail piece. Products like promotional candies with an imprinted message are never "thrown away" like other specialty advertising products. Promotional food, by definition, promotes a business and the results can be tasty.

The promotional food and beverage industry is big business. Whereas a pen or key tag likely gets thrown away, a food item does not. For example, a pack of gum in an imprinted container is promotional candy that gets attention and immediate use. It's a promotional consumable with a short shelf life, yet leaves a long-term impression on the user.

Big players in the promotional food business are also familiar names in the everyday retail food business. If you're looking for promotional food products for your business, use product names that consumers recognize, like the following:

1. M&M candies offer logo and text imprinting directly on their famous coated chocolate candies.

2. Ghirardelli promotional candy adds a custom imprint to the famous 1.5 oz. milk chocolate bar.

3. Mrs. Fields sells a custom imprinted tin with 15 assorted "Nibblers."

4. If your own name is recognizable, imprint it on bottled water!

Action Steps
The best contacts and resources to help you get it done

Study some successful promotional food and beverage case histories

Imitation is the best form of flattery. Study some successful marketing programs which include promotional candies or promotional beverages. Many successes center around the usage of promotional consumables. Consult with a local advertising specialty distributor to get a 'face-to-face' feel for the food products--maybe even a taste.

I recommend: Study real-life examples that are available through the Advertising Specialty Institute (ASI). Contact a consultant at the Promotional Products Association International (PPAI) to learn the effectiveness of promotional food products and what they can do for you.

Choose a venue for your promotional food items

Direct your marketing efforts by the most effective and economical means. Choose a direct mail, trade show or sales presentation format to use promotional candy, promotional beverages or other promotional food products.

I recommend: Contact the experts who will design the marketing program with just the right promotional food item. ePromos has a wide variety of products for many different programs. My M&Ms, an affiliate of Mars Incorporated, customizes these little chocolate candies with your logo for your industry trade show. Branders offers a variety of candies, chocolates, nuts, coffee, water and more to close out the perfect sales presentation.

Ask an expert on food and beverage sales promotions

The best promotional products are the ones your customer will enjoy consuming or keeping in their office or at home. Everyone's taste differs and it is best to appeal to a wide audience--ask an expert who knows which popular products to use.

I recommend: Choose an expert who can give you suggestions of which food products to use for promotions. 4imprint and Motivators has ideas for many types of promotions, not to mention many products to choose from.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Look at assorted promotional food products when you visit a trade show or business showroom and take note of the most commonly used products. Ask the trade show exhibitor or business owner which product(s) work best for them.
• •  Mix up your promotional food and beverage products to include sweets, snacks and bottled water. Rotate all food products as you seek the best food and beverage promotional materials.