At first glance, the term promotional product seems so simple and ordinary. Most people have already encountered it or at least know what it means. What is your experience? Who knows what your answer would be — perhaps: “Of course, I know what that is.” You might be surprised, but there are cases, though rare, when after hearing the phrase promotional products, the only thing that pops into someone’s mind is a big question mark. Even more interesting is when you notice that the same person is literally covered in promotional items.
A T-shirt with the logo of a well-known soft drink brand, a pen with the logo of the most popular radio station, a cap with the logo of a prestigious car manufacturer, a measuring tape with a brick producer’s logo… a small walking billboard for various brands. Surely, all of us have been such walking advertisements without even realising it. But that’s not the point here.
Have you ever thought about what this term actually means — literally? What its significance is and where it all comes from? If not, let’s take a closer look.
A Look into the History of Promotional Products
The first mention of promotional products dates back to 1789, when George Washington commissioned commemorative badges for his inauguration. In the early 19th century, practical everyday items such as calendars, rulers, and wooden goods were used as promotional objects. However, this was not yet a proper industry. That began to take shape at the end of the 19th century.
The rise of this form of advertising was driven by a stagnating newspaper economy, which forced print shop owners to look for new uses for their technology and know-how. Printing on promotional items provided an additional source of income during difficult times. The man often credited as the founder of the promotional products industry is Jasper Meek, a printer from Coshocton, Ohio, who convinced a local shoe store to supply school book bags printed with their logo.
The next to adopt this idea was Henry Beach, also a printer from Coshocton and a competitor of Meek. Soon, both men were selling and printing on marbles bags, business card holders, fans, calendars, aprons, caps — and even horse hats. Much has changed since then, but the core idea remains the same: “Make your message visible!”
Let’s Break It Down
So much for history — now let’s break down the term promotional products itself. It consists of two words: “promotional” and “products.”
The word promotional comes from promotion, which literally means public recommendation of something, usually for purchase, or the means used for that purpose (posters, brochures…); in a figurative sense: to praise or promote. The word originates from French, where it originally referred to a small newspaper notice at the bottom of a page. It stems from the verb réclamer — to claim, demand, appeal (from the Latin reclamare — to cry out again; to protest loudly). Over time, the meaning evolved into its modern sense.
The word product means any inanimate physical object. Combining the meanings of these two words, we could define promotional product as a tangible object whose purpose is to arouse public interest in purchasing something or to spread praise and a good reputation.
So next time you hear promotional products, or start planning your strategy for choosing them, you’ll have a clearer understanding of their true meaning — and of how valuable they can be for your business.
Author: Ing. Vladislav Klajban, Anatex, s.r.o. – Promotional Products
