If anyone knows how to use promotional items effectively, it's race directors. Between T-shirts for staff and volunteers, finisher medals, expo displays and sponsor materials, the branding opportunities are endless.
On Sunday September 11th, Seth and I participated in the 6th Annual Nation's Triathlon. We both walked away with personal records and heavy swag bags. Take a look at our loot below, and learn a lesson or two in successful promotional strategy.
Incentivize.
Clif Bar, the Official Performance Nutrition Sponsor of the event, distributed energy gel packets during the race, provided bite-sized recovery snacks at the finish line and offered samples of their full product line at the race expo.
Free samples are an excellent way to lure passers-by to your table, but your promotion shouldn't be all give and no take. Expos are a great opportunity to gather valuable data about your target market, and Clif offered branded cups stuffed with product samples to those willing to complete a short survey.
Reward.
Craft, the official apparel sponsor of the Nation's Tri, provided bright yellow tees as a reward for race participants. Athletic tees are prime real estate for sponsors. Consider this- 4,500 people just completed a challenging athletic event, and they want nothing more than to share their accomplishment with others. Wearing a race medal is really only acceptable during the hours immediately following your triumphant finish, but wearing your race tee is perfectly acceptable for years to come. I guarantee you that my shirt will make appearances in spin class and on long runs through the city. Wouldn't you want your brand on a T-shirt that will be worn proudly dozens, if not hundreds, of times in the future?
Organize.
Even though the swim leg was cancelled due to flooding, swift currents and debris in the Potomac, participants still received a color-coded swim cap (provided by XTERRA, the Official Wetsuit Sponsor) at packet pickup. Promotional products are not just for use post-event; put them to work during the event itself. Vibrant, color-coded swim caps would have kept multiple waves of swimmers organized and visible in the water. Cinch packs branded for event sponsor Event DC also contributed to a smoothly run event, providing a convenient place to stash expo samples and race materials. 
Recognize.
Praise and recognition are an innate need (you can read more on this topic here). Super Bowl rings, diplomas, trophies and awards are evidence of this fact. The 2011 Nation's Triathlon, like so many races, recognized its participants' achievement with a beautiful medal.
Promotional products can be used to accomplish a number of goals- to motivate, incentivize, recognize, organize and reward. Where do promotional products fit into your marketing strategy?