In a media 
world dominated by digital platforms it can be easy to overlook the quieter power of specialty products. But tangible, useful promotional items remain one of the most memorable tools in a brand’s toolkit. As your audience becomes harder to reach and easier to distract, specialty buys reintroduce something digital can’t replicate: a physical touchpoint your customer sees, uses, and remembers.
“It’s a walking billboard. It’s a reminder for everybody what you and your company are about,” as President Natalie Linville-Mass stated.
The impact becomes emotional as much as it is functional, and it makes specialty items powerful in ways mass media can’t touch.
Making Specialty Buys Make Sense for Your Audience
The success of any specialty buy comes down to relevance. The item should reflect your brand and resonate with your audience. For a personal example, a well-intentioned but poorly chosen round chap stick in a male-dominated industry was left behind because it didn’t fit the audience’s expectations.
By contrast, tech-forward giveaways like device-charging backpacks, headphones, compact office kits, or even novelty mints immediately drew attention. These items worked because they aligned with the brand, the industry, and the audience’s needs.
As Linville-Mass advises, “Make sure that it’s fun. Make sure you can play with your brand a little bit and make sure that it’s about you and about your company”. The best specialty buys communicate personality, not just a logo. Items which are functional, clever, or entertaining tend to be kept and remembered.
The Modern Challenge: Delays, Tariffs, and Logistics
In the past few years, global events have highlighted just how fragile supply chains can be, and specialty buys are no exception. From tariffs affecting overseas production to a blocked canal causing major shipping disruptions, marketers can no longer treat these orders as last-minute decisions. As these variables become more common, planning matters more than ever.
Specialty buys require more lead time, more comparison, and a better understanding of where items are produced and how long fulfillment will realistically take. Whether you’re preparing for a trade show, a seasonal push, or client gifting, early action can be the difference between receiving the perfect branded piece or being left without it altogether.
How Media Link Software Helps You Buy Smarter
Before Media Link Software, managing specialty buys was a juggling act with spreadsheets, sticky notes, endless emails, and the constant risk of forgetting details. As Linville-Mass recalls, “Before I created the software, I always had to do these workarounds… you can miss one thing in a specialty buy and it can mess up the entire order”.
The Specialty Module in MLS was designed to eliminate this risk. Users can enter quantity, color, size breakdowns, setup fees, shipping, taxes, and vendor info all in one place. Once saved, these details remain in the vendor file for future orders, making annual comparisons quick and simple. The order form mirrors MLS’s other modules, keeping specialty buys as organized and traceable as TV, radio, digital, or OOH media.
This structure prevents costly mistakes, avoids color mismatches, and ensures the final product matches the order. It also helps teams plan more effectively in a landscape of shipping delays and pricing shifts. With MLS, specialty buys are easier, more accurate, and more manageable than ever. Learn more about our software and see how it can simplify your media planning.
The Real Value of Specialty Buys
Even with the growing complexity of logistics, specialty buys continue to play a unique role in modern marketing. They create tangible connections with audiences, spark conversations, and reinforce brand identity in ways other media cannot. These items live on desks, in bags, in cars, or in daily routines, keeping your business top of mind.
While specialty buys may not achieve the lowest CPM, they deliver lasting impressions. When executed thoughtfully, they convey professionalism, personality, and care. These qualities strengthen relationships and build customer loyalty. With careful planning and the right tools, specialty buys remain one of the most memorable and impactful elements in any media mix.