The power of personalised promotional products as an effective marketing tool should not be underestimated. As the world becomes more connected through digital marketing, it can be easy to think that promotional products don’t have as much impact as they once did. However, research from The British Promotional Merchandise Association contradicts this:
- 87% of people keep a promotional item for a year or longer.
- 69% can recall the brand on a promotional item sent to them within the last 12 months.
- 56% of people said their impression of a brand improved after receiving a branded item.
People are always grateful for a free product, particularly one that is useful in daily life. Whether it’s a free pen, umbrella, t-shirt or face mask, these are all items that people use regularly and help to increase your brand awareness within a competitive marketplace.
The use of promotional products is a marketing tool that is available to all businesses large and small, start-up and well-established. Manufacturers of branded products keep prices low for mass distribution. As a large percentage of people use promotional items for longer than a year, your brand leaves a lasting impact on them. This reflects a good return for an overall small investment.
Branded merchandise helps to create an emotional relationship between brands and consumers. 71% of people in a PPAI Consumer Study said they felt happy when receiving a promotional product. More importantly, 83% agreed that their impression of a brand positively changed as a direct result. It’s important to consider the longevity of your promotional item(s). A good quality product will mean that recipients are continuously reminded of the brand when they use it and are more likely to use your products or services when the need arises.
The great thing about utilising promotional products is that you can incorporate it into your wider marketing mix. Smaller promotional products can be used as part of a direct mailing, while tradeshow giveaways can effectively support exhibitions. Products can be a nice touchpoint throughout a client’s journey with you. An integrated approach using a variety of channels is always the most effective way to promote a brand and improve brand awareness and loyalty.
Have you thought of promotional products as lead generators? They can work as a more effective business card because they aren’t forgotten about in a drawer but used regularly providing a constant reminder of your brand. This in turn can lead to referrals from recipients as they are more likely to think of your company first.
The variety of branded merchandise now available means that there is a product suitable for every budget and every occasion. From pens to the latest technology, virtually any surface can now be digitally printed, meaning that there are a huge variety of options available to companies. And of course, it’s not just about attracting new customers, branded items are a great way of rewarding customer loyalty too.
In summary – people still love to get their hands on a freebie and at Tonic we believe that promotional merchandise shouldn’t be overlooked as part of your marketing campaign. We would love to help you with your next campaign – from branded stock to completely bespoke items – if you can think it we can add your brand to it.
- BPMA Research 2017
- Mapping Out The Modern Consumer – 2017 PPAI Consumer Study