You’re likely familiar with promotional products: pens with logos, free t-shirts from events, or water bottles at career fairs. Promotional products are a tactic that is used as a marketing tool by businesses, organizations, and student groups. But, do they work? Or do they merely go on a shelf? Let’s explore the value and impact of promotional products to help you determine whether they deserve a place in your marketing strategy.
What Are Promotional Products?
Promotional products are branded items such as pens, notebooks, bags, water bottles, or clothing that are given away to create visibility for your brand. The idea is simple: if you give someone a useful item, such as a tote bag with your company logo, they will see your brand on that item regularly. This physical reminder creates familiarity and things to associate with your brand that cause them to think positively about it. The psychology is powerful.
People enjoy free and useful items and that can create goodwill directed toward your organization. The principle of reciprocity—that humans have a tendency to reciprocate favor—may lead to the recipients of your promotional items viewing your brand or message more favorably.
Do Promotional Products Really Work?
The answer is yes in the right circumstances. The success of your promotional giveaways depend on the product, target audience, and your desired outcome. Is your promotional item a useful product such as a tote bag as compared to a disposable item like a trinket? Are you targeting the demographics you are seeking? Lastly, did you tie your promotional giveaways to a desired outcome?
Some key elements of success include:
- Brand recognition: Will recipients remember your name at a later date?
- Engagement: Are they more likely to engage with your organization?
- Conversion: Did they sign up or buy something?
Useful items stick around. A pen on a desk, or a tote bag that is being used every day will expose the recipients to your brand over and over again. It’s also important to take cost-effectiveness into account. Generally, when you take into account the cost of promotional items and compare them to digital valuation ads, promotional items can sometimes have a lower cost per impression (CPI). A USB drive or a water bottle might have months of impressions for a fraction of an aligned fee from a paid ad campaign.
Giving your members items like a lanyard or branded tumblers can give members a sense of belonging and loyalty. Promotional items can also be used as an incentive to generate leads. At a student fair for example, a chance to get an item for free in exchange for their email contact, will help build your contact list.
Choosing the Right Product
Promotional products can be an extremely beneficial marketing tool if you do it properly; but the first step is selecting the right product. Purchasing products that fit your audience and brand promises is crucial; for example, if you’re promoting environmental sustainability with your audience, get them a reusable water bottle rather than a branded plastic giveaway.
Quality of products purchased matters too, a well-made product that is relevant to the audience gives them a lasting impression. To leverage the maximum impact on consumers at events, try to tie giveaways to something: sign up (email, newsletter, etc.), attending an event, or engaging online (comment, like, share). Setting requirements means you give giveaways to people that are interested in your product/services instead of random attendees.
Importance of design is also key; make sure your logo is well-displayed and your messaging is clear (preferably including your website or social media handle). Be aware of common mistakes such as poor-quality products or items that violate your business’ values, not planning for promo dense events, or giving away products that are not on message for your target audience.
Final Thoughts
Are promotional products effective? Yes—and only effective when you pick good items, design them well, and distribute them with intent. Considering these principles, whether you are a business or a student club—promotional products are a good way to build brand awareness, create loyalty, and engage customers. Think of promotional products as tools that help you create memories and impressions but also to engage others.
Ready to make your brand unforgettable? Let’s talk about promotional strategy. Contact Bry-Lex Products today to find out how we can elevate your products.