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Home /  Blog / Branding Advice / The Science Behind The Benefits Of Promotional Products

The Science Behind The Benefits Of Promotional Products

3rd July 2019 in Branding Advice

It might not make much sense at first, but giving stuff away really can boost your business. Why? Because free promotional items like branded pens, USB sticks and coffee mugs all act like adverts, and they reinforce awareness of your brand every time they’re used.

According to research carried out by the Promotional Products Association International (PPAI), the importance of promotional products in marketing your business shouldn’t be underestimated. Find out how promotional products can work for you.

Promotional products - a take-home message

By offering an item that will be useful to your customers, your company can promote its services from inside their homes or workplaces. Products that people see or use regularly will help to reinforce brand recognition and awareness among your target audience. They’ll also help your customer to associate your business with something positive, whether that’s their first cup of coffee when they sit down at their desk, a water bottle they use to keep hydrated all day, a useful office gadget that helps them get the job done, or a pair of sunglasses for the summer months.

Destined for the desk, not the bin

If you’ve ever used direct marketing as a promotional tool, you’ll know it’s a relatively targeted approach with a low response rate. While that’s the right strategy for many situations, it’s also true that most direct mail ends up in the bin. Promotional products, on the other hand, get kept and used. So if you’re after a way to raise awareness without requiring a time-sensitive call to action, branded items are a great way to gain a high number of impressions compared to direct marketing. And then, when your potential customers do receive an email from your company, their familiarity with the brand will make them more likely to listen to what you have to say.

The start of a long-term relationship

The importance of promotional products lies in their longevity; unlike a TV ad or mailshot, they are likely to be a permanent and memorable fixture in many people’s lives. If you offer your customers something useful, it will work its branding magic over months or even years to come. It’s common for consumers to pass along a promotional item they no longer use to a friend or family member, too; so they can also work to spread awareness of your brand.

5 Things You Need To Know About Promotional Products

  • 8 out of 10 consumers own between one and ten promotional giveaways
  • 6 out of 10 people keep a promotional marketing gift for up to two years
  • 48% of consumers would like to receive branded promotional items more often
  • 89% of consumers can recall the advertiser of the promotional product they received in the last two years
  • Promotional items draw up to 500% more referrals from satisfied customers than an appeal letter alone

Still not sure?

Stop for a moment and think about the big brands - companies at the top of their game. Yes, they have enormous marketing budgets, and they are all over social, TV, billboards and newspapers. But, when times get tough, they too turn towards promotional products. When sales are down, or they’re launching a new product, they add in one key ingredient that helps their bottom line immensely – promotional merchandise.

Coca-Cola does it – when a new taste comes out, they give away free drinks. When they want to boost sales, they make product giveaways with promotional bags, printed pens, or cookie boxes. You get the gist. When BMW wanted to increase brand awareness, they didn’t only focus on their target groups; they gave branded headrest covers, fans, t-shirts, promotional keyrings, even cakes to anyone who stopped by their Dealer Drive Experience.

Promotional merchandise is cheap and direct. It’s straight to the point and provides fast results with effects that last. That isn’t just an impression we have. It’s what research has shown – promotional products work!

Strengthen your brand perception with promotional products

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