In the contemporary marketing era, there is an increasing focus on digital methods of lead generation. However, the development of these new marketing methodologies often means the age old tried and tested methods like promotional items get neglected. Promotional products continue to be a highly effective means of marketing a brand; in fact, they may be even more effective in the current marketplace while fewer companies are relying upon them.
A 2008 study by the Advertising Specialty Institute (ASI) surveying 600 people demonstrated that promotional items were more effective than TV advertisements, print and radio at gaining customer attention and enabling a potential customer to remember a brand (Wong, 2008). ASI president and CEO Timothy Andrews stated that this research suggests that investments in promotional products produce a higher return on investment now than ever before.
Keep Your Business in the Mind of Clients of Customers
The more regularly someone is exposed to your business the higher the likelihood they will come directly to you when they require your particular product or service. This makes promotional items a powerful marketing technique if you can provide a product that the customer will use on a daily basis. Well-made desk items, such as notepads or mouse mats, or branded pens are a continuous reminder of your brand that provides significant value to your clients. A study from the US found that 41% of consumers own a promotional desk Item, and keep these items for 14 months on average (ASI, 2016). This is a substantial period to keep your brand at the forefront of someone’s mind.
Compare this to online banner advertisements, which are usually quickly scrolled past in someone’s browser without even being registered. No one is going to print out your banner ad and frame it, even if your creative team thinks it’s worthy of a Cannes Lion. That notebook or pen is highly likely to stay within your customer’s visual field for a significant period.
Promotional Products Build Brand Awareness
88% of promotional product recipients remember the name of the advertiser of the products (PPAI, 2016). When compared to the ‘stickiness’ of other forms of advertising this makes promotional items remarkably effective means of building awareness.
Put simply, if promotional products didn’t work, then the most prominent companies wouldn’t universally employ it as one of their tactics. All of the most widely known businesses regardless of industry: Google, Coca-Cola, Ikea to name a few, have an extensive range of promotional items.
(Source: e-promos blog)
Your Customers Can Become Brand Ambassadors
When you see someone wearing a t-shirt for a brand, you’re at least slightly intrigued by the company represented. When someone is wearing your company logo on their chest (or anywhere else) they essentially become a walking billboard carrying brand awareness wherever they go. In fact, there is evidence to suggest this leads to promotional products having a lower cost per impression than most other forms of advertising. A 2015 study found that while TV and magazine ads both cost 1.8 cents (US) per impression, promo products cost an average of .6 cents per impression (Chrisos, 2015). An ‘impression’ in marketing is defined as any time your brand is displayed in front of an audience/user regardless of the attention the user gives it.
There are two main ways of maximising this effect, by having innovative designs that your customers are proud to be seen wearing, or by providing a level of practicality that makes the product useful. If your branded products provide appreciation regarding style as well as functionality, then you’re on to a winner.
Fitness First Case study
In 2014 the worlds most extensive network of privately owned gyms, Fitness First went through a complete rebrand, completely redefining their position in the industry. The rebranding was incredibly successful, reversing the fortunes of the company from a failing enterprise back into full profitability. One substantial element of the promotion of their new brand identity was their use of promotional products to boost recognition for the new brand. They gave new members sporting apparel and Gym bags as an encouragement for signing up. The brand continues to give away promotional gym bags embossed with their new powerful F1 logos as an encouragement to refer a friend.
Promotional Goods have a Higher Lifetime Customer value than Other Marketing Practices
By providing customers with useful quality made promotional products, you can create a lasting impression of enduring utility. If your products are beneficial, you can bet that people will continue to use them. Research by the PPAI found that 71% of those surveyed still regularly used a promotional product they’d received within the 12 months leading up to the study.
Promote-It stocks an incredibly versatile range of products that are all manufactured to a high quality, and provided at a competitive price. If you’re already interested in producing a specific promotional product, then take a look at our enormous range. If you can’t find the particular item that you’re interested in, get in touch we’re experts at sourcing specific high-quality items. If you’re unsure what particular promotional items are ideal for your business, get in touch with Promote it, and we can aid you in your decision-making. Or watch out for our next blog on the pros and cons of promotional item categories.
Carlton, M (2013) “The Exceptional Marketing Power of Promotional Products”, https://www.promotionproducts.com.au/2013/The-Exceptional-Power-of-Promotional-Products.pdf
Chrisos, M (2015) “How Many Brand Impressions Do Promotional Products Actually Get?”, Branding Beat, https://www.qualitylogoproducts.com/blog/infographic-promotional-products-brand-impressions/
E promos (2014) “Heres Why Promotional Products Add Muscle to your Marketing”, https://blog.epromos.com//promotional-marketing-advertising/heres-promotional-products-add-muscle-marketing/
Marketing Mag (2014)”Fitness First’s marketing director talks us through the gym chain’s major rebrand”, https://www.marketingmag.com.au/hubs-c/fitness-firsts-marketing-director-talks-us-through-the-gym-chains-major-rebrand/
Promotional Products Association International, (2016) “Why Promotional Products”, http://www.promotionalproductswork.org/why-promotional-products
Wong, D (2008) “Promotional Swag More Effective than Ads, Study Says”, Adweek, http://www.adweek.com/brand-marketing/promotional-swag-more-effective-ads-study-says-97491/