Promotional Products or Corporate Gifts are an essential part of any Marketing Mix for business or events, and should never be overlooked when planning your campaigns and activities.

By definition, Promotional Merchandise is a useful product that is emblazoned with a logo or message that is given to a recipient as a reward or incentive. Depending on the circumstances, these may also be sold for profit or to fundraise for a cause or association.

Let's have a look at a few key points;

They're Useful!

This would be the biggest difference of promotional products from any other form of marketing or advertising.

Advertisers and Marketers always talk about Reach and Impressions in relation to the campaigns they produce. By the shere nature that a promo product is useful, the brand applied to it will get repeat exposure (impressions) providing a greater ROI (Return On Investment) than other conventional forms of advertising.

That being said, everyones perception of useful varies, and useful products don't need to be expensive.

eg - A cost effective helium filled balloon provides joy to the child it was given to (and consequently the parent/s) and also acts as a floating billboard for 24hrs or more.

When evaluating your product choices, just keep asking yourself  "Will this item fit a purpose for my target audience?"

How about we let some stats do the talking about promo item ownership?

(Source ~ PPAI)

  • 8 in 10 people own between 1 and 10 promotional products
  • 53% of these people use a promo item at least once per week
  • 6 in 10 of them keep promo gifts for up to 2 years
  • Only 25% of people will bin an unwanted item they have received
  • 66% of consumers will pass along a piece of promo merchandise they no longer want
.... try and get this kind of performance from other media. In fact, adding a promotional product to a campaign can increase the effectiveness of other media by up to 44%

Incite Action - It's Free!

Let's face it, everyone loves a freebie!...in most situations promotional goods are used as giveways, but it doesnt mean you can't secure a greater ROI than just brand awareness.

Here's a few use cases;

  • GWP (Gift with Purchase) programs - use the branded goods as a value add incentive when selling a product or service. In most cases this will be more cost effective than providing discounts and generates ongoing brand awareness. It might just be the action that tips the purchasing decision your way.
  • Reward - Include a corporate gift with a logo as an unexpected bonus when "delivering the order" to customers. This will create immense good will with the client and generate positive word of mouth exposure as they tell their friends.
  • Entice - provide positive reinforcement of an action to prospects when they visit your booth at a tradeshow or event. (Going back to the "everyone loves a freebie" perspective). You get to interact with a potential new client and they walk away with a memento of the experience.

A Promotional Merchandise strategy is a lost cost marketing method to drive prospect and customer engagement with your business and brand.

Here's some more industry stats... (Just because I've got them to share)

  • 55% of the time, promotional items create a more favourable impression of the advertiser
  • 85% of people did business with an advertiser after receiving a promotional product
  • 89% of consumers can recall the advertiser on a promo item 2 years later.  (Now that's a lasting impression)
(Source ~ PPAI)