What is promotional products marketing?

Living in the digital age means businesses are spoilt for choice when planning their marketing strategy. Online campaigns, social media, TV ads and print are all frequently used channels to engage with consumers, and often promotional merchandise is forgotten or undervalued. However, it’s important to recognise how merchandise can really help with your company’s branding and go hand in hand with your marketing strategy.

Brand Recognition

Unlike other forms of marketing, promotional products have longevity and can be extremely useful to the recipient. So many marketing tools focus on digital channels, whereas merchandise can take your brand in to the real world. For example, a branded cotton shopper takes your logo to the gym, to the supermarket, to a university campus. What’s more, studies have shown that many people keep promotional products for one year or longer resulting in increased brand awareness for both the person using the product and those around the recipient.

Customer Loyalty

The effects of receiving a gift for free will never fade! People experience a feeling of pleasure when given something unexpected and this positive emotion will associate the recipient with your brand. Research has shown that promotional merchandise makes almost six times as many recipients feel appreciated as other mediums of marketing such as print and web. As a lot of promotional merchandise is desk based and useful, such as pens and key rings, your brand is kept close to the consumer. This means it is always at the forefront of their mind, whether conscious or subconscious, making the likelihood of purchasing your product or service high due to the continuous reminder.

Range of Choice

When hearing the words ‘promotional merchandise’ the most obvious products which come to mind will likely be mugs, pens and USBs, traditionally given out at conferences and exhibitions. Fortunately as the industry has advanced there is so much more to offer your customers! Whilst we still love a great pen and a lovely mug it is worth taking into consideration other products which can really make your business stand out from the crowd. When choosing products, it’s important to be creative and consider your client’s brand values and how this can be translated in to meaningful, powerful promotional merchandise.


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