If you have ever been to a conference or trade show, you’re probably familiar with promotional products. Companies typically provide an assortment of pens, hats, notebooks, t-shirts, and other free “swag” that you pick up during these events to increase brand recognition.
Even though they’re small, they’re also really effective when you think about it. Every time you use a pen or put on your t-shirt, you see their brand. Even better, every time someone looks at you while you’re using the product, they see the brand as well.
Because of this, many brands use promotional products to bring in new customers. But before you immediately start producing a warehouse full of t-shirts, take time to gain a deeper understanding of this strategy.
What is the ROI on promotional products for your business?
The data shows how useful promotional products can be as a marketing tool. A study by the Advertising Specialty Institute found that consumers often keep promotional products for many months, and that a single item can generate thousands of impressions over its lifetime. Now that’s a lot of eyes.
When you compare this with the ongoing cost of paid impressions on social media, spending a few dollars for a t-shirt or bag with your logo on it can be well worth the investment.
That being said, these brand marketing costs add up, so plan how you’ll measure your return on investment (ROI). Here’s how to approach it.
- Have a well-defined and measurable goal. You can’t just produce products willy-nilly. Ask yourself what goal you want to achieve with their help.
- Track conversions. By checking specific metrics throughout the lifespan of a campaign, you can gain a quantitative perspective that can act as a pulse point.
- Do the math. Don’t get scared by the numbers, because the formula is simple. Subtract what you spent on your promotional products from the sales you can tie to them, then divide that result by what you spent.
If you have the right products and plan, this type of marketing can be very effective.
Benefits of using promotional products
Promotional products are a time-tested marketing tool, and the American Marketing Association notes that many adults use promotional items in their daily lives.
Most of the time this success can be attributed to how potential customers become familiar and interact with logos on promotional products. That said, an effective logo matters a lot in creating this connection. With the right branding strategy and visuals, promo items can offer benefits beyond drawing in new customers.
Brand awareness
An eye-catching logo on promotional products will help raise brand awareness by simply putting a visual in front of your audience.
When someone wears a shirt or carries a tote bag with your logo in public, they are, in a sense, giving their approval to your brand. Other people will see this, and many may subconsciously think, “that must be a good brand!”
In this way, you can raise brand awareness for the people who use the product AND those who see them using it.
Lead generation
Lead generation is essentially anything that could interest your audience in a way that could result in a sale. You’ve probably tried plenty of tactics to do this, from digital marketing to traditional marketing efforts and more.
Unlike other methods, customers have ongoing contact with branded promotional products. They see a logo and a branding campaign more than once, which increases the likelihood of lead generation. This repeated exposure is great for advertising to those with a short attention span.
When someone already uses and likes your branded item, they’re more likely to think of you when they need what you sell. That is lead generation in action.
Customer retention
Getting customers to stick around or come back is easier said than done. Promotional products act as a continual reminder because people tend to keep them for months or years.
You can also provide these extra items to customers when they buy something from you. This will serve as a reminder of your brand and also act as a keepsake that can keep their purchase front-of-mind.
Cost-effective
Promotional products are a low-cost marketing tool compared to other modes of advertising, such as billboards. They can even be cheaper than online marketing campaigns in terms of overall impressions! The right vendor can provide quality products for a reasonable price to help you get the best possible ROI.
Competitive edge
Giving out products can give you a competitive edge in your industry, especially if your competitors do not distribute promotional items. Even if they do, an eye-catching logo can help you stand out from the others in your sector.
Popular promotional items
Although there are plenty of benefits, it’s all about the actual product you choose. When in doubt, lean towards practicality. Consumers tend to appreciate useful, well-made products over poorly made ones.
Keep the target demographic in mind when choosing products, and select items they will find useful. Here are some current items to consider.
Writables
Pens, notebooks, and notepads are ideal for corporate or business-to-business service providers.
Electronics
Flash drives, flashlights, power banks, or USB cables are suitable for tech businesses, gamers, students, and other younger demographics.
Apparel
T-shirts, scarves, and socks suit almost any demographic (we could all do with another pair of socks). However, you need to be sure to provide a diverse sizing range.
Souvenirs
Tote bags and mugs can be practical as long as they are useful.
Health-related items
Hand sanitizers, yoga mats, water bottles, and first aid kits are ideal for fitness-related businesses and those in healthcare or related industries.
Whatever items fit your marketing plans the best, make sure to work with a product provider who will customize your printed items so that they include the necessary logo and branding details.
How to design effective promotional products
In addition, you’ll need to create promotional products that won’t prove defective as soon as your potential customer even touches them. This can be hard to balance if you’re also trying to yield a positive ROI. Here are some tips for getting the most out of your promo items.
- Provide value by giving out products that people in your target market will use.
- Stand out from your competition by creating a unique logo and offering different items.
- Keep to your budget by choosing items that will help you meet your ROI goals.
- Be concise with your logo and call to action. Too much text or small print will be hard to read and won’t create the brand awareness you’re after.
- Get feedback from your target market on planned promotional items. Ask if they will find the items useful. You can also do a small test run to see what products work the best.
By picking the right products, you’ll reap the fruits of your marketing labor! Soon enough people on the street will be looking at your company logo and thinking, “Huh, they must be great!”