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  • Stacy Amankwah

Promotional Products are an extremely effective marketing tool!

Businesses of all sizes, across all industries have been using promotional products as a strategy to help build brand awareness and recognition as part of their marketing campaigns for many, many years.



Promotional products are a popular choice because of the high ROI. The costs associated with promotional material are a small fraction in comparison to other forms of marketing investment such as magazine advertising, billboards and sponsorship and provide a much better, faster ROI. Another key point worth bearing in mind is that the difficulty level of measuring the impact and effectiveness of your promotional product campaign is relatively lower than with most other forms of marketing strategies.


Research carried out by the British Promotional Merchandise Association (BPMA) in 2012, highlighted that there is a direct correlation between promotional product marketing, brand recognition and increase in sales. The same research which surveyed audience of around 15,000 also put forth the following findings (The research included who had received a promotional product for free within the previous year)


66% of participants claimed they could recall the brand on the promotional product received within the past 12 months.


The ROI on promotional products delivered a better return than radio and outdoor advertising, and is equal to TV and print.


79% would be likely to do business with the company again.

Most participants (87%) kept a promotional item for longer than a year!

About half (56%) said their impression of the company improved after receiving a branded promotional gift.


The most popular promotional products in terms of favorites listed by those who were surveyed were USB drives, pens, electrical items, and bespoke mugs.


Key benefits as to why using promotional products should be an integral part of every businesses marketing campaign, regardless of size:


Target Audience


First and foremost, it’s important to identify who your target audience is. Using promotional products is very effective, when used in conjunction with your marketing data, in other words, targeting lists of people who are most likely to actually make use of your services or can heavily influence decision makers.


Increased brand recognition


Brand recognition is one of the most important goals of every marketing campaign. How can you make your brand not only stand out from the competition, but also remain in the minds of customers, both current and potential? One way is to get creative with your marketing. Promotional products are a simple tool that can help increase brand awareness for your business, regardless of size; by customizing an item that a customer can use in his or her everyday life, such as a pen, mug or stress ball with your logo, you are able to keep your brand awareness consistently on your clients mind in a very subtle, but powerful way, while keeping goodwill (key influencer in marketing).


Mass outreach at a low cost


For those businesses which do not have the luxury of large marketing budgets, but are tasked with the same goals, finding the right strategy (one which will have the right impact and be easy to analyse, measure) can be extremely difficult. With relatively low costs and lasting impact, promotional products are great value for any marketing campaign. Bear this in mind: A simple giveaway is a great way to increase customer loyalty. 


Alternative business card


The business card is still an incredibly useful business tool, however the promotional products is viewed as its smarter, more adventurous cousin, for showcasing your contact information. What makes promotional products so great is simply the huge choice available, allowing for flexibility and creativity. Instead of just leaving a client or new prospect with your business card. Why not consider also leaving (with your company logo and details) a pen, USB stick, stress ball, coffee mug, etc., etc.


Powerful marketing platform


What does your current marketing plan look like? Think about this: If you could choose between eating the same lunch, 5 times a week, every week, or having the option of 3-4 different lunches each and every week instead, which would be your choice? We think most of you would choose the latter as variety is the spice of life. This same principle can be applied to your businesses marketing campaigns. Although having staple marketing products such as business cards and letter heads are important, being able to add variety and creativity through promotional products, is simply smart business!


A few ideas


Simple, but effective! Items like pens or pencils are tiny investments, but the reality is that they are seen on a regular basis and often passed along to people who would never have heard of your company otherwise, as most businesses make pens and pencils available to their customers.


Daily reminders are a must! These brilliant promo tools such as desk calendars and chip clips may not ever leave the possession of the person you gave them to, but they can be seen every day by that individual and potential customer. This is a great way to subtlety send your message on a regular basis.


Walking billboards! Ever wonder why so many companies give away free bags, tee shirts etc. These free merchandise are termed double promotion. The person wearing your branded shirt or carrying your branded cotton bag will think about your business when they put them on and then everyone who sees them throughout the day will be reminded of your products and services offerings as well! Can you ask for a better low-cost investment?

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