The Power of Promotional Products

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Ever think that of a promotional product as just a “tchatchke,” “swag,” or “stuff”? Think that they can’t possibly be useful marketing tools? Well, my friend, you would be wrong!

First of all, the dare: I dare you to look in your desk, pockets, purse/briefcase/backpack, or car and not find at least one promotional product.

OK, you’ve looked – how many were there? Two? Three? Five? More?

Did you know that: Seven in ten consumers recalled receiving at least one promotional product in the past 12 months. A similar finding was observed in previous studies. Among those who recalled receiving promotional products, 70% recalled receiving two or more items. (Taken from “The Influence of Promotional Products on Consumer Behavior” study conducted by Relevant Insights in November, 2012.)

OK, so you, like at least 70% of the population, has a promotional product in your possession – so what?

The same study cited above shows that recall of the advertiser and message behind the first promotional item recalled are very high. While 88% recalled the advertiser from a promotional product received in the past twelve months, only 71% recalled advertisers on a newspaper or magazine read a week before. That speaks to the power of promotional products to support brand recall.

Also cited in the study is that eight in ten consumers own between one and ten promotional products, six in ten keep them for up to two years, and about half (53%) use a promo item at least once a week or more often. Talk about keeping your brand and message right in front of your target market!

Need more statistics to back up the fact that promotional products are a useful and effective advertising medium, just let me know.

In the meantime, here’s my food for thought: When’s the last time someone thanked you for an ad you placed? Try making that ad a promotional product and see what happens!

Create a Cohesive Marketing Look

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Why is it that so many companies approach their marketing in a piecemeal approach? One person makes this decision, another makes a decision that is diametrically opposed. The messaging is this over here and that over there. Or someone thinks that a single marketing piece – whether it’s a brochure, ad, promotional product, or something else – will cause the sales to start pouring in. Doesn’t matter if that piece doesn’t work with the rest of the marketing materials or if the rest of the stuff is outdated, but still being used.

People who are actively involved in the marketing of a company must understand that all the marketing pieces must fit together in order not to confuse or disillusion the intended market. A disjointed marketing image will create a picture of a company that doesn’t really know what it’s doing, or, may not be able to complete the job.

Lesson: coordinate your marketing pieces. Give one person the ultimate responsibility of overseeing all the pieces to make sure that the messaging is coherent, up to date, and branded correctly.