Are you wondering if promotional products still work? According to a study by , Advertising Speciality Institute promotional products of trusted brands are not ditched but kept for up to eight months! Now that is a whole lot of brand time with your customers.
In this article, we look at how to choose promotional products that thrill a new audience for your business.
Do you know the difference between a giveaway and a promotional product? A similarity is they are both free.
Giveaway vs Promotional Product
However, giveaways are usually small product samples, whereas a promo product is a generic item like a pen, bag, t-shirt that’s branded. Hence, it has your logo, plus it may have other information, too, like your website URL, contact details and maybe a USP (unique selling point).
Another differentiator is giveaways may target your target audience and existing clients.
Whereas giveaways are distributed to the general public at trade shows, events, pop-up stores, and online.
Not all promotional gifts are welcomed. A poorly designed product may have unintended consequences, including brand damage, consumer avoidance, negative feedback, and poor ROI.
Promotional Product Selection Process
How do you get the right promotional gifts into the wider market doing what you need – your brand first in mind? Let’s consider:
- Types of Promotional Items
- The design and materials
1. Consider Your Recipient
Commence the process of the promotional product with your understanding of the intended recipients. The strategy is to reach beyond your known targeted audience, so you may not get deep insights into specific persons. With research, you can identify some traits of a sector of the broader population just by analysing your existing customer base. 🙂
Google Analytics & Search Console Insights
Your Google Analytics and Google’s beta of Search Console Insights is a good starting point for getting to know your visitors and customers.
Who visits your site, and who buys from your online store? You’ll find out viewing your analytics and search console insights.
Plus, with the data, there is also room for assumptions.
Plot your customer discovery to know beforehand what the wider audience will prefer, so they use and keep your promo product and become your customers.
2. Type of Products
Your business can have a mix of the most popular promotional products and also something a little different. Ask your trusted audience what they’d like and use that feedback to purchase promotional products from a trusted supplier to engage with a new audience.
Some of the most effective promotional products are:
These are wraps that you put around beverages like beer or soft drinks. They are portable and can keep your drink cold. Especially if you’re engaged in a restaurant or food and beverage business, koozies are always a no-fail promotional product.
Nowadays, hand sanitisers or small bottles of alcohol are must-have items for everyone. Due to their functionality and portability, it shouldn’t be surprising that they’re considered effective promotional products as well.
These are very popular today, especially with the global initiative to promote sustainability. Rather than depending on plastic bags for their shopping trips, now, more shoppers are opting to use eco-bags. When you give these out as your promotional products, you know that they’ll be put to good use, plus the visibility is also beneficial for your company.
Plus consider the research from here on the best performing promotional products.
3. Design and materials
An ugly promo product poorly made is a waste of your time and resources. Plus, the promo product is your prospective customers’ first impression of your business and its offerings.
Consider durability and usability when you’re designing your promotional products. Visual elements, including colour and design, won’t matter much if it’s an item the recipient doesn’t like, or it doesn’t resonate with their ethics.
This is where you need to think about sustainability and renewables for the materials of your products and anything you give away.
Shop around for reliable suppliers of promotional products for your discerning customers. For example, if you’re a UK business with customers who want eco-friendly products, a supplier like UK based promotional products supplier Steel City Marketing should provide you with peace of mind that the products are authentic.
When you know an eco-bag is well made and attractive and that it appeals to your prospective customers, you’re onto a winner. For example, how many times will your branded eco-bag end up in the hands of your recipients and customers?
4. Have A Budget
While these products should be of excellent quality since they’re meant to promote your business, this doesn’t mean you should spend too much to the point of impracticality, i.e. they don’t deliver new customers for your business.
Creating a budget will help you limit the amount you can spend on the products without compromising other aspects of your business.
A fun way of getting more for your dollar or pound is to consider partnerships, so more than one business contributes the cost. Your business could find a synergistic partnership with a non-competitor, and both your brands could be on the promotional items.
Observing your competitors’ giving out is good intel; however, you don’t want to do exactly what they’re doing otherwise. An unintended consequence of handing the same type of eco-bag is your recipients may choose your competitors instead of your business.
With the fierce competition in the market for just about everything, it’s hard to stand out for the right reasons. Use research starting with your own site and what Google tells you from visitor traffic. Don’t copy your competitors but know what they’re doing so you can differentiate your promo products and win over a new audience.
Now the real work begins – how to keep your existing customers happy.