Out of sight, out of mind – it’s an old saying, but it’s especially true about customer relations. We have all been given something with a logo on it, and we often use it every day. But how do you know that what you are doing with your marketing placement is working? How do you continue to ensure that your brand is at the forefront of a customer’s mind, and how do you stand out from the competition? Below are 6 reasons why we believe that every marketing strategy can from including promotional products as a part of the overall campaign.
1 . Create lasting awareness
Research from the Promotional Product Association International (PPAI) in the UK shows that 62% of people remember the name and details of a company that gave them a promotional product. A good promotional item should become an ongoing reminder of your brand, every day that it is used. Customer loyalty and even improved customer relations can result from the clever use of a promotional gift, creating an immediate appreciation and gratitude that forges a positive link. By including your contact details on a new product, new customers are also more likely to call you as you are at such easy reach. It’s a great long-term business card!
2 . Access to valuable advertising space
The majority of people are at work for 8 hours a day, and many sit in the one place, at their desk during that time period. If your current or prospective client is using your branded materials or promo gifts in the office, you have secured the most valuable advertising space in the world – right on their office desk! A well-selected promotional product can become a permanent billboard of your brand and your message within a workplace. Desk space is one area that should be targeted by all businesses.
3 . Add personal value to your general marketing message
If you know your customer-base, and you understand what makes them tick, you can add a personal dimension to your general marketing message. A good promo product can help you localise and customise your brand message. By making clever-use of an interesting promo gift and adding an appealing logo or design you can increase the perceived value and desirability of the item to a particular audience. For instance, if you had a promotional umbrella, you would want this umbrella to be perceived as a promotional product that is both useful and practical.
4 . Leverage the perceived value of a gift
The average person has no idea of the cost of producing promotional items. They are more likely to over-estimate the cost as their assumptions are based on the perceived purchase cost of just one item, not many. As a marketer, you can take advantage of this perception by bulk-purchasing your promotional products for far less cost that their individual retail value, but the perceived value to the recipient will be far higher. This is particularly useful when providing premium promotional products, as the person who receives your promotional gift will assume that they have been given quite a good present and will want to hold onto it and use it. For example, a product that costs you £5 can represent a value of £15 to the recipient. When a product is bundled with a complimentary piece of merchandise, the total apparent value of the overall package is increased substantially beyond that of the cost of the original item.
5 . Correctly targeted promotional merchandise is cost effective
Research shows that 62% of people recall the details of the company who provided them with a promotional item. The key to making the most of this statistic starts with knowing your target market. Niche-market messages coupled with good promotional products can effectively spearhead the correct market segment for your brand. To make this a cost-effective and ideally profitable marketing campaign in the long-term, you need to make sure that the cost of producing the right promotional product will achieve levels of recall that are far greater than general media advertising. This type of marketing can also assist you with budget control and accurate break-even calculations.
6 . Three dimensional advertising
In today’s digital world, so many giveaways come in the form of an impersonal discount code or an email link. However, despite the technology, humans are still very much the same, and people still love something that they can touch and feel. Receiving a free tangible object is exciting for most people, and usually far more interesting than any digital promotion. Creating an item that is tactile, personalised and meaningful enhances brand awareness. The resurgence of vinyl records in the digital music age is an example of the need for people to have and hold something physical. People like things that they feel are ‘for them’ or ‘about them’. The next time you are thinking of a promotional item, consider that a tangible product can have far more meaning to someone than anything in the digital world.