Are promotional products an effective branding tool? We wondered the same thing, so we did some research. According to a study conducted by ASI (Advertising Specialty Institute) “Eighty-six percent of U.S. recipients of promotional merchandise can identify the advertiser on the item.” So, with numbers like that, common sense would dictate specialty products as a key ingredient to any branding effort.

What’s Does This Mean for Your Organization?

  • Promotional products are one of the best advertising avenues for corporate branding; they’re easy to do and cost-effective.
  • The more recipients use specialty products, the higher the advertiser recognition. For example, outerwear, which may be used daily during cold weather is ahead of the curve at 95% advertiser recognition.
  • Quality promotional products, with perceived higher value, reflect positively on the advertiser. At one time, specialty products were often lower end quality. That’s not necessarily the case anymore. Top-quality apparel, desk accessories, and writing utensils leave a positive lasting impression.
  • Offering multiple specialty items to consumers adds to the advertiser’s recognition. It isn’t a one and done proposition. Products can be selected to fit the needs of the consumer, the time of year, or for any special event.

Promotional Products Are a Branding Tool

People remember promotional products at a high rate, and if you don’t use them as part of your branding campaign, you’re missing a golden opportunity. Today, branding has become one of those esoteric keywords marketers use. Many advertising campaigns are created specifically to promote brand awareness. Most often, branding initiatives include media advertising, social networking, and email marketing. However, with 86% advertiser retention shouldn’t specialty products be part of your branding effort?

But Wait, Isn’t Promotional Product Marketing Outdated?

Promotional products can be traced back to 789 with a commemorative button celebrating George Washington’s presidency. And as early as the 1800s, there were promotional calendars. So, a 200-year-old form of marketing must be outdated, right? Nope, and here’s why.

  • Promotional product offerings change with the marketplace. Products that were unheard of only a few years ago are now popular specialty items. For example, smartphone, laptop, and tablet accessories are available as promotional products.
  • Some products have a long lifespan. Consider t-shirts, they’ve continued to grow in popularity since Marlin Brando donned a tidy whitey in The Wild One, and that was 60 years ago.
  • Nearly any product can be used for promotions. If you want something modern and up to date, it’s probably out there and if not it can be created for you.

Promotional product marketing is timeless because the products of the time become the specialty products of the day. In the future, you may find promotional digital eyewear, anti-gravity skateboards, and hologram images. Part of the reason promotional products are such an effective branding tool is because they are timeless. And remember, “Eighty-six percent of U.S. recipients of promotional merchandise can identify the advertiser on the item.” So, if you’d like to promotional products as branding tool Contact Us.  

Photo by Adam Nemeroff on Unsplash

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