Using promotional products to increase brand awareness has been a critical marketing tool for many years. Although it is undeniable that people like things for free, promotional products encourage consumers to take action. From shirts to water bottles, magnets and coffee cups, the promotional material works very well, and there is a lot of data to justify it.

The study indicates that 76.1% of consumers remember the brand of the company through a promotional product received last year. Only 53% of the respondents remembered one print or TV ad the previous month, while 27% were online. Not surprisingly, brands use their advertisement budget almost three times more for promotional items. The clear evidence of a direct relationship between advertising promotional products, brand awareness, and high sales translates into better ROI(Return on Investment) than other forms of marketing.

With the Internet, brands can better track the results of their ads. Therefore, it is still essential to understand the positive impact of promotional products on their brand and sales.

According to the ASI study, 85% of consumers remembered advertisers after having received a shirt or hat. Another survey by Identity Works showed that 71% of exhibitors remember the name of the company that provided them with a promotional product and that 76% of respondents had a positive attitude towards the company.

Before receiving a promotional item, 55% of people had business relationships with the advertiser. After receiving a promotional item, 85% of users did business with the advertiser. Promotional material receives referrals from more than 500% of satisfied customers as compared to an appeal letter.

Numbers Do Not Lie!
A 2016 survey by the Institute of Specialized Advertising (ASI) shows everything you need to know about the efficiency of promotional products. According to the study, most people keep promotional products for an average of eight months. That means your promo product is sitting in front of someone more extended than a simple Pay Per Click ad or pop-up on a website. Actual time depends on the product, with umbrellas lasting for 14 months and hats lasting only seven.

Let’s talk about brand ambassadors. It is very likely that recipients of promotional materials will transfer them to other users (as well as receive their advertising message). The ASI study shows that 63% of respondents in the United States and 64% of respondents in Canada distributed their promotional products when they were finished with them.

An amount of 17 billion dollars is spent on promotional products each year in America. American marketers invest nearly three times more in promotional products then on search marketing. A fact that is hard to believe due to the hype surrounding Google Adwords and SEO. But the figures behind the promotional elements explain why things like key chains and magnets increase customer loyalty and increase traffic. For example, 73% of respondents who used promotional products last year said they used it at least once a week, and 45.2% said they used it at least once a day.

With these statistics, the question is not whether you want to use promotional products for your brand, but what promotional products you should use for your brand.

It's essential for brands to realize that although the initial cost of promotional products is usually higher than any other ad unit, the extra impression your brand creates is more profitable than you can imagine. A promotional item may look more personal than an ad on TV or the Internet, and this warm and fuzzy impression can make a difference between the consumer talking to you and not your competitors.

Whatever the purpose, be it to improve business prospects, build customer loyalty, or encourage fans to spread the word about your brand, promo products can do a lot more for you than any other type of advertising or branding.

Exposure to Company

Research has shown that a brand message is more effective when it is repeated often. From "Got milk?" to "Just do it," we all are aware of the effects of a repetitive message. Consider a famous song, when it is repeatedly played everywhere, no matter how much you hate it you will find yourself humming the tune once in a while.

Some studies show that consumers need to hear or see a brand message seven times to remember it. For digital or TV ads, you must appear at least seven times in front of your viewers through either YouTube-sponsored ads, videos, social media, or other TV ads. Unfortunately, opportunities to attract consumer attention are often low.

For promotional items, you only need to give them a branded product once. Studies show that most people use the product weekly, and their brand is viewed at least 52 times a year. Promotional items actually increase brand awareness and recognition and save you from a lot of ‘leg work.’ It enhances the image of your company, develops a favorable impression of the advertiser and ensures frequent and permanent exposure.

Author's Bio: 

Jason R. Morton is the Founder, President, and Chief Executive Officer of Marketing Strategizers Promotional Products [], one of the nations leading suppliers of Imprinted Promotional Products & Apparel Solutions for businesses, corporations, non-profits, education, and governmental organizations.

Marketing Strategizers is the leader in developing Customizable Branded Solutions for every client.

Category: Business Advice, Case Studies, Marketing Inspiration, Promotional Product Articles
Tags: Business Retention, promotional items, promotional products, brand awareness,