How Effective Are Promotional Products?

When putting together a marketing strategy, adding promotional products into the mix seems like a good idea on the face of it. They help build brand awareness, they offer something tangible for customers and clients to interact with and they can help boost employee morale too. 

If you have already heard this conventional marketing industry wisdom but want to dig a little deeper and find out what the statistics say, then this is the article for you. In what follows, the Curious Vision team is going to be looking at just how effective promotional products really are.

Brand recognition

According to a study conducted by the British Promotional Merchandise Association (BPMA), 83% of individuals surveyed could recall the advertiser of a promotional product, highlighting the lasting impression created by physical items. This increased brand recall is a crucial aspect of fostering brand loyalty and attracting new customers, which is why promotional products are always a safe bet if this is a metric you want to boost.

Customer loyalty

Branded merchandise plays a pivotal role in building and maintaining customer loyalty. In a survey conducted by Promotional Products Association International (PPAI), 79% of those surveyed stated that they were more likely to do business with a company after receiving a promotional product. This demonstrates the positive impact that tangible items can have on establishing a connection between a brand and its customers, because promotional products make us feel special.

Cost-effective strategy

Compared to traditional advertising channels, branded merchandise is often considered a cost-effective marketing strategy. According to the Advertising Specialty Institute (ASI), the cost per impression (CPI) of promotional products is lower than television, print and online advertising. 

This is particularly interesting because you would normally presume that introducing quality physical products into your marketing strategy would carry a high price tag. However, you have to remember that while a product like a branded tote bag may be owned by one person, it could be seen by thousands, so the cost per impression falls dramatically.

This affordability makes branded merchandise an attractive option for businesses looking to maximise effectiveness with their marketing budget.

Employee engagement

Branded merchandise isn’t limited to external marketing, it also plays a crucial role in internal branding efforts. For example, a survey by the Incentive Research Foundation found that 71% of employees who received branded merchandise as part of a recognition program felt more appreciated. This demonstrates that such items can contribute to a positive work culture, fostering employee satisfaction and engagement.

It can also help employees develop a closer connection with the company they work for and serves as a regular reminder of their connection to that company because they own an item that they value with the company’s branding on it. This is particularly important with today’s hybrid working patterns as it’s easy to feel adrift and out of touch with remote working.

Curious Vision is the UK’s leading supplier of bespoke promotional products. Our marketing and design experts can help you figure out the right strategy for you, then bring it to life with products that tell your brand’s story. Give us a call today for more information.