Efficient ideas for promotional products

There are many factors to consider when choosing products to display your brand. Whether it’s for environmental reasons or you simply want to make your budget go further – we have some ideas for promotional products to ensure your next campaign is as efficient as possible.

A few years ago, the British Promotional Merchandise Association (BPMA) conducted research which evidenced a direct correlation of advertising with promotional products, and improvements in brand recognition and sales.

87% of the business people surveyed said they had kept a promotional item for longer than 12 months, with usefulness the core reason for retaining it. Meanwhile, 66% of participants claimed they could recall the brand on the promotional product received within the past 12 months.

It proves that those ‘freebies’ you send to clients, or give away at events, really can make an impact.

Whether the aim is awareness, new business, lead nurture or customer loyalty – promotional products have their part in many marketing and retention strategies.

Seek the alternative

Since the BPMA research was published, environmentally conscious consumers are changing their behaviours and attitudes towards practices such as single-use plastics – something which in the past has been synonymous with many promotional products.

We all, including marketers, have a responsibility to look after our environment, which is why manufacturers have been developing plenty of alternatives to single-use plastics.

Look for products made of materials such as bioplastics or recycled paper, or which combine this with function – for example, recycled reusable travel mugs (instead of coffee cups).

Being clear about what a product is made from is another subtle way to demonstrate that you are acknowledging this important issue.

Match the merch with major events

There’s a reason why pens or mugs are popular – they are useful. However how do you stand out amongst the many other brands already doing this? Planning and aligning promotional products around specific events or times of the year could help with this.

If you are exhibiting at a specific conference – what is it that conference delegates might need at that event? (Maybe a phone charger?). If it’s a virtual event, is there anything you could send them as a follow-up?

If the event is outside, could your giveaways help protect visitors from the elements? (Think ponchos, umbrellas or sun cream!)

On a similar theme, could your promotion help to make life for office or home based customers a little easier or more fun? (Think handheld fans to keep them cool in summer, or stress relievers to help them stay calm).

Promote social

You will need to keep the call to action simple on some promotional products, especially if there is limited space to print on. With this in mind, why not use your promotional products to promote your social media channels rather than a website or phone number?

By simply printing the link or social handle (or hashtag) on the products themselves, it raises awareness of your brand as well as promoting another key tool you can use to communicate with your customers. Further still, you could also consider using promotional products as a ‘thank you’ to those who have followed your accounts.

Reach out to influencers

Switching from large orders of mass-produced cheaper items in favour of using fewer but better targeted, higher quality promotional items, is another option to help improve efficiency.

For example, a great way to connect with an influencer or a brand you want to partner with is to start the conversation by sending over a promotional item. Include a message that lets them know you’d love to start working with them, why, and a brief outline of what your partnership could look like.

You could also send this type of branded product to potential leads who might need a nudge towards a purchase.

Engage customers in social challenge

Using eco-friendly promotional products can help rouse your customers’ social conscience, but crucially also helps them overcome it. Show that you support them taking action to develop better sustainable behaviours by giving away items such as reusable water bottles or shopping bags.

If people feel great using these items, or want to be seen using them, they are more likely to remember you because you’ve helped them make that positive change. If you want to take this approach further, developing a brand identity around eco-friendly items will also send a consistent message to people about the true values and ethos of your business.