Creative promotional products ideas

By Samantha O'Rourke

For as long as there have been professional trade shows and conferences, a massive industry has emerged for branded promotional products. Today, the right promo products provide a compelling and cost-effective way to make an impression and grow an organization’s brand and reputation.

Promotional giveaways also have the power to enhance other sales and marketing efforts, providing an opportunity for companies of all sizes to separate themselves from the competition by coming up with creative promotional products ideas.

Generally, the best promotional items to give away at a trade show or conference depends on a few factors, such as the target audience, industry and business objectives. With that being said, it’s also important for promotional products to be useful to the recipient and made with quality materials.

Are promotional products worth it?

Yes, promotional products are a worthwhile investment, especially for companies looking to make a big impression at their next trade show, conference or similar event. Consider the following benefits of promotional products:

• They help you to catch prospects’ attention. For most businesses, conferences and trade shows provide an unparalleled opportunity to increase brand awareness and recognition. While it’s unlikely that you’ll be the only business giving out promotional items with your logo on them, you can gain an advantage by providing something that is unique, made of quality materials and serves a distinct purpose. Doing so increases the chances of the prospect holding on to the item well beyond the event itself.
• They provide an opportunity to showcase your company, offerings and brand identity. Trade shows and conferences are busy events where prospective customers are likely to engage with and evaluate a number of different companies—including your direct competitors. Most attendees are there to network and learn about specific product or service offerings, but they’re also there to evaluate their options. By providing well-made and memorable promotional items, you can start a conversation, showcase what makes you unique and make a meaningful impression.
• They help you identify and target prospective customers and turn them into leads. Offering unique and worthwhile promotional products can help attract more prospects to your booth and start conversations, providing a near-instant, quantifiable return on your investment. When you offer something prospects actually want or will use, you increase the chances they’ll hold on to your promotional item well beyond the event. Since you’ve essentially started the conversation with prospects, you’ll be top-of-mind during their decision-making process.

Do customers want promotional products?

Yes! In fact, one recent survey opens in new window found that over half of consumers have a favorable opinion of companies that offer promotional products, going as far as to say they “love receiving promotional products.” There is, of course, a caveat worth mentioning—that customers really love creative and unique promotional items that are made of quality materials.

But they also want useful promotional items. This explains the steady popularity of categories like bags, drinkware and writing instruments. It’s also why, as Forbes opens in new window notes, “serious thought must go into whatever it is you plan to give away.”

What Is the ROI of Promotional Products?

Data indicates a positive ROI for promotional products, based on factors like the relatively low cost per impression (as low as 1/10 of one cent), far below other common forms of advertising.

While the exact return on investment of promotional products can be tricky to quantify, it’s not difficult to understand their benefits and value as a marketing strategy component. For example, a recent Promotional Products Association International opens in new window (PPAI) study found a positive connection “between consumers’ positive experiences with promo products and the high perceived value and quality that they associate with the corporate brand providing them.”

Quality is extremely important. The same study also found that a majority (70%) of consumers “tend to equate the quality of the promo product they’ve received with the reputation of the company that gave it to them.” They largely associate high-quality promotional products with high-quality companies, meaning there is a real opportunity and advantage for companies that choose to offer the highest-quality products.

How do I choose a promotional product?

When you choose the right promotional product for your next event giveaway, you can make a big difference to help grow your brand and attract new business. With tons of different promotional product categories, how do you choose the best promotional items for your small business? Fortunately, it doesn’t have to be complicated. Here’s a framework to help you select the best promotional items for your company to offer at its next event, in six steps:

1. Prioritize your objectives

One of the best ways to ensure a positive ROI for promotional products is by setting clearly defined and easy-to-measure objectives. Some objectives could include any of the following:

• Increasing brand recognition and reach
• Generating excitement around a specific product or service offering
• Engage your target audiences
• Filling your pipeline with new leads or newsletter subscribers

When determining your objectives, be sure to collaborate with stakeholders throughout the business, especially sales and marketing teams. That way, you can align your objectives and implement a cohesive strategy.

2. Consider your budget

At any organization, budget should be a part of the conversation around promotional products. While promotional products are generally associated with a positive ROI, that doesn’t mean you should spend your entire marketing budget on these items. Instead, focus on providing something interesting and useful, made with quality materials.

3. Understand your audience

One of the best ways to ensure a positive ROI when providing promotional products is by understanding your target audience and offering something they’ll truly want. Interestingly, recent research shows the ability for a promotional product to be influential does vary somewhat, based on demographic factors like age, gender, or geographic region.

Consider the following takeaways from a recent Advertising Specialty Institute opens in new window survey:

• Age: While you never want to stereotype any sort of grouping, the priorities of different generations vary when it comes to the type of promotional products they want to receive. Despite the fact that giving away promotional products is a traditional strategy, it might surprise you that even Millennials and members of Gen Z, express they are “more likely to perceive a brand in a positive way after receiving a promo product.” And while older generations value quality and utility, members of younger generations are interested in items they consider fashionable or funny.
• Gender: While men and women enjoy outerwear and performance wear, other items are more popular among specific genders. Women, for example, favor health and safety-related items, bags and drinkware as their other top promotional products to receive, while men prefer polo shirts, writing instruments and umbrellas.
• Region: Geography also plays a role in the types of promotional products consumers prefer to receive. For example, when you consider weather and climate, it’s not surprising that outerwear is popular in cooler regions, while performance wear is favored in warmer regions.

4. Compare your options

As you generate a list of creative promotional products ideas, you’ll want to take your time as you evaluate the advantages of each. Consider not just your target audience and business objectives, but also your budget. The best ROI tends to come from promotional products that are inexpensive to source but also useful and unique.

At 4imprint, we provide customizable, branded solutions across a wide range of categories, including apparel, bags, drinkware, stationery, technology accessories and more.

5. Showcase your brand

Without effective branding, promotional products are ultimately just products. Ideally, prospects will hold on to your promotional product well beyond the event, keeping your business on their mind as they work through decision-making processes.

The extent to which you customize these products is up to you—but you should try as much as possible to coordinate colors and fonts with your brand guidelines. As you browse the thousands of promotional product ideas on our website, keep in mind that they are fully customizable with your brand, colors, text and more.

6. Make an impression

The real, practical reason to offer promotional products at a trade show or conference is a strategic one: to attract prospective customers to your booth, engage them in conversation and convert them into leads. For companies that attend these events, it’s difficult to overstate the value of being able to interact with a large number of potential customers gathered in a single location. While it’s not quite shooting fish in a barrel, it’s still a huge opportunity to catch prospects’ attention and make a lasting impression.

The value of your promotional products, and their impact on achieving sales and marketing goals, is going to be limited if people don’t come to your booth in the first place. At 4imprint, in addition to thousands of customizable products, we also offer trade show materials and signage, including table covers, banners and signs, booth accessories and more.

What’s hot in promotional products?

To a certain extent, what’s hot really depends on the target audience and industry among other factors. That being said, there are some trends worth knowing about as you plan your next promotional product giveaway.

Among wide swaths of the population, usefulness is still the top factor in whether a consumer holds onto a promotional product for weeks and months after receiving it. By that measure, the hottest promotional products include those with the most use for the broadest demographic groups. And they’re the kinds of things you see at every trade show: bags, pens, mugs and so on.

Pivoting to what is hot right now, we can look to the preferences of Millennials and members of Gen Z, since they are the leaders and decision-makers of tomorrow. Based on new data from the 2023 U.S. Consumer Trends Report opens in new window, some of the things that characterize these groups include:

• Evolving attitudes toward money, technology and spending
• Increased preference for connecting with businesses digitally and comfort with making mobile purchases
• Prolific use of various social media networks and platforms
• Increased exposure to print and digital media advertising
• Increased choice when it comes to the companies they choose to do business with

What are some good promo items for these groups? A recent PPAI study opens in new window explored various trends and promotional products statistics relating to Gen Z, and found that “apparel (e.g., shirts, polos, pants, dresses, activewear, outerwear, etc.) is the most popular promotional product (63%) among Gen Zers, followed by fashion accessories (57%) and hygiene/grooming products (52.6%), highlighting a trend toward stylish, health-conscious and functional items.”

Simply offering the promotional product types people want to receive isn’t necessarily enough. Creativity and quality matter, too, as PPAI found that “quality remains a key driver for brand loyalty,” noting that “90% of Gen Z consumers are likely to recommend brands with high-quality promo products.”

By offering customized promotional products that align with the characteristics and preferences of your target audience, you can position yourself in a great position for winning their attention and converting them into customers.

Make the right impression at your next event

Don’t settle for poorly-made, cheap promotional items at your next trade show or conference. Instead, work with 4imprint, where you can customize thousands of unique promotional items with your logo and other branding elements. Begin designing your next promotional products with us today!