What makes a good promotional product?

By Samantha O'Rourke

Without effective strategies for increasing brand awareness, it’s difficult to grow a business. As companies find themselves allocating more of their budget to marketing, much of their time and energy goes into common digital marketing strategies, like search engine optimization (SEO), social media and other online advertising methods.

There’s nothing wrong with any of these strategies, as they can certainly drive a compelling return on investment (ROI)—and play a significant role in generating high-quality leads. However, not all marketing occurs online. Many companies also realize the importance of making tangible connections by attending events like trade shows and conferences, where they can shake hands with prospective customers and tell them about their company.

When people attend these events, they’re primarily looking to discover new products, services and brands. By providing prospective customers with promotional products—items customized with your branding and logo and then given away for free or as gifts—you can increase the effectiveness of your entire marketing program.

So, what are the best promotional items to give away? For an overview of what the best promotional products have to offer and some creative promotional products ideas for your business to consider, keep reading!

What are examples of promotional products?

Some of the most popular examples of promotional products include categories like stationery, writing utensils, drinkware, apparel and tech. These are just a few examples, so it’s important to understand what kinds of items your ideal customers would prefer to receive. No matter what you’re trying to achieve with promo items, 4imprint offers customizable products across dozens of distinct categories.

Why use promotional products?

Promotional products are an excellent way to increase brand awareness and make an impression with potential customers. Within the context of a trade show or conference, where consumers are often meeting with dozens of companies—including your direct competitors—promotional products enable your business to stand out.

Promotional products also provide a tangible reminder of your business, especially when recipients hold on to them well beyond the conference. What makes a good promotional product, though? Let’s explore the qualities of the best promotional items for a small business to give away—and how to choose the right item or items for your objectives.

How do I choose a promotional product?

Choosing the right promotional products requires companies to consider their own objectives as well as what customers might want to receive. Here’s a brief guide to finding the right product(s) to offer:

• Start by defining your objectives, so you can zero in on the products that best align with what you’re trying to achieve. For example, are you simply interested in expanding your brand’s reach—or are you trying to actively fill your pipeline with leads?
• Next, determine how much of your marketing budget to spend so you can narrow down your options to the promotional products categories that provide the best ROI at the right price. That doesn’t mean spending money on promotional items that are cheaply made, though. 4imprint can help you find a great quality option to fit your budget.
• Consider your target audience, so you can find promotional products that will resonate and present your business in the right light.
• Finally, as you browse your options, keep an eye out for creative promotional products ideas for your business and its customers. Especially at larger conferences, you won’t be the only company giving away free items—so think carefully about what you offer. That way, you can make sure your business stands out from the competition.

For more information about the most effective promotional products, consider reviewing ASI’s Ad Impressions Study opens in new window. It compares various types of promotional products, quantifying their impact and effectiveness in terms of metrics like number of impressions, cost per impression, popularity and more.

What are the best promotional products for 2025?

There are several ways to gauge different promotional products’ relative effectiveness, including by measuring their ROI, longevity and impact, among other factors.

According to ASI’s annual Ad Impressions Study, the top 10 products by percentage of customers more likely to do business with the company that gave them a promotional item include:

1. Outerwear/fleece (41%)
2. Performance wear (41%)
3. Power banks (40%)
4. T-shirts (37%)
5. Umbrellas (36%)
6. USB drives (31%)
7. Writing instruments (30%)
8. Drinkware (30%)
9. Polo shirts (29%)
10. Bags (26%)

You can learn much more about these—and other promotional products categories—by reviewing the original study opens in new window.

What characteristics do the best promotional products have in common?

There are at least three qualities the most effective promotional products examples have in common:

1. They’re useful: The longer customers hold on to promotional items, the better the chances they’ll remember your company and consider you when they’re ready to discover new products and services. Prioritize useful promotional items as you consider the possibilities.
2. They’re unique: If you’ve been to many conferences, you’ve probably realized that a lot of companies tend to give out the same types of promotional products year after year. If you really want to stand out, try to think outside the box and offer something different.
3. They’re made of quality materials: Even the most useful or interesting promotional product is ultimately destined to be forgotten if it’s cheaply made. Additionally, many consumers equate the quality of their promotional products with the quality of the company that provided it, so settling for cheaply made promo items is not recommended.

Browse 4imprint’s high-quality, customizable promo items

At 4imprint, we carry useful and unique promotional products you can customize with your company colors, logo and other branding elements. With dozens of categories to choose from, you can certainly find something that your prospective customers will love. And when you work with 4imprint, you can trust you’ll receive high-quality items, delivered on time—backed by our 360° Guarantee_®. Browse our categories list to get started today!