Why are promotional products effective?

By Samantha O'Rourke

If there’s one thing every marketer has in common, it’s that their success largely hinges on their ability to find cost-effective ways to increase brand awareness, generate leads and create loyal customers.

Every year, companies spend untold sums of money trying to pin down the optimal mix of marketing methods. From digital strategies, like paid advertising and search engine optimization, to attending trade shows and other industry events, they have plenty of options to consider.

One method we want to talk more about centers around branded promotional products, which companies hand out at conferences and trade shows, or when meeting with prospects.

The good news is that the best promotional items to give away don’t necessarily cost much, meaning it’s relatively easy to experience the benefits of promotional products. For example, items like writing instruments and drinkware can deliver a significant ROI thanks to their low costs.

Does promotional merchandise work?

Yes! Branded items are often a cost-effective way to yield significant results, meaning a line can be easily drawn between promotional products and marketing success. Promotional products are especially effective when used as a component of broader marketing strategies—or given away at high-traffic events like industry conferences or trade shows.

What are the benefits of promotional products?

Unlike traditional mediums, like paid advertising and search engine optimization (SEO), promotional products are tangible—and have staying power. If you’re looking for promotional products statistics as proof, consider the following reasons behind the power of promotional products:

• Promotional products are cost-effective. Branded promotional products generate impressions, with a low cost per impression. You can’t go wrong with customized T-shirts (5,000+), headwear (3,000+), drinkware (3000+) or writing instruments (2,000+)—according to ASI’s 2023 Ad Impressions Study opens in new window. On average, most promotional products also cost less per impression than other forms of marketing. For example, writing utensils might cost as little as 1/10 of a cent per impression; insulated travel mugs and branded umbrellas also cost less than a cent per impression.
• They help your brand connect with consumers. When it comes to making an impression and positioning your brand as one that values every customer, giving away promo products can be more effective than business cards, especially in a trade show or conference environment. For best results, choose useful and interesting promotional products made of high-quality materials, to ensure longevity. There are certain promotional products—like outerwear, drinkware, calendars and umbrellas—that over half of consumers keep and use for a year or longer!
• They lead to new business. Marketers are looking for assurance their advertising investment will result in new customers. According to ASI’s study, there are at least a dozen promotional product categories that directly link to an increased likelihood of recipients doing business with the imprinted company. Some of the most effective categories include performance wear, power banks and T-shirts.

What are the best promotional items for a small business to give away?

There are several factors to consider, one of the most important being usefulness. If you want consumers to hold on to your branded promotional items, explore options that serve a purpose—like writing utensils, drinkware or apparel.

Prioritize items made of high-quality materials, as a majority (70% opens in new window) of consumers, “equate the quality of the promo product they’ve received with the reputation of the company that gave it to them,” according to research from the Promotional Products Association International (PPAI).

How do I find the best promotional items company to work with?

Where and how you decide to source your promotional products can make a big difference in their overall marketing effectiveness. For the best results, you’ll want to prioritize working with a company that:

• Provides dozens of categories of customizable promotional products, to fit virtually any audience, strategy and budget
• Makes graphic design easy for the customer
• Offers high-quality materials in their product lines
• Guarantees the quality and on-time delivery of your customized items

4imprint offers certain delivery, value and happiness! Visit our website to browse the full range of promotional products categories. You can also browse new and hot products if you’re looking for inspiration. Still have questions? Check out our FAQ page, or reach out to us with any questions you have. We’re here to help!