The Psychology of Sales: A Deep Dive Into Promotional Giveaways

There is a simple reason promotional giveaways have remained part of business marketing for so long: people generally enjoy receiving something useful. A branded product gives a customer, prospect or event attendee something tangible to take with them after an interaction with a business.

The effectiveness of a giveaway, however, depends on more than simply handing out free merchandise. Product selection, usefulness, timing and relevance to the audience all contribute to how the item is received.

Why Free Products Get Attention

A giveaway changes an ordinary marketing interaction by giving the recipient something they can physically take away. At a trade show, grand opening, community event or sales meeting, that can provide another way for a business to introduce its name and message.

The item does not have to be expensive to be appropriate. A simple pen, keychain, cup or other useful product can work well when it fits the audience and purpose of the promotion.

Usefulness Makes a Difference

When choosing promotional merchandise, consider what recipients are likely to use. An item that serves a practical purpose has an opportunity to remain with the recipient after an event or promotion has ended.

The right choice varies by audience. Drinkware may be suitable for an office or event, while bags can be useful at trade shows. Sports-related merchandise may fit an athletic program, and desk accessories may be appropriate for business customers or employees.

Connecting the Giveaway to Your Brand

A promotional product works best when there is a logical connection between the item, the organization and the audience. Businesses can consider their industry, event theme, customers and marketing message when selecting merchandise.

A veterinarian might choose an animal-shaped item, a financial company might select a desk product, and an organization sponsoring an outdoor event might consider reusable drinkware, bags or other merchandise suited to the occasion.

Creating a Memorable Interaction

Promotional giveaways can also give businesses a natural reason to interact with customers and prospects. At an event, merchandise can be distributed during conversations, demonstrations, contests or other activities.

Unusual shapes, clever themes and products connected with the event can help make the interaction more interesting. The goal is not simply to choose the most unusual item available, but to find something appropriate that complements the promotion.

Promotional Products and Lead Generation

Giveaways can be incorporated into lead-generation programs when appropriate. Businesses may provide an item to event attendees, use merchandise as part of a contest or promotion, or combine a giveaway with other marketing activities.

When collecting customer information, businesses should clearly explain what information is being requested and how it will be used. The promotional product should complement the campaign rather than replace a clear marketing message.

Don't Forget Existing Customers

Promotional merchandise is not limited to attracting new customers. Businesses can also use products for customer appreciation, anniversaries, special events, loyalty programs and other occasions involving existing customers.

The same principle applies to employee recognition. Merchandise can be selected for company meetings, employee appreciation, service anniversaries, safety programs and other internal events.

Match the Product to the Occasion

Trade shows, conferences, company picnics, sporting events, fundraisers, schools and corporate meetings can require very different promotional products. Before ordering, consider where the merchandise will be distributed and what recipients will be doing when they receive it.

Also consider quantity, budget, available imprint area, production time and shipping requirements. Planning these details in advance can make product selection much easier.

The Product Is Only Part of the Promotion

Promotional merchandise works alongside the rest of a company's marketing. A giveaway can carry a logo or message, but the product should support the larger purpose of the campaign.

Start by identifying what you want the promotion to accomplish and who you want to reach. Then choose merchandise that makes sense for that audience, occasion and budget.

Promotional Giveaways From Garrett Specialties

Garrett Specialties has been helping businesses and organizations select promotional merchandise for more than 30 years. Our selection includes products for trade shows, customer appreciation, employee recognition, corporate events, schools, fundraisers, community programs and many other promotional needs.

If you need help choosing promotional giveaways for an upcoming campaign or event, call Garrett Specialties at 1-800-320-1510.