Effectiveness of Promotional Products Marketing

Promotional products are a form of advertising that combines a marketing message with a tangible item. Businesses and organizations use branded merchandise to support customer relationships, events, employee programs, direct marketing and many other promotional activities.

Unlike advertising that disappears after it is viewed, a useful promotional product may remain with the recipient and continue displaying the organization's name, logo or message while the item is being used.

Brand Visibility

Promotional merchandise can provide continuing brand exposure when recipients keep and use the products they receive. Items such as drinkware, bags, writing instruments, apparel and desk accessories may be used repeatedly in everyday settings.

Customer Appreciation

Businesses frequently use promotional products as customer appreciation gifts. A thoughtfully selected item can accompany a thank-you message, recognize a business relationship or support a customer loyalty program.

Trade Shows and Events

Promotional giveaways are commonly used at trade shows, conferences, conventions and corporate events. They provide exhibitors and organizations with a tangible way to introduce their brand and give attendees something they can take with them after the event.

Direct Mail and Marketing Campaigns

Promotional merchandise can be incorporated into direct-mail and customer outreach campaigns. Adding a physical item can help distinguish a mailing from ordinary correspondence and give the recipient something connected to the company's message.

Employee Recognition and Incentive Programs

Companies and organizations also use branded merchandise, gifts and awards as part of employee recognition programs. Service anniversaries, achievements, company milestones, meetings and special events are common occasions for presenting recognition items.

Selecting Products for the Audience

The effectiveness of any promotional campaign depends on more than simply putting a logo on a product. The item should make sense for the intended audience, the occasion and the message being communicated.

Consider usefulness, quantity, budget, imprint area and how the product is likely to be distributed. A trade-show giveaway may have very different requirements from an executive gift, employee award or community awareness item.

Promotional Products as Part of a Marketing Plan

Promotional merchandise can be used by itself or combined with other marketing activities, including events, direct mail, sales programs, customer appreciation, employee recognition and community outreach.

Garrett Specialties has been helping businesses and organizations select promotional products for more than 30 years. Our goal is to help customers choose merchandise that fits their audience, purpose and budget.