How do promotional products increase sales?

By Samantha O'Rourke

Over the past decade, companies have increased spending on digital marketing methods. This shift makes sense, considering more business is occurring through online channels.

Despite this trend, there are strong reasons to incorporate traditional marketing methods in your business strategies. One effective approach is offering branded promotional items at trade shows, conferences and similar events. This method boasts several advantages—especially when it complements other strategies—including a low investment cost and high potential for growing brand awareness and increasing revenue.

Businesses clearly agree, as promotional product sales hit a record $26.6 billion in 2024 opens in new window, a 1.8% increase over the prior year, according to research from the Advertising Specialty Institute. Even in an uncertain economy, companies keep investing in promo—because it works.

Here’s an overview of how and why promotional products work effectively as a sales booster, along with tips for finding the best promotional items to give away at your next event.

What are promotional products used for?

Branded promotional items serve a wide range of purposes, including growing brand awareness, generating interest in new products or services and showcasing what makes your brand stand out from competitors.

One of the best uses for promotional items is to give them away at trade shows, conferences or events where your brand can connect with many prospective customers, actively seeking new products and services.

Other effective uses of promotional items include handing them out at prospect meetings or product demos, or as a way to show existing customers how much you appreciate them—and their business! Additionally, many companies promote and strengthen workplace culture by rewarding employees with branded apparel and other logo products.

What are the benefits of promotional products?

Promotional products increase sales by capturing attention, delivering everyday value and setting your brand apart from competitors.

In fact, a PPAI consumer survey opens in new window found that 73% of consumers prefer promotional products over any other form of advertising—proof that a well-chosen giveaway can cut through the noise in a way traditional ads simply can't.

1. They capture attention: According to the Promotional Products Association International (PPAI), promotional products are something customers enjoy opens in new window. When you realize that 59% of consumers opens in new window would “rather receive a useful promotional product than be exposed to ads on television, social media, radio and other forms of advertising,” it makes sense the promotional products industry continues to grow opens in new window. You may not be the only business giving away promotional items, but by choosing the right products—and customizing them in creative ways—you can set yourself apart from the rest.

2. They increase brand awareness: Not only do customers enjoy receiving promotional items—but also tend to hold on to them longer than you might expect. Promo items influence how consumers view your brand, as well as the decisions they make. According to one study opens in new window:

   • 65% of consumers keep promotional items for at least a year

   • 48% say they are more inclined to work with companies that give away promotional items

   • 83% are able to recall the names of companies that gave away their favorite promotional items

3. They expand your reach: A broader reach increases opportunities to grow your brand and boost sales. Recent PPAI research shows that just over 60% of consumers either somewhat or strongly agree with the statement “I would look up a brand I don’t know about if I received a promo product.” Within the same study, a similar percentage of consumers also agreed they “would think positively of a brand” if they were to receive a promotional item from them.

ASI's Global Ad Impressions Study opens in new window found that more than half of consumers keep some of the promotional items they've received for at least five years—and 40% have held on to a promo item for over a decade. That's years of repeat brand impressions from a single giveaway.

What are some good promotional products?

The best promotional items your company can give away are both creative—capturing prospects' attention—and useful, ensuring they are kept longer. Additionally, these items should be well-designed and high-quality.

Some popular promotional product categories include:

• Apparel: like T-shirts, polos, activewear and outerwear

• Writing Instruments: including pens, pencils and highlighters

• Drinkware: think water bottles, travel mugs and pint glasses

• Stationery: such as notebooks, notepads and calendars

• Tech Accessories: like power banks, charging cables and flash drives

This list represents just a fraction of the wide variety of promotional products available. The options are extensive, allowing you to find items that perfectly align with your brand and resonate with your target audience.

For a more detailed look at specific promotional products and their effectiveness, explore ASI’s 2023 Ad Impressions Study opens in new window. This resource breaks down promotional product categories and ranks them based on data, including but not limited to, impressions generated and cost per impression.

At 4imprint, we sell thousands of unique promotional products to help you win customers and grow your business. Browse our website to see our full selection of high-quality, customizable products today!

Samantha O'Rourke

Samantha O’Rourke is an experienced SEO digital analyst and copywriter with a decade of expertise in the promotional products industry. With a strong foundation in marketing and a keen eye for emerging e-commerce trends, she stays on top of what’s new and noteworthy in 4imprint’s product offerings. As a regular contributor to 4imprint’s blog, Samantha offers insights on how businesses can use promotional products to stand out, connect with their audiences and succeed in a crowded marketplace.

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