What is an advantage of using promotional product marketing?

By Samantha O'Rourke

If you’re a marketer, you know the importance of being flexible in adopting innovative new strategies as they emerge. It’s all about remaining competitive and using marketing budgets in the most efficient and effective ways possible. Organizations have access to detailed information about where their consumers are, what they’re looking for, and other insights they can use to enhance their marketing efforts.

You might be surprised to learn that, even amid the rise of digital marketing methods, traditional marketing strategies—giving away branded promotional items, for example—still hold weight. The Promotional Products Association International (PPAI) research shows that more than three-quarters (78% opens in new window) of modern consumers “enjoy receiving free stuff from companies and brands they love,” and “nearly 73% want to receive promo products more often.”

There’s nothing necessarily new about the idea of using promotional products in marketing, with examples going back decades. But now we know more precisely what the best promotional items to give away have in common and how to maximize the benefits of promotional products for the best return on investment (ROI).

What is the importance of promotional materials in growing your business?

You can’t successfully sell products and services, let alone grow a business, without a promotional strategy. In order to generate brand awareness and connect with consumers, companies often consider a wide range of specific promotional activities and materials.

Whether they are promoting their overall brand or specific products or services, the aim is the same: to spark people’s interest and, ultimately, convert them to paying customers.

What is the promotional products industry?

As you might expect, an entire industry has emerged, providing customizable promotional products for organizations looking to increase brand awareness and complement other marketing initiatives. 4imprint offers a wide range of customizable, high-quality promotional products with your logo and other branding elements. These items can then be given away at prospect meetings or product demos, trade shows and conferences, and to existing customers to drive loyalty.

What is PPAI?

PPAI is the Promotional Products Association International, a not-for-profit organization founded over 100 years ago. The Promotional Products Association International is the trade organization of the promotional products industry, serving as a “global leader connecting you to the promotional products marketplace,” as described on their website opens in new window.

What are the advantages of promoting a product or service with freebies?

Giving away branded promotional products can provide several benefits for an organization, including the ability to:

• Make an impression and get potential customers’ attention.
• Showcase your brand in an interesting way.
• Start valuable conversations that can lead to productive business relationships.
• Demonstrate appreciation and increase customer loyalty.
• Be remembered by prospects when making business decisions.
• Optimize the marketing budget with a low-cost, high-ROI strategy.

Promotional products are withstanding the test of time, as research shows that members of Gen Z also have a positive view of these items. A recent PPAI study opens in new window uncovered some compelling promotional products statistics, including that a majority (68%) of Gen Z report that “branded merch has a positive impact on brand perception.” It was also found that 63% say they’ve “purchased a product or service influenced by a promotional item,” and 51% “follow brands specifically for their promo products or giveaways.”

What is a disadvantage of promotional products marketing?

There really aren’t any serious disadvantages—assuming your budget is in good shape and you think carefully about what promotional products to offer. For the best results, you’ll want to look for products that are useful and interesting but also made of high-quality materials.

Especially at a trade show or conference, you won’t be the only company offering free promotional items, so be strategic about what you provide. Think carefully about what people will keep and use. It’s not that consumers don’t want promotional products—they just want them to be useful and of decent quality. It’s important to balance budget-consciousness with usefulness.

What are the best promotional products to give away?

You’ll always want to factor in the preferences of your target market, but generally speaking you can’t go wrong with products that are useful. For example, many people prefer gifts like branded pens and pencils, bags, drinkware, charging devices and other tech accessories.

At 4imprint, you will find a wide range of highly customizable products you can use to successfully promote your brand! We can even help you come up with ideas for the right advertising elements to bring your brand to life. To get started, you can visit our website to browse our full selection!

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.