How to Wow & Win Customers with Promotional Swag
- June 8, 2023
- 9 min read
- By Sabeeha Banu
TABLE OF CONTENTS
In the dynamic digital media ecosystem, brands vie for consumers’ attention. It becomes challenging to connect with customers since their attention spans are getting shorter owing to the abundance of products available. In essence, marketers have a brief window of time to grab the audience’s interest before they scroll past to another product.
If we cast our eyes around, we probably see a promotional item or many.
Nowadays, it has become common to see social media influencers hawking merchandise, HR inundating branded merchandise to employees, and startups splurging on bags to commemorate their IPO.
It’s interesting to realize that there are more uses for products with logos today than there were even ten years ago, which indicates that the market for promotional goods is growing.
Therefore, firms should now resort to promotional products as a successful marketing tactic to grab consumers’ attention.
Breaking into the Promotional Products Industry
Often referred to as swag or giveaways, promotional products are branded objects featuring a company logo, phrase, or motto used in marketing, sales, and advertising. Promotional products broaden the target market, promote products and services, and raise brand awareness. Typically, businesses give free promotional items to their audience, employees, and clients at trade shows.
Promotional products evoke positive emotions in the target audience. The customer feels happy, curious, appreciated, and connected when they receive promotional products. Through emotional engagement, brands establish a connection between their products or services and their target audience, which is the precursor to a purchase.
The Most Popular Promotional Products
Depending on the organization’s needs, industry, and customer base, promotional products are of many forms. Promotional products measure through impressions over the lifetime of the item.
The number of lifetime impressions is a good indicator of how effective promotional products are. It is crucial to consider how long promotional and marketing products will last. A promotional product can maximize the number of lifetime impressions and possible organizational gains if it is kept and used for a long time.
Based on anticipated lifetime impressions, PPAI claims that the following promotional goods are the most well-liked and successful:
Outerwear — Rain slickers, jackets, and windbreakers can achieve an estimated 6,100-lifetime impressions.
T-Shirts — T-shirts can achieve an estimated 3,400-lifetime impressions.
Headwear — Hats, visors, and similar headgear achieve an estimated 3,400-lifetime impressions.
Bags — Backpacks, and tote bags can achieve an estimated 3,300-lifetime impressions.
Stationary — Pens, notebooks, and pencils can achieve an estimated 3,000 lifetime impressions.
Polo Shirts — Polo shirts can achieve an estimated 2,300-lifetime impressions.
Drinkware — Coffee mugs, water bottles, and glassware can achieve an estimated 1,400-lifetime impressions.
Umbrellas — Umbrellas can achieve an estimated 1,100-lifetime impressions.
Calendars — Calendars can achieve an estimated 850-lifetime impressions.
Why Do Businesses Need to Branch into Promotional Products?
Promotional products are a powerful marketing tool. However, before using promotional products, businesses need to assess their goals. An organization can reap the benefits of promotional products when giveaways add value to the consumer and effectively communicate the brand message.
The following PPAI statistics demonstrate the effectiveness of promotional products as a marketing tool:
- Consumers are willing to take action to get promotional products.
- 88% of consumers who got a promotional product could recall the brand
- 96% of customers want to be informed when a business plans giveaways.
- 80% of consumers react strongly to promotional and marketing products.
- Consumers relate a brand's reputation with the caliber of its promotional products in 72% of cases.
- Promotional products rank as a highly effective marketing strategy by 70% of brands
Promotional products are a tangible tool that addresses a range of marketing issues, such as amplifying attempts to engage employees and raising brand recognition. They offer high ROI due to the impact on the public.
Freebies Put the ‘Emotion’ in Promotion
Everyone loves free stuff. However, does it provide enough buzz for a brand to give out these gifts?
People often forget an advert on TV or billboard in a few seconds. However, a gift from a brand stays with the user. Promotional products elicit emotions. For instance, when you give a consumer a customized gift, they interact with your brand rather than just seeing it in an ad.
Freebies give people a feeling of accomplishment in general. Such an experience helps businesses grow by cultivating loyalty by establishing the business-customer connection.
A personalized promotional product imprinted with a distinctive logo, tagline, or text aid in achieving many business goals:
- Keeps the brand in the minds of the customers
- Increases a customer’s loyalty
- Celebrates clients and employees
- Encourages and promotes attendance at events, booth visits, and in-person interactions
- Extends face-to-face communication beyond a single meeting
Tapping into Promotional Products to Fuel Branding
Promotional goods are a powerful advertising tool for businesses. Below are the four benefits of promotional products that boost marketing.
Attract More Eyeballs
Companies can increase the efficiency of their marketing campaigns and draw in new clients by using promotional handouts and thoughtfully crafted swag boxes. They are a great way to increase eyeballs on the brand and create more awareness.
Branded merchandise acts as a marketing tool that allows brands to ensure that people will get to know their products. It increases the chances of the audience recalling the brand.
Freebies are enticing and can increase sales. Half of the people who receive promotional products engage further with the advertiser.
Promotional products serve as lead generators in addition to being branding tools. These products have demonstrated the ability to leave a lasting impression on clients.
Therefore, working with brilliant designers has an immeasurable benefit because great designs are one of the things that draw in new customers. After falling in love with the brand, consumers eventually become paying customers.
Enhance Employee Engagement
When employed correctly, promotional products are an efficient external marketing method for elevating a brand among internal stakeholders of the business. Promotional products help to build relationships with employees and can increase brand loyalty. They improve a company's reputation.
Employees find it easier to connect with a company that invests in meaningful gifts that make them feel valued. The Promotional Products Association International (PPAI) reports that 57% of American workers would stay with a company longer than one that didn't provide branded things to its staff.
Act as a Business Card
Business cards are an essential marketing tool that promotes brand awareness while establishing a connection with people. Promotional products with a brand name can act as a business card by introducing the brand and its services to consumers.
When distributing promotional products, businesses can introduce themselves to broader prospective buyers.
Promotional handouts include contact information, just like business cards. They bear the brand and graphics of your business together with a message that conveys your marketing strategy.
As a result, consumers can use the tangible brand-named product as a useful business card on a daily basis.
3 Ways to Align Your Market Presence Through Your Promotional Products
Every brand aspires to be distinctive in today's competitive business environment. Therefore, businesses need to understand who they are, what makes their product stand out from the competitors, and how they add value for the customer. Here are the three ways to align market presence through promotional products.
Ensure Brand Relevance
It's crucial to select a giveaway item relevant to the brand and encapsulates what your company does. Your target market will find it simpler to relate your brand to the product they have purchased. For example, T-shirts are a popular promotional item, but if the company doesn't perform promo shirts, they might not be the best choice.
Understand Buyer’s Personas
A consumer interacts with a brand through many touchpoints, and there is a potential to increase brand awareness, trust, and loyalty. Therefore, businesses need to recognize every stage a customer goes through. From the time they first learn about the brand until they make a purchase. Once a company has accomplished this, they ensure that their promotional products create an emotional connection.
Establish Competitive Advantage
Businesses must be explicit about the advantages their promotional products offer to customers. They have to be upfront with customers about how the product will benefit them and improve their lives. By highlighting these advantages, brands make it simpler for customers to consider choosing their product over others.
Winning the Giveaway Game
If a promotional item is fun, practical, and stylish, people are more inclined to keep and use it. Mix fun in your swag with a dash of functionality to appeal to the social media-savvy audience. The third factor is to remain trendy. For instance, today's consumers are fun-loving while also being responsible. Customers love a brand that promotes ecologically friendly promotional items and cares about the environment. The industry witnessed a surge in sustainable promo product sales last year by 20%. Therefore, brands must use eco-friendly products to capture the attention of their target audience.
Promotional products remain a powerful marketing strategy. Whether you call them swag, branded goods, or promotional products, promo products are a fantastic way to engage with customers and demonstrate your concern for them. These freebies increase brand recognition. These products are also great for attracting a loyal fanbase and increasing sales.