Use promotional gifts to improve your business marketing strategy

Written by Azza Hawash

Use promotional gifts to improve your business marketing strategy

promotional gifts

Many wonder if investing in promotional gifts is worth it now that digital advertising has taken over the marketing world. Here’s how effective freebies can be and the impact they can have on your business marketing strategy.

Definition of promotional gifts

Even if you’ve never sent promotional gifts before, you’ve probably encountered them throughout your life as a consumer. Basically, products or freebies are branded goods that many companies offer completely free of charge to their target audience. The primary purpose of these products is to generate interest and generate buzz, thus serving as a great promotional vehicle.

What is the purpose of using promotional gifts in marketing?

Branded merchandise should inspire people to take action by choosing a particular company over all of its competitors. Instead, promotional gifts should at least help people remember the brand, so they will choose it and engage with it at some point in the future.

Promotional gifts come in many forms

From simple plastic pens and cups to eco-friendly plant pots. The idea is that it must be beneficial to the recipients for its impact to be truly felt. Otherwise, they may quickly end up in the trash, without realizing their full potential.

Of course, the meaning of branded merchandise goes beyond freebies. They are, above all, a reflection of the company offering these products. Therefore, when deciding on the ideal promotional gifts, companies need to take into account quality, overall appeal, and perceived value. This is one of the keys to driving a marketing campaign to success and getting a satisfactory return on investment.

The role of promotional gifts in enhancing brand image

The digital age has changed the entire world, so businesses are now struggling every step of the way to retain customers. However, striving for greater ROI does not necessarily require endless advertising on television. Promotional products still offer a high ROI in marketing due to the way they influence the audience.

According to a 2019 case study conducted by the Advertising Specialist Institute (ASI), branded merchandise can still impress consumers. The study showed that they were approximately 2.5 times more likely to think positively about products with tangible brands than ads.

Even better, promotional products can remain in the recipient’s possession for approximately seven months on average. As long as it’s well-made and useful to your target audience, your branded merchandise can continue to generate impressions for months.

Why would your target audience want them?

The great thing about branded merchandise is that it is very popular with consumers when the design and purpose align with their wants and needs. But this appeal becomes even more important for your company if you consider the psychological effects products can have on your audience.

For example, free gifts provide people with a general sense of accomplishment. Once they have it after an event or after a purchase, they feel as if they did something right. Even though the products are free, people feel that they have earned them somehow. Such a positive feeling can allow your company to flourish further by planting the seeds of loyalty at the beginning of the company-customer relationship.

And let’s not forget the principle of reciprocity here. It is ingrained in our minds that once we receive something, we must give something back. Consumers are less likely to give their free gifts to companies to maintain direct reciprocity. The two ways they can “give back” is by becoming a customer and/or using the product and sharing it with others. Both options are a win for your business!

How to choose the perfect promotional gifts for your business

In order for your branded products to serve their purpose, you must carefully consider which products you will choose and why. In short, this boils down to:

Identify your target audience and learn as much as possible about them:

Keep their ages and main interests in mind, but try to be specific to ensure success.

Agreeing on the budget:

Consumer-facing companies typically allocate between 5% and 10% of their revenue to marketing their products. This budget should also include branded merchandise; You need to decide how much money you are comfortable spending on freebies. Naturally, you need to take into account the occasion, the type of consumer you are looking to impress, and other factors to decide on a cost-effective product that will give you the greatest return on investment.

Narrow the list to a few items:

Once you have a few favorites, compare them to find a product that fits your brand and your audience’s needs. Consider design and typography here as well; This can easily push some products up or down your list.

Consider distribution options

Of course, you should decide how many products you will need for your gift. You should also consider whether or not the product itself suits the occasion. The good news is that there are plenty of events where branded merchandise comes in handy.

Trade events, such as trade shows, are an excellent opportunity to wow an audience with your free gifts. At the same time, even events like holiday parties can benefit from some freebies and should get everyone excited!

Another way to distribute merchandise bearing your brand is through various giveaways and contests. Consider using social media to your advantage here to generate desire in your target audience. Use this to convince them to like, share, follow, and even tag other people who can participate as well. All this exposure should help you create a well-deserved buzz around your business.


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