Promotional Products and marketing strategy

Promotional Products effectiveness in marketing strategy

Did you know that promotional products are more effective at motivating a call to action than traditional advertising such as direct mail, print and TV? Are they in your marketing strategy?

According to a BPMA* study its effectiveness is as much as 50% compared with direct mail (8%), online (7.9%), print (8.7%) and TV (16.9%). Surprising right? Promotional merchandise is on the rise as marketers start to understand the branding benefits AND cost effectiveness of using this highly valuable marketing tool and why they are a valuable part of marketing strategy.


Promotional products can be a complementary element of your marketing strategy for prospective and existing customers by building brand awareness. There is practically no limit on what can be branded today with a huge amount of products to choose from to reward loyalty, develop leads or to create a buzz at a trade show – and let’s be honest, most people love a freebie!

If you’re thinking about incorporating promotional products into your marketing plan, you should keep in mind:

  • The product relevance to your business – buy a gym bag to promote a fitness centre
  • Your audience – what is your message? Is it for new customers, conversion or awareness raising?
  • How will you use it? Mailed to customers, given at an event or as a gift?
  • Budget – be realistic but also think about quality. If you bought less products but targeted them more effectively, can you afford a higher quality item?
  • Link to social media – competitions, prize draw entries, sign-ups – make it work with the whole campaign

So, instead of just ordering branded pens when you have to use that last bit of budget on something (!), plan your campaigns with promotional products in mind – when used correctly it can make all the difference.

*British Promotional Merchandise Association

79% of recipients said they were likely to do business with the company in the future
8 out of 10 respondents said that a printed gift increases their awareness of the companies’ brand
Over three quarters of recipients said they kept a promotional item for longer than a year
Over half of respondents said their opinion of the company was more favourable after receiving their promotional gift
66% of respondents said they could remember the company on the promotional product they received during the last year

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