Are Promotional Products Still Relevant?
Stacey Novick, Account Executive, contributed this post on promotional products.
The $22 billion promotion industry is constantly changing to keep up with current consumer trends and the types of promotional products, whether premiums, branded merchandise or custom logo apparel, are also changing. Knowing that social media, gaining followers or having a commercial go viral are probably forefront on your mind, we want to provide you with some information on why promotional products are still relevant for you and your clients. Marden-Kane can recommend and help you source, procure and fulfill promotional products for any type of promotion.
So what exactly is a premium, and how can they benefit you or your clients? Wikipedia defines premiums as: a promotional item; which can be toys, collectibles, souvenirs or household products that are linked to a product.
Premiums fall into 3 categories:
Free Premiums: Gifts/rewards consumers receive after making a purchase. They can be given to consumers at retail, at an event such as a concert/festival, sent through the mail after receiving the required proof of purchase, or even downloaded. The digital era has opened the doors for the online gaming industry and it is not unusual to find offers for free game downloads or free game trials accompanying new gaming purchases. These premiums can also be used with the B2B industry for handouts at trade shows and after sales presentations.
Self-Liquidating Premiums: These premiums have a monetary requirement; consumers are asked to pay all or some of the price of an item and/or shipping/handling fees.
In-Pack/On-Pack Premiums: These gifts/rewards are included within or on the package, usually smaller items. They offer immediate gratification and can impact at point-of-sale due to visibility.
Promotional products provide a tangible, lasting memory of a relationship with your brand. They deliver an extremely high rate of recall and brand awareness providing a positive return on investment. They have also been shown to provide a positive impact on attitudes and behavior and help create an emotional connection with your consumer, whether your sale is B2C or B2B.
A recent survey by the Promotional Products Research Association Industry indicates that promotional products have staying power and are effective in reaching a highly targeted audience.
Stats to consider:
- 88% of people recall the company and brand on their promotional products
- 85% of people did business with an advertiser as the result of receiving a promotional item
- 81% keep promotional products because they are useful
- 59% of people have a more favorable impression of the advertiser after receiving a promotional item
- 8 out of 10 people own between 1 to 10 promotional products
- 53% of people use a promotional item at least once a week
- 1 out of 4 walk around with promotional products on or with them
Here are some tips for deciding what type of promotional products to consider:
Tip #1: Cheap is Out: In the past, companies would order large quantities of cheap promotional products simply to give away something with their logo on it. But today, the premiums are a direct reflection on the quality of your brand, and once your audience has a perception of your company, it is hard to change. It is best to choose premiums that are useful, high-quality, and long-lasting.
Tip #2: Environmentally Friendly Is Preferred: The Environment continues to be a hot topic, and people are trying harder than ever to live green. Using sustainable and eco-friendly premiums helps express your company’s values and sends a message that you’re environmentally conscious. Think about premiums that are recyclable or biodegradable, which can make a positive impact on customers and the environment.
Tip #3: Packaging & Presentation: Presentation is almost as important as the products themselves. Custom packaging makes a big difference in how customers interact with your brand. Packaging can appeal to senses of sight, sound, smell and even taste. Creativity is king!
Tip #4: Technology Is In: Successful premiums are ones that are useful. New tech accessories are constantly becoming available to the premium market. Marden-Kane can keep you informed of what is trending and what new technology premiums are available.
The demonstrated versatility of the premium marketing concept over the years is a firm indicator that this is one marketing tool that is likely to be around for many more years to come.
Marden-Kane is here to help you with all your promotional needs. Contact us for ideas or a quote.
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