Marketing Merchandise January 18, 2016

The Importance of Promotional Merchandise In Your Marketing Strategy

Living in the digital age means businesses are spoilt for choice when planning their marketing strategy. Online campaigns, social media, TV ads and print are all frequently used channels to engage with consumers, and often promotional merchandise is forgotten or undervalued. However, it’s important to recognise how merchandise can really help with your company’s branding and go hand in hand with your marketing strategy. Research by the BPMA has shown the power promotional merchandise can have when done well; it invokes brand loyalty in over three times as many recipients as the effects of the mediums of print , web, direct mail and TV. Here we will discuss the key benefits promotional merchandise can have for your business.

Brand Recognition

Unlike other forms of marketing, promotional products have longevity and can be extremely useful to the recipient. So many marketing tools focus on digital channels, whereas merchandise can take your brand in to the real world. For example, a branded cotton shopper takes your logo to the gym, to the supermarket, to a university campus. What’s more, studies have shown that many people keep promotional products for one year or longer resulting in increased brand awareness for both the person using the product and those around the recipient.

Customer Loyalty

The effects of receiving a gift for free will never fade! People experience a feeling of pleasure when given something unexpected and this positive emotion will associate the recipient with your brand. Research has shown that promotional merchandise makes almost six times as many recipients feel appreciated as other mediums of marketing such as print and web. As a lot of promotional merchandise is desk based and useful, such as pens and key rings, your brand is kept close to the consumer. This means it is always at the forefront of their mind, whether conscious or subconscious, making the likelihood of purchasing your product or service high due to the continuous reminder.

Range of Choice

When hearing the words ‘promotional merchandise’ the most obvious products which come to mind will likely be mugs, pens and USBs, traditionally given out at conferences and exhibitions. Fortunately as the industry has advanced there is so much more to offer your customers! Whilst we still love a great pen and a lovely mug it is worth taking into consideration other products which can really make your business stand out from the crowd. There are some great tech products available such as fully customisable power banks and stunning speakers for your forward-thinking clients or green options like pencils made from recycled denim or CD cases for your eco-conscious customers. A trend we have seen a lot of through out 2015 is ‘retail detail’;  promo products with a retail look and feel. Providing your customers with products that look great will increase the positive association the consumer has with your brand. When choosing products, it’s important to be creative and consider your client’s brand values and how this can be translated in to meaningful, powerful promotional merchandise.

mason jars


At the end of the day, marketing budgets can often be tight and choosing promotional merchandise as part of your marketing strategy is a great way to make your money go further. The cost to produce branded products can be considerably less than other forms of advertising and at the same time they have longevity as products are often kept or passed on  and used  for a long period of time whereas TV ads  and online campaigns are generally forgotten, increasing your return on investment. As promotional products are often kept and reused, this decreases the need to produce more and therefore saves your business money.

As you can see, it is always worth throwing promotional merchandise in to your marketing mix. Great products can be a conversation starter and create a buzz around your brand, especially if the product is innovative and well thought out. As well as this, promotional merchandise can compliment other forms of marketing such as your experiential campaigns or TV ads to create a greater impact and raise your brand’s profile in a competitive marketplace.

We can supply a huge range of promotional merchandise to suit any campaign and any budget. If you’re overwhelmed with choice and need some advice or have any questions and would like to discuss your requirements please get in touch today. Call us on 08707 500057 or drop us a line by email.

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