Promotional products are powerful tools for businesses of all sizes, especially for small to medium enterprises (SMEs) and local businesses. These items not only enhance brand visibility but also foster customer loyalty and retention.

Enhancing Brand Visibility

Promotional products effectively increase brand visibility. Unlike traditional advertising methods like billboards or direct mail, promotional items have a lasting presence. For instance, a branded pen or a custom mug can remain in use for months or even years, continually reminding the user of your brand. Research shows that 89% of consumers can recall the advertiser on a promotional product they received in the last two years.

A few years ago, we were sourcing a large tumbler order for a business owner in Denver. We had provided him with several options of stainless steel tumblers, but he kept coming back to the leading brand in the country. During a phone call, he made a comment that made me realize he truly understood the value and power of promotional products. He said, “Don, if I spend the extra money on the Y…., they will keep them on their desk longer; a cheap cup doesn’t give me the assurance that they’ll keep it there. I know they keep the Y…..on their desk because I always see them when I come back around.” Here I was, getting a lesson from a seasoned CEO, reminded of how this game is played. It took me back to my early twenties during those Miller Heiman sales trainings, focusing on the seven touches needed for client retention. Pounding the phones and knocking on doors worked then, and many of us are better off because of it today. However, with digital marketing, AI, SEO, and other sources of marketing, gaining customer mind share can be challenging. Smart corporate branding can play a crucial role in making those touches effective. It acts as a silent warm call every time they drink their coffee, grab that pen, or put on that hat.

Secondly, there is something to still be said for that face to face drive by and small token of appreciation. With all of the overwhelming information coming at your customer from every angle, a stable piece of quiet product reminder sitting on their desk will continue to do its job before and after the AI message, sms, or email spam come and go.

Cost-Effective Advertising

Investing in high-quality promotional products is a cost-effective advertising strategy. Traditional advertising channels such as billboards and direct mail can be expensive and may not yield long-term results. On the other hand, promotional items offer a high return on investment. Studies indicate that 85% of people who receive promotional items do business with the advertiser.

Boosting Customer Retention

Promotional products play a crucial role in customer retention. They create a positive impression and foster a sense of loyalty among customers. For example, giving away useful items like custom tumblers, T-shirts, or tote bags can make customers feel appreciated and valued. This sentiment encourages repeat business and long-term loyalty. Equally as important is the quality of these items.  If you customer has a 10% chance of keeping the cheap tumbler on their desk vs an 80% chance of the better brand which one are you choosing?  If you budget allows for twice the tumblers at half the price but your retention is 10% are you not better off to choose the higher value item at 80%.  Your odds of success are 4 times greater.  Now I am am not always an advocate for high quality items.  There is always a time and place for cheaper swag.  But, if you have a narrowed down high quality customer list and you have spent a ton of time and money getting to that point then don’t blow it with a 50 cent pen and a squish ball.

Statistics on Promotional Products from Industry leaders:

  • Longevity and Usage: Promotional items have a remarkable lifespan. For example, promotional bags are kept for an average of 11 months, while promotional drinkware is kept for an average of 12 months.
  • Brand Recognition: 83% of people like receiving promotional products with an advertising message, and 48% would like to receive them more often.
  • Consumer Influence: 57% of people who received a promotional product could recall the advertiser on the item and their message.

Local Business Focus

For local businesses, promotional products can be a game-changer. Custom items like T-shirts, hoodies, and tumblers can help businesses stand out in the local market. By distributing these items at community events, local businesses can enhance their visibility and foster a strong connection with the community.

Conclusion

Promotional products are invaluable for businesses aiming to grow and retain their customer base. These items offer a cost-effective, long-lasting advertising solution that enhances brand visibility and fosters customer loyalty. Whether you’re a small business in McKinney, Texas, or a medium-sized enterprise looking to make a mark at trade shows, investing in high-quality promotional products is a smart strategy for achieving your business goals.