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The Power of Promotional Products for Brand Recognition Marketing

By Richard Larson on June 24th 2014

Promotional products have been a popular choice for building brand recognition during marketing campaigns for many years.

Now that advertising on the internet provides such great detail on tracking the results of advertising, it is important to show that promotional products and branded gifts have a positive effect on your brand and sales.

The British Promotional Merchandise Association (BPMA) has conducted several surveys and done research that provides evidence that there is a direct correlation between promotional product advertising and an improvement in brand recognition and increase in sales.

In addition to brand awareness and better sales, this form of advertising yields a better return on investment.

Branded promotional products - CPI

Here are some of the key findings from a 2012 study conducted by the BPMA. The research included surveying close to 15,000 people who had received a promotional product for free within the previous year.

  • 66% of participants claimed they could recall the brand on the promotional product received with the past 12 months.
  • The ROI on promotional products delivered a better return on investment than radio and outdoor advertising, and is equal to TV and print.
  • 79% would be likely to do business with the company again.
  • Most participants (87%) kept a promotional item for longer than a year!
  • About half (56%) said their impression of the company improved after receiving a branded promotional gift.

Popular Promotional Products

 

The most popular promotional products in terms of favorites listed by those who were surveyed were USB drives, pens, an electrical item, or a mug.

Useful branded promotional gifts

When it comes to how long a promotional product is kept, mugs were reported to be kept longer than any other promotional item.

When it comes to longevity, a good portion of them – 87% – said they kept a promotional item for longer than a year and 30%, keep promotional products up to 4 years.

Of course, the longer a promotional product is kept, the more impressions it makes on the recipient and anyone else that sees the recipient using said promotional product.

The impact of these products on recipients is great. They can recall the specific type of product received and also remember the brand name or name of the company for a long period of time after receiving it.

In fact, over 94% of those who participated in the research study said that they do not forget the advertiser or the product advertised.


Promotional Products Change Consumer Behaviors

 

One of the more staggering statistics on branded promotional products uncovered is on how they can change buyer habits. Many consumers are willing to switch their brand in order to receive a free promotional gift.

This means that advertising “free gift with purchase” can be a promotional or branded item. Consumers are much more likely to keep free branded items than they were several years ago.

When asked about re-gifting promotional products, some even said they would give away a promotional product they received to someone else as a gift. One of the main reasons that consumers keep promotional gifts is because they find them useful.

BPMA-Research-2012-Influences-on-product-choice

The best combination for an effective promotional product is for it to both be useful to the recipient and relative to your brand for better recollection in the future.


How Are Promotional Products Used?

 

The main use for promotional products is to increase brand recognition.

However, marketing and advertising executives also report that they often use branded merchandise in product giveaways, combining it with a call to action.

In whatever way you decide to use promotional products in your advertising campaign, they will certainly likely to help you build brand awareness and increase sales for your company.

 


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Richard Larson

@richardlarson8

Richard Larson is blogger and Brand Manager for GoPromotional. He enjoys sharing online and offline marketing and business tips. He has a background in business, marketing, and social media.

  • Hello,
    Offering branded gifts to your staff on special occasions like Christmas
    or on different times during the year can create a “feel good” factor
    among your employees and initiates better results. Rewards staff. Using
    branded gifts to reward your staff for working hard makes them feel
    appreciated and keeps them involved with the brand.

  • rashid noman

    So nice to see such a wonderful post about great promotional productsand how they can help non-profits. I’ve just recently started selling promo products & the whole reason I got into the field is to help these amazing non-profits

  • John Carry

    By using promotional products you can also create buzz for your brands.

  • Great post, some insightful research and results to show just how successful promotional giveaways are. Rewarding loyalty is the best way to keep recurring loyal business. Ensuring maximum brand recognition through promotional gifts has been proven to work and we have some of the most popular giveaways here http://www.promotionalgiftsstore.co.uk/

  • carryjohn

    This is the first time i am reading your post and admire
    that you posted article which gives users lot of information regarding
    particular topic thanks for this share.
    promotional products branded

  • Mark G. Judy

    I have another take on this subject. All businesses use paper dispensers, and here is a company—a vendor that I deal with—that has an online system enabling customers to create their own brand advertising utilizing paper dispensers as a platform for promoting & reinforcing their own brand! I am having great success with it!

    http://www.afh.cascades.com/en/resources/ondisplay/

  • Great post. Nice to see people using the bpma research to great effect! We made an infographic sometime ago using the same data. Linked below or you can view it here! https://www.merchandise.co.uk/blog/graphical-interpretation-of-bpma-research-promo-gifts-infographic Also btw you have the bpma link linking to an internal password protected page… it should be here: https://bpma.co.uk/bpma-research/

  • Varun Singh

    Very good article I really loved reading. I want to add few things furthers nowadays, promotional products has become one of the main source of brand awareness and when we saw real life example of others using that product , we are more attracted towards it. So, nowadays more and more company are going for it. I have seen some companies who buy product from other gifting companies and place their logo to promote about their brand. So that brand recall is more

  • Veena Ranasinghe

    Excellent Article! Trophykart: leading Manufacturers & Suppliers of Trophies, Awards, Medals, Corporate Gifts, Designer printed Personalised & Customised Mugs online.

    Trophykart: leading supplier for premium quality Corporate Gifts in India & provide Corporate Gifting Services all over India.

  • Veena Ranasinghe

    Excellent Post! Trophykart: leading Manufacturers & Suppliers of Trophies, Awards, Medals, Corporate Gifts, Designer printed Personalised & Customised Mugs online.

    Trophykart: leading supplier for premium quality Corporate Gifts in India & provide Corporate Gifting Services all over India.

  • Here are some of the key findings from a 2012 study conducted by the BPMA. The research included surveying close to 15,000 people who had received a promotional product for free within the previous year.

  • Anna Sork

    Great post with a lot of valuable insight! I thought readers might find this article helpful in selecting unique promotional products for their brand. http://blog.anthembranding.com/blog/5-unique-promotional-products-to-inspire-your-brands-line-up