10 ways for how to always use promotional products effectively

A lot of time and effort has gone into researching, finding, ordering, and buying these promotional products, they are ready to go. Now is the time to think about how they can best be distributed.

Simply having these promotional items is not enough. Brands need to find effective ways to resonate with the target audience so to make a lasting impression on them. Otherwise, all these efforts will have been for nothing.

10 tips to use promotional products effectively

With these top 10 tips to use promotional products effectively, businesses can stop wasting time on ineffective ways to get out there. Stop diminishing the impact by handing out these items for free with lasting benefits. Take this expert advice and up the promotional product distribution game today!

1) Set goals for the promotional products

Success can’t be measured without having goals to compare results with. Define goals before ordering branded items. In many cases, this can impact which types of products which are in the running to be chosen.

Goals to consider when thinking of promo items:

• How will people use these products?
• Is the goal to increase brand awareness?
• Recruit more applicants to open job positions?
• Is the idea to generate leads?
• Increase customer relations and retention?
• Employee satisfaction?
• Overall improve company culture?
• Run a specific campaign?
• Announce a product launch?

These goals are clear and they can clearly be tracked. It is a missed opportunity to not track the results of the campaign.

2) Think about the target audience

When ordering products, businesses need to think about the impact they will have on whomever receives it. Brands might think a cute branded stuffed animal keyring will be perfect. However, if the target audience is football clubs, those keyrings might not be the most effective choice.

Offering promotional products should make sense with a brand’s industry, the services, and products. Dentists hand out toothbrushes or tooth-shaped products for a reason – because it is effective and it works. Imagine a dentist handing out chocolate bars to their patients.

3) Get the right message across

Brands need to find a balance between being catchy, but also relatable. People should connect with the message, but also present a message that is worth remembering.

Consider these things:

• Only feature the logo?
• Include a catchy slogan?
• Would it make sense to include a business address?
• Is it better to have a catchy design instead?

Choosing the right option is important. For some brands, this might be the first (and only) interaction customers have with the business. Especially if it is not memorable.

These products should effectively communicate a brand’s services while also reflecting the corporate culture and personality to make a greater impact. Think it through and consider doing some research in advance.

4) Focus on brand visibility

People might think that these products are only possible for events or as corporate gifts. But take advantage of these items for an increased brand visibility. Consider partnering with sports teams or sponsoring local events for added coverage and awareness.

Much like for a fair, event, conference or gift, products should be tailored to match the event. For sporting events, water bottles or apparel would make sense. For a community event, tote bags or candy could be a fun way to promote a brand’s presence.

➥ For more resources, read about business branding and why brands should take it more seriously. Or learn more about the psychology of branding for businesses to see why branding goes beyond a simple color or logo design.

5) Customise products for the occasion

Understanding the situation before handing out a product is key. If those looking to hand out employee gifts, skip the logo or company name on the product. Consider printing employee names instead. This is ideal for work anniversaries or onboarding new employees.

6) Make items stand out

The more audiences like these products, the more likely they will keep them. So when thinking about the target audience, choose something that is practical, relates to the brand and has that WOW effect.

The most used promotional items will either be practical or so unique that people can't help but imprint the company into their minds.

7) Take advantage of social media

Lasting impressions come from the product itself, but also by having the items shared on social media. Choose products for career fairs or trade shows that make people want to upload images to LinkedIn or Instagram. This helps spread the word about the brand’s company culture, making others want to apply as well.

8) Make personal connections

As mentioned - the products themselves, creating WOW factors, and linking it to a brand’s corporate identity is crucial. But it isn't just the products that make the impact. How these items are distributed also makes an impact.

At trade shows, it is pretty easy to do so. Consider creating a small swag bag for conferences and events to personally hand out to people who arrive at the booth. For those tending the booth, consider creating games or interactions that get people excited. This small but meaningful personal connection can make a difference.

9) Create a sense of belonging

For businesses looking towards the branding route, then hand out corporate swag in the form of branding clothing. Create a unique and vibrant sense of company culture through the use of apparel.

Think of how popular bands, artists, TV shows, and movies create merch for their fans. This is what businesses can do with their own employees. Employer branding like this cannot be fakes. Think of products that employees would like and what makes sense for the company's message in sending these.

10) Analyze the results & effects

Do promotional products work? Absolutely, but now is the time to see exactly how much.

After the event, it's important to analyse how well the campaign performed based on the defined goals and results. It may take time to see the full effects. This is especially true for sales leads, returning and new potential customers, and job applicants. The time frame depends on the initial goals.

Hopefully these efforts were well received. However, if not, that is also something to learn from for the next time. Without analysing the results, businesses can never truly know what the overall impact was.

Why promotional products work & going forward

After learning the 10 best ways for how to use promotional products effectively, brands can go forth and apply this knowledge to their next campaign. As shown, there is more than one way to make the biggest and lasting impression on the people who receive promotional products. Various factors play a role in maximising the effectiveness of hard work and creativity.

Useful promotional products are still an effective marketing tool. With this form of advertising, brands and businesses can apply it to their branding and marketing strategies.