There's a familiar adage in the business world: Promotional products are the oldest type of advertising. While that statement may be debatable, one thing is certain: American businesses believe in the power of promotional gifts—so much so that they spend $20 billion annually on them.
Businesses aren't just investing in hot air. One study examining the value of promotional products found that trade show participants who gave out promotional items had a 176 percent increase in traffic compared to those who didn't. Promotional products have many uses, but they're especially effective as a marketing tool at conferences, trade shows, and other gatherings. Here's how promotional gifts can help your company connect with potential customers and clients at these events, and stay top of mind after the event is over.
The Benefits of Promotional Product Giveaways
Handing out promotional products generates both short- and long-term marketing ROI. Among other benefits, giving away products bearing your company logo can:
Grow brand awareness
One survey found that 66 percent of people who received promotional gifts within the past 12 months were able to recall the name of the company distributing the items. What's more, this memory is typically positive: In the same survey, more than half of promotional gift recipients said the gift made them look at the company more favorably. And because gifts are taken outside the walls of the trade show or event, they provide you additional advertising to non-attendees.
Increase conversions
Nearly 80 percent of people who receive promotional products report a willingness to engage with that brand's products or services. Plus, when you include contact information on the gift, it makes it that much easier for new or returning customers to seek out your products or services.
Keep your brand top of mind
One study found promotional gifts that provide value to the recipients are kept for an average of one to three years. During that time, that person and their colleagues or family members will regularly engage with your company's branding, thereby keeping your company top of mind should they need your products or services.
Maximize ROI
For the reasons listed above, promotional products promise a big marketing bang for relatively little buck. If you're hoping to expand your brand awareness but don't have the budget for print, radio, or television ads, promotional gifts offer a stellar alternative.
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How to Choose Appropriate Promotional Materials
Promotional giveaways are not one-size-fits-all. Instead, different events call for different promotional materials. Before investing in materials for a given event, consider the following:
- What is your marketing goal at this event? For example, you may hope to increase brand awareness, strengthen customer loyalty, attract new customers, or thank current customers, or accomplish something else entirely. The intended purpose of the promotional gifts should inform the type of gift.
- Does this product align with your overall branding efforts? If the product is completely unrelated to your industry or company, it's less likely people will associate the product with your brand. For example, an herb farm may consider handing out tea sachets imprinted with a logo, while a tech start-up may be better off giving away branded USB flash drives.
- Does this product provide its recipients with value that is relevant to their work or interests? Research suggests the primary reason people keep promotional gifts is because they're useful. If recipients won't derive value from your planned promotional product, consider other ideas. If you're not sure what types of products will prove valuable to your audience, spend some time researching your target demographic before investing in any promotional gifts.
- Does this product reflect a commitment to quality? While it can be tempting to cut corners by opting for cheaper products, materials that easily break or degrade reflect poorly on your company.
- Does your marketing budget allow for the cost of the materials, shipping, and storage?
- Do you have the ability to transport the products?
- Are these products easy to distribute at the event? For example, trade show visitors are on their feet all day, so it's important to hand out something that won't be a burden to carry around. Also consider how many items you hope to distribute and in what context: Will you hand out a gift to everyone who stops by your booth? Will you host a contest and reserve gifts for the winner(s)?
Creative Promotional Gift Ideas
We're all familiar with the idea of using branded writing instruments, calendars, or magnets as promotional gifts. These are tried-and-true products that provide an inexpensive option for companies just starting to dip their toes into the waters of promotional products. But the world of promotional gifts is so much bigger. If you're looking to take your product game to the next level, consider these slightly more out-of-the-box ideas:
Totes and bags
These are a great option because they provide value to virtually any demographic. Choose from a variety of totes, backpacks, messenger bags, and even coolers.
Apparel
Apparel items such as T-shirt or hats are great for spreading brand awareness because your company is advertised anywhere the person wears it.
Drinkware
Because of the lasting value, water bottles and other drinkware are used longer than most other promotional gifts. This means they'll probably be seen by more people.
Flash drives
These are one of the most popular giveaway products and for good reason: Virtually anyone who uses a computer can benefit from having an extra flash drive.
The options don't stop there. Depending on your industry and target demographic, you can choose from a wide range of gift options including key rings, lip balm, stress-relief balls, children's products, and industry-specific products such as dental or veterinary giveaways.
Adding promotional products to your suite of marketing materials at trade shows and other events is a simple and cost-effective way to attract and retain customers, and grow your brand awareness both at networking events and beyond.