The Importance of Promotional Products

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It might not make much sense at first, but giving stuff away really can help your bottom line. Why? Because free promotional items like branded pens, USB sticks and coffee mugs all act like adverts, and they reinforce awareness of your brand every time they are used. The importance of promotional products in marketing your business should not be underestimated! Find out how your promo products can work for you.

Promotional productsA take-home message

By offering an item that will be useful to your customers, your company can promote its services from inside their homes or workplaces. Products that people see or use regularly will help to reinforce brand recognition and awareness among your target audience. They’ll also help your customer to associate your business with something positive, whether that’s their first cup of coffee when they sit down at their desk, or a useful office gadget that helps them get the job done.

Destined for the desk, not the bin

If you’ve ever used or considered direct marketing as a promotional tool, you’ll know that it’s a relatively targeted approach with a low response rate. While that’s absolutely the right strategy for many situations, it’s also true that most direct mail ends up in the bin.

Promotional products, on the other hand, tend to get kept and used.  So if you’re after a way to raise general awareness without requiring a time-sensitive call to action, these branded items are a canny way to gain a high number of impressions as compared with direct marketing. And then, when your potential customers do receive a mailshot from your company, their familiarity with the brand will make them more likely to listen to what you have to say.

The start of a long-term relationship

Large Red plastic printed promotional mugThe importance of promotional products lies in their longevity; unlike a TV ad or mailshot, they are likely to be a permanent and memorable fixture in many people’s lives. If you offer your customers something they’ll find useful, it will work its branding magic over months or even years to come. It’s common for consumers to pass along a promo item they no longer use to a friend or family member, too; so they can also work to spread awareness of your brand. To maximise the potential length of your branded item’s influence, pick a product that can be re-used (we’re thinking a T-shirt, shopping bag or writing implement rather than a branded packet of sweets).

Choosing the right products to promote your business

It’s important to pick a promotional product that chimes with the needs of your customers, so know your audience before you commit.

  • Driving-related products are great for those who are on the road a lot for business; couriers, reps, self-employed people who travel between clients.
  • Pens are a good all-round useful option, as whoever you are and whatever you do, you can never have too many!
  • Golf-related items would suit high flyers who do as much business on the golf course as they do in the boardroom.

If you would like a helping hand in choosing the right products to help promote your brand, or would like us to share more of our knowledge on the importance of promotional products, we’ll be happy to advise. Based at an accessible location in Watford (with free parking), you can visit us for a chat, call us on 01923 247458 or email


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