Promotional products are a great way to engage your audience, build brand awareness, and drive results.
But let’s face it, choosing the right item can sometimes feel like finding the perfect gift for that one friend who “already has everything.” With a clear purpose, though, you’ll avoid the pitfalls of wasted resources and make an impact that’s as memorable as it is effective.
Here are eight key considerations to help you make the most of your promotional products and achieve a greater return on investment (ROI):
Define your objective from the start. Are you aiming to increase brand awareness, generate leads, or thank existing customers? For example, if your goal is brand awareness, practical items with a long lifespan—like reusable tote bags prominently featuring your logo—can keep your brand top-of-mind.
Consider the preferences and needs of your audience. Are you targeting high-level executives, new customers, or homeowners? If your audience includes homeowners, practical items like branded kitchen gadgets or reusable storage bags might be more appealing than novelty items.
Below are some ideas based on research done by the Advertising Specialty Institute (ASI).
Clearly define the desired next step. Do you want recipients to visit your website, book a consultation, or share on social media? If you’re encouraging website visits, consider adding a QR code that links directly to a landing page with a special offer.
Your promotional products should align with your brand identity. If sustainability is a core value, opt for eco-friendly items like biodegradable notebooks or bamboo pens. These choices not only reinforce your brand message and appeal to environmentally conscious consumers.
According to the 2023 Ad Impressions Study, 46% of consumers felt more favourable about advertisers who gave them a promo product if it was environmentally friendly.
Promotional products are an opportunity to highlight key aspects of your brand. Are you showcasing innovation, reliability, or gratitude? For example, cutting-edge gadgets can convey that your brand is forward-thinking, while elegant packaging communicates professionalism and attention to detail.
Timing can enhance the impact of your campaign. Should the product be handed out at a trade show, during a product launch, or as part of a seasonal promotion? For example, summer-themed items like branded water bottles or sunglasses are perfect for warm-weather events.
How soon you require the items is also an important consideration. If the deadline is urgent, options may be limited whereas if you have a long lead time, you can be more flexible with customisable options.
Promo Products in Action
Every year, HBF launches a Run for a Reason promo pack featuring branded merchandise. Competitors don’t just wear these items on race day—they often use the apparel during training and long after the event, showcasing the brand far and wide.
Your budget will influence the type and quantity of products you can choose. A smaller budget for high-value clients may warrant premium items, while a larger audience, such as trade show attendees, might call for affordable, high-volume options like branded pens or notepads.
Establish clear metrics to gauge ROI. Will success be measured by website traffic, customer retention, or direct responses? For example, including a unique tracking link or code on your promotional item can help you monitor engagement and evaluate your campaign’s effectiveness.
A measure of success could be as simple as an in-demand item at a trade-show! It may not always lead to sales but a popular item is more likely to stick around and will help boost brand awareness.
By considering these questions, you’ll be well-equipped to select promotional products that serve a clear purpose and deliver meaningful results. Thoughtful choices can enhance your brand’s impact, improve customer engagement, and ensure your promotional efforts are truly worth the investment.
Ready to start planning your next promotional campaign? Visit our dedicated promo products store at promo.worldwide.com.au to explore our wide range of high-quality branded items.
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