Marketing with promotional products is a very useful strategy
. It attracts customer attention and ensures a much more effective brand recall. It is often used in mass drives like mail campaigns or at events such as trade fairs. There are many benefits attached to marketing with promotional products.
Target marketing: Typically marketing with promotional products is preceded by market research on the target consumers. Promotional products may be introduced as a general incentive or as part of an event. In either case they are aimed at target consumers. When part of an event like a trade fair, it is targeted at a very select group. It helps companies identify their loyal and prospective markets.
Brand recall: The main purpose of using promotional products is to enhance the brand value. Promotional products have a much more effective brand recall than any other marketing method. In a recent study it was found that the chance of people recalling a brand through promotional products is much higher than any other conventional advertising method.
Product referrals: Promotional products are effective tool for promoting product referrals by both the consumer and salespeople. Consumers that receive a promotional product are more prone to form a favourable opinion about the brand. They, in turn, are more likely to refer it to others. Promotional products are also used by companies to award dealers and sales representatives. Again the aim is to increases their likelihood of referring the product to prospective customers.
Longer exposure: Along with better brand recall, promotional products ensure a much longer brand exposure than any other advertising method. Print and TV ads appear for a few minutes and are often forgotten in the glut of other similar and sometimes better advertisements. On the other hand, promotional products have a much longer time span. As these are tangible products, they are retained by the receivers. Promotional products are usually small items of everyday use. Their high utility coupled with their long life ensures a longer brand exposure.
Increased sales: Ultimately marketing with promotional products leads to increased sales. When used in events such as trade fair, they increase consumer interest and traffic towards the brand. People are often interested in the free product that they receive. It forms a favourable public opinion and enhances the brand image. Increased brand recall and referrals simply strengthen its position.
The history of marketing with promotional products can be traced back to the early 18th century. Over the years the method and the products have evolved, but their feel-good factor remains the same. It is still one of the most effective marketing methods.