Every company has the challenge of advertising its name and function, whether it is a service or a product. Traditional avenues of advertising like print ads, commercials, or even old-school mailers have always been ways for a company to garner name recognition. But another method is becoming more popular for a company to put and keep their brand in front of customers: the use of branded merchandise. While not new, the use of products emblazoned with company names or logos has become more popular recently. Let’s break down everything you need to know about these products and how they are used.
What is Promotional Merchandise?
Simply put, it is any type of merchandise that is used to create positive publicity for a company or brand. This kind of merchandise typically includes items that a consumer or business can use often, allowing the repetition of the brand or logo on the merchandise to act as a reminder to the consumer. Another key characteristic of a product used in a company promotion is the tie-in factor to an organization's function, product, or service. While not always possible, some branded products bear a similarity or parallel to the company’s service or focus in order to keep the connection to the promoted company at the top of the consumer’s mind, but merchandise that doesn’t have this feature can still be highly successful as a promotional item. Additionally, and most importantly, merchandise must be able to display a company name, brand, or some representation of the company that makes it.
A reusable item that ties into a company in some way and visually represents the company through some kind of branding hits all of the key components of what makes an excellent promotion. But not all products hit all three of these ideals and they are still highly effective in advertising and brand awareness. Many types of products work well as promotions, so let’s look at the different categories of merchandise that many organizations use to raise brand awareness while providing a branded but entertaining product at their customer’s fingertips.
Types of Merchandise
Almost any kind of merchandise can be adapted to use in a promotion, but several categories and types of items are commonly used by a company to boost its name recognition or brand awareness. Frequently seen promotional items are:
- Office Supplies – organization tools, technology items, and accessories, notepads, stress relievers, magnets, calculators, writing utensils
- Drinkware – cups, mugs, tumblers, glassware, bottles and accessories, coasters, beverage insulators
- Apparel – shirts, jackets, hats, accessories, sport-specific clothing
- Bags – Totes, backpacks, ID holders, briefcases, plastic or paper bags, lunch bags or coolers, reusable grocery totes
- Automotive – car accessories, key chains, air fresheners, tire gauges, bumper stickers, car drink coasters
- Sporting Goods - balls, gloves, chairs, binoculars, team spirit items
- Pets - leashes, collars, bowls, clothing, toys
Benefits vs Cost of Promotional Products
One of the reasons that some companies have yet to utilize the power of branded promotional merchandise is undoubtedly the cost incurred. Using a promotional item includes a necessary cost associated with the purchase and personalizing of the merchandise, and some companies may not see the possible financial benefits down the road outside of the upfront costs to produce the items. However, promotional merchandise is very affordable per item, with some products costing just a few cents to produce.
Whether a company uses screen printing on apparel, puts its business logo on a football tossed during the local team’s halftime or goes the route of custom printing a brand on a water bottle, each of these products and the associated personalization costs might seem to be contrary to a company’s bottom line. Looking at the overall expenditure is vital, but products that promote a company repeatedly every time a consumer reuses the merchandise can have a huge return on investment, or ROI, for a company. Let’s look at the top benefits of using products to promote a company as well as the ROI and the intangible benefits possible from this type of business strategy.
Promotions Instead of Traditional Advertising
Most companies need to advertise their products or services, so an advertising budget is usually an expected expense. While big-budget advertising campaigns may be out of reach for most companies, using products to advertise a company name or tagline usually is not. Companies can create and brand merchandise that the consumer will use and enjoy as well as create an effective plan to distribute the branded items to potential customers with the help of a trusted promotional partner like Good Promotional Products usually for much less than traditional advertising campaigns costs.
ROI and Name Recognition
Another benefit of using merchandise to promote a brand is the repetition and name recognition that comes along with a branded product that is useful to the consumer. While a traditional print advertisement may reach a consumer one time, if at all, a useful promotional item like a keychain with a business logo, a plastic tumbler with a promotional logo, or a sports chair screen printed with a company brand name could possibly be seen by the consumer on a regular basis. Company name recognition and association with the product is an intangible benefit but can make a measurable impact on a company's ROI over time.
Effective Use
So, what does a promotional campaign that works really look like? Of course, each company’s strategy should be based on size, budget, and the product or service focus of the business, but all promotions that are successful can look at a few factors to develop branded merchandise that creates a buzz and has an impact on customers.
1. Work with Professionals
Working with promotional professionals who create and strategize regularly is the perfect place to start when considering an advertising campaign that includes promotional merchandise. The team can help your company look at the purpose, budget, and potential outcomes your company would like to experience with the promotion and steer you through the process.
2. Set the Budget
Knowing how much money is in the budget can help to clarify what kinds of products can be considered for a promotion. Additionally, a financial plan can help in crafting a strategy to best utilize multiple types of promotional merchandise or avenues of distribution.
3. Choose the Right Products
Since so many types of products are available to use in a promotional campaign, choosing the right one might end up as the biggest challenge in the process. Consulting with the promotional professional team can help a company nail down what type of customer the company wants to reach. Since products may be able to align with the company itself, the professional may be able to suggest products that match up with the business or compliment the business itself. Since promotional printing usually can be adapted to just about any type of merchandise, the sky is (almost!) the limit on what types of products can be used.
4. Decide on the Message
Pairing up a product with a message is one of the final steps in the process of creating a promotional campaign. A business logo can be affixed to merchandise with screen printing, embroidery, or custom printing processes. Branding of merchandise with promotional printing can include logos, organization name, brands, or even sayings or information about the company. Since the purpose is to increase the repetition of the company name with customers, a variety of messages might be considered or included in the merchandise.
5. Delivery of Merchandise
Products with a promotional logo or brand need to get into your customer’s hands, so designing a method of delivery to the customer is part of the overall strategy a company needs to consider. Whether it includes dropping it into a tradeshow or event goodie bag, handing it out at a company event, or delivering specifically to a targeted customer, the promotional merchandise needs to reach the customer.
Getting Started
Would your company benefit from the use of promotional merchandise to create brand recognition at a low cost? Don’t miss out on adding in a fun and creative way to boost your organization’s name and brand awareness with your customers through promotional merchandise.
Contact the professionals at Good Promotional Products today to get started promoting your company with inspired and useful promotional merchandise.