Promotional products are nothing new. This form of advertising has been around for a long time, but has become more prevalent as traditional methods have become less effective. Fewer people read newspapers, and tune into TV and the radio. Online media has replaced them as the go-to for advertising companies, but it frustrates users. They’re well-rehearsed in avoiding it, and often have an unfavorable impression of the company when they can’t.
A report by the Advertising Specialty Institute found that every age group under 55 thinks promo products are the best form of advertising. Internet and mobile advertising came last every time. Brand recall is also higher. Clothing was the best-remembered, with 85% of people worldwide remembering the advertiser. Crucially, promo products are also the joint most cost-effective form of advertising, with an average cost per impression of 0.7¢.
That said, you can’t just slap a logo on whatever you find. Getting the right product is essential to making a good impression. This guide has key advice for picking out the best promotional products for your business.
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Make It Useful
Rule number one. Style is more subjective- you can’t please everyone, but you can make things which are useful to most. Usefulness is the top reason people keep promo products. 77% of US interviewees kept them because they were useful. Attractiveness was way back in second, with 29%.
You can’t go wrong with things we all need lots of, like pens, bags, or clothing. Even better is to find something that people want, but don’t have. Insulated water bottles and power banks are good here, even if they cost a little more.
Seize the Moment
Sometimes you can capitalize on a particular time of year to get someone the perfect gift. People always get to summer, or the rainy season, and realize they lost their cap or umbrella the previous year and didn’t replace it. Calendars in December or January always get used. Global events can also open up opportunities. Think branded hand sanitizers during Covid– you promote your brand and keep people safe at the same time.
Keeping up with trends is always sensible, especially if you’re a fashion or tech company. Send out whatever’s hot right now and not only will people keep your stuff, but you also show you’re a market leader.
Consider Your Target
One advantage of advertising with branded goods is that you can be more specific about who you target. Traditional media is seen by a wide range of people, and new tracking laws mean the internet isn’t much better. Giving products away allows you to hone in on people who are more likely to become customers, and their profile helps determine which products are best.
The most popular choice for younger people is outerwear, such as jackets and hoodies. Over 45s prefer USB sticks or drinkware. Men like drinkware, women like bags, and they both love pen drives and outerwear. Office supplies are especially popular for urban residents, with performance gear and power banks more so for those in the country.
When giving out onboarding packs, it’s easy to think of things they’ll need. Water bottles, backpacks, and office supplies are always a hit with the new staff.
Identity Is Important
The profile of your business is also relevant- try to make your products fit with your company. Pen drives, power banks, and laptop bags are great choices for tech companies. Travel toothbrushes are a better choice for a dentist than a lawyer.
Always Choose Quality
Picking products of a decent standard is a must. When things last, more people see your branding. Even if the recipient no longer wants something, they’ll normally pass it on to someone else if it’s good-quality. Quality also increases your reputation, especially if your products are related to your business.
Giving away free stuff that belongs in the trash is seen as wasteful nowadays. People are more concerned with the environment, and have a worse impression of companies that aren’t. If you don’t have the budget, remember that a quality t-shirt works better than a badly-made hoodie.
Leverage Eco Attitudes
Eco-awareness can be turned to your advantage. Things designed to replace single-use plastics, like water bottles, shopping bags, and metal straws, can show your business is committed to sustainability, and win you a few customers in the process.
The Best Promotional Products
We now know what to consider when picking out your products. Quality and usefulness are non-negotiable, you also need to think about the profile of both your targets and your business. Visibility is key, so think about whether products will only be seen by the recipient, or by others too.
We can’t ignore price. Your budget defines the scope of your advertising project, and better-value products make it much easier to convince the bosses. Here’s a breakdown of some of the most popular promotional products, to help you decide which are the best for your business.
T-shirts
The classic. T-shirts have been used as promo products as long as there have been promo products. They’re popular with all ages, and the vast majority of people with logoed t-shirts remember the brand. Visibility depends on quality. A lot of branded t-shirts are only worn around the house, but design a nice one and it’ll make it out into the world, ramping up the impression count. It’s worth sacrificing some of the space you take up with your logo, in order to make something really stylish. Check out our logo placement guide for more info.
Pens
The other truly time-tested option. Like t-shirts, pens are something everyone wants several of, so you don’t have to worry about people already having one. They’re also the most cost-effective option, with impressions costing one-tenth of a cent on average. Especially useful for new employees, and clients at business meetings, as they’ll get used straight away. You can also bring them into the 21st century with a stylus tip for tablets and cellphones.
Office Supplies
Notebooks and other stationery are also popular choices. We all need them, and rarely care if they’re branded. They make great additions to onboarding packs, for the same reason as pens. Visibility might not be the best, since they often stay on your desk, but being lower cost makes them worthwhile.
Calendars are a great choice at the right time of year. Everyone wants a new one come January, but few of us remember to get them. They’ll also almost certainly be kept for a full year, longer than the average lifespan for promo products.
Hoodies and Hats
Consumers put hoodies right up there with the best promotional products. They cost more than t-shirts, but that means people are less likely to throw them away. Hoodies and jackets also benefit from increased exposure, as they don’t get covered up by other layers. Design is of utmost importance here, you’ll want people to wear your clothing outside the house to take full advantage.
Caps and other hats also get good visibility, and are a cheaper option clothing-wise. Take advantage of the seasonal weather to pick the hat that people need right now, but might not have had time to buy yet.
Umbrellas
A personal favorite, maybe just because I never have one. Umbrellas are exclusively used in the street, and are raised high to get seen by everyone. Most people don’t mind the branding, as they’re just happy to not get wet; you can also take advantage of the seasons and send them out right when they’re needed. Umbrellas top the list when it comes to how long their owners keep them for- an impressive 14 months on average. These are probably best for people in areas where it doesn’t always rain, but rains big when it does.
Drinkware
Another line of products that score well on visibility is drinkware. People take them on the daily commute, to do sport, and on vacation- you can gain brand recognition all around the world! When people drink from them, they often show your logo off like they’re in a TV advert, which is a nice bonus.
The price varies- you can get plastic sports bottles for peanuts. To increase the odds of people using it regularly, up the ante with an insulated water bottle or mug. People might not have one, but if they do they’ll use it. Excellent onboarding gifts, they’re great to have around the office, and also to take home.
Gadgets
Anything tech-related is super popular these days; USB drives and portable chargers are the top picks for promo gear. You’d think that’d be for younger people, but as older people rarely own one, they’re just as keen on them. These score very highly in both usability and visibility. They’re a little more expensive, so choose your targets carefully. As you’d imagine, they’re great choices for companies that want to be at the forefront of technology.
Bags
Bags are one of the best promotional products around, with a range of benefits. At one end of the price scale you have shopping and tote bags for less than a dollar each. At the other– stylish backpacks with laptop protectors. Shopping bags show people you’re an eco-friendly company, and backpacks help your employees keep all your equipment safe.
All bags have one key benefit in common. They give you a place to put all your other promo products. This is ideal for new employees, along with anyone at a conference, or other event. They get maximum visibility while people carry them around, and are fantastically useful. Whatever other merchandise you create, we highly recommend adding a bag of some sort.
Don't Forget the Pack
Combining multiple products is a surefire way to make a memorable impression on someone, and boost your brand recognition. You need to choose carefully so you don’t waste your budget, but carefully targeted potential clients, or new employees you hope to retain, are often worth the extra expense.
Next Steps
Try to include a CTA if you can, with a QR code or something, that draws recipients to your products or services. Measuring the success of your different products can help you fine-tune your choice.
Think carefully about your decisions, and if you’re not certain, try products on a smaller sample first. Keep all this advice in mind, and we’re sure you’ll choose the best promotional products for your business.
Once you’ve decided which products best suit your needs, check out the wide range at Wordans, to see how we can help. To see our products in action, take a look at our Instagram page @wearewordans.
