Promotional products is one of the oldest forms of advertising. However, so is the 0.99 cents concept (read: it’s actually $1!). The reason that these marketing concepts have stuck around for so long, is because they are effective. Of course, it’s crucial to remain relevant and incorporate new, digital marketing ideas into your overall strategy. It must be noted, though, that these new strategies can reach a greater audience when used in conjunction with more traditional tools. We’ve put together our top tips for harnessing the power of the original marketing tool: the promotional product.

  1. Personalised promotional products

Although it’s important to make sure that your brand name and logo is on the promotional product, it’s been proven that customers are more likely to use and keep an item with their name on it. A good example is to make pens in small quantities that can be imprinted with both your company’s logo and your client’s name. Personalization is an extremely effective strategy that marketers use successfully.

  1. Make your promotional products an investment

Don’t waste valuable resources making a promotional product that will quickly be thrown out, or will have a limited life span. Choose to invest in promotional products that will stand the test of time, in order to maximise the reach of your brand and your brand’s message. Some of the most popular promotional items in the modern age are USB drives, aluminum water bottles, reusable grocery bags, and anything that’s environmentally friendly.

  1. Choose promotional items relevant to your business

This may seem obvious, but try and choose promotional products that reflect what your business is about. If your business is a gym, produce fitness-oriented products, such as water bottles or sweatbands. If you’re a partner in a law firm, think about personalised stationery or notepads. If you’re wondering what products may be best suited for your business, contact Australia’s promotional product experts.

  1. Make sure the products will be used in a relevant setting

Which brings us directly to the next point: if you choose promotional items relevant to your business, they will most likely be used in a relevant setting. Think about the type of people your business is trying to attract. With the aforementioned gym example, you would be trying to attract new gym clients. The best way to do this would be to distribute relevant products, such as sweat bands, which are likely to be used in fitness-oriented spheres – where you will attract prospective clients.

  1. Reinforce your marketing message

What message are you trying to send to your customers? Are you a young, creative business? Perhaps your brand champions tradition and class? Whatever your key values are, make sure they are communicated in both the promotional product and the design. For example, an experienced law firm may issue personalised fountain pens, with engraved client names. On the other hand, a music label may distribute a brightly coloured USB stick, equipped with some of the latest songs by their signed artists.

Before you devise your next marketing strategy, take a moment to consider the many uses and benefits of promotional products. Not only are they a fun, tangible way to get your business’ name out there, but they can reinforce your marketing message, retain old customers and attract new ones, as well as increase your business’ overall reach. What more could you ask for?

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.

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