How to Maximize the Impact of Promotional Products


Promotional products have been at the center of marketing tactics for seemingly forever. However, unlike some traditional forms of marketing which might be dying a slow, painful death, the same cannot be said about these. On the contrary, they are on the rise – but the trick is knowing exactly where to use them to make the biggest impact.

If they are used in the wrong environment, the results won’t be noticeable. If they are used correctly, on the other hand, game-changing is a more appropriate adjective. It’s all about fine margins, which is marketing in a nutshell essentially.

All of the above is the reason the following guide has been put together. Let’s now take a look at some of the best ways to use promotional products, and ultimately reap fantastic rewards out of them.

Direct mail campaigns

Let’s start with one of the most traditional forms of marketing known to man. Some modern marketing professionals might scorn direct mail, but there’s no doubt that it still holds a place for a lot of businesses and still works very well.

In the case of promotional products, it’s something which can multiply the initial effect. Everyone has opened direct mail before, and it’s true that there might be some people who are tired of receiving it. However, if you were to insert a promotional product in there, the situation suddenly changes. Now, these potential customers have been given something for nothing, and that immediately opens them up to your brand. From this point on they will at least look at you favorably, and start to build that relationship.

Exhibitions and conferences

This is probably the environment where most of us have seen these promotional items strutting their stuff. Whether it’s an exhibition that your company is based at, or even a conference, it’s very common to see promotional goods being handed out by business development associates and other sales representatives who are aiming to get a business into the limelight.

This time, it’s not just about the long-term effect for your business (although obviously, this is the main aim). Particularly at these events, where everyone is vying for a similar pool of customers, just getting people to talk to you in the first place can be difficult. This is where the promotional products can come in, and at least give people an initial reason to start communications.

Internal events

This last suggestion might raise a few eyebrows, but there is a very good reason for it. A lot of companies spend their entire marketing budget on external issues, rather than looking inside the company.

Sure, employees are not going to turn into direct sales, but handing out promotional items at internal events can at least suggest to them that they are completely appreciated within your business.

Not only this, there’s every chance that they will use them outside of work. When this does happen, you are indirectly opening your business up to everyone who sets eyes upon the products. It’s a win-win.

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