In a recent blog the topic of branding was addressed. Due to the broad nature of the topic, I found it necessary to drill down this term and discuss branding in relation to advertising and promotion. Branding can make or break a company and the marketing associated with a brand is vital to increasing the lifeline of a product. A broad definition of branding is defined by dictionary.com as, “the promotion of a particular product or company by means of advertising and distinctive design.” The seven factors that make a brand stand out according to my last branding blog were originality, sincerity, understanding, boldness, consistency, visibility, and value. These factors can all be brought to the forefront of your consumers minds via promotion.
Using promotional products to establish a brand is something that should never be left out of your marketing strategy. All products that carry your company name and/or your image/logo are significant. This includes the large sign hanging above your storefront door and the pens you give your customers as a courtesy item. In researching the effectiveness of promotional products, I turned to sageworld.com. On their website they have a list of 25 insane facts about promotional products that are quite mind blowing. I have listed 11 of the most shocking factual statistics below:
- Eight in 10 consumers own between one and 10 promotional products.
- Only one in five people will trash an unwanted promotional product.
- Before receiving a promotional product, 55 percent of people had done business with the advertiser. After receiving a promotional product, 85 percent of people did business with the advertiser.
- Forty-eight percent of consumers would like to receive promotional products more often.
- Consumers hang on to promotional products for an average of 6.6 months.
- Sixty-nine percent of consumers would pick up a promotional product if they deemed it useful.
- Sixty-three percent of consumers pass along the promotional products they no longer wish to keep.
- Eighty-nine percent of consumers can recall the advertiser of a promotional product they’d received in the last two years.
- Ninety-one percent of consumers have at least one promotional product in their kitchen, 74 percent have at least one in their workspace, 55 percent have at least one in their bedroom.
- Logo mugs in particular are more effective advertising than radio and television spots; 57 percent of people were able to recall the advertiser on a mug, versus 32 percent of radio and 28 percent of T.V.
- Promotional products draw as many as 500 percent more referrals from satisfied customers than an appeal letter alone.
In taking these facts into account, one must admit that the power yielded by promotional products is astounding. By increasing your products brand recognition, promotional products help to secure customer retention and loyalty. Passing out your items is comparable to word-of-mouth marketing and contrary to some forms of media advertising, it is of low cost and effective. With a large variety of items at your disposal to use as promotional material, the possibility to get your brand directly to your target audience is increased. This in turn may help to ensure that you receive a return on your investment. So, the next time you are putting together a marketing plan be sure to put promotional items at the top of your list and let your brand reach a large target audience.