In this digital age, many businesses rely mainly on online marketing techniques, such as social media. However, it’s important that you don’t disregard more traditional marketing techniques, such as the use of branded products. These two marketing approaches should always go hand in hand, as they add value to each other.

Branded products remain a popular choice for building brand recognition, as they can help with your marketing campaigns – and help expand your brand to a wider audience as well.

So, what exactly are the benefits that branded products offer your business?

Brand awareness

The BPMA (British Promotional Merchandise Association) surveyed businessmen and woman who had received branded products in the past. They found that 76% of them had kept the gifts they received. If people are using your branded products, they are keeping your brand and business, at the forefront of their minds.

The survey found that 7 in 10 marketers use promotional products to increase their brand awareness, and statistics such as 96% of participants from the BPMA believing brand recognition increases with promotional gifts, it’s not hard to see what they do it.

This is because branded products help spread the word about your company, as people are likely to tell everyone they know (family, friends, business partners, etc.) about the personalised products you gave away.

Increased brand reputation

Developing your brand’s reputation with customers and other businesses can usually take a very long time, but it can be reduced with the help of promotional items. Most people will not only remember the company that gifted them with a product, but will also think more favourably of them as well.

This means that you can gift branded products to your existing and potential clients (and even employees), and they will be well received, improving your brand’s reputation and the way it is perceived by people.

Large outreach, low cost

One of the reasons for the popularity of branded products is their cost-effectiveness. Adding your branding to a product, whether it’s a pen, a bottle, a mouse pad, or a calendar, will not break the bank and will reach a wide audience.

Even on a tight budget, you can choose items that will allow you to add your logo or name and have an impact on your marketing, as you can quickly, easily and cheaply give them away to existing and potential customers. Branded products are a great investment for any business, and offer fantastic value for money.

Increased loyalty

Who doesn’t love a freebie? Brand loyalty is built over time, but branded products can give you a boost. The findings from the BPMA study, showed that 73% of participants who had received a branded gift from a business had then purchased from that company.

This phenomenon comes from the fact that people experience happiness and pleasure when they receive an unexpected gift, positive emotions they will then associate with your business and brand. Promotional products help people remember your company and in turn, encourage them to purchase your products and services.

Business cards

Sure, the traditional business card is a faithful companion to any businessman or woman. However, investing in an alternative branded product, such as a pen or USB drive, allows people to remember your business more easily – especially because of the constant reminder of the keepsake they’ll receive!

For instance, if you’re meeting with a potential client, why not gift them with a branded product that is useful for them and works to promote your brand – notebooks, mugs, water bottles. The options are limitless.

The key to taking full advantage of your branded products is to be aware of three important elements: the gifts need to be useful to the customer, relevant to your brand, and representative of your business.

Branded products can be incredibly creative, which will allow you to distinguish yourself from your competitors. They are also more tangible to customers than adverts in radio, TV and billboards, which can quickly eclipse from people’s minds.


By Simon Kay, director at EMC

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