In a competitive marketplace, brand recognition is more important than ever to modern businesses. Brand recognition means that people can identify your company, its products, or your services simply by seeing your logo, packaging, or advertising, so it’s a powerful tool in marketing. One way that has been shown to be affective is by making promotional products. Branded gifts or promotional products can feature your company’s logo, name, and tagline, therefore ensuring potential clients see them on a regular basis. According to surveys by the British Promotional Merchandise Association (BPMA), promotional products such as USB sticks and calendars can be as effective as newspaper or radio advertising, but are much more targeted, so there’s less ad waste. Here are some ways you can use promotional products to get your brand noticed.
In order for a promotional products campaign to be successful, you’ve got to give people what they want and keep up with trends. Whether you look for t-shirt printing in Sydney, or have mousepads made, the promotional products you choose need to be relevant to your brand, and ideally be things that people like.
Items that are useful are often kept around the longest, with mugs being one of the promotional products that was kept way beyond other items; 87% of people kept one for over a year. Other items people find practical include:
Pens and pencils
The key to good promotional products is visibility. Don’t send things out that will get looked at once and chucked out. For better brand visibility, people need to keep hold of things for as long as possible. Those who keep items for a long time are much more likely to recall the advertiser’s name and/or their product.
Effectively using promotional products
Promotional products aren’t just to hand out to potential clients. There are many other ways they can be used to increase brand awareness.
If you want your brand recognition to increase in general, then promotional products can be used for giveaways. Whether it’s a contest on your social media page, or as freebies to incentivise people to order, these products are an excellent way to reach out to consumers.
Items with your logo or name also make excellent gifts for special occasions, to give out at conferences, or to remind customers who haven’t ordered for a while that you’re still trading.
Breaking brand loyalty
In order to build your own brand recognition, you need to break people’s loyalty to other brands, and promotional products are surprisingly effective at doing this. People love freebies, and will often change their behaviour and use a different brand if it comes with a promotional item. Whether it’s buying a different kind of beer because it comes with a free opener, or visiting your restaurant because kids get free crayons, it’s surprising how far promotional items can go.
As with all promotional items, usefulness is key when you are giving away items. Try to keep your giveaways relevant to the item, and something that people in your demographic will use.
Your brands’ values
Having clearly defined brand values is important to creating brand recognition, and the products that you choose should deliver your message effectively. It needs to be concise, nobody is going to stand around reading the side of a coffee mug, so your message needs to be delivered in the fraction of a second, yet still be on-brand. Something simple like a logo and tagline can often be enough to communicate effectively, without overwhelming the consumer.
It’s also important to distinguish your brand from the competition. Nobody wants their brand message to be credited to their competitor, so think about whether your logo and company name stand out from the crowd.
Think about your consumer’s lifestyle
The most successful brands will often place their logo on a variety of youth-orientated products, getting them featured on Instagram, and ensuring people see them as energetic and playful. While this might not work for every company, it’s certainly a strategy that can be used for inspiration. By making products that are part of people’s everyday lifestyles, from basketballs to skateboards, these brands have brought their products front and centre. If you can make your products a part of someone’s life, then this will ensure long-term brand loyalty, and give you an excellent ROI.
In the days before social media, promotional products would be handed out, and would be put in a drawer, perhaps looked at by a couple of people. However, an important thing for modern companies to consider is whether their products will be shared online, and items flaunted by key influencers could really help build your brand. These items will need to be one of the following:
Fun – something unique that people on social media will find amusing
Colourful – anything that photographs well will make an eye-catching post
Luxurious – high-end promotional items are more likely to be shown-off on social media
Again, it’s important to think about your audience, and who’d be a good brand ambassador, so you can ensure the right people see your products.
Find a niche
Even if you are working in a competitive industry, by using promotional items you can carve out a niche for your business. Whether you want to be seen at the high-end or budget end of your industry, or are aiming to create a certain image, promotional items make it easier to start the right conversation about your business.
There’s more to promotional items than putting your logo on a pen. It can be the key to improving brand recognition in many ways, allowing you to create the right buzz around your brand. By making items that people keep for long periods of time, you can ensure your logo is seen again and again, effectively advertising your brand every day. Over time, people get to know your brand better, and it becomes something that feels like part of their lives.