The potential success of a promotional product weighs heavily on its functionality. Recipients have a better percentage of keeping your giveaway because they find it useful than they would because it tickles their fancy.

While functionality is definitely a big factor for the recipient, it can also be something for the giver to consider. When choosing a product, look at the other side of functionality - go beyond what the product can do for your clients and discover what it can do for you.

At the very least, a promotional product should be able to create brand awareness for your company. Having your logo and brand name present on a tangible item makes it a more effective medium of advertising.

In a study by Promotional Products Association International, the group exposed the participants to three forms of advertising - television, print and promotional products. They were asked to complete a 60-item questionnaire measuring the perceptions of the advertising medium. While the print ad came in first overall, the promotional product outperformed television across the board. PPAI also concluded that adding a promotional product to the media mix generated favorable attitudes toward the ad in all cases (up to 44%).

Beyond building brand awareness, promotional products are also effective at increasing goodwill towards the company. Recipients of well thought out promotional products are more inclined towards developing positive feelings and attitudes towards the company.

Use promotional products to capture new leads and retain the old ones. These can be used as a way to thank clients. More than that, it serves as a reminder of the excellent service that you’ve provided them and that you can provide still.

Different companies have different reasons for using promotional products. To ensure that this marketing strategy effectively works for you, you must set your own objectives. To do this, study your market well and know what they want. Also, if your company utilizes other forms of advertising, creating a synergy between your existing means with your promotional products strategy can be the key to your success.

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Remy is a Promotional Adviser specializing on Personalized Glasses and Mugs, Personalized Napkins and Business Promo Shirts Store.

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