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How to Choose Effective Promotional Products for your Marketing Campaigns

With thousands of promotional products available, it can be difficult to choose one that is effective for your brand.

Unfortunately, it isn't as simple as sticking your logo on a branded mug and hoping for the best.

Choosing the right promotional product takes careful planning and consideration.

So, how do you ensure your products are effective?

Read on to find out our top tips for choosing effective promotional gifts.

1. Consider the goals of your branded merchandise campaign

The first step to crafting any successful marketing campaign is considering your goals. What would you like to achieve from your branded merchandise marketing campaign? Are you trying to increase your brand exposure in a specific area? Looking to increase your customer loyalty? Or perhaps you're trying to get people interested in your new business?

Your goals should form the starting point of your campaign. Having a clear goal will help you consider who you want to target, the type of product you should choose, and the budget you should set for your campaign.

For example, if you were looking to increase your brand exposure, distributing lots of low-cost promotional goods would help you reach as many people as possible. Whereas, if you’re looking to increase customer loyalty you could distribute personalised, high-end promotional products to a smaller group of your clients.

2. Research your target audience

As with any element of business, when choosing the right promotional merchandise, you must thoroughly research your target audience.

The more you know about your audience, the easier it will be to choose promotional apparel that resonates with them.

But, what should you be considering when researching your target audience? Here are a few ideas to get you started:

- Their age – are they young adults or older adults?

- Are you targeting business professionals or consumers?

- Who are they? What is their background?

- What kind of lifestyle do they lead?

- What is their gender?

- What are their hobbies/interests? (B2C)

- What is their occupation? (B2B)

Painting a clear picture of exactly who your target audience is and their interests will help you choose a relevant promotional product, ensuring maximum return on investment for you.

For example, an audience interesting in a fit and active lifestyle may appreciate a sports water bottle or gym towel whereas an eco-conscious demographic would like a sustainably sourced wooden item or recycled product.

3. Research promotional product trends

With hundreds of branded giveaways available, searching for the right promotional gift can be overwhelming. However, a great place to start is researching promotional product trends and gaining inspiration from some of the most popular promotional products.

Here are some stats you might want to consider when choosing effective promotional items:

- 46% of people had a favourable opinion of an advertiser if the promo product they received was environmentally friendly. (ASI, 2020)

- 89% of consumers own promotional writing instruments. (ASI, 2020)

- 80% of consumers own branded t-shirts. (ASI, 2020)

- 78% of consumers own promotional drinkware. (ASI, 2020).

- 73% of consumers own a promotional bag. (ASI, 2020)

- 69% of consumers own branded headwear (ASI, 2020).

4. Make it memorable

Sticking your logo on a cheap promotional pen and handing them out to a few people is all well and good, but it won’t get you extraordinary results. To get outstanding results from your branded merchandise campaign, you need to be creative.

A great way to do this is by choosing an interesting promotional product that your audience will remember and want to use time and time again.

A branded mug with an attention-grabbing slogan or a promotional bag with a stand out design will ensure your promotional gifts are used and attract the attention of everyone who sees them. Find a great Graphic Designer and, they will help you bring your creative ideas to life.

Making your promotional items memorable is hard. So, if you’re looking for some inspiration for your next campaign, it’s a great idea to look at some of the big brands that have used promotional merchandise well. To make your life easier, we have written a whole blog post packed with inspiration. Check it out here.

5. Stay aligned with your brand values.

When deciding which promotional giveaway to use, make sure you stay true to your brand. One of your clients' reasons for choosing you over your competitors is that they believe in your brand values.

For example, if you promote yourself as a sustainable business, don’t invest in plastic promotional merchandise. There are plenty of eco-friendly branded merchandise alternatives that will help you stray true to your brand values whilst effectively promoting your business. The exception to this would be where the plastic item is of real value to the user and replaces single-use plastic alternatives such as providing a sports water bottle to replace using bottled water.

6. Consider your method of distribution.

You should always consider your method of distribution when choosing an effective promotional product.

Where will your promotional products be distributed? And who will you give them to?

If you’re handing out bulky promotional items at trade shows, why not pair them with a customised tote bag? Your customers will appreciate this token as it will make it simple for them to transport their new branded merchandise home.

Whereas, if you want to distribute smaller items like promotional calendars, branded pens and personalised keyrings, a direct mail campaign could provide the perfect opportunity to get your branded merchandise straight into the hands of your clients.

Want to know more?

Creating a promotional products campaign is simple and can offer a fantastic return on investment for your company.

At Soar Valley Press, we offer a wide range of branded merchandise. Our brochure includes over 160 pages of it! Including everything from promotional pens and mugs to customised t-shirts and corporate workwear, ensuring you have everything you need to get your brand in front of your clients.

Any questions? Our team are always ready and willing to help. You can contact us on 0116 259 9955 or email


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