How to Choose the Most Effective Promotional Products for Your Business

promotional products - how to choose

Did you know that only 1 in 5 customers will throw away a promotional product?

That means every time you invest in your own promotional items, you allow 80% of consumers to welcome your brand into their homes. With that in mind, it’s important to ensure you choose the right product that best represents your brand.

But promotional products aren’t created equal. There are different promotional item categories you can choose and combine.

Some are hits, and others are misses. Some are expensive, and others are cheap.

So, how do you choose the right product to best represent your brand without breaking your budget? What are your company’s most popular promotional items?

Here are the steps to choose the right product:

1. Consider who the recipient is

quote - customers - Bill Gates

Knowing your audience is the first step in choosing the most effective promotional product.

Once you understand your customers’ needs, you’ll better understand what type of promotional merchandise suits them best. Ask questions such as:

  • Age
  • Gender
  • Interests
  • Income
  • Job

Once you have that information, think of promotional items that they use daily. This helps ensure your giveaways aren’t thrown away.

For example, if the younger generation accounts for more than 80% of your audience, consider items that interest them, such as tech gadgets. If your target audience is office people, then some desk accessories will be more appropriate.

2. Do your research

The promotional products industry is diverse, with hundreds of different promotional items. As such, choosing the right product may seem impossible. The good news is that a little research can narrow your options.

First, you’ll want to do market research on the promotional products available in your area.

What promotional offers do your competitors offer?

If you opt for the same offers, look for ways to improve on your competitors’ promotional products.

You’ll also want to research the promo products with the highest success rate. According to 2018 research conducted by the Promotional Products Association International (PPAI), wearables topped the list with a whopping 35.8% of the market share, followed by drinkware (8.4%), writing accessories (6.6%), and tech products at 5.6%.

Based on the number of impressions in 2020 in the US, outerwear, followed by t-shirts, headwear, and bags, brought the highest number of impressions.

Statista - promotional Products by Nymber of Impressions

3. Determine the purpose of your promotional products

The primary step in creating noticeable promotional items is to determine the purpose you intend to achieve with the help of these products.

You may want to show off your brand, connect with your clients, gain great exposure, boost brand loyalty, and have a low-cost marketing initiative.

After determining the primary purpose of these items, you should analyze how your target market will make use of them so you can gain your desired outcome.

For example, most clients may want to show off their favorite brands, so you must consider giving away drinkware such as cups, mugs, and bottles with your logo.

Alternatively, you may add custom prints to tote bags and offer them to your customers before they leave your store to have an accessory to carry their shopping items.

For different types of promotional products you can use, read more in an article about everything you need to know about promotional products.

4. Determine the relevance and usefulness of your promo products

As mentioned earlier, relevance is crucial when choosing the right promotional product for your business.

What does that mean?

The best promotional products relate to your business.

For example, if you sell tech products such as computers, laptops, cellphones, etc., offering products irrelevant to your business would be nonsensical. Instead, offer accessories that go with such products, such as laptop bags, which will help you achieve your goals.

What about usefulness?

To ensure your products don’t end up in the trash, consider offering products your customers will use.

For example, if most of your customers are students or work in school, give them something they will utilize daily, such as pens. Duffel bags will also be an appropriate giveaway if they travel a lot.

Selecting the right products is a strategic process that involves thoughtful consideration of your brand, target audience, and the context in which the product will be used.

5. Budgeting smartly

quote - budgeting - Alfred Amoroso

In the end, everything depends on your budget. Your ROI is only as good as the product you choose.

Always balance quality with quantity, ensuring each item is a long-term brand ambassador.

6. Analyse and select a credible supplier

To locate the best partner in creating these promotional products, you must choose one that constantly meets your demands and needs.

When evaluating the nearby suppliers, you must consider their solid customer service history to determine whether they can consistently supply the items.

Another thing you must consider as you assess a specific promotional product supplier is their ability to communicate with your team. Since you’re choosing a long-term partner in the crucial production process, your supplier needs to be able to answer your valuable questions quickly.

On the other hand, if they can’t provide you with this essential element while you’re evaluating their credibility, it’s best to look for another one.