How Promotional Marketing Can Help Generate Brand Awareness

We’ve got two words for you here: brand recognition. Building brand recognition is a major reason why promotional products are so popular for marketing campaigns. We bet you have at least one promotional pen or mug lying around your work desk or at home.

The British Promotional Merchandise Association (BPMA) conducted much research and surveys which showed that there is a direct correlation between promotional product advertising and an improvement in brand recognition and an increase in sales.

What’s more, by creating a promotional campaign that consists of ‘useful’, good quality items, e.g. pens, mugs, which last a long time, your customer could be taking this item with them wherever they go, therefore potentially catching the eye of other prospective customers.

Firstly, this increase in brand awareness and better sales leads to a high return on investment. For the low prices you can pay for promotional products, the sales you could yield often far outweigh the costs.

From the infographic below, you can see that from a 2012 study conducted by the BPMA on almost 15,000 people who had received a complimentary promotional gift within the past year:

79% would likely do business with the company again
56% claimed they had a higher impression of the company after receiving the gift
66% could recall the brand from a product given to them within the past 12 months
6 out of 10 consumers would keep a promotional product for up to two years

The Power of Promotional Marketing

The first step in promotional marketing is to select a product which will make a positive impact on your target audience. It does not have to be expensive but it should be valuable and something that people will use regularly as a part of their lifestyle habit which will, in turn, allow for increased brand awareness. Items such as mugs, pens, notepads and tote bags often prove to be very popular.

Furthermore, promotional gifts can really change buyer habits, such that many consumers are often willing to switch their brand in order to receive a complimentary merchandise gift. Therefore, giving away a ‘free gift with purchase’ can elevate your sales massively.

Promotional product marketing can be so powerful if it is executed correctly and it is an excellent way to increase your brand awareness by penetrating your market and getting people to believe in your brand. All you need to do is consider what is relevant to your brand and then get your name out there!