Why do promotional products work?

The ASI research shows us that people remember and keep promotional items. From shirts to pens, logos on things get impressions, attention and have an impact. From a cost per impression standpoint, promotional products can be some of the most cost-effective marketing tools around. But why is that?

Let’s start with something really basic. We love to get stuff. It makes us feel good when someone gives us a gift. There is a dopamine rush that comes with the being acknowledged, appreciated and openly recognized. Often the presentation of the gift is as important as the gift itself. Employee recognition, customer appreciation both start with an understanding that the recipient is important. They keep the plaque or engraved pen because the items are nice, but also because they serve as a reminder of the feeling they had when the gift was presented to them.

Promotional items also tap into another aspect of people, that we are sensory beings. We thrive on stimuli. Holding a promotional power bank that feels good in the hand creates a connection to the items that come from the tactile experience. Wearing a shirt that looks nice is pleasing, people feel good. Promotional food gifts create a taste memory, a very powerful association. We thrive in the physicality of our world and promotional items become part of that connection.

Wisely chosen, promotional items serve a purpose for the recipient. When deciding what product to use in a give-a-way, two of the considerations are: 1) Replace-ability. If people only use one of a given item, does the gift you are giving stand out enough in quality or attributes that the person would be willing to set aside the one they have and use yours? 2) Practical redundancy. These types of items are the most popular in the promotional space. Pens. People have multiple pens. Shirts… the same. You still need quality and other positive attributes, but these types of items tend to stick around and be used. Most promotional items serve a purpose in either a practical or emotional sense or both.

We’ll always favor higher quality items. T-shirts that are made of thin fabric simply do not feel as nice and don’t get worn as often. When they do, they tend to look tired more quickly, which is a negative association. Poor quality pens frustrate users; not a good association. While price is often tied to quality, this does not always have to be the case. By understanding the purpose for which the item is used, you can strike a balance between price and quality. Just be cognizant that promo items work when people use them, and people favor quality.

Well-thought-out promotional item marketing can create lasting impressions. Research tells us that people like and use logoed products. To be part of that success, put time into planning your promotional product selection and your program can become another success in the long line of successful promotional products.