What is the best way to sell promotional merchandise?

For any business, contacting your potential customer at the right time in the right manner is one of the most difficult quandaries they face. And, of course, all suppliers of promotional merchandise face the same issue. At Code Promotional Merchandise, we have tried to take a different approach by focusing on brand awareness in the right places.

For the vast majority of businesses there will be no dedicated marketing manager or marketing officer. So it could be down to a variety of individuals who could be left in charge to ‘find me some promotional products to giveaway at that exhibition’ or ‘this Christmas, let’s give our best customers a nice corporate gift’. So we have tried to put ourselves in their shoes and targeted the Search Engines with the key phrases that they may use to search. For example, promotional merchandise, promotional products, cheap metal pens etc.

But there is also a place for well targeted e-shot activity. The lesson here is don’t try and hide what you are selling. Make sure the subject line gives a strong indication of what you are trying to sell...there is nothing worse than an email that mis-represents the content. Sure, the recipient might open it but you will have lost their trust if they perceive the subject line to be a lie and you’ll just go on their blacklist. Put yourself in their shoes. Is a price led offer best? Or should you show a range of options? Maybe you can focus on a theme eg seasonal, sports event, popular culture.

There is now doubt that promotional merchandise does play a part in the marketing activities for businesses. Whether it’s a promotional mug, a branded pen or a printed mousemat the industry is still showing signs of growth even during economic downturns because it’s cost-effective, flexible and easy to produce. The key is take a softly-softly approach to marketing it, be honest about its capabilities and let your customers come to you when the time suits them.

Why allocate budget for promotional items? Let me explain...

As a marketing manager you will ultimately be asked to justify your decision making. So when the Finance Manager questions the cost of the exhibition support, let’s get the response ready!

High Retention Levels
If you get the giveaway right, then the recipient will keep it. And if you can give away a business gift that will actually save your prospect money then you really will be on to a winner. So consider a giveaway such as promotional pens (always handy), promotional mugs (never enough in the coffee cupboard) and promotional umbrellas (never going to get thrown away).

Message Longevity
No-one can suggest that a promotional item can compare with a TV advert. But what they lack in glamour they more than make up for in longevity. TV adverts are of course the most expensive form of advertising and whilst they may create a dramatic impact the majority are soon forgotten. The beauty of the promotional item is the message is retained, far beyond any cost benefit analysis threshold. Just ask yourself when was the last time you through a promotional baseball cap away|

More Useful Than an Advert

From promotional ice scrapers and promotional torches through to branded mobile phone holders and printed folders, most promotional items are useful in one way or another. As a result of this usefulness they will be retained...along with your brand and message.

Client Loyalty

Promotional merchandise is not just nicety. It can have a massive impact on your customers’ perception of you and your company. So next time they have a choice to make between suppliers, it could just be the factor that swings that order to you rather than the competition. And all because of that element of promotional merchandise that you gave away as a freebie!

To see a comprehensive range of the opportunities available to your business through promotional merchandise, simply visit www.codepromotional.co.uk today.

The use of promotional gifts – the business case.

Before any business considers a marketing outlay, it is only correct that they investigate the commercial case for the outlay. The purchase of promotional gifts can use a substantial share of any marketing budget but is equally used for both a growing company and the established corporation. Understanding why promotional merchandise is still an established part of marketing is down to the commercial business case supporting it.

1. The impact on brand awareness.

A well documented independent study in 2004 has shown that customers are more likely to remember the names of companies who have advertised with promotional gifts. The study showed:
• High Recall; Customers will remember your organisation long after they've received the promotional product.
• Repeated Exposure; The company make a lasting impression because of the length of time the promotional item is kept.
• Favourable Impression; Customers who receive promotional items come away with a measurably more favourable impression of the company resulting in an increased propensity to do business with you.

The study (conducted by LJ Market Research for the PPAI (Promotional Products International Association)) showed more than 75% of people surveyed were able to recall the advertisers name on promotional items received within a 12 month period. By contrast, just over 50% of people could recall a single newspaper advertisement from within the last week.

The study also found that recipients were most likely to hold on to items for longer if they were useful and / or attractive, thus providing longer and repeated exposure for the advertiser. Around 55% of recipients reported keeping their gifts for at least 1 year, and more than 25% of those who did not keep their gifts passed them on to other people providing pass along exposure for the advertiser.

Source: Promotional Products - Impact, Exposure and Influence

2. Increased sales driven by increased levels of goodwill

Because everyone loves to receive a gift there is little doubt that promotional gifts given to existing customers, new customers or potential customers increases good will and creates a favorable impression. In the study referred to above, 52% of people who received promotional gifts went on to do business with the company who sent the gift. Furthermore, nearly half of those who had not yet done business with the company said that they would be more likely to do business with them in the future.


3. Adapt at working across a plethora of environments

Promotional gifts are multi-faceted and are therefore adaptable to a whole range of circumstances and situations. The vast range of available products from the humble promotional pens and promotional mugs to high spec electronic items ensures that there is something to suit all manner of budgets. Moreover, the ability to choose themed product groups is an ever-increasing option e.g. golf, ladies, Christmas etc.

Promotional gifts can be great for increasing traffic at exhibitions and trade shows alike, arguably getting a better response rate compared to direct mail campaigns by increasing sales and referrals, promoting new products and services and gaining more traffic to your website. They can also be used internally within your company to reward employees, promote moral, commemorate achievements and enhance loyalty and productivity.

Summary: Promotional gifts...can you afford not to?

As a business investment using promotional gifts can reap many rewards and provide excellent returns. Brand building, increased exposure, creating a favorable impression with customers - all translate into increased sales and revenue. These benefits will not only make your company stronger in the short term – but can lead to longer sustained growth and success. After all, as the saying goes, success breeds success. Take the time to choose the right promotional gift and you will reap the benefits from a business and financial standpoint well into the future.

For help, advice and guidance simply visit www.codepromotional.co.uk today...we’ll be happy to help!