In a digital world saturated with online ads that disappear with a click, tangible marketing tools can leave a lasting impression. We’re talking pens with your name and logo, customized water bottles, reusable totes that display your URL—these are more than just freebies you hand out at trade shows. Promotional products offer a unique and effective way to connect with your audience not just in the moment, but for weeks, months and even years down the road.
Why do these seemingly simple items work so well? Let’s delve into the science and psychology that makes promotional product marketing so effective.
The Reciprocity Principle:
When someone receives a gift, even a small one (magnets, notepads, chargers, etc.), they feel a natural inclination to reciprocate. In a marketing context, this translates to increased brand loyalty and a higher likelihood of future engagement.
The Endowment Effect:
People tend to value things they own more than things they don’t. A branded mug or reusable tote, for example, becomes associated with positive feelings and a sense of ownership once they leave your hands and land in those of a prospect or donor.
Mere Exposure Effect:
This psychological phenomenon says, in simple terms, that the more we see something (even if it’s for a fleeting moment), the more we grow to like it—often unconsciously. So, that branded calendar that’s sitting on someone’s desk could be making them fall in love with your brand, whether they realize it or not.
Sensory Engagement:
There’s a reason that teachers like to engage multiple senses when they want their students to remember something. Our brains process information more effectively when more than one sense is involved. Promotional products engage the sense of touch, creating a more impactful experience compared to one that’s purely visual or auditory.
Okay, let’s stop for a moment and talk about why all this matters. If you have a great product or service and can tout its many benefits, why even care about how promo products work or what they can accomplish?
Meet Harvard Business School professor Gerald Zaltman, who wrote the book, “How Customers Think: Essential Insights into the Mind of the Market.” According to Zaltman, 95% of all purchase decision-making stems from an emotional connection. He writes, “Ninety-five percent of thought, emotion and learning occur in the unconscious mind—that is, without our awareness.”
So, yeah—it’s like the whole “people don’t care how much you know until they know how much you care” cliche. You want to create good vibes between your audience and your brand, and then they may be more open to pickin’ up what you’re puttin’ down as you talk about your products and services.
The right promotional products have the potential to create these three important things for your business or org:
- Positive association. A relevant or useful item can create a positive association with your brand. Think about a high-quality pen that writes smoothly or a cozy blanket with your logo. Every time the recipient uses them, they’re reminded of your brand in a good way—all those good vibes can translate into a conversion down the road.
- Increased brand recall. Studies have shown that promotional products significantly improve brand recall. The tangible nature and staying power of these items helps them stay top-of-mind, ensuring your brand remains relevant when it’s time to make a purchasing decision.
- Enhanced brand perception. A well-chosen promotional product can elevate your brand’s perceived value. Giving away high-quality, practical items signals that your company or nonprofit cares about its audience and values quality.
The key to making your promo products really effective is to choose the best promotional items for your brand.
Look for products that are:
- Relevant. Choose products that align with your brand’s values and target audience.
- Useful. Opt for items that people will actually use, not throw in the back of a closet or toss in the trash once they get home.
- High-quality: Invest in durable and well-made products that reflect positively on your brand. On the other hand, a cheap item that immediately falls apart is going to leave your audience with a negative impression.
Promotional products are more than just freebies and giveaways. They’re powerful marketing tools that leverage psychological principles and sensory engagement to create lasting brand impressions. In a world that’s gone digital, they offer a literal solid connection to the real world. By understanding the science behind their effectiveness, you can harness the power of promo products to connect with your audience and instill positive feelings about your brand.
At Firespring, we’ve customized thousands of promotional products for businesses and nonprofits alike. How can we help you find the branded swag you need to connect with your audience? Take your pick from a wide variety of connection-making promo products here.