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The modern world is a deeply competitive place in which businesses have to do everything they can to stand out and draw customers. Advertising is the classic answer to spreading the word about your business, but standard forms of advertising are no longer considered fully efficient. A more comprehensive approach is required for maximize customer engagement and conversion, and one way that many businesses handle this is with targeted promotional products featuring the company logo and color theme.

There are many reasons why your business might want to consider such an approach to marketing. Perhaps the most obvious is that it is a clear and affordable way to market your business through a medium that usually doesn’t engage the customer. A good rule for most marketers to follow is that promotional gift products should be things that the consumer might use on a daily basis. That way, there is a greater chance that the consumer will interact with that product regularly, thus exposing them to your logo consistently.

By selecting everyday objects that are closely related to your business as a way to advertise the business, you can connect your brand to an everyday task. Good examples include pens, coffee mugs, mouse pads, calendars, keychains, and shot glasses. If you want to stand out even further, find a creative product that other brands don’t typically give out for free. For instance, all sorts of brands give out branded pens and pencils, and while that can be a good way to advertise affordably, there’s a chance that something else could be more effective. You might be more likely to remember a brand associated with a unique promotional product, like a flashlight or USB drive.

Promotional products also expand brand recognition without much active effort on the part of the brand. Brand recognition is simply the idea that consumers instantly connect a brand’s name and services with its logo. One of the most recognizable logos in the world belongs to Apple, and their simple logo instantly reminds consumers of their major products and service. Promotional products expand brand recognition by saturating the market with your brand’s logo. This saturation leads to a natural uptick in recognition.

In terms of their advertising power, promotional products can easily outmatch a billboard or TV commercial. This is especially true in an age where traditional advertising methods are dwindling as a result of streaming online content and the attention span of the consumer. With so many ads being shown from so many angles, true creativity is needed to speak to the customer through the rest of the noise. Promotional products slice through the usual ad mediums so they are experienced in an active setting. Since the product is associated with an activity, the consumer gets a little dose of advertising with each use. Products that can be used for years prove to be the most effective.

Perhaps you’re going to a conference or show of some sort to showcase your business alongside others like it within your industry. If that’s the case, handing out promotional products can be an effective alternative to giving out business cards. Everyone has business cards, and they usually get thrown away after the contact info has been saved, at which point the card no longer works to advertise your business. A physical branded product, however, is harder to justify throwing away, especially if it has a common and useful function.

In a sense, promotional products are an embodiment of the idea that you have to spend money to make money. Since you’re literally giving away these products, there is no direct monetary return on the investment, but the overall investment value of constant direct brand exposure is hard to calculate. Everyone likes a free gift, so giving your customers a promotional product is one way to increase loyalty. Customers are much more likely to make a purchase from a business that has recently given them a quality free gift. It’s important that the gift not be cheaply made since many consumers connect the quality of a free gift to the quality of the brand that gave the gift. New customers might even be persuaded to convert thanks to a free promotional gift.