July 30, 2013 | Branding

Understanding Why Promotional Products are So Important

Acupuncture ZenThese are some of the most popular buzzwords associated with marketing any business today. While a strong online strategy is crucial for any company to succeed, it’s important to remember that marketing in today’s world isn’t strictly limited to digital – yes, the physical world in front of us still exists, and catering to it will distinguish you from many of your competitors! Because most businesses are too heavily focused on their search engine rankings and don’t maintain a healthy balance in their marketing strategy, those who invest in promotional products will remain a few steps ahead of their competition. This isn’t to say that one form of marketing is more powerful than the next. Whether it’s online marketing or promotional products, both are going to accomplish the same goal of growing your business, and work best when used together.
However, since businesses are so preoccupied with only one aspect of marketing – typically the digital side – the organization that balances online and promotional marketing will reap the most rewards. Some of the incredible benefits of investing in promotional products include:

  • Higher ROI: Your return on investment might not be immediate with promotional products, but the groundwork created can have substantial effect. Whereas the ROI in online marketing can be limited to a single click (such as with Google Adwords) and then disappears, the value in promotional products is that they’re tangible and long-lasting. For instance, investing in poster or postcard printing will ensure that your business’s name will be repeatedly flashed before the consumer’s eyes as long as they keep the product. The ROI might not be immediate, but when the customer has a need in your industry, your business will be the first that comes to mind.
  • Brand awareness: While a computer screen is limited to one or a few more people, promotional products have the opportunity to vastly increase brand awareness. Getting promotional bags or grocery totes with your company’s logo, for example, will result in your brand’s name being displayed throughout town. The recipient of a promotional product inadvertently becomes a walking billboard.
  • Retention rates: Did you know that nearly 95 percent of people who receive a promotional product can recall exactly where they received it up to two years afterwards? There’s incredible research that details the effectiveness and longevity in promotional products.

Of course, this isn’t to say that you should favor promotional products over online marketing. However, if you find a stable balance between both forms of marketing, you’ll remain ahead of your competitors!

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