In the bustling marketplace, standing out from the crowd is the key to success. This is where promotional products come into play, serving as a tangible reminder of a brand to consumers. But what drives the effectiveness of promotional products, and how do they foster brand recall? The psychology intertwined with these tangible advertisements is fascinating and backed by numbers that underscore their impact.
Tangible Value Creates a Lasting Impression
Unlike digital or TV ads, promotional products have a tangible value. They are items that consumers can use, making them more memorable. According to the Advertising Specialty Institute, 85% of people remember the advertiser that gave them a promotional item [1], especially items like custom branded apparel or personalized reusable water bottles and coffee mugs that they use frequently.
The Reciprocity Principle
The principle of reciprocity is a powerful psychological trigger — when someone gives us something, we feel compelled to give something back in return. Promotional products play into this principle effectively. In fact, 83% of people become more likely to do business with the brand after receiving a promotional product, showing that it’s an effective marketing strategy [2].
The Power of Utility
Promotional items that are useful are likely to be kept and used by recipients. The longer an item is kept, the more impressions it makes on the recipient and anyone else who sees the recipient using the item. A survey revealed that 83% of customers would experience a strengthened loyalty to a brand they currently shop with that gave them a promotional product. 73% of customers are more likely to consider purchasing from a business that gave them a promotional product they kept, 75% are MORE likely to buy from a company that gave them a promotional product than from another company they know equally well but did not give them a promotional product [3]. Items such as branded tote bags and customized writing instruments prove to be useful and, therefore, are kept longer.
Enhancing Brand Recognition
The repetition of seeing a brand's logo on a promotional item enhances brand recognition. A 2012 study conducted by the British Promotional Merchandise Association (BPMA) revealed that 66% of participants could recall the brand on the promotional product received within the past 12 months [4].
Emotional Connection
Promotional products like bags are often kept because of their utility, and in the U.S., promotional products like bags, logo imprinted tech accessories, branded notebooks or journals can evoke a stronger emotional due to their frequent use in public places [5].
Conclusion
The symbiotic relationship between promotional products and brand recall is undeniable. These tangible advertisements not only provide utility but also play into the human psyche, encouraging a positive association and recall of the brand. Investing in promotional products is not merely about giving away items, but about creating lasting impressions and fostering a deeper connection with the audience.
In a competitive market, understanding and leveraging the psychology behind promotional products is a smart move for any brand aiming to leave a lasting impression in the minds of consumers.
References
1. Advertising Specialty Institute. 2019 Ad Impressions Study.
2. Why Promotional Products Remain An Effective Form Of Marketing
4. PPAI: Promotional Products work in any Economy
4. British Promotional Merchandise Association (BPMA). 2012 Study on Promotional Products.
5. FineLine Printing Group. Exploring Emotional Connections to Promotional Products.