Teach Your Customers about the Power of Promo
When it comes down to proven marketing tactics that can reach and engage clients, you will not find many methods that are more effective at spreading the word about a business or brand than promotional products. In fact, even in the age of the internet, consumers are reported to be “Nearly 2.5 times more likely to have a positive opinion of promotional products compared to online advertising” (ASI, 2019). This suggests that the value of branded items continues to soar despite the rise of new advertising channels. One of the contributing factors that make promotional products such great marketing tools is their low cost compared to any other advertising method. This makes them a suitable option for small businesses and organizations with limited budgets. As a distributor, you should highlight these qualities and teach your customers about the power of promo as a way to encourage them to invest in custom specialty items.
Low Cost Per Impression (CPI)
As a distributor of promotional products you’ve probably heard this term thrown around a lot, but understanding what it means is key for showing your clients the value of branded gifts. CPI refers to the amount of money spent in order for a branded product to receive 1 view. For example, if a customer purchases 100 hats at $5 each, and the headwear generates 500 views throughout its lifetime, the CPI is 1 cent! In other cases, the cost per impression (CPI) can be as low as 1/10 of one cent for items such as calendars and writing instruments. Here we can see the potential for promotional items to provide a great return on your customer’s initial investment, which is a great way to entice customers to give branded gifts a try for their next campaign.
Memorable & Encourages Brand Loyalty
Another quality to highlight about promotional products is that they help the advertiser be more memorable, which in turn increases the likelihood of an individual to do business with the company that gave them the promotional product (ASI 2019). There is one basic law of social psychology that suggests that “in many social situations we feel obliged to pay back what we receive from others” (Forbes). This means that by giving out branded gifts, clients will be encouraging recipients to give something back in return and that “something” often comes in the form of continued business. When customers choose promotional items, they are in essence establishing the basis for brand loyalty through reciprocity.
Staying Power (Gifts that Keep on Giving)
Another factor that demonstrates the power of promotional products is how long they are kept for. People love receiving promotional products as they value the quality and utility of the received item. Products that are used daily and remain useful for multiple seasons allow your customers to make more impressions which helps the public become accustomed to their brand. Products that are used in public such as tote bags, drinkware and headwear are amongst the items people hold on to the most making them a good platform for your customers to showcase their logos. Additionally, once the item has fulfilled its purpose for the initial recipients, “more than half of consumers are likely to give the item to someone else.” (ASI, 2019). This represents an opportunity for your customers’ brands to continue to receive exposure, making promo products the gift that keeps on giving.
These are only some of the top qualities that make promotional items suitable for customers looking to promote and grow their brand. As a distributor, it is imperative that you educate your customers about the value of investing in promo products. At first glance, it seems that branded items are just things that they can add their logo to, but upon further review, we can find evidence to suggest they are amongst the most affordable and effective methods of advertising.