The Power of Personalised Promotional Products
Exclusivity is a virtue, and businesses that know how to leverage the ‘power of personalisation’ win big! We live in a crowded marketplace with stiff competition. Standing out from your competitors is an ongoing priority that requires innovation and forward thinking. This is where personalised promotional products can certainly lend a hand. When done properly, offering your clients or employees a thoughtful personalised branded gift shows emotional intelligence, creates a good first impression and can be an important component when it comes to building and nurturing business relationships.
The Benefits of Using Custom Promotional Products
As promotional products have risen in popularity, they’ve also grown more sophisticated, as have consumer expectations. Personalised products are about more than simply placing your company logo on a pen or keychain. Rather, branded merchandise should aim to establish a personal connection and encapsulate your brand’s identity in an innovative way. Below are some of the main benefits to using personalised promotional products in your business.
Create Your Own Brand Ambassadors
Offering your clients or employees a practical gift that shows true thought and consideration goes a long way to helping them feel special. Studies have shown that gifting existing customers with promotional merchandise increases actual purchase behaviour.
There’s a reason why settlement gifts are part of a longstanding practice in the real estate business. Offering a gift that instils a sense of excitement and warmth not only increases the likelihood of referrals and repeat business directly from your clients, but it can be an invaluable form of advertising. When new homeowners invite their friends and family around for celebratory drinks, your branded promotional products will be on full view. That’s why offering durable practical items such as wine glasses and cheese boards can be particularly advantageous in this context. Every time your clients use these products, they will be reminded of where they came from.
Longer Recall Value
Brand recall refers to a consumer’s ability to remember a brand’s name or service when prompted. Brand recall is one of the most important metrics when measuring brand awareness and plays a significant role in facilitating repeat purchases. Wouldn’t you want your business to be the first thing that springs to mind when consumers think of a service or product category? A high brand recall value is also directly proportional to increased sales.
A customised promotional product is a tangible, physical reminder of your business and therefore has a far greater recall value than an internet or television advertisement.
Lower Cost per Impression
Consumers are constantly bombarded with advertising on digital platforms. We see so many Facebook and Instagram ads every day that they become easy to ignore. Branded promotional products on the other hand are a subtle (and less annoying) form of advertising that grants repeat exposure at a comparatively low cost.
Paid advertising considers how many impressions your ad generates. In simple terms, impressions refer to the amount of people who see your ad. Most recipients of promotional products use them regularly and pass them onto others. This in turn, results in a lower cost per impression than other traditional forms of advertising.
Creates warm fuzzy feelings
Custom promotional products can be an effective way of building and nurturing business relationships. Consumer’s value practical products they can use in their everyday lives and a personalised gift that shows thought and consideration makes them feel appreciated and increases client retention and the likelihood of referral.
A recent study also reveals that consumers react more positively to an unfamiliar brand after incidentally using its merchandise like when someone briefly uses a promotional pen to take notes. The study showed that using branded merchandise once could subtly persuade consumers and leave them with a positive impression of that brand. In the same study, the incidental use of promotional merchandise was seen to outperform purely visual incidental exposure in the form of posters. In light of these findings, smaller businesses that may lack national brand recognition, should consider using merchandise that is durable and likely to switch hands often. This makes pens such a popular promotional gift.
Parting Thought
Custom promotional products are a cost-effective marketing technique that can significantly increase brand awareness, client retention and have a lasting positive effect on recipients and even those who come into incidental exposure with the products. If you need help finding the right promotional products for your business, the experts at Scotland and Harrisson have the skills and expertise to create a tailored solution to your needs. We look forward to supporting your marketing and promotional product requirements.