Business plan

Creating the Right Promotional Merchandise for Your Brand

When a company is at a certain scale, it will produce branded gifts that will carry the company logo, name and colours. These fall under the category of promotional products. This is a marketing strategy that has been used for a long time and it is a great way of getting your customers to remember the company.

But you can’t simply put your company logo on any item and consider it a successful promotional strategy. There is some research required when it comes to selecting the items and deciding when to provide them. You need to select an item that is useful to the person receiving it. If you have an idea of who these promotional merchandise are going to, you can narrow down the field further. Otherwise, you need to look at basic items that are generally useful. But you should also choose an item that is relevant to the band and your company. Proper representation of your company is very important. There are companies that can help you with custom promotional products as they have procurement experts and suppliers that will ensure a smooth manufacturing process.           

The recipient will only keep the promotional item and use it if it is useful for them. So you have to think about items that have long-term use so that the recipient will become familiar with the company name and the branding. This is a subtle form of marketing. People tend to choose brands that are familiar to them as it has a level of trust attached. You are essentially making yourself known to the person by way of long term exposure and visibility. So when they see your company name or a branded item, they will remember the familiarity and therefore be in a better position to purchase the product because of it. When thinking about long term use, you have to select an item that can be used for about two or three years. So the name of the company or logo should be on the item for about that long. So there has to be a level of quality with the manufacturing and raw materials. It is not just the recipient of the item that will view the company favourably. Anyone seeing them use the item will associate a positive impression with the company as it works as a subtle recommendation method.

You need to consider whether the promotional item carries relevance to your brand as this is what will help the recipient connect the use of the product with the nature of your company. This will further reinforce your company goals. This can also be connected to certain concepts that your company has adopted. For example, if sustainability is a priority, then you can look for promotional items that are made of recycled materials. When it comes to relevance, one example is the use of electronic promotional items for digital companies. Clothing is a special promotional item that will double as an advertisement when the recipient wears it in public. But you need to make sure that the promotional item represents your company properly. So the item should be made with quality items and carry out its function properly.

Blane Sanchez
the authorBlane Sanchez