How to Use Promotional Products to Increase Brand Awareness

CustomUSB | Deepflight Dragon Sibmarine Replica USB Flash Drive

Businesses have used promotional products for decades to help expand their reach and to drive sales. But, do they really work? As the idea of brand awareness pervades every industry and sales niche, it’s important for businesses to ascertain that an investment in promotional giveaways gets the desired results: increasing brand awareness that ultimately facilitates better sales.

So the first question is: Do promotional products increase brand awareness?

And, the second question is: How does one utilize promotional gift to increase brand awareness?

Brand Awareness

Promotional giveaways leave a positive impression about the brand in the minds of the consumers who receive the item – whether it is a custom flash drive, a wearable, or a pair of ear buds. Studies back this notion up with hard numbers. The Promotional Products Association International (PPAI) found that consumers who received a promo product:[i]

  • Recommended the business to friends and family.
  • Maintained a more favorable impression of the company over time.

The British Promotional Merchandise Association (BPMA) established similar results. Their 2012 report showcases responses from consumers who had received a promotional product within the past year. Here’s what it found:[ii]

  • Two-thirds of people could recall the name of the company that gave them a promotional item.
  • Almost 80 percent of the consumers surveyed reported they did repeat business with the brand.
  • Over 85 percent said they held on to the product for more than a year.
  • Fifty-six percent reported that their impression of the brand was more favorable after they received the product.

Additionally, the study found that promotional merchandise delivered a higher return on investment than other marketing strategies used by businesses, such as indoor and outdoor ads, or even print and TV advertisements. Promotional products offer businesses a bang for their buck, they keeping customers coming back and getting sales on track.

Using Promo Products

The right way to use promotional products depends on your industry, your marketing goals, and your audience. With that said, there are certain strategies that any business can employ to increase their brand awareness through promotional gifts:

  • Boosting products and services you already offer. Need to give an existing product line a boost? Rolling out a new feature? Using a promotional item is a memorable way to get the word out.
  • Showcasing new products/services. When your organization plans to introduce new products and services, your marketing strategy should include promotional products to give consumers a tangible reminder of your brand. Create a custom shaped replica of your product that your prospects can take home.
  • Retaining existing customers. Giving away a promotional merchandise can help boost the loyalty of existing customers and encourage upsells and cross-selling.
  • Attracting new customers. Include clever branding on a promotional product that appeals to your target audience, and give it away at trade shows, fairs and local events.

Employ promotional products to put more power behind your marketing strategies, give your brand awareness programs a boost, and attract existing and new customers to your business. No longer is the question, Do promotional products increase brand awareness, as we now know that they do. The question is, Which promotional product will you choose, and how will you use it as part of your organization’s overall marketing strategy?


Join the discussion and tell us your opinion.

Bob Tennerreply
March 4, 2015 at 3:45 pm

We sell to accountants and tax preparers nation-wide.
Your custom USB drives interest me.

I’m wondering if there is an irresistible custom design we can come up with for our customer base to be used as a free gift.
For instance a key board, a calculator, a computer, abacus, tax form.
What are your capabilities, leadtimes and costs for various custom designs and storage capacities?

March 4, 2015 at 4:01 pm
– In reply to: Bob Tenner

Hi Bob,

Please directly email sales@customusb.com and a sales representative with help assist you with the following questions.

Thank You!


Jeff Nicholsonreply
March 30, 2015 at 8:37 pm

If you want your promotional product to increase visibility and awareness, the product must be something that recipients will actually hold onto and use. It’s better to invest a little bit more in something that won’t just be tossed in a drawer, or worse, in the trash.

March 31, 2015 at 8:13 pm
– In reply to: Jeff Nicholson

Hi Jeff,

You’ve made some great points here. We also believe in order to increase visibility and awareness it is important for customers to receive products that are useful. That is why we offer a variety of electronic devices such as Custom USBs, Powerbanks, Chargers, Earbuds, etc to help promote all different industries and products. If you are interested in learning about our variety of products, we have attached a link showing all our products.




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