How to plan a successful promotional gifting campaign

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What are promotional gifts

Promotional gifts or promotional products are items that are branded with a company's logo or message and distributed to customers, employees, or prospects at little or no cost. These items are typically used to promote a brand, product, or service and are an effective way to increase brand awareness, drive customer loyalty, and generate leads.

The numbers don't lie: The power of promotional gifts

Promotional gifting can be a highly effective way to build brand awareness, increase customer loyalty, and drive sales. According to Gitnux Market Data Report 2024:

  • 89% of consumers remember the name of the advertiser on a promotional product they received in the last 24 months.
  • 85% of people have done business with a company after receiving a promotional item from them.
  • 62% of people remember the name and details of a company that gave them a promotional product.
  • Consumers retain promotional gifts for an average of 6.6 months.

For everyday items like bags and pens, they can easily generate 10 daily impressions of your brand, either towards the owner or audiences around them. That can result in almost 2,000 impressions over the life of the product.

How to plan a successful promotional gifting campaign

Now that we understand the power of promotional gifts, let's dive into how you can plan a successful promotional gifting campaign.

Select a practical and relevant product

As we discussed above, the more useful and relevant the product is to your target audience, the more likely they are to keep it and use it.

A good starting point is selecting a product that everyone needs on a daily basis, such as pens, notebooks, or bags. These items are practical and have a high likelihood of being used regularly, increasing brand exposure.

Even better, consider the demographics of your audience and choose a product that aligns with their interests and needs. For example, if you're targeting a tech-savvy audience, a branded power bank or USB drive might be a good choice. If you're targeting a health-conscious audience, a branded water bottle or fitness tracker could be a hit.

Prioritize quality when budgeting

Regardless which product you choose, there will likely be a range of options available at different price points. It's important to set a budget for your promotional gifting campaign and stick to it.

A good principle to follow is to focus on quality over quantity. It's better to invest in fewer high-quality items that will be used and appreciated by your audience than to distribute cheap, low-quality items that will end up in the trash.

High quality products also carry a higher perceived value, which can help to enhance your brand image and create a positive impression with your audience. This is supported by data from Promotional Products Association International (PPAI) statistics, which reveals that approximately 72% of consumers make a connection between a company’s reputation and the quality of its promotional gifts.

Don't overlook presentation: the importance of packaging

Another crucial channel to convey a sense of high quality of your brand is through the packaging of your promotional gifts. First impressions matter, and that applies to promotional gifts as well.

A study by S Hussain et al. on the impact of product packaging shows that elements like color, design, material, size, and labeling significantly influence customer perception and can enhance promotional effectiveness more cost-efficiently than expensive advertising campaigns.

Don't miss out on the opportunity to make a great first impression with your promotional gifts. Investing in high-quality packaging can reflect your brand's personality and values, paying off in increased brand loyalty and customer acquisition.

Final words

Promotional gifting is a cost-effective strategy. By balancing cost and quality, focusing on practical, well-made gifts, and investing in presentation, promotional products can become powerful tools for building lasting connections and achieving marketing goals. Such thoughtful gifts can encourage potential customers to favor your brand in the future.