The Dos and Don’ts of Using Branded Products for Promotion

StrategyDriven Marketing and Sales Article | Branding | Branded Products | The Dos and Don'ts of Using Branded Products for PromotionBranded products can be a great way to promote your business, and they have been used since forever. But they can also be a total waste of money when they’re not being used properly. The problem with a lot of businesses is that they just have a ton of useless products made and have no real strategy on how they’ll use them. But just like anything, you can’t just expect to have a few branded pencils laying around and expect them to do the work. In this article, we’re going to give you some of the dos and don’ts of using branded products to promote your brand and business.

Do: Give Them Something They’ll Actually Use

Look at your audience and see what makes them tick. See what kind of hobbies and interests they may have. If you’re a tech brand, then don’t give away calendars or clothing items. Besides, how many times have you seen somebody wearing any kind of branded company clothing unless they worked there?

Instead, why not give them something they might actually use, like a nice multiport USB charger, or a security strap for their iPad? These are all things they can use and might not actually have right now. These will not only be useful to them, but will keep your brand in the back of their mind every time they or someone else looks at them. If you want more examples of cool promo items you could give out, you can read more here.

Don’t: Give Them Cheap or Outdated Items

If you give your audience junk that breaks easily, then it will reflect poorly on your brand. Don’t give them some cheap USB drives that will run out of space the minute you put a few files on them either. Furthermore, once a promo item is broken, it won’t be able to perform its main function, which is to promote your business.

Don’t skimp on quality and give them something that will last. The longer they’ll be able to use it, the longer it will continue creating awareness for your brand. They’ll also have a higher view of you as a business.

Do: Catch Their Attention First

You could have a few items lying around at an event, but they will make much more of an impact if your get your audience’s attention first. If you’re at a trade event or expo, that means creating an experience and having items that stand apart from the rest.

The item, as well as the way it is delivered, will help create a positive connection with it. Make them feel like they’re actually winning a prize. If you want to give them to clients, you could give specific items after a certain purchase amount. Another way that you could help build a connection with your audience is to work with a street team and have them hand out promo items in public. Make sure they’re well informed so they can let the public know all about your brand.

Don’t: Rush Purchases

Take your time when ordering items to represent your brand. That means choosing them wisely, finding the right supplier, and making sure that you test different items and see how they work. One way that you could gauge the impact of your items is to have a custom URL printed on each one. This way, you will see which ones are actually working and bringing attention to your brand.

This also means planning well in advance if you think you’re going to need promo items for an event. Make sure that you get samples first so you can see the quality. Make sure that you speak with your marketing team and get their recommendations. Promo items can sometimes take a long time to make, so planning in advance will make sure that you get everything in time and fix any issue.

Do: Consider the Setting

Before handing out promotional items, you also have to take the setting in which you’re going to give them out into consideration. While your audience may appreciate getting a nice warm hoodie for the winter months, having to carry hundreds of hoodies to an expo might not be very practical. If you’re going to a trade show or expo, then you should pick smaller items that can be easily carried, like a thermos or power bank. Make sure that you’re well aware of the logistics first before you have any product made.

Don’t: Create Barriers

If you’re intending on giving out high value promo items at an expo and want to be able to get prospect information in order for people to get them, you have to make sure that the process is as seamless as possible. You don’t want to create any additional barriers that will make your item too difficult to get. If you do this, you might end up discouraging your audience and they’ll just walk away. If you’re going to get their information, make sure that you set up multiple tablets at your booth and make the form as simple as possible so you can get the information quickly and give them the item.

Do: Package Promo Items Together

If you can, you should also try to package your items together so you can create a general theme. Not only will it make a greater impact, but the items together will be more likely to be used over a long period of time and continue bringing awareness to your brand A nice beach bag or cooler filled with goodies will make a great impression. And don’t forget to have the packaging branded as well for greater impact.

Promotional items can be very efficient when used right, but you have to make sure that you plan properly and have a clear strategy on how to use them. If you follow our advice, you’ll be able to unleash their full potential and get tons of attention for your brand.

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