The ultimate guide on promotional products. Discover what makes them a great advertising tool and how to use them to improve your businesses marketing efforts. 

Promotional products, also known as promo products, branded merch, or swag products, can be branded with a logo or slogan and used as part of marketing strategies to increase brand awareness and engagement. They are effective marketing tools used in any industry and for businesses of all sizes. Promotional products are also used as custom gifts or for giveaways at events. 

While each industry is unique and will have its own marketing strategies, one thing remains true, promotional items are an effective marketing tool that leaves a lasting impression. In fact, according to ASI central, 85% of consumers remember the advertiser who gave them the promotional product. There are hundreds of products to choose from, and knowing which ones will work best for you can be a bit overwhelming. This ultimate promotional product guide will break down all the product categories and talk about which industries they are best for.

Promotional products can take many forms and fall into a wide range of categories. These categories are based on popularity and what works best for companies using them to market their brands. Some products may be better for one industry than others, so it's important to know which product is best for you and why. It's important to consider your consumers' needs and behaviors. Knowing your target audience’s consumer behavior and your brand's values is helpful when deciding which product to use for your advertising efforts. The following are the different types of promo categories and the industries that use these products the most based on our experience.

For some time now, the most popular category has been custom apparel. It generates the most awareness since it's something people are wearing, but it also builds trust in the brand to others because people are willing to wear and represent that brand. In a way, it’s like having brand ambassadors promoting your company, except this is a more affordable and genuine alternative. Businesses use apparel for various purposes like work events, tradeshows, company outings, or giveaways.

Drinkware is the general term for products you can drink something out of. Because of its usability and lifespan, drinkware is one of the most popular types of promo items. It’s also an environmentally friendly option, as it’s a great alternative to disposable drinking cups. Drinkware promotional products have a variety of categories to choose from, giving brands plenty of choices to choose what best reflects their brand. Brands that benefit the most from these items are restaurants, bars, drink-related businesses, and event planners. However, other industries can still benefit from custom drinkware items. Imagine you are a law firm, and you gift your clients a custom mug, they will still use it for their morning coffee at their jobs, giving your firm visibility in the office or wherever they take their mug.

Custom bags are also a popular and great choice. From custom tote bags to branded fanny packs, they provide a lot of functionality for the user while increasing your brand awareness. Bags are a way for people to carry around your brand and advertise it. Think about an expensive billboard that’s stationary and time-sensitive. Now compare it to a bag with your logo that is taken around cities, even states, reaches more people, and is more affordable. According to ASI, 40% of U.S. consumers keep these items for over 10 years. We see a lot of sports and travel companies use these products, but the truth is that these items are extremely effective for any industry.

Desk accessories or office items are one of the more traditional swag items. These products range from writing tools to picture frames or even stress toys. The idea behind these items is to provide your clients or colleagues with something they will always have on their desks to constantly remind them about your brand. Imagine every time someone at an office goes to write something, they use a pen with your logo. This helps increase your brand awareness and brand identity. Industries that use these products the most are local businesses like law firms, finance businesses, or anyone that provides a service.

One of the newer popular categories is custom tech items. This category is more niche and specific to certain audiences. One of the most popular items in this category is promotional USBs because of their functionality and lifespan. Other tech items include phone accessories, speakers, chargers, and more. Popular industries that use these products are musicians, artists, or anyone in the tech-related field. One tip to know if these type of products would be beneficial for your advertising is to know your audiences behavior. For example, if your buyer persona is always on the go or frequently at events, then they could benefit from using a power bank to keep their devices charged. Meanwhile, if your audience prefers to read books and do gardening, there are better options that will better suit their needs.

Another newer popular category is outdoor and leisure products. This includes items such as umbrellas, chairs, towels, and much more. This category is used by a variety of industries, but because these items are made for specific conditions, they work better in specific locations. For example, you wouldn’t want to promote your brand with beach chairs if you are in a state like Alaska which has an average of 28.4 degrees Fahrenheit. It’s important to know your audience and what will work best for them.

These products are so effective, yet some people don’t recognize they are using them but what they do remember is the name of the company that is on that product. No matter where you go, you are most likely around many promo items. From small local businesses to large corporations, the majority of companies use these products to help promote their brand. For example, if you go to restaurants, a lot of the time they have branded cups that you can take home. If you go to a sporting event, they usually give away towels, bags, or shirts with the team's logo. Here are some examples of brands you may know of that use custom branded products but you may not have noticed. 

Flanigans is a popular restaurant chain in South Florida that has generated a buzz with its custom bright green cups, which you can take home. It’s an ongoing trend where people talk about how many of these Flanigan's cups they have at home or how you aren’t really from Miami if you don’t have a flanigans cup. It’s safe to say they have taken full advantage of these promotional drinkware products and gained a lot of brand awareness through them.

Royal Caribbean, one of the largest cruise lines in the world, continues to increase its marketing efforts with more branded merchandise. As mentioned earlier, it is very important to know your audience and your own brand. As a cruise line, it makes sense to sell and give away products like the ones featured in the image above. Their consumers will then go home with the branded merch and be constantly reminded of the amazing vacation they had with this company, making them more likely to go with them for their next cruise.

Odds are, if you haven’t yourself, then you’ve seen someone wearing or using a product branded with a University logo. From branded plushies to umbrellas, universities have any promotional product you can think of. Usually, students or parents who are proud to represent their school use these products. The same goes for any company that has developed that connection with its audience through its marketing strategies. Not only do promo items build consumer loyalty, but you’re getting the most affordable way to market your brand.

Promotional products are very effective for many reasons. Firstly, all custom products have a good and lengthy lifespan. This means they will be kept by consumers for a long time.  According to ASI, the following is the average amount of time people keep these products.

• Writing: 52% of people keep this for 2 years or more. 
• Bags: 43% of people keep this for 2 years or more. 
• Drinkware: 63% of people keep this item for 1 year or more.
• Umbrellas: 54% of people keep this item for 2 years or more.
• Outerwear: 61% of people keep this item for 2 years or more.
• Desk Accessories: 58% of people keep this for 2 years or more.
• USBs: 44% of people keep this for 2 years or more. 

No matter the age or region, promotional products are the preferred method of advertising. This is likely because consumers get to use the products rather than being pitched a promotion. There is a level of satisfaction when given an item for free instead of being forced to watch a company pitch to you why you should purchase something from them. From an advertising perspective, it is also one of the most affordable ways to advertise, with one of the highest rates for leaving positive impressions. 

Some cons of this method of advertising is you don’t see instant results. There is no way to track how many people are influenced by consumers who are using your branded products or how many make a purchase because of it. That’s why if you are looking to make a short-term investment to get a quick potential return, this type of advertising may not be best for your business. However, if you are looking for an affordable long-term investment that will generate thousands of impressions, create brand awareness, and generate more business, then this is the right advertising method for you. So yes, promotional products are very effective, and it’s the best bang for your buck when it comes to advertising efforts.

For more information about promotional products, see ASI’s ad impression study, which highlights their value and effectiveness.

Ready to get your promotional swag? Here at Eveypromo, we provide quality custom products and excellent customer service. We’re your one-stop shop for all your promotional product needs. Don’t see what you are looking for? Contact us today, and we’ll make sure you can find exactly what you need.