Brand awareness is a game changer in the world of business. According to a recent study, 46% of customers tend to buy from familiar brands (Salsify, 2022). The more well-recognised you are, the more likely you are to be the number-one choice for consumers. But just how are you supposed to get your name out there and make it stick?
One of the most popular ways to encourage brand recognition is by utilising promotional merchandise. Whether you’re new to branded promotional items or you’d like to expand your strategy, we’ve created this essential guide to boost your brand and grow your audience with merch.
What is promotional merchandise?
Promotional merchandise refers to products printed with a company’s branding or slogan and distributed at little or no cost in order to promote the brand or event. Promotional merchandise is also referred to as promo products, promotional gifts, swag and freebies and is a common tactic used in marketing.
What is sublimation printing and why is it used for promotional merch?
Sublimation printing is one of the most popular print techniques for personalised items like branded merchandise. It works by transferring a design from sublimation paper onto a piece of fabric or other material using a combination of heat and pressure.
Firstly, your design is printed out onto sublimation (sometimes known as transfer) paper using a sublimation printer before being printed onto the fabric using a heat press.
The ink on the sublimation paper is heated to 350-400 degrees Fahrenheit (176-204 degrees Celsius), which changes the solid ink particles to gas and opens up the fabric’s pores, allowing the design to be transferred onto the desired material. Pressure is then used to cool the ink down, turning it back into a solid. Once the ink has solidified, the press can then be released and the paper gently removed from the item that has been printed on.
Unlike iron-on graphics that might crack or fade over time, sublimation printing is known for its long-lasting effect and high-quality finish, which is why it is the preferred method for commercial merchandise printers.
What are some promotional gift printing items for my business?
Consumers love to receive merch, but the type of business gifts you decide to give will largely depend on your target audience and their likes and needs. To help you get to grips with the best promotional merchandise for your business, here are the most popular promotional logo items:
Custom Mugs
The best promotional merchandise products are items that can be used over and over again, which is what makes custom printed logo mugs a great option for gifts, giveaways and selling your design on.
Personalised mugs make great gifts, but it’s also a good idea to keep a set in your office kitchen. That way, you’ve always got a professional, branded mug for visitors and clients to use, and it ensures staff always look presentable and on-brand during video calls.
Personalised Tote Bags
Custom canvas tote bags are often handed out at events as a convenient way to store other promotional materials such as flyers. But if you add your business’s logo to the bag, they become more than just a vessel for your marketing collateral – they’re marketing collateral in and of themselves.
One of the benefits of tote bags is that they’re reusable and easy to handwash, making them a great option for eco-conscious consumers. As these users take your tote bags out and about, they’re taking and showing off your branding at the same time – it’s essentially free advertising!
Logo Stickers
Logo stickers are one of the most affordable promotional merchandise tools, with prices available from just a few pence when bought in bulk. Stickers are often handed out at tech and gaming events as laptop stickers, giving those in the technology industry the chance to decorate their laptops with their favourite tech brands’ logos. Getting your logo on there not only acts as a recommendation from the laptop’s owner, but it also helps get your branding in more places, making your business more recognisable.
Branded Coasters
What better promotional gift to go with custom mugs than coasters in your company colours? Coasters are a really useful item – and the more a promotional item can be used, the more likely your brand will be out on show and therefore in the forefront of your customers’ minds.
Custom Bookmarks
Bookmark gifts are a popular choice for schools, charities, hospitals, libraries and even illustrators as they’re a great way to boost awareness for a cause or brand, as every time a user picks up or puts down their book, they’re reminded of the brand on the bookmark.
Branded Calendars
Branded calendars and diaries make a fantastic direct mail marketing option – by sending this out in the post as a corporate gift around Christmas, this ensures that you keep your brand in your clients’ minds from January to December the next year.
Why use promotional merchandise? 5 key benefits of branded items
Print is known for its high return on investment, but what goals can you achieve with branded merchandise specifically? Here are the most common reasons businesses use this form of branding.
1. Get your branding out there
By creating promotional items that your target audience will use day in and day out, this goes a long way in ensuring that your brand is recognisable. If your goal is to become a household name, ensuring that your logo is in as many places is possible will help you to achieve this.
2. Create an emotional association with your brand
It goes without saying that receiving a gift makes us feel good. And who doesn’t want that positive feeling associated with their brand? Gifts are generally things we receive from those we love, but receiving a promotional gift from a company can also give the same effect.
3. Reward top clients and partners
For the majority of businesses, 80% of their revenue comes from 20% of their customers – this is known as the Pareto principle. To keep your top customers spending, it’s a good idea to keep them sweet with branded gifts. Not only does this create a connection with the customer, but if you promotional merchandise is branded, it also keeps your business on their agenda.
4. Maintain a professional, cohesive work environment
Branded items like logo mugs and coasters aren’t just for giving away. Ensuring you’ve always got branded items in your workplace helps to create a cohesive environment. As well as boosting team morale
5. Encourage repeat custom with a clear call to action
All marketing materials should include a call to action, and merchandise is no different. Along with your promotional items, include a flyer telling customers what action you want them to take next, whether that’s get in touch for a quote, visit you instore or tag you in a post on social media.
How to use promotional merchandise
Now you’re aware of the benefits branded items can have for your business, the next step is putting your strategy into action. Here are some of the top ways our clients use promotional merchandise.
1. As giveaways
Giveaways have multiple benefits for your business. Not only do they build up a sense of excitement, but done right you can also grow your following. For example, by encouraging those entering your giveaway or competition to refer a friend for an extra entry. If your prize is a branded piece of merchandise, this adds an extra element to your brand awareness strategy as it’ll act as a reminder of your business to the winner.
2. Corporate gifts
We’ve already spoken about how gifting promotional items can help you build on your relationships with top clients. Sending a corporate gift either in the post or delivering it in person can go a long way to growing a long and prosperous relationship. Add an extra special branded touch with custom wrapping paper!
3. Event swag bags
The best way to be remembered after event is by handing out the right promotional materials. Creating a swag bag allows you to add multiple branded items and other marketing materials, such as flyers about your business, in a handy format that event goers can carry round (and showcase your branding) all day long. As well as including information and goodies inside the bag, go for a branded tote bag to add the finishing touch to your event giveaways.
4. Direct mail campaigns
According to DMA, direct mail marketing is the most effective marketing technique, with a 4.4% response rate – and this figure only increases when you use ‘lumpy mail’. Lumpy mail refers to direct marketing campaigns that include an additional item, such as a mug, coaster or pen, that differentiates it from the usual letters and flyers customers tend to receive in the post.
5. Uniform
Branded items like T-shirts and hi-vis vests make uniform printing a breeze. Simply add a logo, and your team has a cohesive, polished look that makes it easy for customers to find them in a store.
Promotional merchandise is key to achieving goals that other marketing strategies can’t achieve. From giveaways and event swag to corporate gifts, discover our full range of printed merchandise here and spread the word about your business today.
