Promotional Products 101

9th July 2017

Promotional Products 101

What are promotional products? How can they help your business? Which ones are right for you? How do you get started? These are all questions we hear from prospective clients. Often businesses have an idea that promotional products or gifts will aid their marketing efforts, help launch a new product or service, or keep them at the forefront of their customers’ minds after an event. But they’re unclear where to start. This article will give you all need to know about promotional merchandise and how to get started.

What Are Promotional Products?

Promotional products are items that are often given away to promote a business, charity or brand. In some instances items are sold at a small cost. For example, to raise funds for charity, or to support an artist or band.

Promotional items can be customised with your branding, logo and artwork to promote your message. This puts you right in front of your target market. Company colours can also be matched.

It’s important to note that there are other uses. For example, to say thank you to staff and customers, to provide sales incentives and to reward excellence.

The key to effective promotional product marketing is to integrate your campaign. Look at your marketing strategy as a whole. Think about how to bring together your online and offline activities. Cultivate a consistent and cohesive approach.

Where Do I Begin?

The first question to ask yourself is what is the purpose of the campaign? What is it you are trying to achieve? Are you intending to raise awareness of a brand or cause? Do you want to encourage people to buy a product or service? Or do you want people to phone a hotline number or sign up to an online newsletter? Be specific about what you want to achieve and work out how you will measure success.

Who Are Your Customers?

The next question concerns your target market? Who are they? Again, be specific. This will help determine the type of products you opt for. Think carefully about how the products will be distributed to your intended audience. Will they be handed out at an event? Or will you post them? All of this will have an impact on the type of products you purchase.

What Is Your Message?

Next, you will need to work out your message. What is it that you want to say? Some items, such as silicone wristbands, keyrings, trolley tokens etc. have a limited amount of available space on which to add text or images. In these instances messages need to be concise and carefully crafted. Other items, such as large flags and car window stickers, allow more space for messages and artwork.

The placement of promotional items is also important and will have an impact on the message. For example, posters and flags outside premises will seek to draw customers inside. Promotional products placed inside stores or showrooms may draw attention to specific product ranges or special offers.

How Does This Fit Into Your Overall Marketing Strategy?

It is also important that your promotional products fit in with your other marketing activities. As mentioned earlier, the key to a successful campaign is to integrate. Think about online and offline marketing channels and how they can work together to create an effective and cohesive campaign.

What Is Your Budget?

Budget plays an important role in your decision. Fortunately, promotional products are relatively inexpensive, especially when bought in volume. They compare favourably to other marketing activities. Again, link this back to your objectives and how you intend to measure success. Later you can analyse what went well and which areas require tweaking.

Increasing Your Reach

If one of your objectives is to further brand awareness, think about wearable items such as silicone wristbands. Your customers will do a lot of the work for you by wearing them and spreading the word. Opt for longer lasting items such as debossed or embossed bands. Everyday items such as trolley coins and travel card holders are also effective as customers will see your message on a regular basis and will be reminded of your brand.

Matching Colours

As consistency is so important we will match your organisation’s colours. We can match any Pantone colour or colour mix. Click here to view our Pantone Colour Chart.


Logos and other artwork can also be incorporated. We accept a variety of file formats including JPEG, EPS, PSD, AI and PDF. Large files can be sent quickly and easily via our We Transfer page. You will be redirected to the page automatically when you submit an order. Or you can click on this link.

Still have questions? We can help. If you’re considering promotional products for your next campaign, contact Carrie on 01524 230 300 or at to discuss your requirements. We can help with the full process from deciding which items are right for your brand, right through to delivery.

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