Promotional Products: Which Ones Should I Choose?

1st December 2019

Selecting Promotional Products

If promotional products are not already part of your marketing plan, then consider making them a priority. 94% of recipients of promotional products remember the associated brand, and 67% of recipients keep them. Over 50% of recipients are motivated to take action as a result of receiving the item. This is according to a survey carried out by BPMA.

But there are so many different types of promotional product. How do you go about selecting the ones that will have the greatest impact on your business? Let us guide you through the process. By asking a few simple questions you will find products that will increase your reach and deliver ROI.


What are you trying to achieve with the products? Are you looking to further brand awareness? Raise funds? Generate new leads? Say thank you? Your first step is to jot down your goals and targets and be very clear about your purpose.


Who are you attempting to target with the promotional products? It is important to select products that match your intended audience. For example, you may select one product for prospects and something totally different for existing customers. And you wouldn’t select male-oriented items for a predominantly female audience. Think carefully about your audience and where possible compile customer profiles. Working through this process is invaluable. It will help you identify customer needs and spot sales opportunities.


How do you intend to get the products to their intended audience? Will you send them by post, hand them out at an event etc.? Make sure the product fits the distribution method. For example, there would be little point in sending bulky, heavy items in volume by post. Costs are likely to be prohibitive. So, if posting is your distribution method, consider smaller, lighter items. Likewise, if you’re intending to hand out products in event bags, they will need to be small enough to fit in the bag, and light enough for delegates to carry them around during the event.

Repeated Exposure

Choose items that will provide you with the best return on your investment. Items that can be worn everyday (like silicone wristbands) or items that are useful or practical (such as travel card holders or trolley coins) will ensure your brand receives repeated exposure and has the potential to reach the widest possible audience.


The products you select will represent your business. Therefore, it is important to select good quality items that are well made and beautifully designed. For example, our silicone wristbands are made with 100% silicone rubber and will not become brittle or frayed. Inferior items will reflect badly on your business and so make sure you choose wisely.


Design is also key when selecting promotional products and so don’t neglect this. People are drawn to creative and innovative designs. A good design that is consistent with your branding and ethos will work to your advantage. It goes without saying that poor or mediocre designs decrease potential exposure and reflect badly on your brand.

Call to Action

Ensure your promotional products contain a clear call to action and make it easy for recipients to get in touch. Our article on Crafting Your Message provides further information.

Still unsure? If you have further questions about selecting promotional products, contact Carrie on 01524 230 300.

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  1. Customer Questions: Where To Find Advice On The Website

    […] But when you’re just starting out, how do you know which products will work best for your brand? This post sheds some light on how to choose. This article may also […]

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