Five tips on how companies can increase their sales with promotional items

Promotional items are popular: An online survey of 2,000 German consumers revealed that each of them owns an average of 30 promotional items. The promotional products industry is capitalizing on this trend and has been growing steadily for years: In 2017, it achieved total sales of 3.5 billion euros. But why do so many companies rely on promotional products? What benefits do they offer?

1. Promotional items for wide reach

Assuming that every person who owns a promotional item uses it once a day—whether it’s a pen, a lighter, or a sticky note—this results in a reach of approximately 88 percent. This puts promotional items ahead of even mass media such as radio and television. Recall of advertising messages is also higher when they are seen on a promotional item than, for example, in a TV commercial.

2. Longevity of Advertising Messages

Promotional items are not only popular, but they also remain in use for a long time: 75 percent of promotional items are used for more than half a year, and 37 percent are used for more than two years. Furthermore, 86 percent of recipients use the promotional items they receive themselves, which results in minimal wastage.

3. High quality makes the difference

Promotional items must also be of high quality: If a promotional item breaks too quickly or stops working properly after a single use, it reflects poorly on the company that distributed it. On the other hand, a high-quality promotional item that still works years later helps improve the company’s image. In this way, the promise of quality is transferred from the promotional item to the products and the company itself.

4. High utility promotes acceptance

Promotional gifts that serve a practical purpose are not perceived as intrusive by most recipients, unlike advertising that interrupts other activities, such as a TV commercial. The frequent use that comes with the promotional item’s practical value increases its advertising impact and the recipient’s recall of it. The more unique the promotional gifts are, the more attention they receive from recipients—though this, of course, only applies if they are both useful and of high quality. Personalized promotional gifts, such as a notepad or pen bearing the recipient’s name, are also very popular and enhance the promotional impact.

5. Seasonal and regional themes are also popular for promotional gifts

Promotional gifts distributed for specific recurring events—such as face paint or clapping boards for the World Cup, or a printed lounge chair as a summer gift—are just as popular as «one-time» gifts for regional or local festivities. They also underscore the company’s connection to its customers. Gifts that span a specific period, such as annual or Advent calendars, also enhance the promotional impact and leave a lasting impression on recipients.

On average, German companies spend approximately 1,400 euros per year on promotional items. When used effectively, these items help increase customer loyalty, advertising impact, and ultimately the recipients’ interest in making a purchase. After all, compared to other forms of advertising, promotional items lead to higher recall rates for the advertised product, brand name, or company name.