How Promotional Merchandise Can Support Your Brand

The British Promotional Merchandise Association (BPMA) has conducted several surveys and carried out research that provides compelling evidence that there is a direct correlation between promotional product advertising and an improvement in brand recognition and increase in sales.

Traditionally used for trade shows, promotional merchandise branded with your company name and/or logo can be used as part of your new business strategy. Prospective customers are given a good impression of your company, helping them to remember your products or services and making them more likely to make their first purchase. Branded promotional gifts can also be used as part of your customer retention strategy to encourage loyalty, make existing customers feel valued and help to keep your brand at the top of their mind when they are ready to buy again.

6 Reasons why you should use promotional merchandise as part of your brand strategy:

Improves Brand Recall and Awareness

Promotional merchandise helps recipients remember your company and the products or service you offer as they’ll be constantly reminded about it when using the item. This is particularly effective if the promotional products you choose are useful to them, so try to find to find products that are a good fit with your target market.

Less Expensive Than Other Forms of Advertising

Investing in a promotional merchandise campaign can bring a greater return on investment than other types of advertising. Online or print advertising can be easily forgotten, but promotional products are kept for sometimes years and can also be passed onto or seen by other potential customers. By handing out promotional products, you’re giving your audience repeated exposure to your brand, helping them remember your company.

Suggests Brand Endorsement

When a promotional gift is being used by a friend, colleague or family member, an individual may view this as an indirect endorsement for your brand. This can help to reach a broader market and get your brand in front of many more prospective customers!

Breaks the Ice at Trade Shows and Events

Cool free gifts can help to grab attention at trade shows and exhibitions and encourage prospective students to engage in a conversation with you. A memorable gift can make a future customer more likely to listen to your sales pitch and remember your brand when you make that sales call after the event.

Demonstrates Brand Values

Promotional products offer a great opportunity for you to communicate your brand values and company culture. Your choice of promotional gift could reflect your brand by being innovative, fun or creative. Companies that want to show that they care about the environment can opt for recycled or eco promotional gifts.

Improves Campaign Response Rates

You can use promotional merchandise as a way to improve campaign response rates by incorporating product giveaways into your call to action. In whatever way you decide to use promotional products in your advertising campaign, they will certainly likely to help you build brand awareness and increase sales for your company.

Find the Right Promotional Products for your Brand

Whether you are a small organisation looking to grow your business, or an established company wanting to reach a new market, a product branded with your company name and logo can strengthen your brand strategy and marketing campaigns.

A wide range of promotional products are available to suit your budget, requirements and target audience. Graphic Arts Group have a great deal of experience in this area and have worked with companies in a wide range of sectors. To discuss your requirements, please give our team of experts a call on 024 7667 3415 or email

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