Every so often, something comes along that shakes up an entire industry. When the Japanese first brought their compact cars to America, many people initially dismissed them. However, when younger consumers began purchasing these vehicles en masse, it didn't take long before the manufacturers became dominant players in the automotive world.
In 1789, George Washington's presidential campaign distributed commemorative buttons. At the time, no one could have imagined that such a seemingly simple gesture would spark an entire industry dedicated to promotional products, reshaping marketing strategies over time.
Promotional Products Today
Even today, promotional products remain highly effective. These walking advertisements provide businesses with a reliable way to reach their audience. Tangible items like pens, mugs, and tote bags resonate well with consumers. They also offer impressive returns on investment and high recall rates.
Here are some key statistics supporting the effectiveness of promotional products:
- 88 percent of people remember the brand and company after receiving a promotional product.[i]
- After getting a promotional product, 85 percent of recipients end up doing business with the provider.
- 53 percent of recipients use the product at least once a week.
- One out of every four people keep the promotional product on their person or carry it around.
You already recognize the power of promotional products. The next step is figuring out what’s currently trending in this space.
Current Trends in Promotional Products
When your business decides to launch a promotional campaign, there’s no shortage of options to choose from. What works for one company might not work for another, as it largely depends on your target audience. Some of the most popular categories right now include:
- Wearables, which make up the largest segment of promotional product sales at 31 percent.[ii]
- Writing instruments (9 percent), bags (8 percent), calendars (8 percent), and drinkware (7 percent).
- Office and business accessories, along with computer-related items like custom USBs, account for another 7 percent combined.
These categories collectively represent over half of the promotional products market.
So, how can you leverage this information?
Well, not much—if you don’t tailor your choices to your specific niche audience. Understanding their preferences and needs is crucial to maximizing your ROI.
Real-Life Examples
Let me share a couple of case studies that illustrate how businesses successfully selected promotional products that left a lasting impression on their target audience.
- A large corporation ditched traditional printed forms and manuals in favor of loading USB drives with essential employee data. By opting for high-quality USBs with ample storage capacity, the company eliminated the need for expensive reprints and shipping costs. Each year, they simply email updated documents to employees, allowing them to manually refresh the contents on the drives.
- The American Marketing Association opted for stylish USB pens as part of its brand awareness initiative. These pens were both functional and intriguing, featuring preloaded content such as PowerPoint presentations, speaker bios, seminar handouts, and more. Users appreciated the extra storage space, while the pens themselves doubled as styluses for PDAs. This multifunctional gift made a significant impact at conferences. A promotional cap, while fun, wouldn’t have offered the same level of utility.
Before diving into promotional products, consult with a marketing expert to ensure you’re targeting the right audience and selecting the most impactful product. If you need assistance choosing the perfect item or designing a custom USB, reach out to CustomUSB today!
[i] PPAI Fact Sheet 2013
[ii] PPAI Fact Sheet 2013
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