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What are promotional products and how can you use them?

Promotional products are usually offered to consumers free of charge, in various sales campaigns or durind the promotion of brands.

You probably found them most often in the form of:

  • Corporate gifts for business partners
  • Gifts for employee loyalty
  • Incentives for additional acquisitions
  • Branding for promotional events (fairs, exhibitions, etc.)
  • Gifts that encourage brand loyalty

 Promotional products are also used in: sales and distribution campaigns, fundraising events, enlisting new customers, promote the brand in various contexts or during marketing research.

Worldwide, promotional products are used daily and are the most effective gateway a brand has to the consumer's life.

Studies conducted by PPAI (Promotional Products Association International) show that 83% of consumers use promotional products more than once a day.

Even when a consumer receives a promotion that does not suit his taste, the brand continues to be promoted. Eight out of ten consumers pass on the product, which makes the message go even further (almost 7 out of 10 consumers give it to a friend or family member, while 1 out of 3 will donate it).

The benefits of a promotional product for a brand:

1. The "expiration date" is very high (think only how long you can use a stick or a pen without interruption) and that means you will be able to pass on your message over long periods of time and increase the chances that it will be retained by the consumer

2. It provides freedom for consumers, who can choose when and how to use the product with an advertising message. In this way, promotions help you overcome cognitive barriers that consumers set to reject invasive advertising

3. It assures an efficient and direct method of communication between brand and consumers, additionally creating an immediate link that will not be dependable on external factors (as is the case with classic media, where consumers have to follow a certain program at certain intervals to be exposed to brand messages)

4. It offers a functional role for the brand in the life of consumers. This strengthens brand exposure and consumer experience with the brand. What ultimately translates into easier purchase of the product when the consumer is at the shelf (because in his memory the brand already enjoys familiarity)

5. It increases the number of brand searches and the number of queries. The same studies by PPAI show that 8 out of 10 consumers say they have a better impression of a brand after they have received a promotion from it. Moreover, 8 out of 10 searched for the brand online, after they received the promotion. 83% said they are more likely to buy products from it.

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