& How You Can Effectively Use Them
When you think of promotional giveaways, the first thing that may come to mind are tradeshows. Yes, tradeshows are great places to promote your brand with free swag – things like branded pens, water bottles, bottle openers, phone cleaner, and more – but there’s another place for premium promotional products that deliver results – direct mail. Premium giveaways can essentially act like mini billboards for attracting, enticing, and staying in the minds of potential, new, or existing customers. Read on to find out why premium giveaways really work, and where you should use them.
What are Premium Giveaways?
Like we said, giveaways aren’t just for tradeshows – although we’re not diminishing the fact that they work there too. They can be anything from a small, branded sticker, to an Amazon Echo. Depending on your audience and customer relationships, you may only need to send something small. But, sometimes sending something bigger, more unique, more personal, and higher priced is a great way to do many things, including:
- Show you care
- Show customer appreciation
- Request a response
- Request a signup/meeting
Branded giveaways can be small and simple – like little, memorable trinkets that customers can place on their desk. The goal is that these trinkets will be positive reminders of your other products and services, and some of the other attributes above (your customer care and appreciation, and so on). Promotional products are possibly more effective today than ever before – for similar reasons to why direct mail is effective. They’re tangible, can be somewhat personal or truly personalized, and break the mind away from today’s digital noise. Customers have become more accustomed to digital and tend to (at times) ignore it or mistrust it, so sometimes a small (and free) act of kindness goes a long way. Gifts can help people feel seen and important, and like your company values their trust and loyalty over the dollar.
“There is something unique about receiving a physical item that you can touch, feel, and actually use, that far exceeds the impact of a TV commercial or search ad.” – Bret Bonnet Quality Logo Products CEO.
Higher priced and higher value premium giveaways require your company to give a bit more – but if planned well, can produce a whole lot in return. They can truly help your company get noticed and stand out, or be remembered, in a competitive market. And, if you send a product that can be used over several months, or maybe even several years, the customer is continuously reminded of and possibly even engaging with your brand.
According to 4Imprint, people are more likely to hold on to promotional items if they’re fun, functional, and trendy. They recommend that, when choosing items, you keep in mind your budget, target audience, number of giveaways needed, and how that giveaway will represent your company (including its brand, mission, products, etc.).
When Would (and When Should) You Use Them?
Like we said above, giveaways aren’t just for tradeshows. They’re also an excellent way to ask for more information or action from customers. What do we mean? Include them or reference them on your direct mail or on a website form. For example, “Get a free Amazon Echo after your first consultation with us”, “Flip this mailer over to find out how you can receive your free gift!”, or “Visit the link below and make your first appointment to receive a free first aid kit”.
The possibilities are endless, and the return is high. The key to higher priced, premium giveaways is to give a little to get a lot. With giveaways, you could possibly be enticing and bringing on a long-term client, loyal customer, or lifetime patient.
Why are They Like Mini Billboards?
Branded giveaways don’t just make an impression upon receipt. They stay top of mind for as long as they’re around, whether that be on your desk, on your keys, in your drawer or on your fridge. While your customer uses your giveaway, others will see them use it, walk by it, and consciously or not – will see and possibly remember your brand.
A study by the Advertising Specialty Institute (ASI) found that “most people keep promotional products for an average of eight months”, which is much, much longer than the lifespan of an online ad or website pop-up. Additionally, like we touched on above, your promotional product recipients can become unpaid brand ambassadors. And after they carry around and use your product, they’re likely to pass it along, with studies showing that “63% of those in the United States and 64% of those in Canada give their promotional products away when they are finished with them.”
Some other notable giveaway stats?
- 85% of customers remember companies who give them a promotional hat or shirt
- 71% of tradeshow attendees remember a company name when they receive a promotional product
- 76% of tradeshow attendees have a good attitude toward a company that gives them a free giveaway
- Promotional products draw “500% more referrals from customers who are satisfied with the gift items.”