Promotional products are an effective marketing tool used by businesses to increase brand awareness, customer loyalty, and ultimately sales. While the tangible benefits of promotional products are well-known, there is also a psychological aspect to the use of merchandise.
Understanding the ‘Why?’ can help businesses like yours create more effective marketing campaigns and improve their bottom line.
Let’s explore the psychology behind why promotional giveaways really work.
Reciprocity: The principle of reciprocity plays a major role in the success of promotional products. Reciprocity refers to the idea that if somebody does something nice for us we are inclined to return the favor…..which explains why waiters proffer chocolate when it comes time to pay the bill. Same thing when it comes to promotional giveaways – if you are kind enough to offer your potential customer something useful (fan, umbrella, suncream), they in turn are more likely to frequent your business, listen to your pitch or buy whatever you are selling.
Perceived Value: The perceived value of a promotional product is also an important psychological factor. If you are gifting merchandise that is seen as having ‘high-value’ this will make your customers/staff feel valued by your business. This, in turn, leads to increased brand loyalty and a positive image of the company in the customer’s mind. Gifts – whether it be a gift with purchase (GWP) or a corporate giveaway – make people feel good. When acts of kindness are performed ‘oxytocin and endorphins are released in the brain, and new neural connections are formed’. Happy and valued? Double the win!
Social Proof: Social proof refers to the idea that people are influenced by the actions of others. When a business gives away a promotional product, other people see it and may be influenced to try that business out themselves. The more ‘impressions’ your branded merch gets, the more likely that social influence will take effect. You only need to look to brands like Fitness First (whose backpacks are everywhere) or Menulog (whose heavily branded drivers/food boxes are a fixture on the streets) to see this clever psychological concept in action.
Memorability: ‘During our leisure time, not counting work, each of us processes 34 gigabytes of information a day.’ Is it any wonder that promotional products that are unique or memorable are more likely to stick in your customer’s minds? Whether it’s a creative product idea, something quirky or funny or is packaged in a unique way – when a promotional product is memorable, it creates a lasting impression on the customer, increasing the likelihood of repeat business.
Emotional Connection: When a customer receives a promotional product that they find useful, attractive or meaningful, they are more likely to feel a positive emotional connection to that business. This in turn can lead to increased brand loyalty and a willingness to recommend the business to others. Personalizing your promo merch with your customer’s name or initials is a great way to fast track a sense of emotional connection. Equally, aligning your product with a customer’s brand values (i.e. sustainability) is also a great way to create cut through with your branded merch.
There is a good reason promotional products are part of so many successful marketing campaigns and the psychology behind it goes some way to explaining why.
Are you looking to create truly memorable merchandise? Keen to attract a loyal customer base? Let us help you find the perfect range of promotional products that will tick all the right boxes.
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