Branded Merchandise: An Effective Medium to Create Awareness & Influence Behavior


Image courtesy of Trimark Sportswear Group

Marketing professionals are given many choices to increase brand awareness and responsiveness including print advertising, digital advertising, TV, radio, social media content and event sponsorships. This blog post explores the effectiveness of promotional products and branded merchandise as an alternative advertising medium. Consider the following1:

•    76.2% of recipients of logoed giveaways recall the product, advertiser and message from items received within the past two year period.
•    Of the recipients of promotional products who were surveyed 91% had at least one item in their kitchen, 74% in their work area and 55% in their bedroom closet or storage area.
•    55% of those surveyed kept their logoed items for one year or longer.
•    Brand impressions are considerably higher for logoed merchandise than conventional advertising.

Not-for-profit case study: Heartland, a national parenting ministry, mails a $3-$5 item every year two months ahead of the December 31st year-end giving deadline. It’s a coordinated and strategic piece of their development campaign which has proven to be very effective and has accomplished several things:

•    Provides a tangible and useful reminder of the brand and business or ministry that will be seen throughout the year
•    Demonstrates a willingness to ‘invest’ in donors
•    Differentiates the brand from those competitors who only solicit using email or by mail.
•    Communicates dedication and commitment to the mission or enterprise.
•    Uses a touchpoint to move a candidate from prospective donor to committed donor.

Promotional products are an effective marketing tool.  They compliment more traditional forms of advertising by creating awareness for your brand and engendering good will with your donor base.

AboutWoody Kaye

Corporate Values, Inc. was formed in 1999 by Woody Kaye as a distributor of promotional products offering more than 600,000 imprintable items that can be fully customized with corporate or business unit logos, and/or conference or event information. Our company’s customer profile ranges from Fortune 400 financial services companies to retail conglomerates to technology start-ups. Corporate offices are in Roslyn, New York. Woody’s career has included commercial and investment banking, retail specialty food, acting as a sales rep in the golf industry and as a salesman for a promotional gift company. From highly structured and corporate to a “fly by your own compass” environment. From finance to food to fairways. Corporate Values developed out of a passion for outstanding service and creative solutions. Exceeding customer expectations is a goal with each and every client. This orientation stems from Woody’s own strong personal value of service. For Woody, helping individuals and organizations find solutions to their needs is where he finds true fulfillment.

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