In an industry valued at over £1.2bn, promotional merchandise still offers a vast choice for marketers to get their message across.   Promotional merchandise offers considerable advantages over other forms of media that are sometimes overlooked. 

Many items are engaging and have a tangible benefit to the user. In fact 89% of gifts are retained by the recipients if they are found to be of use.  When you go an visit a client or a prospect a branded gift is often well received particularly if its relevant to your company - for example a worldwide corporation that wants to create a message of adaptability could ideally use a branded worldwide travel adapter with a suitable relevant themed message to re-inforce this. 

With the growth in digital printing techniques, a number of products lend themselves to personal branding. This has been most noticeable in items likes pens and calendars.  Particularly the latter where recipients have their names on every month within the calendar photographs.  Many recipients keep gifts for a considerable length of time.  In fact I still have a bottle-opener keyring with the branding still visible from over 10 years ago. Assume I open my car door four times a day and my front door twice - that's 6 impacts a day over 10 years or just under 22,000 impacts over the period for an item that cost less than 50p.  A survey in the United States in 2007 suggested that the average item is retained for at least 7 months.

The more unusual the item the more likely it creates conversation and over the years I have seen all sorts of amazing gifts.  More notably recently the scented pen and T shirt. A branded gift that conveys apologies, thanks or well done can be one of the most effective uses of merchandise particularly wine, chocolate and flowers.  The creative packaging options in chocolate is considerable.

The pen still remains the most used and demanded items.  We have seen growth over the last few years for environmentally friendly gifts and particularly IT orientated gadgets particularly the USB.  Of course we have seen promotional products used as on packs and sales promotion techniques very effectively. One of my favourites was the PG Tips on pack offer which made use of a Tea towel, mug and beanie hat in three different.styles all linked to the highly successful monkey ad on TV. 

Another great product is the Ikyp which is a pocket sized card and paper based communication tool with many ad ons. (Webkey shown)Sometimes promotional branded items are used as last minute requirements yet if they were an essential part of the marketing communication programme, considerably more benefit could be achieved.  I have highlighted some of the key uses of promotional branding below and as you can see there are all sorts of opportunities.

• Advertising & Marketing
• Sales promotion - Self Liquidating
• Awards & Rewards (long service schemes)
• Brand awareness & rebranding
• Cause awareness
• Club & School identification
• Conferences, events and exhibitions
• Direct Mail
• Fund raising
• Health & safety recycling schemes
• Incentives - resellers/dealers
• Product launches and roll outs
• New branches and souvenirs
• Work wear and uniforms
• Retail and souvenirs
• Thank yous and Apology schemes

The bpma conducted some research in 2007 relating to what branded items people kept on the desk.  Over 440 respondents put these in their top 10.  Research suggests that the largest area of promotional branding is around desk items.

Pens
Calendars
Mousemat
Post-it
notes
Mug
Pencils
Desk pad
Calculator
Diary
Notebook

The findings were as follows

• 92% believe branded promotional merchandise increases company brand awareness
• 76% say they can name a brand or company/organisation featured on a promotional merchandise on their desk without having to look for confirmation.
• Over half (52%) purchased from companies branded on a Promotional merchandise on their desk.
• 82% would keep an item they were given than give it away.

Finding the right supplier can be a minefield and shouldn't be taking lightly.  The better the brief to the supplier the better and quicker the response.