Promotional Products in the Marketing Mix – Infographic

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”promotional-products-infographic-detail

Marketing has come a long way since American marketing pioneer John Wanamaker first said that, but measuring marketing success is still a challenge.  It’s not so much measuring any one part of your marketing – although direct mail is still easier to measure than promotional products, or social media for that matter.  It’s measuring how they contribute to the marketing mix. When someone buys an expensive jewellery set from your online store, how do you attribute the revenue?

  • How much goes to the email she clicked from?
  • How much goes to the other emails you sent her before that?
  • How much goes to the diamond pin you offered in a competition which made her sign up in the first place?
  • How much goes to the branded travel cosmetics set you promised to anyone spending above a certain amount ‘while stocks last’?
  • How much goes to the Facebook ads which she saw but never clicked on?

In theory, you could run different campaigns to test each and every element.  In real life, no one has the time or the money.  Fortunately, agencies and very large companies do manage to test many variations in the marketing mix, and sometimes that information is made public.  This is especially helpful for marketing elements such as promotional products, which aren’t generally the ‘heroes’ of the marketing budget, so can easily get cut.

A highlight of the UK infographic shown below is that promotional products alone create a more favourable impression than print and TV combined!  Surprising at first glance, but it makes sense when you think about it.  A promotional item is a present, something useful, rather than yet another ad to navigate.  That’s especially true if it’s useful or relevant to your main business, or entertaining.

Gyms hand out branded water bottles and towels.  Make-up brands offer make-up cases.  Brands targeting mothers or families give away something to entertain the kids.  IT companies hand out USBs.  FMCG companies send samples and gift size packages via direct mail.  Online stores may include a surprise gift with big orders.  But it helps to be creative and offer a that little bit more.  NRMA holiday parks gave us a fridge magnet, but it’s also a thermometer.  That little difference keeps it on the fridge door even when I clear off the clutter.

For want of a nail, the shoe was lost…‘  Tiny things can make a huge difference.  The tiny thing could be having a promotional product at all.  It could be having the right one, the creative one, the one which wows your target customer.

Could some kind of targeted promotional product or prize be the nail you need to help win your marketing battle?  Contact Xpadite for help sourcing imaginative, company-specific promotional products which will make your name stand out.


Infographic from 4imprintUK