By David Jenkin

Whether it’s a pen that writes well, a jacket that keeps the cold out, or a handy USB on a key ring, promotional products are appreciated because they serve a purpose. And wherever that product may go, that brand’s logo and message will go too.

Dale Cooke, chairperson of Resellers of South Africa (ROSA), an association formed to uplift the promotional gift industry in South Africa, and owner of Promo Digital Catalogues, says that consumers simply love receiving promotional products. In addition to being useful, they serve as a powerful, long-lasting advertising method.

Cooke says; “Consumers are inundated with advertising messages and the challenge for businesses is to find a way to cut through the clutter and to not only reach their target audience, but to resonate with them. And, according to international survey respondents, promotional products do just that.”

The local industry

Cooke explains that the industry can be divided into three main categories. Wholesalers import or manufacture products, branders have the equipment to brand products, while resellers are “the companies in the trenches, hunting for business and ensuring the customers’ needs are met when it comes to supplying the end promotional product”.

He adds that the industry as a whole in South Africa has a turnover in the region of R10-billion per year and employs approximately 60 000 to 100 000 people.

The effectiveness of free stuff

Cooke refers to the results of an international survey in which respondents were asked to recall a promotional product they had received in the past two years and to recall the specific product, the company, and the message.

“A whopping 76.2% recalled all three key pieces of information,” he says. “Now putting this into the South African market, I’m sure this figure is far higher as so many South Africans love receiving items for free and normally cherish the item, giving it a longer lifespan and thereby advertising the companies brand longer.”

Benje du Toit, director of Giftwrap Trading, echoes Cooke on the point that people like receiving free stuff, but adds that the effect is magnified if the product is well thought-out, and targeted to the right demographic. “It’s so diverse, there are so many options,” he says; “Customisation is the greatest thing about it – you can directly target your client.”

Du Toit explains that customisation can help to cut through the noise, and unique products can be produced specifically for customers to meet a particular need. He stresses the importance of proper research to identify what products would be ideal.

Cooke also speaks of the importance of choosing the right products for the right demographic in order to maximise ROI, which can justify giving away more expensive items. “Did you know that 95% of consumers that own a branded jacket can name the company who gave them that jacket? This is the highest of any promotional product and the consumer thinks more positively about the company. Even though jackets are one of the more expensive items, supplying the correct jacket to the correct consumer will ensure a very good ROI.”

A bigger strategy

According to Graeme Wilson, co-founder and director of League Group, promotional product marketing is most effective when implemented as part of an inbound marketing strategy.
He writes on League Digital’s blog; “My view is that simply giving out promotional items for product marketing purposes simply does not work in its current form. This is not to say that it cannot work – it just needs to be done more strategically… If you want your free branded gifts to achieve something other than gathering dust in someone’s desk drawer, you need to make sure that they drive customer conversion.”

Inbound marketing strategies use lead nurturing programmes to convert known leads into customers, and any promotional items given out at events should do the same. “To this end, every promotional item should boldly and clearly drive the recipient to your website. In particular, it should drive them to a webpage where they can download something of value, such as an eBook or guide. When they download this item, the recipient will become a known lead.”

He adds that promotional products can also be used as lead nurturing tools. “Instead of consigning your lead nurturing process to the realm of email communications only, deliver relevant physical items to leads at critical stages of the decision making process.”

Do you think promotional product marketing is effective? Tell us in the comments below.

*Image courtesy of Zazzle