Branded Merchandise is one of the most powerful tools you have in your marketing tool box. Sure, we sell Promotional Products. So you can certainly expect that we have bias in the subject. But years of studies will tell you we are right. Done right, branded merchandise will impact human behavior.
These are all impressive numbers. But it assumes one very important thing. To create results like this, you need to use Promotional Products the right way. Like any other media, Promotional Products can be done wastefully, in-artfully, and even irresponsibly. All media can be done poorly. Don’t believe me? Then just consider this billboard that asks you to stop texting and driving…while expecting you to read a paragraph.
The point is, if you want great results with any marketing vehicle, you need to do it well. The same is certainly true with branded merchandise. I have often said, you get what you pay for in promo. If you want to represent your brand well, take the time to consider what product your brand should be on! It seems simple, but so many organizations just gloss over it!
At a basic level, some of the best branded merchandise is useful. Sometimes we lose site of that as marketers. We want the newest, cutest, shiniest branded piece…and those are fun. But if you want your marketing message to stay, make sure they have a foundation of usefulness.
Some of the best branded merchandise campaigns are built around high perceived value. In other words, your customers think you spent more on the item than you actually did! It’s the item you spent $5 of budget on, but created $10 of goodwill. When you focus on high perceived value, you create brand affinity by fixing the appreciation gap with your customers. You show them how much you appreciate them. And you create promotions that stick around.
There are plenty of items in the Promotional World that meet this criteria. And to be honest, each market or demographic might feel different products. So it really is about understanding your specific customer base. But I do find that there are a few products that often perform well in this test. Here are just a few…
These are just a few items that pass perceived value test in branded merchandise. There are plenty more! Just make sure you spend the time to consider this one simple test as you create your next campaign.
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