Beyond the budget: Why promotional products work and one simple rule to boost their impact (Part 1)
6/9/2023
The what & the why
Branded merchandise has long been recognised as a powerful tool for promoting brand awareness, building loyalty and even increasing wellbeing. In 2022, the promotional products industry was estimated to be worth over £1 billion, growing by nearly 20% in the UK alone. A sure sign of its value as a marketing tool.
Despite more choice than ever, finding the right products is not without its challenges.
Unsustainable practices in product manufacturing are rife, driven by a misguided focus on quantity and cost, over quality. Greenwashing is hard to spot, making it easy for businesses to contribute to the climate crisis and alienate their audiences, without even realising. Traditional merchandising strategies fail to harness their true potential for connection and societal contribution.
We believe it is high time for change and we’re inviting you to be part of it.
We have witnessed firsthand the benefits that companies who choose to shift their focus towards unwavering quality and positive impact when buying branded merchandise experience. If achieving an impeccable brand image, better engagement, increased loyalty and quantifiable social impact sounds too good to be true, you’ll want to read on.
It is time to reimagine the role of branded merchandise from tat, to impact.
In this post, you’ll find out exactly why branded merchandise works for improving sales, boosting engagement and strengthening your brand’s reputation. You’ll learn where the industry is going wrong and what to watch out for. Plus find out how to unlock the true potential for your next branded merchandise project by harnessing the power of impact products.
Read on to discover the one simple rule you need to follow, in order to drive incredible results that benefit your brand, and learn how to apply it*.
Does it work?
Do you think branded merchandising is outdated?
Yes, being gifted useless lanyards and flimsy folders that end up in the bin within days, is enough to make even the most loyal fans shudder, the truth is that branded merchandising is powerful.
So powerful in fact, that 95% of UK businesses view corporate gifting as a vital part of their business strategy and 79% of people say they are likely to do business with the company that gave them a promotional product. A 2019 consumer study suggested over 90% of people would go out of their way to get a promotional product. Turns out, we do love a freebie.
So what happens when someone receives branded merchandise?
Well-executed branded merchandise has a similar effect as receiving a gift. Insights from the BPMA show that when compared to print, web, direct mail or TV, promotional products are nearly six times as likely to make recipients feel appreciated and valued. This creates a deeper emotional connection to your company, creating more loyalty and engagement. It is a striking and enduring way to prove to your customers, clients and employees how much you value the relationship.
From a marketing perspective, branded merchandising increases your brand’s visibility by providing additional touch points for your user and their network. This compounding strategy increases the number of people who see your brand, meaning your rate of impressions goes up whilst cost stays the same.
This in turn cements brand loyalty and recognition, as 85% of people remember the company that gave them branded merchandise.
Using promotional products to engage and retain your existing customers avoids the steep costs of securing new ones. Existing customers are more valuable overall as they are 60-70% more likely to buy from you again in the future, compared to the 5 – 20% chance you have of converting new customers.
It’s not just sales that are impacted either, 59% of employees have a more positive opinion of their workplace after being gifted a promotional product. Find out how to leverage branded merch to boost your employee engagement, in this recent post.
When done right, promotional products convert your customers or employees into loyal ambassadors – the ultimate goal for any brand.
What happens when it goes wrong?
Be aware that while branded merchandise is an essential strategy for building loyalty and connection, if executed poorly, it can have the opposite effect.
When giving away branded merchandise for free, companies often feel the pressure to find low-cost products in order to increase the volume and variety of merchandise they can offer at once. This timeless approach of securing ‘more bang for your buck’ will save a few pennies and bulk out your tote bags – but it also increases your chances of supporting unsustainable and unethical manufacturing and labour practices – even if by accident. Something your audience won’t appreciate.
Low quality branded merch is often made out of plastic or is single-use, contributing to pollution crisis, resource depletion and climate change. These items often cannot be recycled or repurposed at the end of their life and, if poorly made, will end up in landfill even before their time is up.
To make matters worse 72% of consumers agree that the quality of your promotional products and reputation of your company are linked. So it should come as no surprise that unsustainable or cheap-looking products risk inspiring a negative response in your audience. Something to be avoided at all costs.
It is crucial then, to understand that the choices we make as businesses with the merchandise we buy, directly reflects our brand values and that our customers pay close attention.
Going Beyond The Budget
By selecting your merchandise with care, you’ll not only avoid misrepresenting your brand, but you will be free to capitalise on their full potential. Branded merchandise can – and we believe, should – make a positive difference to the world we live in.
Instead of purchasing a generic plastic plant pot for your employee’s desk, you could enjoy a beautiful product while investing in innovative rehabilitation programs inside prisons that use horticulture as a way to create future employment opportunities for ex-offenders.
Instead of buying cheap disposable stationery, you could invest in recycled pens that also fund global education projects for children. Which, in turn, leads to climate change resiliency within vulnerable communities and supports gender equality.
It has been proven that brands with strong ESG principles baked into their business models drive more engagement from employees which in turn positively influences the bottom line. The rise and success of B Corporations, of which we are a proud member, prove this to be true.
Environmental and social impact then, is longer a nice-to-have, it’s becoming a prerequisite. 40% of consumers now want to see reusable and recyclable merchandise from brands.
With economies of scale working in our favour too, green and ethical goods are becoming more affordable – we bet it doesn’t cost as much as you think to shop this way. In fact, the cost of not embracing this strategy carries way more risk, as we’ve already seen. (Why not get in touch with our friendly team for a bespoke quote?)
As consumer consciousness grows, brands that contribute positively to society have a distinct competitive advantage. By joining this movement of impact purchasing, you can tap into the immense potential of this evolving market and align your brand with causes that matter to your audience.
The One Rule
The opportunity offered by branding merchandise to showcase your values, build trust, and foster a deep relationship with your audience or employees is unparalleled. But as we’ve discovered, it all hinges on the products you choose.
So how do you choose?
We’ve spent thousands of hours sourcing purpose-driven products from pioneering Social Enterprises for our branded merchandise service, and know a thing or two about how to select excellent products. In our experience, the best way to achieve your goals and prove your social and environmental commitments, is by following one simple rule:
Focus on quality above everything.
When you commit to high quality (rather than high volume or low price) you’ll discover that your impact and engagement skyrockets. It works because you differentiate yourself from your competitors, improve your brand’s reputation and enjoy more meaningful connections with your audience.
But how do we define ‘quality’?
Sure, quality within the usual context refers to the standard of craftsmanship or level of excellence achieved when producing a product. But we believe that true quality must also extend beyond the physical attributes of the merchandise.
A quality branded merchandise programme considers the environmental and human impact and seeks to optimise both. This added layer of consideration turns everyday merchandise into real impact – with a compelling narrative and proof of positive change adding depth and value to your brand. Explore how we achieve this in our own business, here.
Ultimately, humans love stories, and every item we own has a unique story to tell. Where it came from, who made it, how it travelled to us…By paying attention to these stories from the start and making them visible to our audience or employees, we create more meaningful relationships and establish credibility and character. A lost opportunity if we focus on cost or quantity alone.
What would your recipient love receiving more? A durable laptop bag where every purchase provides a bag for a child in care to transport their belongings, or a factory made tote bag? A refillable pen made from natural wheatgrass that also supports education projects, or a plastic disposable pen?
What story does each product tell about the importance you place on the relationship?
We believe that this is the way merchandise should be approached – as a force for change and a physical manifestation of your values. We guarantee that high quality, considered merchandise that leaves a trail of positive impact, will help you achieve your goals faster than any generic wristband ever will. (And it won’t end up in landfill!)
What do you think?
While the simplicity of the rule is what makes it appealing, in order to apply it, you’ll need to have a few pieces in place first. Choosing the metrics with which you measure ‘quality’ and ‘impact’ within your business is the next crucial step. We describe this process as a journey because, as we’ll explore in part 2, there is a level of nuance you’ll need to embrace in order to make the right decisions for your company every time.
Sign up to our newsletter at the bottom of this page to get part 2 dropped straight into your inbox.
In the meantime, our advice to you is to begin by considering your brand’s identity, mission, and ESG Thumbprint and build an idea of the story you wish to tell.
