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How to Use Promotional Products

Promotional products are designed to increase awareness and business. You use them to reward, remind and inspire, both internally to employees and externally to customers and prospects.

  • How promotional products can be used
  • How well promotional products work
  • How cost-effective promotional products are
  • How Promotional Products Can Be Used
  • Motivation/Incentives
  • Recognition/Service Awards
  • Traffic Building
  • Event Marketing
  • Safety Programs
  • Product Rollouts
  • Point-of-Purchase
  • Direct-Mail Marketing
  • Employee/Community/Customer Relations
  • Clubs/Fraternal Identification
  • Cause-Related Marketing
  • Brand Awareness
  • Fund Raising
  • Souvenirs/Remembrances


Imprinted products are often used to motivate sales teams toward more sales, production workers toward greater efficiency, credit departments toward more collections, etc. But they can also be used as incentives to get store managers to give you better shelf space for your products, dealers to load up on your product so they actually have to push it, consumers to purchase more of your product, delinquent library-card holders to return books and so on.

Recognition/Service Awards

Employees, customers and vendors are recognised for years of service, performance, volume or frequency of business, etc.

Traffic Building

Be it retail, business-to-business, associations ... everyone has a need to draw customers. This may be to your store in general, for a specific promotion, to your tradeshow booth or to your special event.

Event Marketing

This might be a client golf outing, industry awards banquet, grand opening, building dedication, open house or anniversary, or you may be sponsoring or co-sponsoring a sporting event, concert, etc. Promotional products serve as thank-you gifts, media attention-getting devices and so on.

Safety Programs

Whether it's getting production workers to reduce their number of accidents, drivers to improve their on-the-road record or foremen to ensure that safety procedures are being followed, imprinted products promote the theme and message of safety programs, which can reduce insurance premiums.

Product Rollouts

Promotional products can be used to garner attention for your new products within the trade and to consumers, by helping to gain media exposure and/or providing replicas that your salesforce can use to demonstrate your new products.


Promotional products can be used as advertising materials, used as displays or as parts of displays in retail stores to draw attention to your product.

Direct-Mail Marketing

Using promotional products with sales letters can decrease the cost of securing a sales appointment by 65 percent, according to a 1992 study by the Silver Marketing Group for the Promotional Products Association International. The same study found that the inclusion of a promotional product with a sales letter yielded nearly twice the response of a letter with only a business reply card, and offering an "expensive" clock increased the percent response four times.

Employee/Community/Customer Relations

From building goodwill in the community to calming the waters after a crisis, companies, municipalities and organisations have used promotional products to inform, educate, thank, remind and apologise.

Clubs/Society Identification

People are usually proud of their affiliations and enjoy wearing, carrying and displaying products bearing their club or organisation's logo, colours, slogan, etc.

Cause-Related Marketing

From the "fur is not a fabric" movement to promoting breast cancer awareness, cause-oriented groups, organisations and charities use promotional products to promote their messages, and many companies will support those causes or market their own products and services through them.

Brand Awareness

In an ever-cluttered marketplace with too many consumer choices, brand marketers are relying more and more on promotional products to garner brand loyalty.

Fund Raising

From libraries to charitable organisations, fund raising is often a huge undertaking that can last anywhere from a few months to an entire year or be ongoing, encompassing multiple requests for donations. Promotional products are sometimes used in those requests or used as incentives/rewards for donations, often on a scale.


You might be commemorating your company's 100th anniversary by giving employees a gold-toned hammer-shaped keytag, representative of your company's number one product, or you might give community volunteers brass railroad spikes to thank them for their backbreaking work on refurbishing the town's railroad station. Souvenirs and remembrances are used to mark myriad occasions.