How to Use Promotional Products to Increase Brand Awareness

For years, businesses have turned to promotional products as a way to connect with customers and build brand recognition. But is there real value in handing out free items? In today’s competitive market, where brand awareness is key, it's essential for companies to understand whether these giveaways truly make an impact—and how to use them effectively.

So, the big question is: Do promotional products actually help increase brand awareness?

And even more importantly, how can you strategically use these items to boost your brand’s visibility and drive sales?

What Is Brand Awareness?

Brand awareness is all about how well people recognize and remember your company. When someone receives a promotional item—like a custom USB drive, a branded t-shirt, or a personalized pen—they’re more likely to think of your business when they need a product or service you offer. This is not just a theory; research supports this idea with clear results.

The Promotional Products Association International (PPAI) found that consumers who received a promotional item:

• Were more likely to recommend the company to others.
• Had a stronger positive impression of the brand over time.

Similarly, the British Promotional Merchandise Association (BPMA) conducted a study in 2012 that revealed some impressive findings:

• Two-thirds of respondents remembered the name of the company that gave them the item.
• Almost 80% said they returned to the brand for future purchases.
• Over 85% kept the item for more than a year.
• 56% reported that their opinion of the brand improved after receiving the product.

These numbers show that promotional items are not just cheap gimmicks—they're powerful tools that can create lasting impressions and drive long-term customer loyalty.

How to Use Promotional Products Effectively

While the benefits are clear, the success of your promotional strategy depends on how you choose and use these items. Here are some effective ways to leverage promotional products to enhance brand awareness:

• Highlight your existing offerings. Whether you're launching a new feature or promoting a top-selling product, a custom promotional item can serve as a memorable reminder of what you have to offer.
• Introduce new products or services. When rolling out something new, consider giving away a custom replica or sample. This helps create excitement and makes your brand more recognizable.
• Strengthen customer loyalty. Existing customers appreciate being rewarded. A well-chosen promotional gift can reinforce their connection to your brand and encourage repeat business.
• Attract new audiences. At events like trade shows or local fairs, give away items that reflect your brand’s identity. The right design can catch attention and spark interest from potential new customers.

By integrating promotional products into your marketing plan, you're not only increasing brand visibility but also building trust and engagement. These items act as silent ambassadors for your business, reminding people of your presence every time they use them.

In short, the answer to “Do promotional products increase brand awareness?” is a clear yes. But the real question now is: What kind of promotional item will best represent your brand, and how will you use it to reach your goals?

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