Businesses need to understand what methods are best for reaching their target audience if they are going to be successful. There are plenty of promotional and advertising opportunities out there but finding the right blend of marketing tactics is essential.

Print, promotional products and TV spots are among the options open to companies looking to build a brand and attract more customers. However, depending on the size of your business’ budget and objectives, certain methods may be better than others.

Promotional products can outperform TV

Research commissioned by Promotional Products Association International – and carried out by researchers at Louisiana State University and University of Texas at San Antonio – looked at the effectiveness of promotional items compared to print and TV. As well as this, it tried to deduce what each consumer’s preferred medium for finding out information about a product or brand is.

In terms of the effectiveness, promotional merchandise outperformed television across the board. Despite long being accepted as one of the best ways to advertise a brand, the findings highlight how TV ads no longer have the same ability to influence customers as they used to.

Favorable attitudes

Respondents, who were all aged between 18 and 34, preferred advertising based on the distribution of promotional products over TV ads in five different areas. Firstly, in terms of their positive attitudes toward the ad (41 per cent  to 18 percent), their purchase intent (54 per cent to 33 percent), their positive attitude toward the product (20 per to 16 percent), their referral value (26 percent to 16 percent) and message credibility (54 percent to 33 per cent).

Promotional gifts were also found to generate favorable attitudes in all cases. For example, the credibility attached to a print and TV campaign was only 31 per cent, but this increased to 60 percent for a message delivered through print and promotions and 70 per cent for a combination of TV and promotions.

Positive effects

This demonstrates how there are a number of positive effects associated with introducing promotional items into an advertising scheme. Not only does it boost credibility, but it will also lead to a higher referral value. Indeed, 84 per cent of those questioned said the use of this method helps to create a good brand impression – higher than both TV and print (31 percent).

In terms of integrating promotional products into an advertising campaign, companies should always be looking at their target audience. For example, an office supplier could distribute promotional mugs to its clients, as most office workers will have a cup of coffee or tea in the morning. As well as being a popular and refreshing way to display your logo, you can be sure the gift will get a lot of use because of its practicality.

The research highlights how promotional products can work as an effective standalone tactic or as part of a wide marketing mix. Promotional merchandise is seen as both likeable and pleasant, while it has also been found to increase interest in a brand. If used correctly, companies should be able to attract more consumers by developing a long-lasting impression with them, which should eventually bring about an improvement in customer loyalty further down the line.