04.19.2021 | June21
For a lot of brands, promotional products are viewed as a tool in their marketing toolbelt to make a branded impression. It’s a widely accepted medium because it drives impressions at a low cost and realizes head-turning ROI.
There’s no denying how effective promo products are when it comes to generating brand recall and notoriety. But if this is the only way you’re viewing promo products, it might be time to take a step back and ask yourself if there’s a more effective way to use them. (Hint: There is!)
According to ASI, 46% of consumers have a more favorable opinion of an advertiser who presents them with eco-friendly products. By producing sustainable promo products, you’re sending a message to anyone who’s exposed to your product. That message is that your brand cares about more than the green on spreadsheets, that being environmentally responsible is a priority. But that's not the only way to craft a more favorable opinion. Using products that are American-made, women-owned, and more can have a similar effect.
As strange as it might sound, when consumers see that a brand cares about more than business, they’re actually more likely to do business with them. Think about that, by focusing on human issues & causes, you’re more effectively attracting consumers to your brand than if you were making a deliberate effort to do so. It seems backward, right? By gearing your efforts towards social & environmental causes, it makes your brand seem more human, it puts a face to it, and attracts an audience more organically, it’s not forced.
• 63% of American consumers were looking to businesses to take the lead on social and environmental change.
• 78% of people wanted companies to address social justice issues.
• 87% of consumers said they would be willing to buy a product or service based on a company's advocacy concerning a social matter.
Whether you’re in a B2B or B2C setting, the reality is that we’re all consumers. We all have our own unique motivations when it comes to buying a particular product, service, or supporting a particular brand. Now, take another step back and ask yourself which brands you support and why. Beyond their product or service, if they support social or environmental causes that closely align with you, wouldn’t you be more likely to pick them over the competition? Again, these motivations go beyond dollars & cents, it’s about emotion.
From the promo products you purchase to the giveback programs you and your partner link arms in, it makes a difference in the eyes of consumers. When it comes to giveback programs, some promo distributors like Stran are happy to create a program featuring a charitable giveback component.
For example, if you’re offering an eco-friendly product such as reusable utensil sets, for each set purchased, Stran happily donates a portion of the proceeds to the environmentally friendly charity of the client's choice. In this instance, you’re promoting a sustainable product, something that’s proven to improve your brand perception in the eyes of consumers. But also, with each unit sold, a portion of the proceeds is being donated to charity in your name. This is just one example, but the list of charitable giveback programs goes on. If you're in the Food & Beverage industry, it might make more sense to develop a program that supports local food banks or clean water initiatives. The idea remains the same, promote your brand and support a worthy cause in the process.
Promo goes beyond placing a logo on a product and tossing it to the first attendee you see at an event or tradeshow. It helps tell the story of what your brand supports and believes in. From the products you select to the charitable causes your brand supports, consumers notice. Use promotional products as a channel to let the world know that your brand cares. This is the impact that promotional products make.