How Promotional Gifts Can Drive Your Business

Promotional gifts have many different applications within the marketing mix, but their prime function is to communicate with customers and prospective customers.

Whether your business is a blue chip public limited company, a government department, an educational establishment or a charitable organisation, promotional gifts can help promote your name, brand or message.

Your main objective might be to raise brand awareness, generate trade show traffic, encourage customer goodwill and referrals, reward and motivate employees, or generate leads and increase sales. One of the uses of promotional giftsis to inform, persuade and influence – delivering the right kind of information in such a way that a decision to purchase will be made.

However, before you are in a position to decide on the specific role to be played by promotional gifts within your marketing mix, you need to establish your message and identify your audience. A range of methods are usually used but in order to be most effective they should form part of an integrated marketing campaign.

This is essential so that the recipient does not become confused, and possibly demotivated, from receiving mixed messages from you. By working together the various elements will be able to achieve a synergistic effect.

Although proven to work well as a stand-alone advertising medium, promotional gifts complement and actually increase the effectiveness of more traditional advertising media such as television and print.

Central to your marketing strategy, promotional gifts can provide a cost-effective way to drive your business by enhancing customer awareness and influencing perception.