The role of marketing and branding is to bring in leads into the business, and cutting back on marketing when sales are down doesn’t seem like a logical decision. Granted not all marketing activities are effective and neither do they require huge amounts of money to generate leads. As technologies change newer and more innovative lead generation sources will become more valuable than others. Therefore it’s important to track where your leads come from and spend on those that bring you the most value.
Promotional branding is an incredibly powerful marketing tool that offers strong and personalised brand experiences to people and because it has multiple touch points, it has a high penetration into the intended target market. As one of the only forms of advertising that allows consumers to interact with a brand on a physical level, promotional products often create a more memorable brand experience.
The promotional products sector is growing significantly globally, according to published data, the US promotional products industry grew by 35% between 2012 and 2016. Last year it grew by 9.5% in dollars and is worth $40bn annually. Its return on investment (ROI) in a cost-effective manner has made it a popular form of marketing – and the industry continues to grow.
The steady rise of promotional products, and what we have experienced particularly, shows that for marketing campaigns to achieve maximum impact they need to be integrated- using several different mediums to ensure complete coverage of the landscape.
In our experience, brands can improve the ROI on their promotional branding spend by:
There are great opportunities available in this rapidly growing industry, particularly for those brands that are able to adapt to the ever-changing business and consumer landscape and also for entrepreneurs who are seeking to enter the marketing industry. With change comes opportunity, so the brands brave enough to pursue them will reap the greatest rewards.
