Curious about how promotional items could help your business? Before deciding if this approach could work for you, it’s worth exploring how other companies have made giveaways work for them. Case studies offer a glimpse into the marketing campaigns of other companies and allow us to assess what works and how this might apply to other situations.
In this guide, we’re looking at three examples of how brands have used promotional products to help connect with their audience. We’ll look at the wider implications of how this might influence their marketing strategy and what it says about their relationship with their customers.
Promotional products are branded items that are given away for free as a way to increase brand awareness and convert more people into paying customers. They can also be given to paying customers as a way to say thank you and turn them into loyal brand advocates. And finally, they can also be given to employees to make them feel connected to the company and offer a cost-effective perk.
Promotional products are usually ordered in bulk to keep costs down for companies. This means that the items are typically cost-effective for the brand but have a high perceived value to the recipient.
One of the best ways to make sure this approach is effective is to skip the “tat” giveaways and make sure you produce products that are genuinely useful. Promotional items can backfire if your items are seen as environmentally damaging or wasteful.
It’s possible to counteract these issues by providing something that helps to reduce the use of single-use products. Tote bags, water bottles and reusable coffee mugs are highly effective for this purpose.
Now that we have a better understanding of the role of promotional products in the wider marketing mix, let’s look at some of the ways you can put these to work based on real-world examples.
The streaming company Mubi is best known for their elitist approach to cinema. They know they aren’t for everyone and they are proud to champion independent cinema from around the world. Although primarily a streaming service, they get out and about in the real world by hosting festivals that bring cinema lovers together.
Streaming company Mubi recently offered promotional items including totes, water bottles and posters at a free festival screening event in Manchester. To get their hands on these sleek and stylish products, visitors to the festival had to complete a short survey and then they could choose their promotional product when they shared the confirmation page.
This was naturally a popular promotion as the perceived value of the items is very high. The branded tote bags and water bottles allow individuals to share their passion for independent film with those around them, highlighting their taste in groundbreaking cinema to all who are “in the know”.
Feedback on the festival is clearly of significant value to the company, but asking individuals for feedback without any incentive is guaranteed to generate limited results. However, by sweetening the deal, Mubi was able to gain feedback from most of the festival attendees.
This is an effective use of promotional products that offers multiple benefits to the brand. First, they gain feedback on their festival format that will help to inform future festival formats. Second, they gain free exposure as the promotional products are all designed to be used outside of the home.
The recipient benefits by receiving a free product in exchange for their time. Since there was a hoop to jump through before securing your freebie, this lends an air of exclusivity to the exchange. Signs at the event warned attendees that stocks are limited, which further reinforces the idea that this is an exclusive offering that won’t be around forever.
This is a highly effective way to bridge the gap between your brand and your customers and make it clear that you value their time and their input. Offering exclusive designs that are only available if the individual participates in a survey can help to sweeten the deal and help to boost participation. A limited print run and bespoke branding will help to further reinforce the idea of scarcity, which will encourage individuals to take action rather than risk being left out.
Limited runs and exclusive access significantly increase perceived value and participation rates.
Most people are familiar with the meal replacement company Huel. The company started life as a protein shake manufacturer that promised to meet 100% of your daily nutritional requirements. The product was originally targeted at health conscious tech workers who are looking for a more efficient way to get their daily nutrients, but don’t necessarily want to have to cook.
This brand was later adopted by health and fitness enthusiasts and those looking to lose weight, as their products make it easy to track calories and ensure they are getting the right balance of nutrients.
When new customers purchase a Huel taster pack, they will receive a range of free products. The exact free product provided is subject to change, but it could include things like a branded water bottle, a protein shaker and a t-shirt. This helps to sweeten the deal for new customers by inviting them into the inner world with branded products.
Huel isn't the only company offering free clothing items. This is a popular tactic across many protein brands. This enables customers to showcase their affinity for one protein brand over another, while also highlighting their interest in healthy living and an active lifestyle. Many people take an almost tribal approach to these brand choices and will display fierce brand loyalty.
Offering a free item with every first order of a specific sampler product is a great way to attract new customers and instantly make them feel like they are part of the family. By offering a branded product like a t-shirt, they can treat this as their initiation into the club. They might have already seen other people wearing their branded t-shirts and will appreciate being able to effectively shout about their first purchase.
As the new customer is wearing their merchandise out in the world, they will also be signalling to others that they should consider joining this exclusive club. And those who have never heard of the company before might be tempted to look it up thanks to the simplicity of the t-shirt branding.
Branded t-shirts are a highly cost-effective way of tempting customers to make their first purchase. It helps to sweeten the deal for them but also invites them into an exclusive club made up of your customers. By offering a branded t-shirt they might actually want to wear, they can let others know about their affinity for your brand and feel like part of something special.
T-shirts have a high perceived value, so customers will be keen to get their hands on these exclusive threads. A key part of the puzzle is to only make these items available when you purchase specific items. This helps to retain a sense of exclusivity, as the customer cannot simply buy a t-shirt to join the club.
Promotional products succeed when they create emotional value alongside practical usefulness, turning customers into willing brand advocates.
When creating your promotional products, be careful and consider your approach. If your company colours are bright orange or lime green, ask yourself if you can really expect customers to wear a t-shirt in this shade.
A neutral colour is more likely to be successful, and people typically prefer black. When designing wearing products, keep things stylish and contemporary. You can afford to be bolder with accessories, as this can actually help your products to stand out.
You should also consider the perceived value of the product and what could boost this in the eyes of your customer. When an item is more exclusive or limited availability, there is a greater sense of value for the customer.
In general, consumers respond well to items they know they will get a lot of use out of. This could include items like reusable coffee cups, water bottles and tote bags. Socks are another highly popular promotional item.
Although they are less visible, lots of people will find a way to shout about their favourite branded socks if the design is effective enough.
Explore promotional products designed to build loyalty and spark engagement.
Are case studies useful for small businesses?
Yes — the principles apply regardless of company size.
Do promotional products always need to drive sales?
No — awareness, loyalty and engagement can deliver long-term value.
