Photo by Julian Hochgesang on Unsplash
Julian Hochgesang on Unsplash

Advertising is everything in business. Whether you're selling cars or copywriting, you need to let people know what your company is, what you provide, and why they should choose you over your many competitors. It's no wonder that North American companies spend an eye-watering $297 billion on advertising; Apple alone spent $100 million just on Twitter ads last year.

Our world is so saturated with advertising that consumers are growing rather adversarial to ads: billboards have been a particular target of anti-advertising campaigns, with many complaining that they are distracting and unattractive. In light of this backlash, it's important that you find marketing strategies that feel authentic and inviting to consumers, welcoming them to use your product and building trust with your audience. One of the most time-tested ways to develop that connection is promotional branded products. Today, we'll explore the ways that promotional products can help you stand out in a crowded advertising space, letting you rise above your competitors at a fraction of a digital advertising campaign's price.

Promotional products can provide hundreds or thousands of impressions over their lifespan, all for a single price

A promotional branded product is a walking advertisement - and it's attached to a thinking, speaking individual who can share the great features of your company. When you give away swag and the recipient uses it throughout their everyday life, they're continually exposing others to your brand, providing improved brand visibility and recognition.

Better yet, they may also provide word of mouth advertising should someone ask about their t-shirt, hat, or bag. While digital advertising must be regularly renewed and updated, a promotional branded product must only be paid for once, and then it will continue to create impressions every time that the recipient uses or wears it.

Part of a good promotional material campaign is choosing high quality products that will last a long time; this not only means that the recipient will use it for longer, but also that they will associate your company with good materials and thoughtful manufacturing. Even if they understand that your promotional products probably aren't made by your business, the effort and construction of these materials will also reflect on your own work, even if only subconsciously.

Stationary promotional products create positive associations for visitors

The previous point discussed giveaway products such as t-shirts, hats, and pins, but what about promotional banners, flags, or stands? These, too, can be an incredibly powerful tool for the savvy marketer, especially for long-term displays that are cleverly placed.

Consider, for example, if you sponsor a local high school sports team and place a banner in their stadium or gym. During each game, you'll have an audience of dozens or hundreds seeing your brand for a half hour or more, increasing brand recognition - and associating your brand with civic participation and sportsmanlike conduct. Whether the home team wins or loses, visitors will remember that your company cares about the community and the futures of students, which will reflect very favorably on your brand.

In another example, you might create an advertisement that is specialized for a particular location, perhaps with a timely slogan or a joke related to local culture. This helps create the impression that your company is part of the community and that it understands what makes your region unique, which will help consumers feel that you're a neighbor rather than just another business in town.

What's important here is that you use these materials thoughtfully rather than simply throwing up a sign without consideration for the area or context. While many people are quite averse to advertising, others can appreciate a clever or considerate message, especially if it's attached to a campaign that produces a tangible benefit for the community.

Great promotional branded products provide utility for years rather than days or months

While swag may look more expensive than digital advertising at first glance, it's highly cost effective in the long run, and it can get your company to places that you'd never reach otherwise. A great promo t-shirt might visit multiple countries, each time making others curious about your product, while an amusing sign could make it big on social media and draw more people than ever to your website.

Because these are advertisements made to last, it's essential that you think carefully about your messaging and design. Ensure that your contact information - particularly your website - is prominently displayed in whatever format you choose so that those who see the material will know how to find you. Use quality vendors for your promotional materials, as cheap products will make recipients believe that your own product is similarly cheap. Finally, develop a good distribution strategy that makes your swag feel exclusive and desirable rather than disposable and unimportant.

It's clear that promotional branded materials are an invaluable advertising strategy that's here to stay - and that will only become that much more important in the years to come. With planning and research, you can create an amazing material campaign that will draw in curious customers for weeks, months, and years.