There can be little doubt that maximising customer engagement is a key factor within a successful business model, but opinions vary on the best method to achieve this. Promotional gifts have a proven effect, and should never be undervalued as an element within a marketing campaign.

Customer engagement is not purely about making contact, or even getting a response. Rather, it is paramount that the engagement is ongoing and of value. Promotional products are a superb way to create an impact, and help to perpetuate the effects of other advertising mediums. Amidst the daily influx of print, social media and TV/radio advertising, a promotional item provides something tangible. Print and emailers may be read, but a branded gift is highly likely to be retained over time. This provides a long-term reinforcement of the branding.  

            Promotional products demand instant attention. A postal mailer can be put aside until later, which of course has the benefit of ensuring it can receive full attention. But a physical gift warrants immediate attention, so providing a jump-start to the customer engagement. If such products are handed out personally, they provide a perfect opening avenue for face to face communication. This can make a huge difference to the perception of a company, and the ongoing interaction. When needing a business or service, we are far more likely to remember a conversation than simply seeing a flyer or an email, for example. In a world busy with online and digital advertising, a physical product really does stand out from the crowd. It draws attention. This can only have a positive reinforcement for other elements of a marketing campaign.

Not only are promotional products very visual and tactile, they can also be tailored to the recipients. Giving a gift which is relevant and appreciated will encourage further contact between a company and a customer, generating repeat business. There is also an element of consistency with the advertising;  promotional products are somewhere to hand constantly, and the branding will therefore be at the fore – a mousemat, for example, will be seen many times each day. Promotional products are an ideal canvas to display the personality or image of the brand; again, this will interest and engage customers.

Finally, a simple yet crucial fact – everyone likes to receive a gift, even if just a small giveaway. To give a promotional product is to make a difference to the day, to give a feeling of appreciation and worth. Engaging your customers on this more personal level will result in them having a positive opinion of the company. This positive feeling will result in better feedback, increased awareness of other forms of branding, increased customer loyalty/repeat custom, and perhaps even more word of mouth referrals.