Experiential marketing and promotional products

The experiential sector is growing and developing right now with brands looking to evolve and engage more directly with consumers. Experiential allows people to connect with brands in a meaningful and personal way through face to face interaction.

Marketers are looking to amplify the impact of experiential campaigns, by using a mix of elements including social media, PR and retail. With unusual locations, immersive experiences and unique and unexpected displays, marketers are trying to bring brands to life and make them memorable for customers.

Promotional products are an extremely effective medium for ensuring customers remember your brand as well as making them feel appreciated, encouraging loyalty and motivating a call to action (CTA). For this reason, adding a promotional merchandise element to an experiential campaign could enhance consumer engagement even further, and provide a way to measure the return on investment (ROI).

The BPMA recently shared We Are Promotional Products’ infographic showing the impact of promotional products in comparison to other advertising mediums. Promotional products rate the highest for making recipients feel appreciated (64% as opposed to 11% for TV, 9% for direct mail and 8% for print and online). As for invoking a sense of loyalty in recipients, promotional products again scored the highest with 64% compared to 16.9% for TV, 9% for direct mail, 8.7% for print and 7.9% for online. They also came top in motivating recipients to complete a call to action (50.7% compared to 16.9% for TV and half that again for print, online and direct mail). Click here to see the full infographic.

These numbers coupled with the increased effectiveness gained by handing the promotional gift to a customer in person, gives a great case for combining promotional merchandise with experiential. Their success in motivating a call to action could also provide marketers with a way to measure the engagement and ROI, by using campaign specific CTAs that can be easily tracked.

Giving customers a promotional product to take away with them provides them with a long-term reminder of both the experience and the brand. The appreciation of the product will be enhanced by the experience and vice versa. The reach of the campaign is also extended, as promotional products are often seen by, and passed on to friends or colleagues.

The options for promotional merchandise are vast and can be perfectly tailored to suit any experiential marketing campaign. If you are interested in finding the right promotional product to suit your marketing campaign, speak to our expert suppliers today or submit a quote request via our free Quick Quote service.

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