What is promotional merchandising & Why is it important
What is promotional merchandising & Why is it important
Promotional merchandising is a marketing technique that helps brands promote and sell them more by distributing goods and gifts, increasing the brand position and complementing other marketing techniques.
First of all, we must analyze the importance of corporate image over time. During the 1930s, the products in general had little or non-distinction regarding their brands. In other words, distinctive logos, colors or packages were scarce, customization was not as wide as possible as it is now and general outset was dull. As the economy, markets and consumption grew, companies found themselves in the need of increasing all forms of distinction. Since the allocation of the products in the stores to a different size in their packages, among others. The purpose of the product or brand was to occupy all the consumer's attention. Thus, it was possible to establish the image and in the end, to increase sales. As of today, these challenges are highly competitive, we can use the available data to analyze how the consumers face the brand through merchandise.
According to a 2021 Consumer Study from the Promotional Products Association International (PPAI), 94% of consumers like receiving Promotional Products, 86.5% agree that promotional products are a good way to learn about new businesses and 90% agree that receiving Promotional Products at an event makes the experience more memorable. Moreover, users are more willing to buy after receiving a promotional gift (20.9%) compared to printed advertising (13.4%), a television commercial (7.1%), or online (4.6%).[1]
Finally, the above mentioned functions are entirely fulfilled by promotional products in general and merchandise, in particular. You may wonder, How? Following the previous data, they allow a permanent positioning of the brand. Since it doesn't just stay in a single store or on an advertising billboard. The consumer carries it with them most of the time by wearing a T-shirt, cap, a pair of socks or scarf, among others. It also increases the visibility of the brand, by the association, and the reinforcement of its value, as well. In addition, it allows you to connect with both new and existing customers. Moreover, promotional merchandise -particularly- for daily use, contributes to cement the brand in the consumer’s mind.
In this regard, the merchandising elements meet the objective of improving the corporate image of all companies. This is because promotional products are a reflection of the company's reputation.
