How to Use Promotional Products to Benefit Your Small Business

From apparel to pens and calendars, promotional products (i.e., items that can be used to promote a business) can be an excellent tool for small business owners who are looking to elevate their brand and stand out from competitors by leaving a lasting impression on current and potential customers.

If you want to make a last impression with your small business, creating promotional products can be an excellent opportunity. Here’s why promotional products can be beneficial, along with suggestions on how to use them.

Are Promotional Products Effective for Small Businesses?

Promotional products can include a wide variety of items, so while not all will align with your small business, there are likely some that will.

These types of products can be effective tools to help:

• Generate brand awareness and recognition: Standing out from your competition can be crucial, especially if you’re in a saturated industry. That’s why finding ways to reach consumers to turn them into loyal customers is important—something promotional products can help achieve. Products that reinforce your branding (i.e., logo, colours, etc.) and showcase your products/services to your target audience can increase exposure, and help customers remember your business/what you offer, which is incredibly beneficial. In fact, 90% of consumers remember branding on promotional products.

  Maintaining consistent branding on promotional products can significantly strengthen brand recognition and come with additional benefits. For example, consistent branding can lead to a 33% increase in revenue, and over 60% of brands say it can be important to generate leads and communication with their existing customers. Additionally, 59% of global consumers say they prefer purchasing new products from brands they’re familiar with.

  By creating promotional products that align with your brand, you create opportunities to spark interest, generate ongoing brand awareness, and foster consumer familiarity, all of which can benefit your small business long term.

• Add professionalism to your small business: When you think of promotional products, you might think they’re limited to big corporations, but small business owners can use them just as effectively. Professionally developed products can instantly signal that your business is established, even if you’re small. It can also leave a good impression on the customer receiving it, which can help boost their experience engaging with your small business and increase the likelihood of repeat purchases.
• Create repeated exposure: Whether you’re attending a community event, participating in a local trade show, or at checkout with a customer, giving out promotional products can offer a powerful opportunity to extend your brand’s reach. Pens, totes, shirts, hats, reusable water bottles and more can transform a single interaction into long-term visibility. Every time the customer uses that promotional product, your small business comes to mind, which creates repeated exposure without any ongoing effort or cost, helping you stay top of mind long after the initial moment of connection.

  Promotional products can serve a similar purpose to business cards, acting as pocket-sized billboards for your business that can prompt a current or potential client to think about your small business, which is especially helpful in times when they need a product/service you offer.

• Target specific audiences: Promotional products and printed materials can be strategically tailored to reach a specific audience. For example, if you’re in the health and wellness space, providing branded water bottles for a local gym could be a valuable collaboration opportunity. Similarly, if you’re planning a seasonal sale or special event, creating custom materials tied to that promotion or themed giveaway items with your logo on them can help you stand out and drive targeted traffic. By aligning your materials with your audience, you’re understanding their needs and promoting your small business at the same time.
• Reach Gen Z consumers: Does your small business target younger generations? Promotional products are shown to be especially desirable among Gen Z consumers; 34% report using promotional products weekly, 68% say branded merchandise from a business positively impacts their perception of the brand, and 63% have purchased a product/service after being influenced by a promotional item. If you’re looking to strengthen your customer relationships with this generation or help reach them more effectively, promotional products can be an excellent strategy.

What are Examples of Promotional Products for Small Businesses?

Finding products that align with your small business is important, as you want to offer current and potential customers something that makes sense and that they’ll actually use. A survey found that almost 50% of those who receive promotional products keep them for over five years, with 75.4% doing so if the product is useful. Therefore, it’s important to consider functionality when selecting promotional items, especially if you aim for extended use, which can help keep your business top of mind long term.

Whether it’s a photo keychain with your logo on the back, writing tools (such as pens), notepads, t-shirts, hats, calendars, or reusable bags at checkout, you have the opportunity to interject your branding into the daily lives of consumers.

You can add promotional products to a purchase, hand them out at a pop-up event, or promote them in a social media giveaway to help generate engagement on your social accounts. There are a variety of options available, especially if you want to start with a small batch of products or go full-out with standing posters and flyers for an event.

Promotional Products at The UPS Store

Our team at The UPS Store is here to help get your small business started with promotional products. Our online print shop includes the following:

• Drinkware
• Pens
• Everyday items like umbrellas and ice scraper mitts (great seasonal products)
• Technology items like USB sticks and flashlights
• Tote bags

Considering promotional products with quality printed materials? Our printing services can help! Create your branded products or refresh your business card, flyers, and posters/banners at a location near you.