Promotional products and merchandise are an over $18 billion industry. Any product with a logo or advertising message on it can be considered a promotional product. What are the best promotional products is open to debate and also, of course, depends on the specific marketer and their target market.
PPAI (Promotional Products Association International) did a study in 2009 confirming promotional products as a very effective advertising medium. But, it is important to point out that this study really only addresses a one-on-one marketing relationship between the product and the recipient. It is inappropriate to study the effectiveness of pens, calendars and MP3 players in the same way as t-shirts (wearables) and promotional stickers, as the impressions of other people and subsequent word-of-mouth marketing are not worked into the equation.
According to the PPIA survey a gift basket of food is the promo product most likely to motivate a particular action; MP3 players, luggage and digital picture frames are most likely to be held onto the longest; And pens have the greatest advertiser/message recall due to usefulness. So, some might say “pens” (followed by calendars and coffee mugs) are “the best promotional products” for the money. And perhaps they are – based on making an impression on one prospect. But…
“The marketing strength of promotional stickers is in making impressions on thousands of prospects for a fraction of the cost of those other products.”
Stickers may not be acknowledged as “useful” or “long-lasting” by the PPIA survey recipients but if you consider the total cost per impression once custom stickers are applied in visible locations, the potential and value of a well done promotional sticker becomes evident. A promotional fridge magnet may be the best promotional product for a pizza delivery service. A calendar might be best for a travel company. A bank might do well with coffee mugs, pens or picture frames. But, as far as building identity and encouraging word-of-mouth, being on vehicles driven around for years is going to maximize exposure. It’s not the “best” option for every company, but it is the best promotional value for many businesses and certainly should be considered in your marketing mix.
Read: Promotional Stickers – Special Report
Jeff Nicholson is the founder and Creative Director at 
2 Responses
Great stuff here. The information and the detail were just perfect. I think that your perspective is deep, its just well thought out and really fantastic to see someone who knows how to put these thoughts down so well. Great job on this.
Promotional gifts
While I do find value in a water bottle or pen, I don't believe those make more than one impression – to the recipient. Bumper and car stickers, however, are seen by thousands and definitely give more "bang for the buck".