Everybody loves getting free stuff, especially when it is a pleasant surprise. What if you hand out branded merchandise, like a t-shirt or a box of chocolates, to your clients? Chances are, they’ll remember who gave it to them—and in a good way!
Research shows that 73% of people are likelier to do business with companies that have given them promotional products.
This strategy can be a powerful form of tangible branding if you want to stand out in an oversaturated market and enhance brand loyalty.
Acquiring a new customer is 5 to 25 times more expensive than retaining one—this may come from an old study, but it’s still truer than ever.
A strong customer base is the fulcrum of a flourishing business.
So, if you want your clients to think of you first when purchasing, you must stay at the top of their minds. Providing promotional products is a surefire way to drive higher visibility.
But how do you effectively use promotional products to leave a memorable mark? And what’s the best strategy for choosing the right items for your clients?
Find your answers and more in this blog post.
7 Strategies to Use Promotional Products to Enhance Brand Loyalty
1. Preview kits for top sellers
If you’re launching a marketplace where sellers and buyers interact, consider creating a special “Launch Preview Kit” to onboard your top vendors and make them feel like an extension of your brand.
For example, while Amazon doesn’t offer physical welcome kits, it provides a comprehensive suite of online resources to support them, including step-by-step tutorials, guides, and tools through its Seller Central platform. This approach ensures vendors are well-equipped to succeed.
You can take inspiration from Amazon’s digital resources while adding a personalized touch with tangible welcome kits. These kits could include benefits such as commission discounts, advertising credits, or early access to premium seller tools to reward early participation.
To make sellers feel valued, you could include a handwritten thank-you card or a personalized video message from your leadership team.
2. Event merchandise
Whether it’s a product launch, an industry conference, or an appreciation party for a select group of clients, an event is an excellent way to immerse them in your company’s values. And the thing that takes the experience to the next level?
A bag of branded swag custom-designed for the event that the attendees get to take home. Every time they look at the merchandise, they’ll remember the event and the good times they had, which will create positive associations with you in their minds.
Salesforce does this brilliantly—at Dreamforce 2023, it offered AI-themed onesies, Cotopaxi hoodies with the Salesforce logo on them, and Dreamforce-branded pickleball sets.
In addition, you can also choose to host event raffles for some extra-exclusive items. Winning something special not only delights people but encourages them to share their excitement on social media, amplifying your brand visibility.
3. Loyalty programs with tiered rewards
If you’re not already offering a branded loyalty program, you should. McKinsey reports that 60% of consumers are more likely to spend more on the brand after subscribing to a paid program, while free loyalty programs increase that likelihood by 30%.
If you already have one in place, why not recognize your most valuable clients with some tiered rewards? Implement a hierarchy of branded items and exclusive perks that users can unlock as they reach new spending or engagement levels.
Share the list of gifts on social media or through the company newsletter to inspire other clients to increase their participation and strive for higher tiers. But this is just the beginning.
You can also offer exclusive discounts on services or complimentary consultations as clients hit new milestones. Organize a prize draw from among your top loyalty members for high-value items, such as tickets to industry events or premium software licenses.
Alternatively, offer the option to make donations to charities of their choice whenever they reach a certain loyalty point threshold.
Last but not least, custom gifts on annual occasions like birthdays or anniversaries also show that you see them and wish them well—and boost their sentiments toward you that little bit more.
4. Seasonal and holiday-themed gifts
Serving up a little extra holiday cheer is never a bad idea! Gifts are often a traditional part of the festivities, and surprising your clients with something that helps them celebrate is a great way to show them that you care.
Christmas-themed chocolate boxes, advent calendars, or Halloween decorations are always good ideas, but you can go deeper by recognizing their diverse backgrounds. If you know some clients who observe Lunar New Year or Thanksgiving, tailor your gifts accordingly.
To make the most impact, ensure everything is delivered on time, ideally just before the holiday begins. This will highlight your attention to detail and thoughtfulness, which clients will surely appreciate.
5. Knowledge-driven perks
Instead of just focusing on physical gifts, consider creating exclusive content that helps your clients stay ahead of their competitors. This could include authoritative white papers, in-depth guides, or access to invite-only webinars led by experts.
For instance, you can develop a series of “Client-Only Insights” research papers that provide data-driven analysis of market trends or case studies showcasing best practices.
Offer these as a reward to loyal clients or as a perk for those reaching significant partnership anniversaries with your business.
Additionally, sending personalized, printed versions of your most popular content—such as a beautifully designed hardcover book compiling your best reports or strategies—can be a unique and memorable gift that clients repeatedly refer to.
6. Social media contests and giveaways
Want to boost your visibility, get new conversations about your company, and generate a slew of user-generated content? Run a contest on social media!
The sky’s the limit here when it comes to options.
You could invite clients to share stories about how they’ve used your products or services to solve a specific business problem. Reward the best entries with an in-depth feature on your blog or newsletter and branded gifts.
Or, encourage your clients to post pictures of their workspaces featuring your product in action. The winner could receive an office upgrade kit, such as premium branded desk accessories or noise-canceling headphones, enhancing their workspace.
To generate buzz and drive participation in the Ahrefs Evolve 2025 event, the company announced a social media contest during the 2024 event itself. Participants were invited to enter using the hashtag #AhrefsEvolve in their social media posts. The contest concluded with ten winners selected, each receiving a free ticket to next year’s event.
7. CSR/charitable causes
Today’s customers aren’t just about the products they buy. Increasingly, they’re committed to supporting businesses that actively contribute to social or environmental causes.
So, when planning your next round of promotional products, consider theming them around a cause you (and your clients) believe in. Remember to immediately make the cause you’re supporting obvious so that they spark conversations wherever your clients go.
For instance, you could offer a pink range of products to support breast cancer awareness (as the NFL does yearly) or include a sunshine motif to support invisible disabilities.
Factors to Consider When Choosing Promotional Products
While giving out promotional products is an excellent way to build customer relationships, as with any marketing strategy, there are dos and don’ts. Remember: “It’s not what you want to buy; it is what they wish to receive!”
1. Always have proper branding
You want to ensure your branded merchandise prominently bears your company’s name, logo, and colors.
Ideally, you should customize it for each client. This could include adding their company branding alongside yours and possibly even customizing the products according to their preferences.
2. Always choose high-quality products
Gift the quality of products that you want to be known for!
On that note, invest in eco-friendly products and sustainable packaging wherever possible.
Your clients appreciate partners committed to responsible practice. By choosing environmentally conscious options, you show that you care about quality and are dedicated to making a positive impact.
3. Be intentional about what you want to give
What kinds of promotional swag will be most useful for your clients? T-shirts and mugs are reliable but relatively generic.
For instance, as winter approaches, why not distribute high-quality beanies or stylish insulated drinkware that can be used in the office or on the go? Thoughtful, relevant gifts show your willingness to go the extra mile to strengthen your relationship.
4. Use feedback to identify relevant options
If you’re unsure which promotional items will resonate most with your clients, just ask them! Conduct surveys or collect feedback from different client segments and analyze your existing purchase and engagement data to identify their likes and dislikes. Also, look at what you’ve gifted historically and what you can repeat.
For instance, you may discover that your long-term corporate clients appreciate premium, handcrafted items, while younger, tech-savvy partners prefer gadgets and digital accessories. Investing in meaningful items while optimizing your inventory and budget is best.
In Conclusion
The strategy of using promotional products taps into a core desire that everyone shares—that of wanting to feel special.
Your clients have a lot of choices out there, and if they feel like you appreciate them for choosing your business, they’re all the more likely to keep coming back.
Remember, promotional products are about more than just slapping your brand logo on a mere t-shirt. You need to:
- Actively align your products with client preferences
- Invest in high-quality items that look and feel exclusive
- Personalize as much as possible to show them that they matter
- Connect your products to a bigger purpose wherever possible
Follow our strategies enthusiastically; your promotional products will be the gifts that keep giving.
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