Promotional products are an effective option when it comes to marketing. Not only can you make them a unique and targeted representation of your business that is aligned with brand values but their impact can also be long term. Promotional items that are both durable and useful have real longevity and can continue to deliver a return on investment for more than a year. So, which products have the most longevity and why should this matter to your business?

Customers keep useful promotional items

According to the British Promotional Merchandise Association nearly 87% of customers they surveyed said that they keep a promotional item for more than a year. That’s a single investment in a piece of tangible marketing that can keep delivering its message repeatedly for more than 12 months at no extra cost. It’s no wonder so many brands invest in promotional items when you look at it like that. Whether or not you can achieve this kind of longevity with your promotional products will depend on a number of different factors.

• Targeting your audience correctly. Like any form of marketing, the promotional products you invest in need to be appropriate for the gender, age, location, behaviours and preferences of your target audience.
• The nature of the promotional items. Longevity tends to be aligned with practicality when it comes to promotional products – the more useful the item is, the more likely it will still be used 12 months from now. So, anything that contributes to making life easier can be a good idea, whether that’s a USB flash drive or a mug.
• Durability is a big factor. Items that are durable and will still look good and be useful a year from now, are likely to have the best longevity. Ensure that your choice of product – and the quality of materials – mean that it will stand up to repeated use and still be a robust representation of your brand over the longest possible period.

Which products tend to have the best longevity?

• Most of us use them and they tend to get left on desks and shared spaces where they can do great work promoting your brand. Tip: make sure the print is dishwasher safe or the branding can fade over time!
• If this fits with your brand, an item like a branded beanie or fleece can work wonders as a promotional product and people tend to keep the high quality ones. Tip: avoid cheap options as it may reflect badly on your brand after repeated use or washing.
• USB drives. There are lots of ways to create a great, distinctive – even humorous – USB design and this is something that people will use for years.
• Although they’re only used on rainy days, their use is very public and they can provide a substantial surface area for messaging. Tip: choose carefully whether you offer a large golf style umbrella or a more compact design. Again, anything that is too cheap and may fall apart could have a detrimental effect on your brand.
• Again, we all use them and most of us love using something a bit different, as so many pens are mundane. The key here is quality, as this will ensure durability and also represent your brand well.
• Key chains. If you want to opt for a promotional key chain then give it a useful, as well as decorative, function, such as adding in a bottle opener.

Calendars. 12 months of promotional messaging on your customer’s desk or wall. Tip: avoid large format calendars which may not find an easy place to be placed! More compact designs that fit neatly on a desk work best.

These are some of the promotional products that tend to have the most longevity – and which will continue to market your business for a year or longer  if you get the design right. For more ideas please reach out!