How Business Promotional Products Work in the Real World


Business promotional products are defined as any physical item that is branded, or in some way used to directly promote or correlate a brand communication or message with that brand’s target audience. The products in question can be anything, as long as they are clearly owned by the campaigning brand; and so long as they have a conceptual connection with the thrust and purpose of the campaign.

It is important to note those business promotional products that have little to do with what the promoting brand actually makes, or the services it provides, may still be perfectly valid for use in its campaigns. This is because the primary function of the object is to engender a reaction – an emotional response, or recognition – within members of an already defined target audience. The item is there to make a target audience member feel a specific way, and, by its branding, to associate that feeling with the company that owns the promotion.

In many cases, then, business promotional products are appropriate to the target audience without having specific pertinence to the position of the brand within a certain marketplace. It is best to think of them as physical emblems of concepts: a stress ball, for example, embodies ideas like health care, or relaxation – and so a branded stress ball may engender the thought that the owning company actually sells relaxation, which in fact it simply sells caffeine free tea.

This is the purpose of much advertising, of course. The idea behind most product awareness campaigns is to make a physical thing emblematic of a metaphysical thing, normally a positive emotion or a perception of status. Relaxation, comfort, happiness and sexiness are all common metaphysical ideals expressed by this kind of advertising: and so the business promotional products used to do the advertising may be much more associated with the ideal than the normal product or service of the business in question.

The environment in which the target audience is found plays a big role in the selection or commission of business promotional products. Our hypothetical stress ball is an excellent example. Stress balls are often used in offices, which can be very stressful environments. So the company who has a young professional target audience (which usually works in an office), and which has defined that audience as a prime match for its brand personality, may promote the idea of relaxation no matter what their product really is: even to the point where a product that is not inherently relaxing is seen so to be.

Tea is a clear instance of this. Tea, which contains a lot of caffeine, is medically proven not to be relaxing. It stimulates blood flow, makes the brain go faster and may even cause heart palpitations with excessive use. Yet such is the success of its advertising that it is inextricably linked with the idea of taking time out, having a break and putting your feet up.

The selection of item is the key to building the right message; the placement of that item is vital for ensuring it gets to the proper audience.

Author Bio:- Steve carry is a freelance writer who writes articles related to advertising gifts , promotional products, business promotional products and many more.

Do check out ODM Group for more promotional ideas. Some related promotional products below
  1. Stressballs 
    -       Stress Ball Keychains

  2. Tea-related Products
    -       Tea Tool
    -       Tea Infusers

1 comment:

  1. One reason many products work great as corporate gifts is that they offer practical utility to the recipients while promoting your brand. Products with functionality are retained and used for a long period of time; e.g. advertising gifts like mugs, folders, pens and other stationery products.
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