Every day, you are probably exposed to dozens, if not hundreds, of examples of promotional product placement. In order to be a responsible and effective consumer, you need to have a strong understanding of how promotional products work and how they target you. In order to be a successful and effective vendor, you similarly need to understand how product placement can work to your advantage.
In order to help you become either a better consumer or a better salesperson, here's a cursory examination of how promotional products operate.
What is a promotional product?
A promotional product is a piece of merchandise which primarily exists to act as a marketing device. It can persuade a consumer to use the company's products, plant a subconscious positive association with the company and/or product, or any number of other things.
You can see promotional products almost anywhere, in giant advertisements for a good deal, as free merchandise or giveaways, in sweepstakes, as advertising gifts, or in limited-time promotional events.
How do they work?
In the United States, there are specialized companies and contractors who exist to provide advertising advice and expertise. These firms generally conduct studies on focus groups in order to determine the most effective products and branding and analyze huge amounts of consumer data, all so they can create an image that is perfectly suited for the targeted demographic.
These promotional products come in many forms and can serve a variety of purpose, such as:
- Advertised deals to get you into a store. These are usually loss-leaders, which means that they actually lose the store money. However, they more than make up for it in the revenue gained from other products you buy after you walk in the door.
- Advertising gifts are sometimes sent to your address or given to you for free in a store. They are meant to get your attention and form a positive mental association with the product. Since it was given to you for free, you see the company as benevolent and friendly. It can also enhance your experience of the product, since you know that you didn't have to pay for it.
- Promotional events are advertised as a period where really good deals or exclusive products will be available. The most well-known example of this in the United States is Black Friday shopping deals, where absolutely massive sales are advertised. These can serve both to empty out old store inventory and create competition among consumers. Since there is often a very limited inventory of the truly discounted products, many of the later customers will settle for other, similar products which yield the store a much higher profit margin.
For more information about promotional products or to get some for your business, contact a company like Elite Sportswear Awards and Promotional Products in Edmonton.