A primary reason for using promotional merchandise is for advertising and marketing a product. On average we drink 1,500 cups of tea and coffee a year per person. So think of the impact a branded mug could provide for your clients. Better still if they still have that mug over five years that's 7,500 personal impacts. I still have a Kelloggs cereal bowl from 10 years ago!

Another example may be as part of a promotion. PG Tips tea recently ran a series of on pack offers, which included a branded item, mug, tea towel and beanie hat and was linked to the very successful TV campaign. I know the size of the premium runs on some these products was well over 500,000 per item. This is a fabulous way of engaging with the target consumer and will create excellent brand loyalty. 

What effect does branded clothing have on a business? Consider the time when a courier has arrived at your business who is casually dressed, versus one that's in branded clothing. Think of your observations about the company and the service they may provide.

The other great benefit with clothing, particularly at exhibitions and events, is the use of the back of the shirt. When I used some branded shirts at an event last year I was keen to promote my website but also to remind our members of the visitor traffic - so I had this number branded in the back of the shirt with our stand number. Orange and purple are the two primary colours the eye sees first, and those companies who are bold enough to use branded clothing with these colours really stand out at exhibitions.

Organisations that have a particular cause they wish to promote can use promotional branding very effectively. I am sure you can recall major news stories involving missing children, murders, Fathers for Justice etc, all of which have used promotional branding very effectively. Clearly so much depends on the message. If you had a striking T-shirt and you were to walk through London and use the tube, that message could be exposed to thousands of people. At some of the London stations now, most newspaper vendors have branded jackets, T-shirts, baseball caps and parasols. 

Museums and charities have found promotional merchandise to be an ideal way of generating revenue. Consumers are less sensitive to price when items are being sold by charities, as there is a strong cause relationship. These groups are also, of course, creating more awareness for their brands, and it's a fact that where the item is bought it will have far greater use and value.

Councils and government departments and other public sectors are often looking for ways to communicate powerful messages whether they are recycling, safety, legislative issues and the like, promotional merchandise can often create a suitable solution. 

Event merchandising is also a large market for branding. Staff are easily identified with jackets, T-shirts and polo shirts. Silicon bands, badges or passes can distinguish visitors, exhibitors and VIPs. Other great ideas for outside events include branded water with lanyards, torches, car finders, disposable macs, drink cup holders and cardboard seating - to name just a few. 

Dealer and reseller schemes can make good use of branded items. Some promotional gift suppliers become involved in the fulfilment and web shop provision, therefore locking into the customers more consistent and repeat business. More desirable clothing like top quality brands can be used as reward mechanisms - for example, spend so much and get a Bosch jacket. 

There are many examples where promotional branding can play a large part in new brand launches as well, either at press gatherings, conferences or in wider market environments. It is important to understand your customers' marketing calendars so that you may be able to propose some suitable suggestions. 

Finally, schools and clubs are big users of promotional clothing and there is often repeat business in these areas so it can be lucrative.  But can you extend your order value by offering promotional merchandise as well. Schools always need to raise extra income, so what about offering a mug with each child's name on it. I would guarantee almost every parent and grandparent would be buyers. 

There is so much opportunity within promotional merchandise. But as an industry we are often more reactive than proactive, so by appreciating the value and use of promotional branding, it helps us and our customers to understand how much potential is there to be realised.

Web: http://www.bpma.co.uk/

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