The Value of Free

All businesses rely on the strength of brand to push a company to new horizons. Expansion through new locations, added product lines, employee hires and promotions can all be accurately reflected through brand messaging. On the same note, businesses with a weak or tarnished brand are not likely to succeed in the marketplace. Recognizing the impact of tangible products as a tool of brand reinforcement and soft-touch advertisement is key to the discussion of tasteful promotion and engaging branding strategy.

Ultimately, the purpose of promotional products is to generate new business. Maintaining the brand image, spreading positive messaging, and getting creative with content are all crucial cogs in the wheel; However, without manifesting a sale, those sentiments fall flat. Generally speaking, people who receive promotional products for free are likely to continue engaging with a specific company. So what are the steps to offering free promo pieces? Simply put, the formula looks something like this: Recognition leads to trust, then adds value in order to generate new business.

Think about all of the promotional products you currently have in your home or workplace. Are you more likely to order pizza from the local Italian shop that gave you a magnet for display on your fridge? Do you continue to return to trusted brands for your business or personal needs because of the frequency you slip on a logo quarter-zip or t-shirt? Does your morning cup of coffee typically live in the same rotation of promotional mugs?

If your answers to the above questions fall into the realm of “yes,” Congratulations! You are in tune with behaviors of the general public, when it comes to brand engagement. Usefulness and frequency of visual connection through promotional products drive a large number of consumers to repeat loyalty with certain brands. Also, consumers are more likely take the plunge on trying a new company if they feel comfortable and trusting of the brand. What may be of cost to your business in the short-term will ultimately add value back to your brand. Free offers to your consumer-base will create repeated business interactions, as well as the generation of new business derived from recognition and trust.