Often on our blog and in the monthly newsletters that Idea Custom Solutions publishes, we have talked about the power of promotional products and why so many small and medium sized businesses (SMBs), as well as non-businesses use them.

We've heard about how promotional products are essential to startup firms that sell services, as well as mom and pop shops that sell products. They gain customers simply because the items people love, also known as "swag", can help potential customers learn who they are and remember them.

Businesses large and small from healthcare providers like hospitals and clinics, as well as car dealers, restaurants and B2B service firms, not only gain traction but remain top-of-mind to prospects and customers, thanks to the marketing efforts they put forth.

So it's not surprising that other entities, like foundations, colleges, political campaigns, even local and state governments, use promotional products to connect with their audiences. For example, take the new Trump White House. Regardless of your politics and what you think of the new leader at 1600 Pennsylvania Avenue, one thing is clear: the White House staff considers promotional products an important part of continuing get-the-word out efforts, specifically branded pens and writing utensils.

Throughout every election and just about every political campaign for decades, branded items like hats, pom-poms and even paper dresses have been given out in abundance to push names and messages as well as amplify the causes.

We've written about municipalities, from small towns to aspiring suburban business hubs, which launched branding, rebranding and marketing campaigns using promotional products. Many times they start with revamped logos or redesigned websites. Yet, as Boston and Petersburg, Virginia have shown, these efforts to stimulate business and tourism go much further with promotional products.

But why do they work so well? The reasons promotional products are trusted by businesses and non-business marketers may be simpler than you think. Recently, the online magazine TechDay came up with some easy explanations.

Promotional Products Increase Awareness

TechDay writes that, "when you give someone a freebie, it is highly unlikely that they will forget your company." Perhaps it's the fact that when you equip your customers with something tangible bearing their logos to distribute (along with their names, phone numbers and social media handles), their businesses stay visible. It is especially effective if those items are useful and needed frequently. Brandwatch specifically cites that "over 94% of those who receive promotional products do not forget the advertiser or the product advertised."

Promotional Products Create and Amplify Brand Sentiment

Tech and entertainment website TG Daily wrote last week about the way promotional products create "hype around your brand and (encourage) people to follow" in the same way that television commercials do for major brands and the biggest corporations. But unlike commercials that craft a "one size fits all" message seen or heard by thousands, if not millions of people, branded products help companies target individuals that will do business with them.

"Targeting the right audience," TG Daily writes, "at the likes of a trade show can mean you are automatically enticing those who are interested in your industry already. While this might be half the battle, promotional products can help businesses stand out against your competitors and offer something memorable to potential customers."

Promo Products Have Longevity

Think about the last few television commercials you saw or heard on the radio today. Chances are, unless they were funny or had production values at the level of Super Bowl commercials, you probably forgot them already. In contrast, TechDay states "promotional products last much longer than your average advertisement." According to the Advertising Specialty Institute's annual Impressions Study, a number of promotional product categories are kept for an average of nearly seven months, including drinkware and outerwear.

Every day, Idea Custom Solutions helps firms of all sizes prepare their logos and marketing messages for promotional products. We’ve worked with thousands of businesses, from the largest industry suppliers to individual entrepreneurs, enabling them to distribute branded products and wearables to their customers — because this is a cost-effective, proven way to market and build awareness.