Many of the most successful companies—big and small; niche and national—catch the attention of their customers several times a day not with expensive billboards or television ads, but with simple messaging. Branded promotional products, which help companies stand out from the competition, build goodwill and showcase company pride, are the perfect tool to spread that message.
Promotional branding is a $23.2-billion industry, according to the Advertising Specialty Institute (ASI), an industry education and research group. Promotional products encompass a wide variety of merchandise for a wide variety of companies, their employees and customers. Apparel, office supplies, kitchen accessories, sporting equipment, plush toys and more can all be customized with company logos, slogans, images and information, making them perfect items for trade show promotions, employee recognition initiatives, company parties, jobsites, welcoming new hires, uniting remote workers with onsite staff.... The list of products and their uses is limited only by the imagination.
Acquiring certain promotional products can come at a pleasantly-surprising low cost: as little as one-tenth of a cent for each customer view, according to ASI, which also reports that consumers are twice as likely to have a favorable opinion of a promotional product than of online advertising.
This promotional strategy exemplifies a front-of-sight, front-of-mind effect; raising a company’s visibility, credibility and brand awareness ultimately leads to increased sales, employee recruitment and retention and customer approval rating, especially important for companies in competitive markets like the construction industry.
Customers aren’t the only ones who benefit from receiving branded products. A current trend is the use of promotional products to help recruit and retain employees, especially in the disjointed era of remote work. Sending a thoughtful branded package—an all-things-office-supplies or top-team-items basket with pens, stationary, mugs, totes or other items—helps employees feel more connected to each other and the company as a whole whether working remote, in the office or on the jobsite.
Gifts that are currently trending amongst clients and employees alike include comfort items like specialized jackets—quarter zips and vests are popular these days—or sustainable and reusable drinkware, unique items like charcuterie boards or wine and beer coolers and even accessories like belts. Products like these can be utilized by any construction executive, employee or client, in the office, at home or on the jobsite.
Many companies also like to thank employees and clients during the typical holiday season of giving. But branded items are perfect for business-themed holidays as well, such as National Customer and Employee Appreciation Day or National Boss’s Day. When a gift is less expected, it will make a company stand out more.
National holidays, celebrations and recognitions are also opportunities for businesses to spur promotion in a sector different their own. Breast Cancer Awareness month in October is a great example of many different corporations beyond healthcare showing their support for the same cause. A construction company could not only donate to support a cause that affects people across all industries, but also associate its branding with a good cause, garnering more support for that cause and attention to its brand year after year; a win-win.
Branded promotional products can take a construction company’s marketing efforts to the next level, building and promoting brand along with sales. They’ve proven one of the most effective ways of getting a company name out and bringing customers in.
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