10,000 Promotional Products, Items & Custom Merchandise Ideas

How Successful Marketing Companies in Australia Use Promotional Products

Success in marketing is all about getting a positive return on your investment. Successful organisations are always looking for new ways to maximise public interest and exposure to their brands. While you can never guarantee promotional success or profit, there are time-tested ideas which will increase the percentage probability of success. The proven emotional reinforcement and personal relationship enhancing aspects of promotional merchandise is one of them. Australia is one of the world’s largest markets for branded products, second only to the USA in terms of per capita uptake. This is some part due to the prevalence of US based corporations and the American cultural influences in Australia’s business landscape. Another reason is the relatively small size of the average Australian company and the high cost of traditional media advertising. The Australian media landscape is highly regulated and tightly controlled so large-scale media advertising is expensive, which, combined with the geographic dispersal of the population over such a wide area means media advertising is out of reach for most small to medium sized businesses. Instead, promotions orientated marketing which leverages existing business relationships has continued to grow in popularity. This strategy also works best utilising tighter regional distribution patterns which again suits smaller Australian companies. Australian businesses have learned by experience that a significant allocation of budget to promotional products pays dividends.

Choosing the right products for a local marketing campaign is the a big part of ensuring its success.To paraphrase the timeless financial advice of Mr. Micawber, if you can spend a dollar on marketing and get two dollars back, you’ve discovered the key to eternal happiness. A positive return on investment is essential for continued successful marketing activity. Spending unlimited amounts over an extended period without a positive return is the road to insolvency. And it’s in avoiding this sort of desperate situation that the effective use of promotional products has proven itself time and again. A layered approach is a proven tactic. At the highest level you spend the majority of the budget on traditional media exposure, though this day some of that expenditure could be focussed on on-line influencers and social media exposure. Then, underlying the general awareness which is created with mainstream advertising, specific niche markets and consumer segments can be targeted with a focussed message, reinforced with the use of promotional merchandise.

It’s often said there are two types of marketing approaches, the ‘hunters' and the ‘shepherds’. The ‘hunters' look for new clients and business opportunities and are always after after new clients. The ‘shepherds' tend to their flock of existing clients, keeping them happy and contented and maintain a steady stream of regular orders and enquiry. Successful companies needs to have a mix of both styles to ensure growth and stability and in both cases promotional products have a part to play, as a proven way to win new friends and build the strength of existing relationships. The ways in which each approach to sales and marketing utilise branded merchandise are different, however they can use the same products which is a great thing for budget and inventory management. Often the ‘hunters’ will use relatively cost effective options as what they call ‘door openers’, a small but meaningful gift which will break the ice and encourage often reluctant buyers to give them half an hour of their time. This is a proven strategy, and even if in the short-term no sales result from this first contact the fact a potential client holds a thoughtful personal gift carrying your company logo and contact details is definitely a step in the right direction and the potential beginning of a new relationship. The prospects of success are even better if the recipient appreciates the gift and it becomes part of their business routine.

While promotional items are a great way to create new business opportunities and break into new markets it’s in the maintenance and strengthening of business relationships where the benefits of a product based promotions strategy blossoms to full potential. It costs a lot of money to find new clients and acquire a list of prospects so those relationships need to be nurtured. Business at its heart is about relationships and through human history a thoughtful personal gift has been a proven way to strengthen ties. In business it applies equally to people inside the business as it does to suppliers and customers. The right branded promotional product which says something positive about your company and its products and services while offering genuine utility to the recipient creates an emotional connection which goes beyond the two dimensional considerations of the balance sheet.

Human psychology should be of interest to anyone interested in developing a successful marketing strategy. In commercial enterprise the response of people to impressions and stimuli is called 'consumer behaviour'. Huge amounts of money are spent researching and beta testing advertising campaigns, a form of insurance, if you will, with psychological impressions and instinctive reactions being a major focus of the research. While these is proven value in this approach there is a real danger that it overlooks the intangible aspects of business relationships. In ancient esoteric schools it was taught that humans have three brains and this knowledge was considered to be common sense until the 20th century when the Frankfurt School and Freud's circle began an attempt to apply modern relativist thinking to the study of human consciousness. The debate still rages as to the efficacy of their theories, however in terms of consumer behaviour it seems the classical, three brained theory has more practical value. According to the ancient wisdom humans possess an intellectual brain which plans ahead, considers incoming impressions and assesses ideas in relationship to past experience; an emotional brain which produces its own response to incoming stimuli and impressions judging them good or bad, and an instinctive brain which regulates the functions of the body and provides a reactive survival response in the event of danger or uncertainty. Human 'consciousness' is defined by the interplay of the results of each of these three centres. In terms of getting the most from an investment in promotional products this approach explains that the emotional reaction a prospect receives from the receipt of your branded gift is as important as its utilitarian attributes.

But never forget, despite the need to turn a profit and pay the bills, promotional marketing should always contain an element of fun! It might not seem that way when you’re sweating over the details and dealing with last-minute lost shipments but the best way to produce a successful promotion which has cut-through impact is to generate real enthusiasm. A fun, catchy idea which engages with people emotionally is a large part of a successful equation and can become a symbol of what your company stands for.

Promo Merch is an essential part of your marketing mix

To maximise your return on promotional investment all marketing elements must work in harmony. Your budget allocation to branded merchandise works best when integrated with an over-arching promotion strategy with specific objectives in mind. The strategic use of promo items, selected and targeted to appeal to potential customers will elevate their effectiveness. The financial return on your investment is doubled when it aligns with a well defined brand marketing message. The right idea carrying the right message reinforces the clients’ awareness of the greater communications strategy. In marketing, the first thing you need is awareness of your brand and product offerings. If nobody knows you exist there's not much point turning up for work. However, once you have been introduced to consumers and the broader market you can begin to reinforce and highlight aspects of consumer perceptions of your brand which can lead to higher sales and profitability.

The Need for an Integrated Strategy

As explained earlier human psychology is comprised of three fundamental intelligences each of which processes impressions through a unique lens. The most successful way to communicate a commercial idea, like which car you should buy next, is to provide raw data which generates the desired impression in each intelligence. In simple terms you need to provide intellectual (facts and figures), emotional (happiness and feelings of connection) and instinctive (provision of comfort and satisfaction of desires) suggestions which taken as a whole will lead to a positive internal assessment of your organisation. This is an ideal situation and is difficult to achieve using a single advertising medium or marketing message, hence the switched-on marker must develop an integrated strategy whereby all three needs are satisfied. This is where the use of promotional products as part of a broader strategy is essential in covering all aspects of human perception. Choosing the right material or product to carry your corporate branding, which plays-off and supports a broader marketing strategy generates an impact which influences potential customers in the longer term while reinforcing existing relationship values

Choosing the Right Items

Matching your brand values with the needs of your clients is the art of promotional products marketing. The right product which creates the right impression, one which highlights the unique characteristics of your brand and product offerings while strengthening the emotional attachment between the recipient and your organisation is simpler than it sounds! Broadly these are the considerations which comprise the process of choosing the right giveaway item to highlight your brand:

Brand Objectives: Having an aim is important in life and while people can drift through life without real purpose it doesn't work in the business world. Do you want greater awareness of your brand? Higher margins? Increased sales to existing customers? Greater penetration into a market controlled by a competitor? Promotional products have a role in all these legitimate marketing objectives.

Target Market: Who is a likely buyer of your products and services and what are the patterns of their behaviours and purchasing characteristics which can give clues as to the best way to make sure your offerings are given due consideration? The right product in front of the right person at the right time is a recipe for success. And it’s not necessarily buyers in another organisation or the general consumer market you should consider. A custom gift item is a proven way to motivate and reward staff. Company objectives and all manner of in-house programs benefit from adding branded merchandise to the mix.

Budget: If you're planning a value-added promotion campaign where a custom product is bundled with a regular purchase sticking to a proper budgetary framework is essential. If your objective is to begin a relationship, gain new clients or reward existing ones the level of investment is determined by longer-term goals. In all business activity budget management is essential. Witness the dot com boom and bust to see how companies which spend on blue-sky dreams of "awareness" and future earnings fare. Establish a budget which fits with your marketing objectives and stick with it. There is a wide range of merchandise available, choose something you can afford!

Messaging: What is the idea or impression you want your customers, prospects and staff to take away from your marketing activity? This will determine the promotional product you choose and the message which accompanies it either by way of the custom branding or anything which accompanies it

Distribution: How are you planning to get the items you order into the hands of recipients? Are you going to hand them out face to face, or do they need to be couriered or mailed to their final destination? Consider the cost of distribution and whether the product you choose can be practically distributed using third parties. Many products such as ceramic mugs are likely to be damaged when mailed unless they are carefully packaged, which again adds cost and time to your activity.

Research Proves Promotional Products Work!

Promotional advertising products have been around since the late 19th century. Looking for an advantage an enterprising American company began to offer the retailers of their town the chance to add their brand details to cotton bags. The advantages of promotional marketing revealed themselves almost immediately and the idea quickly expanded to other companies, towns and product ranges. It was only a matter of a decade before the promotional merchandise industry was born and was soon to become an essential component of the integrated marketing strategies of entrepreneurial businesses.

In a recent study conducted by PPAI, the US promotions industry’s representative body 83% of chief executives and senior marketing managers believed the use of branded merchandise was an essential part of their company’s marketing strategy. 45% of respondents believed their use led to a 10% incremental increase in sales. 62% of marketing managers considered corporate gift giving to be a critical aspect of their overall spend. The majority of senior executives believed the advantages of an integrated promotional products strategy produced results beyond the initial appeal of a personal gift. 68% of respondents reported an effective promotions investment was essential to secure new contacts and clients. 72% believed loyalty amongst existing customers was enhanced. 78% of marketing professionals stated promotional gifts had a greater effective life-span than any other marketing media.

With brand recall in mind the same research confirmed that 71% of business people surveyed at an international airport recalled receiving a promotional product from a supplier sometime in the last 12 months. This result was highlighted by the stunning result that 34% of people being interviewed had the product with them while travelling! 76% of respondents reported they kept the item for at least a year while three quarters of respondents reported the promotional product they received was favoured because of its usefulness. The same people were asked about general media advertising and almost 80% of respondents reported they had read a newspaper or magazine in the last week, yet only 53% could name a single advertiser.

Business promotion and marketing is an essential brand building activity for every growing company. The right selection of branded promo merchandise is a proven way to leverage a higher return from available budgets. As a way to enhance the bottom line - which is a reality few people can avoid for an extended time - even a fool could increase sales of a product with an unlimited marketing budget.Promotional advertising products have been around since the late 19th century. Looking for an advantage an enterprising American company began to offer the retailers of their town the chance to add their brand details to cotton bags. The advantages of promotional marketing revealed themselves almost immediately and the idea quickly expanded to other companies, towns and product ranges. It was only a matter of a decade before custom promotional products became a trusted marketing element of many entrepreneurial businesses.

For Business, Community Groups, Sports Clubs

Australian community organisations and charities which rely on personal relationships - the support of sponsors and members - always find a custom popular and cost effective. It’s usually a constant struggle to raise funds and renew membership support. Great value gifts ideas which highlight the organisation’s objectives and bring the membership together. Not only is it a great way to raise money, encourage sponsorship and membership and renewal of subscriptions the fact that you can offer supporters a unique product which can be sourced from you alone adds an element of exclusivity to the mix.

Promotional Products for Sydney, Melbourne, Brisbane, Perth

Sydney & New South Wales: If your plan is to increase sales, brand awareness and client engagement in the Sydney market the right choice of custom branded merchandise has proven to be a road to success for many corporate clients. As Australia’s foremost international city Sydney is as highly urbanised as anywhere on the planet and is Australia’s gateway to the world. Regularly listed amongst the world’s top tourist and business destinations, premium quality gifts are always well received by Sydneysiders. The fringing coastline holds some of the nation’s best beaches and what many consider to be the world’s finest harbour. Apart from these geographic advantages there are many other ways in which the people of Sydney connect with Australia’s largest city's fast-paced lifestyle. A relatively developed and mature city when compared with younger capitals like Brisbane or Perth, Sydney’s best years still lie ahead and with Australia's strategic position in Asia it is assured that international business and marketing investment will continue to grow. A well high value giveaway which celebrates the advantages of the city are proven to enhance relationships and increase brand equity. Items like umbrellas, beach towels, insulated bottles and mugs and electronic accessories are proven winners for Sydney promotional marketing campaigns.

Melbourne & Victoria: Effective branded product options for the Melbourne market highlight the city’s cultural focus. A city built on the massive wealth generated by the 1850’s Victorian gold rush these days Melbourne retains its title as the financial and manufacturing capital of the nation. With a reputation which embraces multiculturalism as a result of successive waves of migration through the 20th century the diverse nature of the population has led to Melbourne developing a culture featuring the arts and international culture. Melbourne is the home of Australia's creative industries so custom promotional merchandise which appeals to the people of Melbourne include items which are stylish and up-to-the-minute. Graced with a rugged coastline and a rich, fertile hinterland more and more the regions of Victoria are renowned for the world class food and wines they produce. Promotional products Melbourne people appreciate provide entertainment through the cold and damp winter months. Home to Australia’s unique and highly successful Australian Football League you can’t go wrong in Melbourne offering a gift with an Australian rules football theme.

Brisbane & Queensland: Brisbane, and more specifically the South East Queensland corridor which includes several hundred kilometres of world famous beaches is renowned for its outdoors lifestyle and temperate, subtropical climate. Any promotional gift idea which supports the healthy, outdoor lifestyle enjoyed by most Queenslanders will improve the return on your investment. It’s not just about the beach and bikinis, Brisbane is surrounded by a fertile hinterland with facilities and natural features encouraging a range of popular outdoor activities. The early-to-bed-early-to-rise culture offers many ways for the promotional marketer to connect with Queenslanders. With a decades long trend of migration from the southern states Brisbane remains a fast growing city which looks ahead confidently while continuing to attract investors to its ever growing industrial base. Brisbane residents are practical and down to earth, responding well to promotional products with genuine utility. The thoughtful gift offering which can find a genuine use in the business day will enhance business relationships. If you’re planning a marketing campaign in Brisbane choose an idea which is practical and effective, reflecting the no-nonsense way of life in the Sunshine State.

Perth and Western Australia: Western Australia is culturally different to the eastern states and almost exactly 4,000km west of Sydney. Perth is the most remote major city on earth as confirmed by anyone who’s ever made the drive across the Nullarbor. Resting on the shores of the Indian Ocean Perth the vast state of Western Australia it services host some of the world's largest scale mining operations and broad-acre agriculture. To return positively against your budget any promotional material you source should provide a local focus. As Western Australia is the largest state of the Australian commonwealth and much of the industry which drives its economy is decentralised the main consideration for promotions are the extended lead times for deliveries. This is particularly the case if delivery is required further north to the iron ore and offshore gas producing regions. Perth people appreciate combine style and substance; choose something which stands out from the usual items seen on the east coast which demonstrate the uniqueness of the Perth and its population.

Australia Wide Delivery

Depending on the product you choose it is sometime possible to organise express manufacture and delivery of you have an event or an upcoming marketing program with s short deadline. The best way to organise delivery with a short lead time is to give us a call and we can negotiate with the wholesalers, custom branding suppliers and freight companies. There are some products and delivery destinations which make this impossible to achieve, but if you have a specific deadline and need something manufactured and delivered in a hurry it doesn't hurt to ask!. The following is a general guideline to freight lead times in Australia. Generally Sydney, Melbourne and Brisbane orders can be delivered with two weeks of confirmation of order. Delivery to regional areas in NSW and Victoria and SE Queensland in the same timeframe. For deliveries to SA, WA and FNQ allow 2-3 weeks.

Custom Branding Techniques

Changes in technology have revolutionised custom branding. A few decades ago about 95% of branding was added by way of pad printing and screen printing. While these systems are still popular today new technology has revolutionised the process of adding logos to physical products. Modern digital print and transfer techniques allow full colour custom branding on thousands of lines while the use of laser engraving has expanded from the marking of metal pens to be used on a wide range of different materials. But it’s the recent introduction of digital print system which have the potential to revolutionise custom logo printing. Full colour branding is now available on a wide range of merchandise categories which could previously only have a logo applied using pad or screen printing. With full colour marking of products the perceived value and effectiveness of a branded item to create a positive impression is enhanced

Pad Printing: For many decades custom pad printing was the primary means of branding promotional merchandise. Traditionally pad printing was a time consuming and labour intensive option however modern automated systems have increased through-put and productivity. So to this day it is a popular option as it is cost effective, suitable for a wide range of substrates and can be successfully applied to flat, textured and contoured surfaces. Products which are typically branded using pad printing include pens, notebooks, mugs, drink bottles, flash drives and stress balls. The major drawbacks in using this branding system are the difficulties of registration when printing multiple colours and limitations on the size of the imprint area. But to this day, for cheap products and simple one colour prints, pad printing remains the industry standard.

Screen Printing: is an ideal logo reproduction system where a large print is required or where fine detail meeds to be reproduced which includes multiple colours. Traditionally screen printing was used on garments; printing t shirt designs being a well-known application. A simple screen printing set-up could be used to custom brand all styles of garment, however screen printing's major drawback is the need for the print to be applied to a flat surface. These days screen printing is still a popular option for all manner of promotional clothing, notebooks, folders, mouse mats, phone covers and umbrellas. The process is relatively time consuming and therefore costly so it is not as commonly used these days for smaller items. Nonetheless, if you order t shirts or jackets there’s a strong likelihood your logo and custom design will be applied using a traditional screen print technique

Digital Printing: Digital print branding is the new-comer and is quickly becoming the industry standard in many product classes. In the early days of digital printing the lack of suitable inks which would adhere to different materials and the difficulty in applying branding to anything but a flat surface meant it had limited practical value and was reserved for the customisation of notepads, folders and mouse mats. These days after a couple of decades of development modern digital presses are delivering full colour custom print logos and applying them to a wide range of products more efficiently than traditional pad printing systems. The indications are that eventually digital print will become the industry standard and even today most full colour custom print branding is achieved using one of the many digital systems available. With continuing research and development and increasing industry uptake digital branding is set to be the way of the future.

Digital Sublimation Print: Sublimation printing is limited to a small selection of products, generally made of flexible synthetic polymer based fabrics. Full colour designs are printed directly onto the substrate with a digital system, the difference between this and the usual digital branding systems being that the ink permeates the material and is not merely applied to the surface. The advantages are that colour matching of items produced this way is guaranteed as the whole of the product is printed, reducing the need for expensive inventories of multiple colours as a single neutral coloured substrate is suitable for all customisation projects. Ideal for the production of lanyards, team uniforms and garment designs which feature 360 degree customisation, sublimation is a premium branding option which by way of the general trend towards digital logo reproduction is certain to become more popular in future.

Laser Engraving: While laser marking of metal objects has been in common use for several decades not so long ago it was a slow and costly process suitable only for metal products with a suitable flat surface as the laser quickly distorts when applied to a curved surface. For many years it was used almost exclusively to engrave metal pens and smaller items such as keyrings. In the last decade there has been a revolution in laser engraving and dedicated branding systems with improved software options have become available bringing the cost of engraving down to a point where in large volumes it is comparable in price to colour printing. The new systems allow greater control of the laser which means it can be used to brand a greater range of items than previously. Laser engraving has the advantage of being a permanent way of marking a product rather than being applied to its surface, becoming part of the item itself. More resistant to scratching and general wear and tear than an equivalent print application, the appearance of a laser engraved logo is also considered to be a premium result, with a more subtle finish that can actually improve with age. Perfect for pens, keyrings, metal mugs and bottles laser engraving is these days also used to mark wood and natural materials which further increases its value, particularly with the current emphasis on sourcing sustainably produced merchandise. Applied to organic materials like wood, cotton and leather laser engraving produces a subtle, stylish result which is generally perceived as superior to a coloured print.

Embossing & Debossing: Branding techniques which are at the premium end of the market and generally utilised to subtly apply a logo to higher-end corporate gifts. Embossing and debossing are opposite sides of the same coin. Debossing is a system where a metal block of die is “struck” against the surface of the product being marked, compressing the material or substrate and leaving a concave imprint of the logo. Debossing is the opposite, though achieved using the same technique. A debossed logo appears as convex as the surrounding material is struck with the die leaving the shape of the logo itself to appear as is it is emerging from the product surface. Traditionally used on leather goods or materials which have the appearance of leather, embossing/debossing is a relatively expensive process as a unique metal die must be produced to facilitate the branding and must be hand struck against each product. However, if you are ordering notebooks, compendiums or similar desk items for a corporate gifting campaign the subtle, stylish finish which can be achieved using the debossing/embossing system provides a premium branding result.