While many marketing budgets flow into digital channels, campaigns or AI-based tools, one classic is often overlooked: the promotional product.
Steven Baumgaertner | 19.08.2025
The underestimated economic factor
While many marketing budgets flow into digital channels, campaigns or AI-based tools, one classic is often overlooked: the promotional product. Yet it is not just a giveaway – but a measurable, strategic economic factor. Promotional products work – exactly where brand loyalty is created: in everyday life.
Especially in times of tight budgets and growing competition, their role is more relevant than ever. They create presence, trust – and in the best case real differentiation.
Promotional products as performance drivers – underestimated but effective
Numerous studies show that tactile advertising has a more lasting effect than digital stimuli. It is remembered more easily, creates positive associations and strengthens brand loyalty. According to a survey by GWW e.V. (German Association of the Promotional Products Industry), 95% of recipients remember the brand behind the product – a figure hardly matched by any other medium.
Economically, this is highly relevant. Promotional products have one of the lowest CPMs (cost per thousand contacts) compared to traditional media – while offering high reach and everyday relevance.
Promotional products redefined – from giveaways to brand instruments
The industry has evolved. Gone are the days of cheap ballpoint pens. Today, high-quality branded products have become part of a holistic brand experience. Many companies now use promotional products strategically – for employee retention, as part of employer branding or in B2B sales for targeted engagement.
The key factor is relevance. The product must fit the brand, the target group and the context. Those who get this right can embed their brand subtly but sustainably – unlike short-term push campaigns.
A powerful lever for SMEs
For small and medium-sized businesses in particular, promotional products are a highly efficient tool for brand building. Unlike many digital measures, they are scalable, flexible and close to people.
Whether at trade fairs, during onboarding, in customer service or as a thank-you gift – promotional products create emotional moments that have a lasting impact on customer loyalty and recommendations – measurable and effective.
New demands on brand communication – analog touchpoints with a digital mindset
Customers today expect consistent, credible communication – offline as well as online. A well-designed promotional product can act as a bridge: from a tangible experience to a digital interaction. QR codes, linked content platforms or integration into storytelling campaigns all highlight the great potential when analog and digital are thought of together.
Promotional products offer not only visibility but also experiences. And in an oversaturated market, that can become a decisive advantage.
Conclusion: Promotional products are an economic factor, not an accessory
The promotional products industry has become more professional – with new challenges, but also new opportunities. Companies that leverage this potential strategically gain real competitive advantages: more visibility, stronger loyalty, greater impact.
In a market characterized by interchangeability, it is precisely these small, well-designed touchpoints that can make the difference – between a brand and a follower.
Author: Steven Baumgaertner, first published on marketing-boerse.de
