Much has been said about how promotional products have the potential in getting your brand’s message across. On the other hand, you might be surprised to learn that consumers love receiving or buying these products. What drives these consumers to receive promotional products, and how are these products used?
Signaling a Group Status
Products like t-shirts, hats, and bags are easier to sell because of a pre-existing affiliation. Being social primates first and foremost, consumers need a signal for their group status for reasons like hierarchy, inclusion, and individuality. These products fill everyone’s needs as members of a social matrix.
Reciprocity as a Major Driver of Behavior
On the other hand, consumers are willing to receive giveaways at places like trade shows because of reciprocity. Simply explained, this concept basically goes: “I give you something, you give me something in return”. In this case, your recipients are giving their attention in exchange for the product you’ve handed them. You can then make the most out of their attention by making your pitch.
Significant Factors that Move a Consumer
If you look at it closely, there are actually four significant factors that drive a consumer’s choice: biological, cultural, social, and contextual.
In a nutshell, biological factors are the drivers that are the human universals, while cultural are the values evolving from these universals. Social, on the other hand, is based on the fact that humans are social primates, while context dictates that where you buy will determine how much you’re willing to pay.
Using Products the Right Way
Even if consumers patronize your promotional products, there’s no telling as to whether they will remember your brand. That’s why you must teach them how to use your products effectively. Though most items don’t need an explanation, you still need to educate your buyers on the optimal use of these products in a venue or a situation.
Q&A: Why Customers Decide to Buy, Advertising Specialty Institute