Do Promotional Products Really Work? (We Asked Top Marketing Managers)
We conducted an online survey of 74 Australian marketing managers from our client base of Australian B2B buyers, including teams from small businesses, government departments, universities, and large corporate accounts. Every respondent had purchased promotional merchandise in the last 24 months, so the answers below reflect real buying experience.
So, does promo merch improve how customers view a brand?
The short answer is yes, and the survey below is proof.
Key Findings of Our Survey
Frequency of use of promotional products in marketing campaigns
The importance of choosing an item is useful
Useful branded products leave the brand with a positive impression
Here are 3 takeaways:
Promotional merchandise remains a core part of most Australian marketing plans.
Recipients keep items when the product is useful.
Useful merchandise creates a positive impression of the brand.
76% Say Useful Merchandise Improves Brand Perception Positively
This was the strongest result in the survey.
The result answers the survey’s core question: Promotional products work when the item is useful.
For example, when the product has practical use, like a drink bottle, pen, or bag, this often gives brands better, longer-lasting exposure, leading to higher retention rates.
49% of Managers Rank Usefulness Above Price
We asked managers a question: when selecting merchandise for a campaign, which factor matters most?
Respondents were given a choice between the cost of each unit and how well it fits the campaign.
Usefulness
Price
Most respondents believe that choosing a useful product is more important.
For this survey, usefulness means how well the product fits the recipient. For example, if the campaign is about fitness or wellness, managers would consider a branded drink bottle or gym towel, since the audience can use them during their regular activities.
However, that doesn’t mean pricing is ignored. Most campaigns will have a fixed budget in the beginning, so the managers’ goal is to choose a product that fits the campaign audience while staying within the available budget.
Drinkware, Apparel and Tech Deliver the Strongest ROI
When we asked which categories offer the best value, drinkware is the #1 answer.
Pens ranked second in value but sixth in memorability, reflecting their role in most campaigns. They suit high-volume distribution rather than long-term retention. Drinkware, apparel and tech products sit at the other end of the scale with fewer units, longer everyday use, and more brand exposure per item.
Below are some suggestions from our General Manager, Wendy Li:
Drink bottles taken to work, the car or the gym.
Tote bags carried for shopping, work and errands.
Hoodies and t-shirts worn casually on weekends.
Power banks and charging cables kept in bags or on desks.
Notebooks that remain in daily use for months.
When to Choose Low-Cost Items and When to Go Premium
We asked the marketers if they preferred to give out:
Large volume of low-priced cheap items
Low volume of more premium quality items
For instance, low-cost items are best suited to trade shows, conferences, university open days, and community events. Meanwhile, premium items suit smaller audiences for which the relationship carries greater value, such as client gifts, executive rewards, staff onboarding, and VIP events.
Both approaches can deliver strong ROI when matched to the right campaign. Neither is the correct choice on its own.
What Marketing Managers Can Learn From the Survey
The survey gives buyers four clear lessons when planning a promotional merchandise order.
Choose products people will actually use
Items that fit into everyday routines are more likely to be kept and used regularly, which extends brand visibility long after the campaign ends.
Weigh value, not just unit price
A cheaper product is not always better value. The stronger measure is the return on the spend, based on how long the item stays in use and what the quality signals about the brand.
Match the product to the campaign
Low-cost items work well for broad reach at large events. Premium merchandise works better when the audience is smaller, and the relationship carries more weight.
Choose a supplier with a strong track record of delivery and quality
Late arrivals and off-spec branding are the two biggest risks in any merchandise order. A supplier with clear communication, reliable production and firm delivery dates keeps both the campaign and the budget on track.
