How to Choose the Right Promo Merch for Each Stage of the Buyer’s Journey

If you’re an Australian company or organisation, find out why promotional products are more than just giveaways. It is a strong opinion that we hold, backed up by research from both APPA (Australian Promotional Products Association) and ASI (ASI is an industry body based in the USA). Merch is a strategic marketing tool that supports every stage of your customers’ journey. From creating awareness to strengthening client loyalty, the correct item, given at the right time, can drive meaningful brand engagement. Here’s how to choose promotional products that align with your marketing objectives, based on Cubic Promote’s experience working with Australian organisations and insights from our own consumer survey.

Stage 1: Awareness — Make the First Impression Count

When someone first encounters your brand, they’re not yet ready to make a purchase. Your goal here is simple:

👉 Be memorable.

Select cost-effective items that have high reach and are easily distributed in large quantities.

📊 Our Sydney survey found that 83% of respondents could recall their last promotional item — demonstrating that visibility at this stage is adequate.

Stage 2: Consideration — Build Familiarity and Positive Perception

At this stage, potential customers already know who you are. Your task now is to reinforce credibility and trust.

This means your items at this stage should communicate reliability, thoughtfulness, and brand integrity — not just your logo.

Stage 3: Decision — Reward, Reassure, and Retain

Now’s the time to create a lasting impression. You’ve won their attention — now make them feel confident in their choice and valued as customers.

This is where premium promotional gifts come in.

Stage 4: Advocacy — Turn Clients into Brand Champions

Your relationship doesn’t end with a sale—Utilise promotional products to foster ongoing loyalty and encourage referrals.

At this stage, custom merchandise becomes a storytelling tool — something recipients proudly use or display.

Choosing by Objective: Quick Comparison Guide

Final Thoughts

Choosing promotional products isn’t about selecting the cheapest option — it’s about matching your item to your audience’s stage in the buyer’s journey.

At Cubic Promote, we’ve seen that campaigns perform best when each product serves a clear purpose — from awareness giveaways that introduce your brand to premium gifts that strengthen long-term loyalty.

So before you click “order,” ask yourself:

• Who am I giving this to?
• What stage are they at?
• What do I want them to feel or do next?

Get those answers right, and your promotional products will do more than promote — they’ll connect, impress, and endure.

About the Author

About the Author

Charles Liu

Owner

Charles Liu is the Founder and a recognised authority in the promotional products industry in Australia. With over 17 years of experience, he has guided Cubic Promote to work with over 10,000 Australian organisations. His specialty is helping Aussie companies select the right products that stay within their budget. He also specialises in sourcing and assisting brands and government agencies in selecting corporate gifts for VIPs and high-profile clients. A regular contributor to industry blogs, Charles shares his expert insights on using promotional products to achieve business goals. Charles’s deep understanding of industry trends and strong supplier relationships make him a trusted figure in the sector, continually influencing the development of promotional product strategies that deliver tangible, measurable results.