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W hat are giveaways and promotional products, and why are they so influential? For brands, companies, and events to be successful, they often turn to giveaways promotional products. These items, being a form of gifting, pride themselves on creating connections and spreading awareness through their items and audience. This paper will look into the psychology of branded giveaways and promotional products by examining their meanings and purposes. Then, it will explore how these marketing tools affect the feelings of their supporters (clients or employees). Lastly, this paper will discuss how giveaways influence our self-perception and outline the “rules” for successful promotional marketing giveaways.
Promotional products are branded items that effectively advertise a company or event, often including personalized hats or pens showcasing the company's logo. These items are typically distributed free of charge, marking them as essential giveaways promotional products. According to Merriam-Webster, a giveaway is defined as the 'act of giving something away free staging a promotional giveaway." Giveaways are important for businesses and their promotional products for a few reasons:
Giveaways promotional products evoke certain feelings towards a company, which is the anticipated effect. We tend to react positively and kindly when given gifts, especially when they signify a company’s appreciation for their client’s loyalty or their employee’s hard work. This provokes motivation within the recipient of the gift (Sun, Nazlan, Leung, & Bai, 2020). Those that conduct giveaways base their success on the so-called ‘moment of truth’ or the emotional reaction to the gift exchange, but it turns out that recipients focus more on the product’s value (Galak, Givi, & Williams, 2016). Thus, for emotional reactions and feelings to occur in the first place, the giveaways promotional products need to be appealing and desirable.
For a successful giveaway, the promotional marketing giveaways and its products need to be successful to have a good reaction from it and thus positive promotion. In a corporate context, successful giveaways to the employees will encourage motivation. Whereas in a social media context, successful giveaways to their target audience will encourage the better promotion of the brand. Giveaways can be commonly seen and promoted through social media such as Instagram and YouTube. To enter the possibility of winning the giveaway, there are several steps that the giveaway asks you to do. This can be from sharing the brand’s name on social media or recommending it by telling friends. This process tends to require some time and effort, thus, the products and giveaways need to be successful and “worth it” to the audience.
It doesn’t only have to be B2C to follow the PULE rule. For gifts to be successful, they should be personal, useful, long-term satisfactory, and should provide an experience (Mahajan,2021). As mentioned above, the reaction to the gift is important but what is the most significant is the value of the gift. Not in terms of price but the all-around value, meaning, and experience that the gift provides the recipient.
Giveaways, especially promotional marketing giveaways, make us feel appreciated for ourselves and our actions. There is value in the
gift but also in the way it makes us feel about ourselves and how people perceive us. By being
valued we develop our sense of self, this is done as we gather positive feedback from our
environment and apply it to our self-worth. It also gratifying to feel seen. It is the fact of being us
and our actions to be noticed. It provides meaning to our lives. Victor Frankl, an Austrian
psychiatrist, and Holocaust survivor coined an approach in psychotherapy called the
“logotherapy” in which humans are motivated by a “will to a meaning”. This means we live
successfully when we provide meaning and purpose to our lives (Amodeo, 2016).
We are also social beings, so we love to connect and giveaways, like gifting, are all about social connection. When we think of corporate giveaways, they are meant to promote their brand but they also want to emphasize the relationship between themselves and their supporters, clients, employees, or even other businesses through promotional marketing giveaways. Gifting between businesses is no different from gifting between people. We are social beings and giveaways enable a conversation, and social exchange to occur.
Giveaways promotional products primarily center themselves around promotion. But by looking into its psychological aspect and its comparison to a form of gifting, these products are more than just promotions. They act as a social exchange between businesses and individuals. These social exchanges create connections and strengthen relationships, and this creates a loyal and trustworthy community of supporters for businesses to thrive.
Ally Hatche
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Psychology Blogger,
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GiftAFeeling Inc.
Read The Official Research Paper On - Giveaways Promotional Products: Their Psychological And Business Impact
A promotional giveaway is a marketing strategy where businesses offer free items or services to attract attention and create a positive brand image. These giveaways, often branded with the company's logo, aim to increase brand awareness, generate leads, and foster customer loyalty. They're effective tools for engagement and relationship building.
Giveaways are good for promotion because they create excitement and attract attention to the brand. They engage potential customers, encouraging interaction and boosting brand visibility. This strategy often leads to increased word-of-mouth marketing and social sharing, amplifying reach. Additionally, giveaways can foster goodwill and a positive association with the brand.
Yes, giveaways work effectively in marketing. They generate excitement, attract potential customers, and enhance brand visibility. Giveaways encourage engagement and participation, leading to increased brand awareness and customer loyalty. They also create a positive brand image and can drive social media sharing, expanding the brand’s reach and attracting new audiences.
The benefits of promotional giveaways include increased brand awareness and recall. They foster goodwill towards the brand, encouraging customer loyalty. These giveaways also enhance customer engagement, leading to potential new leads and sales. Additionally, they serve as cost-effective marketing tools with long-lasting impact, as recipients often use and remember the gifted items.
Giveaways increase engagement by encouraging active participation from the audience. They create excitement and anticipation, prompting people to interact with the brand, often through social media or events. This engagement leads to increased visibility and word-of-mouth promotion, as participants share their experiences and spread brand awareness within their networks.
Learn how we helped customers from 4 different industries find the perfect branded merchandise that boosted their employee morale, helped them rebrand, and increased their ROI by 671%.
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