Promotional merchandise | Solutional Webdesign Antwerpen

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Promotional merchandise, often referred to as ‘swag’, is a marketing tool used by businesses to increase visibility and brand awareness^[1]. These items, which carry a company’s logo or brand^[4] name, originated in the US in 1789 and have since evolved into a global industry. Promotional items range widely, from commemorative buttons to clothing and tech gadgets, and are sourced from manufacturers worldwide. They’re typically distributed at events like trade shows or included in shipped orders, often at a loss, as a means to attract customers and promote events or products. The appeal of promotional merchandise lies in its ability to leave a lasting impression, fostering customer^[2] loyalty^[3] and driving sales^[5]. In essence, promotional merchandise forms a fundamental part of marketing strategies, and its effectiveness is reflected in the industry’s substantial market value.

Terms definitions

1. ↑ brand awareness. Brand awareness is a fundamental concept in marketing that refers to the level of familiarity consumers have with a particular brand. It plays a significant role in their purchasing decisions, affecting the sustainability and growth of a business. Brand awareness is divided into two types: brand recall, the ability of consumers to remember a brand from memory when prompted with a product category, and brand recognition, where consumers confirm their previous exposure to a brand. It is typically measured using surveys, recall tests, and other metrics such as brand association and salience. Advertising is a crucial tool in building brand awareness and converting consumer interest into sales. Notably, strong brand awareness can enhance brand equity, which is the cumulative value derived from a brand's name and logo, including factors like brand loyalty and perceived quality.

2. ↑ customer.

1 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

2 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

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Promotional merchandise (Wikipedia)

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Promotional merchandise are products branded with a logo or slogan and distributed at little or no cost to promote a brand, corporate identity, or event. Such products, which are often informally called promo products, swag (mass nouns), tchotchkes, or freebies (count nouns), are used in marketing and sales. They are given away or sold at a loss to promote a company, corporate image, brand, or event. They are often distributed as handouts at trade shows, at conferences, on sales calls (that is, visits to companies that are purchasing or might purchase), and as bonus items in shipped orders. They are often used in guerrilla marketing campaigns.

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