The 3 Biggest Sins That’ll Make Your Customers Hate You

Maybe we're being a bit tough here. I mean, your customers probably won't outright hate you if you happen to make some of the common promotional marketing blunders we'll discuss. But chances are high that they'll just toss the promotional item into the trash without even giving it a second glance.

To be honest, which outcome is worse? On one hand, you've got the financial loss from wasted resources and effort, and on the other, the lack of brand recognition that could've been gained through a well-thought-out promotional campaign. It's not just about losing money; it's about missing out on potential brand exposure and customer engagement.

Needless to say, there’s a pretty slim return on investment when a customer throws the promotional item straight into the trash without even acknowledging the logo you worked so hard to create. This lack of brand recognition or recall can significantly undermine the value of your promotional efforts.

The key is to evoke the right kind of response—avoid creating any negative sentiment—and steer clear of these pitfalls:

1. Opting for a Promotional Item That Isn’t Practical

Luckily, you don’t have to guess when selecting a promotional product. There’s plenty of research available that shows what resonates with consumers, and guess what? They love useful stuff! According to a study by the Promotional Products Association International (PPAI), consumers tend to hold onto useful promotional items rather than tossing them aside.

For instance, the same study found that 91 percent of consumers kept promotional items in their kitchen, 74 percent in their workspace, and 55 percent in their bedroom. And here’s something even more telling: when asked why they kept certain items, more than 75 percent cited usefulness as the main reason, compared to only 20 percent who kept items because of their attractiveness.

So, when picking a promotional product, keep it simple: go practical. Your goal is to give your customers something they’ll actually use and appreciate, not just admire briefly before throwing it away.

2. Requesting a Referral Without a Promotional Incentive

In a recent experiment, two groups were asked to provide referrals. One group received a promotional item alongside the request, while the other group did not. You might be surprised to learn that the group receiving the promotional item provided referrals at a rate that was 500 percent higher than the group without the incentive. It seems that a little token of appreciation goes a long way in encouraging people to help you out.

3. Sending Direct Mail Without a Promotional Twist

It shouldn’t come as a shock that adding a promotional item to your direct mail campaigns yields better results. Here’s the breakdown:

• Direct mail response rates increase by 50 percent when a promo item is included.
• Adding promo products boosts response rates by four times compared to sending a standalone sales letter.
• Used as a response incentive, promo products can cut the cost per response by a whopping two-thirds.

Avoid these three marketing missteps at all costs. Whether you’re choosing a promotional product, asking for a referral, or sending direct mail, you want to ensure you’re fostering positive customer feelings rather than souring them. Choose and use your promotional USB products wisely to build goodwill and strengthen your brand connection with customers.