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

Perhaps we're being overly critical, but it's worth considering that if you avoid these common promotional mistakes, your customers might not just tolerate your efforts—they might actually appreciate them! However, if you make these errors, there's a good chance they'll simply discard whatever promotional item you give them.

Now, think about this: Is it worse for your brand if someone ignores your promotional gift or actively throws it away? The answer is obvious—any investment in promotional items is wasted if the recipient doesn't even notice your branding effort. Low brand recognition can seriously undermine your marketing strategy.

Instead of creating negative feelings, focus on eliciting positive reactions from your audience. Avoid these pitfalls:

1. Selecting a Promotional Item That Isn't Practical

You don't need to rely on guesswork when picking a promotional product. There's plenty of research showing what types of items resonate most with consumers. For instance, people tend to hold onto items that serve a purpose.

According to a study conducted by the Promotional Products Association International (PPAI), consumers are more likely to keep promotional items that are functional. Check out these stats:

• 91 percent of consumers have a promotional product in their kitchen.
• 74 percent have one in their office space.
• 55 percent keep one in their bedroom.

Even more telling is why consumers decide to keep certain items: Over 75 percent choose to hold onto something useful, compared to only 20 percent who keep items purely based on aesthetics. Keep it simple—pick something useful, and your promotional efforts will pay off.

2. Requesting Referrals Without a Promotional Item

Let me share an interesting finding. In a study where two groups were asked to provide referrals, one group received a promotional product alongside the request, while the other did not. Guess which group provided five times more referrals? You got it—the group that also received a promotional item.

3. Sending Direct Mail Without a Promotional Product

If you're still unsure whether including a promotional product in your direct mail campaigns makes a difference, consider these figures:

• Response rates for direct mail campaigns increase by 50 percent when a promotional item is included.
• Adding a promo product boosts responses by four times compared to a standalone sales letter.
• Used as a response incentive, promo products cut the cost per response by two-thirds.

Steer clear of these marketing missteps at all costs. Whether you're selecting a product, asking for referrals, or sending direct mail, you want to foster goodwill rather than frustration. Choose your promotional USB items thoughtfully, and you'll build stronger connections with your audience.

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