Promotional items such as bags, pens or mugs with logos have been standard in marketing strategies for years. Their strength likes in their physical presence - a tangible proof of the brand's existence that the customer can take home, use every day and even share with others. However, the modern market demands more. Classic gadgets are no longer sufficient. Companies that want to stay in the game need to invest in more innovative and interactive forms of promotional items. Which does not change the fact that it is not uncommon for the ‘classics to rule’. Ideas, avoiding clichés and personalisation are playing an increasingly important role.

The greatest potential of promotional items lies in their ability to bridge the physical and digital worlds. Examples? Smart gadgets that integrate with mobile devices, bags printed with QR codes leading to personalised online offers or interactive shelves in stationary shops that react to the presence of the customer and display direct recommendations.

One of the most spectacular examples of this combination is the development of so-called ‘phygital marketing’ (physical + digital). An example is smart fitness bands, which are both promotional items and an analytical tool. This type of gadget not only promotes the brand, but also engages the user in a long-term relationship with the company through accompanying applications.

Interactive promotional items not only build brand awareness, but also become a sales support tool. Imagine a customer receives a mug with a QR code printed on it. After scanning it, he or she gains access to an exclusive discount, the possibility to personalise products or participate in a competition. This approach not only encourages purchase, but also builds a positive experience with the brand.

Promotional items integrated with technology also have great potential to build customer loyalty. Personalised gadgets, such as mugs with a name, T-shirts with dedicated graphics or phone cases tailored to the user's preferences, create a stronger bond with the brand. Consumers feel valued, which translates into greater loyalty. Brands have been experimenting with personalisation in their promotional activities for years.

The creative potential of promotional items cannot be overlooked. They give brands the chance to tell their story in an unconventional way. A cosmetics company can hand out eco-bags printed with a reminder about recycling, and include a link to an educational film on environmental protection in the QR code.

Promotional items using AR (augmented reality) technology are an interesting direction. Imagine a calendar that, when scanned with a smartphone, comes to life - presenting a video with a brand message or offering a daily competition.

Despite the enormous possibilities, promotional items in a marketing strategy also face challenges. The cost of producing interactive gadgets can be high, and their effectiveness depends on proper design and distribution. The key here is the ability to tailor the gadget to the target audience and to create added value to attract the consumer.

Therefore, I will return to the thought that ‘classics rule’. Classic promotional materials, such as pens, notepads or bags, can still be very popular, provided they stand out for their ingenuity, good workmanship and fit with needs and expectations. It is crucial to take into account the consumer's insight - the promotional material should correspond to his or her lifestyle and values, while being elegant and aesthetically pleasing as well as useful. Refined design, functionality and the possibility of personalisation make even standard gadgets more attractive, building a positive relationship with the brand.

However, the future of promotional items seems bright. Increasing integration with technology, personalisation and a sustainable approach mean that promotional gadgets will continue to be an essential part of marketing strategy. Their role is evolving - from a simple branding tool to a comprehensive solution to support sales, loyalty and relationships.

Promotional items in a modern marketing strategy are more than just gadgets. They are elements that connect the offline and online worlds, supporting sales, building loyalty and strengthening relationships with consumers. Their creative potential and personalisation capabilities open up new opportunities for brands. At a time when technology plays a key role in consumer interaction, promotional items that go beyond the traditional scheme are becoming a key brand-building tool.

dr inż. Jacek Kotarbiński

kotarbinski.com

PhD in Economics and Finance.
Economist, marketer, engineer, MBA holder.
Acknowledged authority and international expert in marketing, brand development, innovation, and sales management. Possesses extensive experience mentoring startups and technology firms. Lectures at universities, and on MBA and EMBA programmes.
Since 1990, he has been actively and successfully assisting companies in enhancing their competitiveness through pragmatic solutions tailored to the evolving business landscape.
Member of Professor Philip Kotler's Kotler Impact Advisory Board.