The Psychology of Goodies: Why Companies Invest in Promotional Products (Including a Top 3)

Promotional products serve multiple purposes and this is the reason they are (still) widely used by companies looking to make their mark. So let’s take a look at why they are so valuable and which giveaways are the most popular.

What is the added value of promotional products as giveaways?

Let’s start with the fact that a promotional product is a worthless investment if it is not used in the right way. That said, it is actually a very valuable method for taking a business to the next level. The right promotional products provide:

1. increasing brand awareness, promoting your brand
2. staying top of mind with (potential) customers, a tangible reminder
3. creating a positive experience, receiving something for free is incredibly enjoyable

What are the best promotional products/goodies?

Online print shops nowadays offer a huge range of products, as well as various personalisation options. It can therefore be difficult to choose the right item. Full-colour printing is available for most promotional products, but there are also options for engraving, embroidery and the like. Depending on the product, you can have it customised with a logo, web address, brand name, photo or other idea.

We asked online print shops which products are most commonly chosen to hand out to customers and partners. This is the top three:

1. Pens printing remains incredibly popular, since it is a product that can be used by the business owner themselves and can also be given away. Pens are also increasingly being used for hyperpersonalisation, which is one of the latest marketing trends. Multiple variations are printed, all of which strengthen the brand experience in different ways
2. Stickers should not be missing from this top three, partly because there are many options and it is a very affordable goodie. They can also be used as a collectible item. Think of limited edition stickers that can be collected by returning customers
3. Another popular promotional product is the notebook, also because a large surface area can be personalised. It is an item used by companies from various sectors and it is also a popular b2b goodie

How do you use promotional products the right way?

Giving away free goodies is something you need to approach strategically, in order to reap the benefits later. Hand them out to people who have a genuine interest in your business or brand, as well as existing customers. The latter can help build customer loyalty and encourage a new purchase. Below are a number of options for using free promotional products, for optimal results:

• hand out free promotional products to visitors who show interest in your stand or after striking up a conversation at a trade fair or other event
• give goodies to existing customers, with a purchase in a physical shop or as an extra with an online order
• send goodies by post to existing customers, also a good idea for companies that don’t sell tangible products
• bonus tip: choose goodies that match your company/brand and the intended target audience. Think of magnets for fridge repairers or pens if you’re an author of books

How to choose promotional products that actually move the needle

One of the biggest mistakes companies make with promotional products is picking items based on what looks fun, instead of what will get used, kept, and seen repeatedly. If you want freebies to create real marketing value, treat them like a small media buy: you are paying for impressions, attention, and positive association. The “best” goodie is the one that fits your audience’s daily routines, matches your brand positioning, and is easy to distribute at the right moment.

Start by choosing products with high “carry rate” and long shelf life. Items that live on desks, in bags, or in kitchens generate repeated brand exposures without you doing anything extra. Think beyond the classic pen and notebook and consider options like reusable water bottles, tote bags, phone stands, keychains, and mouse pads. The trick is to pick something that makes sense for your customer. A gym or wellness brand can win with shakers and towels, while a software company often does better with desk-friendly items like cable organizers or sticky note sets.

Next, design matters more than people admit. A logo slapped on a cheap item screams “advertising,” which reduces the chance people keep it. Aim for subtle, tasteful branding: a small logo, a clean icon, or a short tagline that looks good even when it is not “selling.” If you want your web address to be remembered, consider placing it on the back or edge so it is there when someone looks for it, but not shouting at them. Many online print shops, including HelloPrint, offer a wide range of customization styles, so you can match the finish to your brand. For example, a minimal embossed logo on a notebook often feels more premium than full-color print everywhere.

To keep it strategic, tie your giveaways to a specific goal and a simple distribution plan:

• Lead generation: give a higher-value item only after a meaningful action (demo booked, newsletter signup, quote request).
• Customer loyalty: include a small surprise goodie in shipments for repeat customers or after a milestone purchase.
• Event marketing: choose lightweight items that are easy to carry, and reserve premium items for qualified conversations.
• Referral triggers: add a “share with a friend” insert or QR code linking to a referral page.

Finally, measure it. Use unique QR codes, short links, or a specific landing page for each campaign so you can see which giveaways drive visits and conversions. If the goal is brand awareness, track soft signals too: social mentions, photo tags from events, or an increase in direct traffic after a trade fair. When you combine smart product choice, clean design, and basic tracking, promotional products stop being random freebies and become a repeatable growth lever.