Sticky Advertising Means Sticky Business

October 27, 2025

Why Promotional Products and Branded Merchandise Help Businesses Stand the Test of Time

This is the third in a series of Advertising Options articles on the Bullseye Blog. So far, we’ve talked about advertising from two sides. First, we looked at how many options there really are, like radio, print, billboards, digital ads, apparel, and more. Then we talked about why trying to use them all isn’t always the best move, and how focus often brings better results. This time, in the third part of the series, we’re continuing that conversation by taking an in-depth look at what we know best, branded merchandise and promotional products.

Sometimes, conversations about marketing are opinions. That makes sense, because advertising results are often hard to measure. So, let’s start with one stone-cold fact:

Branded Merchandise and Promotional Products Stick Around

One of the simplest truths about promotional products and branded merchandise is this: people keep things they find useful. According to studies from the Advertising Specialty Institute (ASI), many common branded items like shirts, hats, outerwear, tote bags, etc., stay in circulation for 10 to 16 months on average. Compare that to a radio ad that airs once, or a social post that someone scrolls right by.

And while it might not seem like a big deal at first, those small daily reminders add up. Every time someone slips on your company’s hoodie or drinks from your brand’s mug, it reinforces your name and message. It’s steady…and sticky!

More impressions, less cost

Researchers who study advertising effectiveness often use “cost per impression” as a way to measure value. How much does it cost vs how often is it seen? In that category, branded merchandise consistently ranks among the most efficient. One item can create hundreds or even thousands of impressions over its life, making the real cost of each view just a fraction of a cent.

That kind of return doesn’t come from shouting louder or spending more. It comes from lasting longer.

A Human Touch in a digital world

It’s also worth mentioning that promotional products connect in a way that digital advertising simply can’t. A well-made item feels personal. It’s something tangible that people use and appreciate.

There’s even a bit of psychology behind it. Studies on reciprocity show that when people receive something of value, they naturally feel a sense of goodwill toward the giver. That doesn’t mean someone will rush out to make a purchase, but it does mean your brand sits in a more positive light the next time they see or hear from you. That’s a value that can’t be measured.

Thinking long-term

In an article like this, you might think we are biased. Sure, branded merchandise and promotional products are what we do, and we do it well. But branded merchandise doesn’t have to replace other types of advertising. In fact, it works best alongside them. A social media campaign that hits home, gains credibility when people don’t just read about what you’re up to, they can hold it in their hands.

Sticky Business

Every form of advertising has its place. Some bring quick attention. Others build familiarity slowly. Maybe you need both. Good business is built for the long haul. We think promotional items and branded merchandise fit within that long-term plan for success. If you agree or want to learn more, please reach out, and let’s talk about your goals. We’ve helped many organizations make good decisions about their advertising and marketing. We can help you, too.