There are a number of ways you can use promotional clothing in your business, but it’s always wise to focus on the purpose of promotion. Promotional activity should create brand recognition, reinforce customer loyalty and – above all – drive sales.

Business events from fashion shows to expos to breakfast meetings have become part of the promotional round for businesses. And promotional clothing and other promotional items are to add to the recall value to the event and try and promote the business to potential partners and consumers.  Nice idea, and it may drive sales, but most of the time you’re competing with other businesses in a small space and over a short time, which gives you a limited opportunity to create brand recognition and drive sales.

Clothing can also be used for more casual purposes, to reinforce loyalty in both the customer and the workforce. For example, if you’re having a Christmas party, give a t-shirt as a goodbye gift They make a perfect bonus for staff and a party favour of real value for customers but this activity, once again, doesn’t drive sales.

If you have kept your promotional items over the years, why not frame each one and hang them in your reception area – this shows your company has creativity and marketing drive. Think of it as being like a record company’s display of gold discs.  While it doesn’t necessarily increase sales, it can be a way of showing visiting customers that you are on the ball about promotion and can be a way of getting staff at all levels of the company to be more marketing focused.

Screen or transfer printed T-shirts can be incorporated into marketing plans and given as gift when somebody purchases a certain product or service. There’s a certain amount of incentive for people to buy your product which can drive sales and second you’re rewarding loyalty and giving customers a constant reminder of your brand. This is a great double benefit as it both drives sales and creates loyalty.

If you use promotional clothing as competition prizes, you need to give one big prize of more substantial value and say, 50 tee shirts. This both drives sales and creates loyalty because for a low outlay (printing and sending 50 T-shirts, plus one bigger prize) you get many more competition entries and 51 satisfied winners who promote your brand by wearing their winning tee.