I’m thrilled to sit down with Aisha Amaira, a renowned MarTech expert whose passion for blending technology with marketing has reshaped how businesses connect with their audiences. With her deep expertise in CRM marketing technology and customer data platforms, Aisha brings a unique perspective on leveraging innovation to uncover powerful customer insights. Today, we’re diving into the enduring value of promotional products—or merch—in a digitally dominated world, exploring how these tangible items create emotional connections, boost brand recall, and integrate with modern marketing strategies.
How do you see promotional products stacking up against digital ads when it comes to building emotional bonds with consumers?
I think promotional products have a distinct edge in creating emotional connections because they’re tangible. Digital ads, while effective for reach, often feel fleeting—they’re gone with a swipe or a click. But when someone holds a branded item, like a mug or a notebook, it becomes part of their daily life. That physical presence triggers a sense of ownership and familiarity that digital can’t replicate. It’s almost like the brand is saying, “I’m here with you,” in a very real way, which fosters a deeper, more personal bond.
What is it about holding or using a physical item that makes people feel more connected to a brand compared to seeing an online ad?
It comes down to human nature. We’re wired to value things we can touch and interact with. A physical item engages more of our senses—think about the texture of a soft hoodie or the weight of a well-made pen. That sensory experience creates a memory anchor. Unlike a digital ad that competes with a hundred other distractions on a screen, a physical product often has a utility or sentimental value that keeps the brand top of mind. It’s not just an impression; it’s an experience.
Can you share a personal story of a time when a branded item left a lasting impression on you or someone you know?
Absolutely. A few years back, I attended a tech conference, and one of the sponsors gave out these sleek, reusable water bottles with a subtle logo and a personalized engraving of my name. I didn’t expect to care much about it, but I ended up using it every day. Each time I picked it up, I thought about that brand and the event. It wasn’t just a giveaway; it felt like a thoughtful gesture. I’ve even recommended that company to colleagues because of how that small item made me feel valued.
With over 80% of advertising budgets going to digital channels, why do you think brands still carve out space for physical promotional products?
Brands recognize that digital saturation can lead to fatigue. While digital ads are great for scale and targeting, they often lack staying power. Promotional products offer something digital can’t—a lasting, physical reminder of the brand. They cut through the noise of online content and create a moment of genuine appreciation. Plus, when someone uses or wears a branded item, it turns them into a walking advertisement, extending the brand’s reach in an organic way that feels authentic.
What specific advantages do you believe merch provides that digital advertising struggles to match?
One major advantage is longevity. A well-designed piece of merch, like a tote bag or a phone charger, can stay with a person for months or even years, delivering repeated impressions at no additional cost. Digital ads, on the other hand, often have a short lifespan. Merch also builds trust through implied endorsement—when someone uses a branded item publicly, it signals to others that they value the brand. That kind of social proof is hard to achieve with a banner ad.
Looking at the stats, 72% of consumers recall brands better through merch, and 89% like them more. What do you think makes these items so memorable and appealing?
It’s all about the human element. People love receiving gifts, even small ones, because it feels like a reward. When a brand gives you something useful or thoughtful, it creates a positive association. That item then becomes a constant reminder—every time you use it, you’re reminded of the brand. The likability comes from the gesture itself; it’s not intrusive like a pop-up ad. Instead, it’s a token of appreciation that respects the consumer’s space while still promoting the brand.
Is there a particular type of promotional product that you think stands out for boosting brand recall?
I’d say items that have everyday utility are the most effective. Things like pens, water bottles, or phone accessories tend to stick around because they’re practical. They integrate seamlessly into someone’s routine, which means the brand gets constant exposure. I’ve seen studies, and even my own experience backs this up, that useful items are kept longer and create stronger recall compared to novelty trinkets that might end up in a drawer.
How much does the design or quality of a promotional item impact whether people hold onto it or value it?
It’s huge. If an item looks cheap or breaks easily, it reflects poorly on the brand. People associate the quality of the product with the quality of the company. On the flip side, a well-designed, durable item can elevate a brand’s image. Design also matters aesthetically—something visually appealing or trendy is more likely to be used or displayed. Quality and design together determine if the item becomes a cherished keepsake or just clutter.
When it comes to measuring the success of merch, how should marketers think about evaluating their return on investment?
Marketers need to treat merch like any other channel and tie it to clear objectives. It’s not just about giving stuff away; it’s about impact. Metrics like cost per impression can be useful, especially when you consider how many times an item might be seen over its lifespan. But beyond that, look at outcomes—did it drive event attendance, generate leads, or boost sales? Tracking consumer behavior post-receipt, like website visits or purchases, can also show direct impact. The key is to integrate merch into a broader campaign so you can measure its role in the bigger picture.
Have you been involved in a campaign where a promotional product led to clear, measurable results?
Yes, I worked on a campaign for a mid-sized tech firm a couple of years ago. We distributed custom-branded USB drives at a trade show, each preloaded with product demos and a discount code for our software. We tracked the usage of those codes and saw a 15% uptick in conversions directly tied to the giveaway. Plus, attendance at our booth spiked because word spread about the useful gift. It was a clear win—those drives didn’t just promote the brand; they drove action.
Personalization, quality, and design are often cited as critical to effective merch. How much do these factors influence whether someone keeps or uses an item?
They’re everything. Personalization, in particular, can turn a generic giveaway into something special. Adding a name or a custom message shows effort and makes the recipient feel seen. Quality ensures the item doesn’t get tossed after one use, and design makes it desirable. Together, these elements determine if the item becomes part of someone’s life or ends up in the trash. I’ve seen data showing that personalized items are kept nearly twice as long as generic ones, and that’s because they carry emotional weight.
Can you think of a time when a personalized touch on a branded item made it more meaningful to you?
Definitely. I once received a leather-bound journal from a client with my initials embossed on the cover. It wasn’t just a notebook; it felt like a gift crafted specifically for me. I’ve used it for years to jot down ideas, and every time I pick it up, I think of that client with gratitude. That personal touch transformed a simple item into a lasting connection with the brand.
What’s an example of a poorly designed or low-quality giveaway that sent the wrong message about a brand?
I remember getting a branded keychain at an event that fell apart within a week. The logo rubbed off, and the metal started rusting. It was disappointing because it made me question the brand’s attention to detail. If they couldn’t get a small giveaway right, how could I trust their core product or service? It’s a reminder that low-quality merch can backfire—it doesn’t just get ignored; it can actively harm the brand’s reputation.
Looking ahead, what is your forecast for the role of promotional products in marketing strategies over the next few years?
I believe promotional products will become even more integral as marketers strive to balance digital overload with meaningful engagement. We’re already seeing a push toward integrating physical and digital—think QR codes on merch that link to personalized online experiences. I expect brands to invest more in sustainable, high-quality items that align with consumer values like eco-friendliness. Merch won’t replace digital, but it will evolve into a key touchpoint for creating authentic connections, especially as people crave real-world interactions in an increasingly virtual landscape.