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Functional items will keep your brand in the limelight

If you’re thinking about distributing promotional items in an effort to build brand awareness, it is important to consider your options before doing so, as choosing the right items can have a significant positive impact and help consumers remember your company.

According to research undertaken by the British Promotional Merchandise Association (BPMA), 94 per cent of people remember the firm that gave them a promotional item if they held on to it for at least six months. Clearly then, providing your target audience with products that will be useful will help to keep your firm at the forefront of their minds, as they are far more likely to hold on to an item that they can make good use of. Fortunately, there are a number of functional gifts that have wide appeal.

Mouse mats

According to the Office for National Statistics (ONS), 67 per cent of adults in the UK used a computer every day in 2012. This could be during the course of their working day, perhaps in an office environment, or for personal use at home.

As a result, there is an enormous amount of potential for companies to increase awareness of their brand by offering relevant computer accessories. For example, mouse mats can be printed with your firm’s name, logo and call to action. The recipient will be reminded of your business every time they use their PC and your contact details should be on hand should they have an enquiry.


Carrying several keys around with you can cause significant problems, especially if you need to share them with other people from time to time. Even if you do not drive, you will often have several keys, usually for your home, workplace and sometimes for a family member or friend’s house. This is why promotional keyrings are another example of products that are likely to be kept for a prolonged period of time, as they perform a useful function, ensuring all the keys you need are held together and therefore harder to lose.

Tax disc holders

If your firm offers services related to motor vehicles, it might be a good idea to distribute branded tax disc holders. According to the Department for Transport, there were 34.6 million motor vehicles licensed for use on UK roads in 2012 and all of these will have needed to be taxed. This means there is huge potential for firms to expand their brand awareness with printed tax disc holders, as all road users will be required to replace their discs at least once and in some cases twice per year. In addition, any passengers and passersby are likely to see the tax disc holders.

Radiator keys

If you are looking to hand out functional promotional items, look for something unique that will help your brand stand out. Plumbers, builders and utility companies could, for example, use branded radiator keys. Most people don’t purchase a radiator key until they actually need one. However, if you have provided them with one, they will be able to get the job done there and then.

Furthermore, it will be your firm’s details on hand if they need further assistance.


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