In the age of 24/7 marketing, consumers have become inundated with television commercials and pop-up ads. But how often does a consumer remember the brand associated with that cute Labrador puppy or attractive woman? Not as often as marketing specialists and ad executives would like.

To make messaging stick, many brands opt to use promotional items, such as stress balls, calendars, USB drives and more. In fact, The Advertising Specialty Institute's 2012 survey reported 50 percent of U.S. consumers own a writing instrument with a logo and 43 percent own a promotional t-shirt. Additionally, the study shows 81 percent of consumers keep a promotional item for its practicality and usefulness. You won't find those numbers with late-night commercials and banner ads.

So how can promotional items help your brand thrive? Here are just a few simple ways:

Building a network. Each time you share a promotional item with someone else, you are essentially doling out an invitation to your brand's network. Think of it as sending a LinkedIn or Facebook request, only instead of clicking "accept" and never looking at your profile after the initial contact, consumers will be exposed to your brand in their everyday life. And since target audiences aren't a requirement for this type of advertising, the reach of promotional items can often go well beyond your usual clientele, drumming up more business from a previously untapped market.

Increasing your brand recognition. The best way to increase brand awareness is through repetition; seeing the same thing over and over again. This is where promotional products come in handy. Consumers tend to remember a brand when they have been exposed to its logo on multiple occasions. Pick the right promotional item and it could achieve that goal on a daily, hourly or even minute-to-minute basis.

Giving a gift that keeps giving. According to ASI, 62 percent of people who receive a promotional item will give it to someone else rather than throw it away. That act alone doubles your brand exposure! But that's not the only benefit to stem from "re-gifting." Each time a promotional item is passed  to someone else, the cost per impression decreases. This actually makes promotional items one of the most cost effective means of advertising for your company.

Leaving a lasting impression. When it comes to advertising longevity, promotional items hold the secret to eternal youth. Unlike print ads or commercials, promotional items tend to remain timeless, yet again making this type of advertising the greatest bang for your branding buck. The 2012 ASI report found on average, consumers keep promotional items for 6 months. That's longer than a typical print ad campaign. As long as these products are in use, they will not stop collecting impressions or spreading your brand's message.

When used wisely, brands can find great power within promotional items. All you have to do is match the right brand with the right product.

Author Bio
Rachel Kaufman is a Houston-born, Mizzou-educated writer for Austin-based. She works with Absorbent, Ink.