Originally published: March 2014 | Updated: April 2025
This guide covers the essentials of promotional marketing, highlighting how branded umbrellas and other promotional products can boost brand visibility. Learn how to create a strong brand identity, choose the right marketing channels, and drive engagement with effective promotional strategies.
In This Guide:
- What is Promotional Marketing?
- Create a Distinctive Brand Identity
- Get Your Message Out There
- Promote Your Business (Old & New Methods That Work)
- Plan Your Strategy
- Why Use Promotional Products?
- How Wurlin Can Help
What is promotional marketing?
Simply put, promotional marketing is a strategy that aims to influence potential customers to choose your product or brand over the competition. The core objective is to keep your business top-of-mind so that when customers are ready to purchase, they think of you.
In today’s competitive landscape, promotional marketing must go beyond traditional methods to include digital, experiential, and highly targeted campaigns.
Create a distinctive brand identity
Your logo is part of this—and you’ve probably spent time considering the design, colours, and messaging—but it’s just one piece of the puzzle. Your brand identity also includes your values, services, personality, and the way you communicate. In 2025, authenticity and consistency across digital and physical platforms are more important than ever.
“People don’t buy products, they buy brands.” – Make sure yours stands out.
Get your message out there
So you’ve got your eye-catching logo, you have thought long and hard about your brand identity… what next?
Identify your target audience. Knowing who you’re speaking to is essential for campaign success. In 2025, this might involve digging into analytics, creating audience personas, or using AI-driven insights.
Once you know who you’re targeting, you can tailor your message and the channels you use.
Promote Your Business (Old & New Methods That Work)
There are now more ways than ever to get your brand in front of the right people. Your strategy might include:
- Digital marketing: Paid search (Google Ads), SEO, content marketing, mobile-first design
- Social media marketing: Facebook, Instagram, LinkedIn, TikTok, Pinterest
- Influencer partnerships and user-generated content
- Mass media advertising: Newspapers, magazines (still relevant in niche B2B or local markets)
- Public relations: Press releases, product launches, branded events
- Sales-based promotions: Competitions, discounts, coupons, gift vouchers
- Direct marketing: Emails, postcards, SMS campaigns
- Retargeting ads and personalised experiences via CRM platforms
Promotional marketing focuses on getting your brand noticed and ultimately chosen by the customer.
Promotional marketing focuses on getting your brand noticed and subsequently chosen by customers, ultimately that is what you need to succeed.
Plan Your Strategy
Spending time upfront on planning saves time and money in the long run. Ask yourself:
- Who is the target of your campaign?
- Which incentives will appeal most to them?
- What is your available budget?
- What’s your timeline?
- Who is responsible for execution and tracking?
Pro tip: Use AI or analytics platforms to test messaging, track performance, and pivot quickly.
Promotional marketing is something that we know a lot about at Wurlin and we can get your brand noticed. Promotional products are an excellent way to keep your brand visible. It is important to choose the right promotional product for your campaign.
Promotional Umbrellas
These offer a great return on investment, not only are they practical, but they also act as walking billboards—promoting your logo or brand message every time they’re opened.
As promotional umbrella manufacturers, we understand the importance of quality and customisation. From choosing canopy colours and print finishes to adding eco-friendly materials or full-panel designs, you can completely tailor the umbrella to reflect your branding.
Contact our team at info@wurlin.com or browse our umbrella range and gallery to find the perfect fit for your next campaign.
Promotional USB
A highly practical promotional item to give to clients, printed with your logo and you can have your brochure pre-loaded on to it and make it non erasable, so potential customers always know where to find it. The possibilities are endless.
We recognise that consistent branding is paramount to your business and we can help with a number or innovative and creative ways to ensure that your campaign is a success.
Tell us what you want to communicate and we will do the rest. Our design team will come up with products and designs that target your audience cost effectively.
Contact us info@wurlin.com
Content created by Wurlin LTD