When small things matter
In an election campaign, it's often the big speeches, debates and campaigns that get the most attention. But studies show that physical advertising items can have a surprisingly large influence on voters' decisions - especially among the undecided. A simple pen, tote bag, or badge can help create a sense of belonging that makes a voter feel more connected to a particular party or candidate.
Why merchandise works on voters
Repeated exposure: When a voter uses a pen or sees a tote bag with a logo, a subconscious recognition is created that strengthens memory and trust.
The feeling of ownership: Getting something physical in your hand - whether it's a key chain or a t-shirt - creates a psychological connection. You feel like part of the community, which increases the likelihood of voting for the candidate.
Social visibility: Merchandise is not only used privately - it is also displayed. When voters wear a tote bag or a badge, it acts as free advertising and can influence others around them.
Interactive promotional items - when the voter is engaged
The most effective products are those that create interaction. It can be anything from a scratch card where the voter can win a small prize, to a power bank that saves the phone's battery in the middle of a busy day. Interactive or functional products make the experience more personal - and the more useful the voter gets from the article, the stronger the connection to the message behind it.
Merchandise can tip the balance for the undecided
For voters who have not yet made up their minds, emotions and small signals play a crucial role. A personal experience with a promotional product can be what tips the scales. It's not just about the logo, but about the feeling the voter associates with the product - and thus the candidate.
Which merchandise items work best - and why
Not all promotional items are equally effective, and some products create a much greater impact (recognition, visibility, association) than others. Here are some types that, according to research, stand out:
| Product Category |
What does it say? the studies |
The main advantages |
| Clothing (T-shirts, jackets, caps etc.) |
According to EverythingBranded's “Top-10 most effective promotional products in 2024 ” clothing is one of the very best - for example, 85% of recipients of clothing have the brand/lot/logo in their memory.
Another source says that clothing often gives many “impressions” over time, especially if it is used outdoors or in public settings. |
• High visibility: the person walks around with the article, is used in public.
• Repeated exposure: clothing is used several times and for longer periods.
• The feeling of identification: it signals belonging - “I stand behind this candidate / party”. |
| Writing materials (pens etc.) |
In “10 most effective promotional products …” it is stated that pens (“promotional pens”) generate approximately 2,436 impressions per item.
Data also shows that approximately 89% of recipients can remember the advertiser on a pen.
|
• Cheap solution, good for wide distribution.
• Used frequently and daily - in the office, in the bag, at meetings, studies, etc.
• Low barrier: people are happy to accept a pen and use it without feeling too much obligation - but it still creates contact. |
| Drinking containers/mugs |
There are studies at SellersCommerce that show that mugs and cups have high advertising recognition: for example, “promotional mugs” are remembered by 57% of people who have seen the advertiser on the product, surpassing traditional media such as radio in some cases.
|
• Functional and usable: people use them at home or at work.
• Visibility in daily use - often several observations every day (e.g. when drinking coffee).
• Connection to something personal and comfort: using a cup can create a small ritual that slips into everyday life. |
PromoX - expert in election campaign merchandise
At PromoX, we have many years of experience in delivering merchandise and promotional items that make a difference. We know how to choose the right products for an election campaign so that they both strengthen the message, engage voters and leave a lasting impression. Whether it's classic pens, visible tote bags or interactive gadgets, we can help create the necessary impact.
