In an era dominated by AI-generated content, shrinking organic reach, and growing digital fatigue, marketers are rediscovering an old tactic with a new purpose: branded merchandise.

That's the key takeaway from a recent roundtable hosted by the Promotional Products Association International (PPAI), where marketing and public relations leaders from the American Marketing Association (AMA) and the Public Relations Society of America (PRSA) argued that promotional products have evolved beyond trade show giveaways into strategic tools for brand storytelling, audience engagement, and long-term relationship building.

The discussion reflects a broader trend across modern marketing. As digital channels become increasingly crowded and consumers tune out conventional advertising, brands are looking for tangible experiences that create lasting impressions and complement omnichannel campaigns.

Promotional Products Are Moving Up the Marketing Funnel

For years, branded merchandise has largely been viewed as a supporting tactic—something handed out at conferences, events, or customer meetings.

According to the panelists, that perception is changing.

Julie Schnidman, Vice President of Alliances at the AMA, said marketers are increasingly incorporating promotional products into integrated campaigns designed to support multiple business objectives rather than treating them as standalone giveaways.

"Marketers today are looking for ways to stand out while doing more with less," Schnidman said during the discussion. "Branded merchandise can create memorable brand experiences, deliver measurable results and work across multiple channels to support broader marketing objectives."

Instead of focusing solely on logo visibility, organizations are using merchandise to reinforce campaigns, encourage customer participation, and extend brand interactions beyond digital touchpoints.

Storytelling Doesn't End With Digital Content

The conversation also highlighted the role promotional products can play in modern public relations strategies.

Cayce Myers, Ph.D., professor of public relations at Virginia Tech and a PRSA board member, argued that branded merchandise is most effective when it reinforces an organization's broader narrative rather than functioning as promotional clutter.

"Public relations is fundamentally about storytelling and influencing behavior," Myers said. "When branded merchandise is intentional, relevant and value-added, it can help create identity, community and meaningful audience connections."

That aligns with a wider shift in communications strategy, where brands increasingly seek to build communities instead of simply broadcasting messages. Physical products can serve as lasting reminders of brand values, helping strengthen emotional connections that digital impressions alone may struggle to achieve.

Digital Fatigue Is Creating New Opportunities

The renewed interest in promotional products comes as marketers face mounting challenges across digital channels.

Consumers are exposed to thousands of digital messages daily, while AI tools have made content creation faster—and far more abundant. At the same time, advertising costs continue to rise across major social platforms, making customer acquisition increasingly expensive.

Against that backdrop, physical brand experiences are regaining attention.

According to independent research commissioned by PPAI and industry partners, branded merchandise ranks among the most carbon-efficient advertising channels when evaluated by memorized impressions, suggesting it can deliver sustained brand exposure while supporting broader sustainability goals.

Rather than competing directly with digital marketing, promotional products are increasingly being positioned as complementary assets that reinforce campaigns across email, social media, events, influencer programs, and public relations initiatives.

The Data Suggests Marketers Already See the Value

Research shared during the discussion indicates that branded merchandise is becoming a mainstream component of marketing strategies rather than an occasional add-on.

Among the findings:

• 47% of marketers now consider branded merchandise a core marketing channel.
• 25% say it plays an important role in specific campaigns.
• 82% of recipients report feeling more positively about a brand after receiving promotional products.
• 87% keep and regularly use the merchandise they receive.

Those figures suggest promotional products continue delivering value well after distribution, extending brand exposure in ways that many digital advertisements cannot.

Why It Matters

As AI reshapes digital marketing and consumers become increasingly selective about where they devote attention, marketers are placing greater emphasis on memorable, multi-channel brand experiences.

Branded merchandise is unlikely to replace digital advertising, influencer marketing, or content marketing. Instead, it is becoming another strategic layer within integrated campaigns—one capable of reinforcing storytelling, encouraging engagement, and creating tangible moments that strengthen customer relationships.

For marketing and communications teams under pressure to demonstrate measurable impact while differentiating their brands, promotional products may be finding renewed relevance—not as giveaways, but as enduring brand touchpoints.

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