UGC: A Promotional Product Distributors Secret Weapon

Written by Kelly Flynn, Senior Marketing Account Manager

As a promotional product distributor, you know that promo works. Branded merchandise offers thousands of brand impressions, keeps companies top of mind, and drives brand loyalty. But how are you promoting your merchandise?  

UGC is currently one of the most underutilized tools in the promotional product industry. Distributors who can harness the power of UGC will have a competitive edge in both marketing their own distributorship and advising their customers on how to increase investment in promotional products and boost brand impressions. 

This article will teach you what UGC is, how you can implement it in your marketing strategy, and how to give your customers' marketing a boost as well.   

What Is User-Generated Content (UGC)? 

UGC stands for User Generated Content. It means any content produced by the end-user; this includes photos, videos, reviews, social posts, and testimonials that contain your product and brilliant branding in action.  UGC must be created by real customers, employees, or end users rather than a brand itself. For example, imagine a LinkedIn post from an employee showing off a new branded water bottle or giving praise to a clever new way a company is showcasing their brand.  

Think of UGC as word of mouth online. According to Bazaarvoice, 84% of consumers are more likely to trust a brand's marketing if it features user-generated content, and 77% of shoppers are more likely to buy a product they discovered through UGC.  

For promotional product distributors, this matters on two levels: 

Distributor marketing — your real clients, real orders, and real results build trust with prospects. 

Your clients' marketing — Opportunity to consult them on how their branded promotional products can generate UGC adds value to your sales conversations. 

Why UGC Should Matter to the Promotional Product Industry 

Any supplier, decorator, or distributor can tell you, this industry is built on relationships. UGC is the online extension and proof of the relationships you’ve built. It is visible, shareable, and searchable proof that you deliver. 

Here is what the data tells us about UGC 

  • UGC-based ads generate 4x higher click-through rates than standard brand ads (Bazaarvoice). 
  • Brands using UGC see a 29% increase in web conversions compared to campaigns without it (WiserNotify). 
  • Ads featuring UGC see a 50% reduction in cost-per-click versus ads without it (Bazaarvoice). 
  • 79% of people say UGC influences their buying decisions (WiserNotify ). 

How to Implement UGC & Best Practices 

So now that we understand what UGC is, how do we implement this into our marketing strategy? 

Do you have a large order for one of your top clients to arrive on their doorstep soon? The first step is to encourage your pre-existing client base to document unboxing their swag or record their promo in action. A short video or a series of images can be a gold mine of authenticity for distributors. 

Expert Tips for Implementing UGC

  • Ask for permission before using any content made by someone outside of your organization.  
  • Give credit, always tag the original creator of any content. This part is important because it verifies that they are a real customer and real user and creates a symbiosis between you and the creator for more organic sharing and often additional leads.  
  • Stay consistent. With any marketing strategy, consistency is key. When you build habits and systems within your marketing, create better lead streams.  

B2B Marketing 

Once you have content, here are some marketing initiatives you can use to generate leads. 

  • Client Spotlights 
  • A short, summarized case study post shows a campaign or branded merchandize launch including quotes from the client (UGC!) 
  • LinkedIn B2B UGC 
  • Encourage LinkedIn Posts from your employees and clients that promote exciting orders, custom projects, or client wins (with permission).  
  • Website Key Conversion Pages 
  • Adding a photo gallery or UGC videos on strategic pages can move a prospect into a sale.  
  • According to Bazaarvoice, 40% of shoppers won't purchase if there isn't UGC on a product page. 
  • Using UGC in value propositions 
  • Helping a client build or structure their own UGC campaigns can be used to bring in their own new leads. As a distributor, you are not just a vendor, but a marketing partner as well.  

Conclusion

This industry is built on relationships. You already know the real clients, real products, and real stories. Now you’re just utilizing UGC to build those connections online. Start small, ask your next happy client to send you a photo. Post it. Tag them. See what happens. 

That one photo might just be your most effective marketing campaign of the year. 

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