Small and medium-sized businesses across the Netherlands are discovering an unexpected marketing goldmine: the humble lighter, pen, and keychain. As traditional advertising becomes increasingly expensive and digital ads get lost in the noise, companies are returning to a more tactile approach – branded everyday items that customers actually use.

The power of the pocket billboard

Rotterdam’s craft breweries have been leading this trend. When twelve local breweries formed the Rotterdam Brewers’ Alliance in 2024, they discovered something interesting: promotional items like branded lighters at festivals were generating more brand recall than their digital campaigns. Kaapse Brouwers, celebrating their tenth anniversary in 2024, noted that their custom merchandise at events disappeared faster than any other marketing material.

The strategy makes particular sense for smaller brands competing against corporate giants. While a startup might not afford prime-time television spots, they can afford to distribute quality branded items that live in customers’ pockets for months. A lighter used daily becomes a subtle but persistent brand reminder – far more effective than a fleeting Instagram ad.

Beyond the promotional pen

The range of products being branded has expanded far beyond traditional corporate gifts. Coffee shops are ordering custom reusable straws, fitness studios are branding resistance bands, and even accounting firms are getting creative with branded calculators and USB drives.

Research from the Promotional Products Association International (PPAI) suggests that promotional products generate significantly better recall than digital advertisements. According to their studies, 82.6% of consumers can recall the brand on a promotional product they received, compared to just 31.3% for online advertising. Furthermore, 89% of consumers could recall the advertiser who gave them a promotional item.

Companies like HelloPrint have noticed this trend, reporting increased demand for small branded items from SMEs across the Netherlands. The most popular items aren’t always what you’d expect – alongside traditional favorites like pens and notepads, there’s growing demand for phone grips, shopping bag clips, and even branded seed packets for environmentally conscious companies.

Cost-effective brand building

For small businesses, the economics are compelling. A thousand branded lighters might cost the same as a week of social media advertising, but they can circulate for years. The global pocket lighter market has shown steady growth, valued at USD 6.45 billion in 2023 and expected to reach USD 8.41 billion by 2032, with branded lighters playing an increasing role in this expansion.

The approach works particularly well for businesses with a local focus. A neighborhood restaurant that gives away branded bottle openers becomes part of customers’ homes. A local gym distributing water bottles with their logo creates walking advertisements throughout the community. PR Products in the Netherlands specializes in helping international companies create promotional items for trade shows and events locally, often finding it more cost-effective than shipping from abroad.

The sustainability question

Critics point out the environmental impact of producing promotional items, particularly single-use plastics. However, many businesses are addressing this by choosing sustainable materials and useful items that won’t end up in landfills. Bamboo items, recycled materials, and products with genuine utility are becoming the norm rather than the exception.

Companies like Loopper, based in the Netherlands, emphasize their commitment to sustainability and high environmental standards. The Dutch promotional products market, worth approximately €800 million to €1 billion according to Het Portaal Media, is increasingly focused on eco-friendly solutions. Swish & Click, operating across Europe, partners with initiatives like Ocean Bottle, where each purchase helps collect the equivalent of 1,000 plastic bottles from coastal areas.

Finding the right match

The key to success lies in matching the promotional item to both the brand and its customers. A music venue might find success with branded earplugs, while a bookshop could opt for custom bookmarks. The most effective items are those that customers would buy anyway, but now carry a gentle brand reminder.

According to recent studies, drinkware shows the highest retention rate among promotional products, with consumers keeping and using these items for at least one year. This makes branded mugs and water bottles particularly effective for long-term brand exposure. The Advertising Specialty Institute found that a branded bag can generate 1,000 impressions for every marketing dollar spent, twice the effectiveness of billboard advertising.

Professional printing services like HelloPrint have expanded their catalogs to meet this demand, offering everything from traditional business cards to unexpected items like branded plant pots and wine stoppers.

The minimum order quantities have also decreased, making it feasible for even the smallest businesses to experiment with branded merchandise. Companies like Fluid Branding and Initial Incentives in the UK have become B Corp certified, demonstrating the industry’s commitment to sustainable practices while serving clients across Europe.

The trend shows no signs of slowing. As digital advertising costs continue to rise and consumers become increasingly immune to online ads, the tangible nature of promotional products offers a refreshing alternative. For small businesses looking to make their mark, sometimes the most effective strategy is the one that fits in a customer’s pocket.