Promo Products – A Small Price Tag for a Long Lasting Impact
A considerable number of companies realize the increased value of promotional products for their marketing campaign. Statistics have proven how well promotional merchandise can help market business and why consumers tend to hold on to the promo items even if it is relatively cheap in value. This means repeated exposure for a long period of time which means higher returns on the investment.
Promotional product impact, exposure and influence
A study was conducted at the Dallas Fort Worth International Airport using an intercept method in which the target audience was composed primarily of business travelers who were asked to participate in the survey. The results of the survey reveled that 71% of the respondents received a promotional gift in the last 12 months and 33.7% has the item on their person, a coveted location for any advertiser since the promo item gets to be seen regularly. Due to relatively low cost of promotional items, companies can distribute the items more generously and if it is useful and functional to the recipient, it tends to be used more frequently.
When asked if they could recall the advertiser’ name of the promo item, 76.1% of the respondents did so. Compared to those who remembered the name of the advertisers they have read over newspapers and magazines over the past week, only 53.5% recalled the name of the advertiser. This speaks well of the power of promo products to have a high reach and potential for top-of-the-mind recall hence becoming an effective medium to increase and sustain brand awareness.
Creating a good impression
Corporate promotional products are also effective opinion change agents with 52% of the respondents doing business with the advertiser after they received the promo item. Of those who have not done business with the advertiser, almost half stated that they were more likely to do business with the organization who gave them the free item. It is an undeniable fact that promo items have a strong impact on the minds of recipients as they create more favorable impressions that provide cues for brand recall when purchasing decisions are made. Impressions are very important in building a brand and 52.1% reported a more favorable impression after receiving the free gift.
Frequent exposure/low cost per impression
In media measurement, the greater the frequency of exposure the lower is the cost of impression. Among those who reported receiving the business promotional items, 73% used it at least once a week, 45.2% used the item at least once a day. More than half of the participants (55%) generally kept the promo items for than a year which means repeated exposure for a long time. The main reason for keeping promo items is usefulness and ranking high in usefulness are computer products, health and safety products and writing instruments.
Pass along exposure
Of the participants who did not keep the promo item, 26% reported they gave the item to someone else, 45% filed the item away while 30% planned to throw the item if they do not plan to keep it. The 26% clearly provides ample pass-along exposure for the advertiser similar to the magazine advertising when the reading material goes from one hand to another. It is therefore important for advertisers to put some thought on usefulness and visual aesthetics of the promo item so that recipients will have a reason for keeping them.
Usage/attractiveness and information
The study further reveals that 75.4% kept the item because it was useful while 20.2% found the item attractive enough to be kept. Barely 1% kept the item for information while the remaining 3.3% had several reasons for holding on to the item. Items that are kept for reasons of attractiveness are sporting goods/leisure products/travel accessories (24%), house wares/tools (21%) and wearables (23%).Promo items that are kept for information are buttons/badges/ribbons/stickers/magnets (33%), electronic devices and accessories (29%) and computer products (23%).
In a nutshell, custom promotional products furnish advertisers with advantages which are not available in other media. This includes high recall where the name of the advertiser is remembered, repeated exposure of the advertising advantage when the recipient holds on to the promo item for a length of time and a more favorable impression of the advertiser which generates the propensity to do business with the organization who gave them the free item.
Advertising promotional products are present in every consumer’s life and through these useful and functional items, advertisers can extend their reach and the potential for creating and maintaining brand awareness. It makes perfect sense to extend the relevancy of the free items other than the target audience to facilitate passing them on to others hence increasing further their reach. Statistics are positive proof that end-users can respond favorably to promo items and if distributed correctly, they are able to easily identify the advertiser. It is time to make use of the knowledge and use it on your choice for promo items that can significantly increase sales, profits and brand exposure.