No matter what you call them, promotional products, branded items, trade show giveaways, they all have one thing in common; they have the proven ability to enhance marketing strategies either as a stand-alone item or in conjunction with another piece.
PPAI Facts regarding quality promotional products:
1. In 2011 advertisers spent more than 18 billion on promotional products
2. A survey conducted by Louisiana State University indicated
accompanying a request for referrals with an offer of a promotional product
incentive drew as many as 500% more referrals as an appeal letter alone
3. Adding a promotional product to the media mix generated favorable attitudes
toward a print ad in all cases. The use of a promotional product as the
advertising medium alone achieved maximum impact, up to 69% increasing
brand interest and 84% in creating a good impression of the brand.
4. Recipients of promotional products have a significantly positive opinion of a
– Increase in positive overall image
– More positive perception of the business
– Higher likelihood of recommending the business
– Higher likelihood of patronizing the business
5. 58% of respondents keep a promotional product anywhere from one year to
more than four years. Even if the recipient uses the item only once per week,
that’s a minimum of 52 impressions made over the course of a year with the possibility of more than 208 during a five-year window.
The facts are clear; the use of promotional products will lead to improved campaign responses. However, don’t let the numbers motivate you to go out and grab just any promotional product. One of the keys to achieve the number stated above is slow and thoughtful selection of the right promotional product for your campaign. You want the promotional item to resonate with the message and the demographic you are targeting.
Here is an example. A few months back we launched a campaign to drive inbound traffic via a direct mail piece. Our theme of the mailer was “stress free dealings with Presslink” and our demographic was marketing heads in medium to large businesses. In addition to the mail piece, we posted an offer for a nice branded beach chair that would be given to them upon their first order. The chair resonated with the message by conveying a relaxed beach setting and for stressed marketing personnel, the promotional item is an actual chair that can be used again and again.
So if you are already utilizing promotional products to enhance your campaigns, take a step back and make sure you are maximizing that effect with the proper promotional items. If you are not using promo items yet, take a look at your marketing campaigns and visualize a promotional product with it. Numbers don’t lie. If you have any other questions, give us a call or go to our promo search site for a wide selection of possibilities.