Promotional Products Work – Part 2

Last time we talked about people liking and using promotional products.  In addition, they create a favourable impression of the advertiser and often generate purchases.  They’re memorable and rank high as a marketing tool by promotional products buyers.

We’re not making this stuff up.  Studies1 have shown that promotional products are an effective advertising medium and actually outperform some of the other media.

  • Promotional products generate more post-message purchases than print, TV or on-line ads (20.9% vs. 13.4%, 7.1% and 4.6%, respectively).
  • They illicit a more favourable impression than print, TV or on-line ads. 52.6% of consumers had a favourable impression of the advertiser after receiving a promotional product versus viewing a print ad (33.2%), a TV ad (27.7%) or an on-line ad (11.9%)
  • 14.7% contacted the advertiser after receiving a promotional product, a rate almost 3 times greater than print, TV or on-line ads.

Promo products are also memorable.  When respondents were asked to think of a promotional product they received in the past 2 years and to recall the specific product, the advertiser and the message, 76.2% recalled all three pieces of information.

End-Buyers, those who purchase promotional products for their companies, ranked promo products #1 in the following media attributes2:

  • Ability to achieve long-term memorability at the cost of paying for a single exposure;
  • Flexibility to fit cost of medium to whatever budget is available;
  • Ability to bond audience to advertiser so as to promote repeat business;
  • Audience friendly (i.e. not so likely to offend or be regarded as nuisance);
  • Ability to generate traffic (eg. Stores, tradeshows, events).

Call them whatever you like, promotional products are powerful communication tools; essential components of any marketing program.  Promotional Products Work!

1Promotional Products and Other Media: How the Media Compare on Reach, Recall and Reaction, PPAI Research fielded through MarketTools Inc., 2009

2Why End-Buyers Choose Promotional Products and Other Media, conducted by Researchers at Louisiana State University and Glenrich Business Studies for PPAI  Research, 2009

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