How Promotional Products Help Marketing Efforts
A recent study published by the British Promotional Merchandise Association (BPMA) gives statistical evidence how promotional products can help you achieve your marketing goals.
- 66% of respondents said they could remember the brand on the promotional product they received during the last year
- 79% said they were likely to do business with the company in the future
- 8 out of 10 (84 per cent) respondents said that a branded promotional gift increases brand awareness
- Over three quarters (87 per cent) of recipients said they kept a promotional gift for longer than 12 months
- Over half (56 per cent) of respondents said their opinion of the brand/company was more favourable after receiving the promotional product
The BPMA survey randomly selected 14,728 adults who were screened after receiving promotional items at either work or home. From these key findings three distinct categories emerged that show how promotional products help aide marketing:
- Promotional products have a direct and positive impact on sales and brand awareness.
- Investing in promotional gifts as a form of advertising delivers an equal or higher return on investment as other marketing strategies.
- Promotional products are kept for long periods of time and that increases the chances that recipients will remember your brand and purchase from your company in the future.
- More than half of the survey participants said that their opinion of a brand or company was more favourable after receiving a promotional product. The survey showed that promotional products make it more likely that the recipient will do business with a company that has given them a promotional product. The recipients of promotional merchandise also have a greater recollection and awareness of the brand. Based on this data, it is evident that companies that incorporate promotional products into their marketing mix will benefit, not only in profits from sales, but also an increase in brand awareness.
- Promotional merchandise can deliver a higher or equal ROI than most forms of advertising. With the average cost of promotional products at £0.003, the return on investment for using promotional products in your marketing strategy is higher than that of radio advertising and equal to that of television and print advertising. The cost per impression for some of the most popular promotional items is far less than radio, newspaper or television advertising. The important thing to remember with a cost per impression model is that when an ad for radio or television is over, it can be easily forgotten.
- 3. 87% of recipients report to keep promotional products for longer than 12 months. This is especially the case when the promotional item is functional and useful. One third of survey respondents indicated they had kept an item for between one and two years; 30% stated they kept promotional merchandise between three and four years. Promotional mugs, branded USB sticks, and promotional pens were cited as the top three types of promotional products were kept for the longest period of time.