85% of Consumers do Business with the Promotional Product Advertiser

Can you leverage promotional products to improve your marketing?

The research statistics behind promotional products have long demonstrated that they are one of the most effective marketing methods in:

• Increasing business
• Creating loyalty
• Demonstrating advertising recall
• Overcoming advertising avoidance
• Targeting audiences

Additionally, they are one of the lowest costing advertising methods for the impact they generate.

Consider the stats below:

 

1. Promotional Products Increase Business and Loyalty

According to a study of the influence of promotional products on consumer behavior, conducted by PPAI Research, 85% of consumers do business with the advertiser after receiving a promotional product from them (where only 55% had previously done business with the advertiser). ⁽¹⁾

Plus, 2017 consumer study results indicate that those who receive a promotional product from an advertiser end up feeling more loyal to that brand. ⁽²⁾

 

2. Promotional Products’ Brand and Message are Easy to Recall

Successful brands are those that have created a memorable identity in the minds of their audiences. Messages are considered effective when they allow brands to connect with their audiences and create a positive, memorable experience.

When surveyed,

• 9 out of 10 people were able to successfully recall the brand of an advertiser on a promotional product, 
• 8 in 10 also recalling the message shown, and
• 7 in 10 were even able to remember the specific call to action on the product. ⁽²⁾

Since brands and messages on promotional products are easy for consumers to recall, promo products create a significant marketing opportunity. And, when you consider that 72% of consumers believe that the quality of the promotional item directly relates to the reputation of the company, investing in quality promotional products can have a lasting, positive impact on your customers. ⁽³⁾

 

3. Promotional Products Overcome Advertising Avoidance

We have all become effective at overlooking ads, skipping videos, blocking pop-ups, and ignoring all sorts of advertiser attempts to grab our attention. Promotional products are more favorably received and less avoided than any other form of advertising when compared with web ads, radio commercials, direct mail, mobile messaging, email marketing, magazine ads, TV commercials, and online videos. ⁽²⁾

• 8 in 10 consumers actually appreciate receiving a promotional product and 7 in 10 would like to receive them more frequently. ⁽³⁾
• 81% of consumers keep promotional products for more than a year. Nearly half of those keep it for more than 5 years. ⁽²⁾
• 79% of consumers pass along (regift, sell, donate) promotional products that are no longer valuable to them. ⁽³⁾

 

4. Promotional Products are the Most Effective and Lowest Cost

Marketing effectiveness is measured by the average cost of an impression—i.e. how much money it costs for each time the marketing message or brand is seen by its audience.

How long does a TV commercial last? 30 seconds? Or a radio ad? 15 seconds? When you consider that a pen or a mug which can be kept around for months to years, there is no comparison in the number of impressions that result from this singular marketing effort, often for much lower cost as well. The cost per impression (CPI) of promotional products can be as little as $0.001. This is lower than almost any other advertising methodology. ⁽⁴⁾

Additionally, when compared with television, radio, online, print, and mobile, promotional products ranked as the most effective, specifically in prompting action from the recipient. ⁽²⁾

Plus, 79% of consumers became curious and researched the brand after receiving a promotional product from an advertiser. ⁽²⁾
That number jumps to 87% when the target group is Millennials. ⁽⁵⁾

 

5. Promotional Products are Better at Audience Targeting

Many forms of advertising (television, radio, print, billboards, to name a few) rely on broad application to ensure that those in the target audience are included and reached, like how buckshot gives a hunter more room for error when aiming at an object.

Marketing methods that rely on reaching only the target audience allow for a much higher ROI (return on investment).

Promotional products are often given in environments where target audiences gather, like tradeshows, events, and customer locations, making them very specific in their targeting.

Plus, the high functionality and usability of promotional products usually ensure that they are kept nearby, like how promotion clothing is worn, promotional drinkware is carried around, and pens occupy work areas.

GT Promotions specializes in helping you create lasting, positive impressions with prospective and existing customers. Talk with us today about insights and ideas to increase the effectiveness of your marketing and advertising.

 

References:
(1) https://www.ppai.org/media/1433/2012-influence-pp-consumer-behavior-summary.pdf
(2) https://www.ppai.org/media/2099/2017-consumer-study-booklet.pdf
(3) https://www.ppai.org/media/5482/ppai2019consumerstudysummary.pdf
(4) https://www.asicentral.com/news/web-exclusive/january-2019/2019-ad-impressions-study/
(5) https://pubs.ppai.org/ppb-magazine/millennial-spotlight-connecting-with-the-most-powerful-consumer-generation/