A Case for Promotional Products
The promotional products industry plays an important role in the national economy—collectively the industry provides more than 500,000 jobs and $20 billion annually. Although promotional products play an important role in making the public and other audiences aware of important initiatives and are essential elements in successful marketing programs, all too often the industry comes under scrutiny when budgets are tight and cuts must be made.
Time and again, promotional products have proven themselves to be the most cost-effective way to reach a very targeted audience in a tangible, long-lasting and memorable manner. Studies show that a company using a promotional product as its primary marketing piece gains an 85-percent increase in positive brand image by consumers. You don’t need to look any further than the 2010 Census for proof that promotional products work.
The U.S. Census Bureau achieved its goal of 72% mail-back participation rate and saved $1.6 billion dollars on the 2010 census. A significant contribution to that savings was the use of targeted marketing in the Bureau’s Integrated Communications Plan. The campaign utilized promotional products in its paid advertising and media, partnership programs, census in schools, and events to achieve its objectives. The high response rate and budget surplus are strong indicators of the effectiveness of integrated marketing and the use of promotional products.
The same products that significantly improved the mail-back participation rate for the U.S. Census make a difference in the lives of American citizens every day.
Effectiveness of Promotional Products as an Ad Medium
Americans have spoken: They love promotional products. For more than 200 years, these vehicles of promotion have integrated their way into daily life, serving not only as useful tools, but as powerful, long-lasting advertising.
In an effort to better understand the effectiveness of this medium from the consumer’s perspective, PPAI designed and conducted a study which was fielded through MarketTools Inc. in San Francisco, California, to evaluate the action, reaction and relationship of promotional products and their recipients.
• 83% of respondents like receiving a promotional product with an advertising message.
• More than half (58%) of respondents keep a promotional product anywhere from 1 year to more than 4 years.
• 89% of consumers surveyed could recall the name of the advertiser on a promotional product they received in the past 24 months.
• Adding a promotional product to the media mix increases the effectiveness of other media by up to 44%.
For more results of this study: www.box.com/s/bk7c9ul5a2xtrq5dkvc6
Study Measures Brand Impact of Promotional Products.
The impressions consumers have of a company extend well beyond the product or service the ï¬rm provides, according to a study on promotional products conducted by Georgia Southern University. Brand image is a mental perception that reï¬‚ects the way a brand is perceived, including all the identifying elements, the product or company personality, and the emotions and associations evoked in the consumer’s mind. This study was designed to determine the impact promotional products have on recipients and its long-term effects.
Using an experimental design, the study divided the participants, who were students at the university, into two groups. After completing a pre-test, the experimental group received an imprinted promotional product that reï¬‚ected the test company’s image. The control group received nothing. A post-test survey, conducted approximately a month later, asked questions to determine the groups’ image of the company. The results of this study are based on a sample size of 647 completed pre-test surveys and 538 completed post-test surveys. For the study, the researchers selected, as the test company, a restaurant located in a college town a few miles from a university campus.
Promotional product recipients held a more positive image of the restaurant than the non-recipients. On scale of 1 to 7 with 7 representing a positive image, both groups were above the neutral score of 4 for four out of ï¬ve categories. The group receiving the promotional product had a more positive image as evidenced in their comments about the company than the non-recipient control group. The difference was statistically signiï¬cant.
The group receiving the promotional product was signiï¬cantly more likely to recommend the business to others than the group that received nothing.
Specifically, when comparing people who receive a promotional product from a company with others who do not, this research shows that people who receive a promotional product have a signiï¬cantly more positive opinion about a business as measured by:
- More positive overall image.
- More positive perception of the business.
- Higher likelihood of recommending the business.
- Higher likelihood of patronization.
The study did not set out to specifically measure ROI. However, after the study, the business reported a 10–15 percent increase in sales for the restaurant during the test period and a 5–10 percent increase in business from university students.
12 Mind-Blowing Statistics Every Marketer Should Know
It's no secret that the marketing landscape has changed dramatically over the past few years as social and mobile technologies have gone from early-adopter novelties to mainstream essentials. Still, there are plenty of traditional marketing stalwarts out there who aren't buying all of the social media hype or can't convince their boss or marketing team to experiment in the brave new world of inbound marketing.
Return on Investment (ROI) is King
Once upon a time, traditional media - TV, radio, print and outdoor billboard advertising, were regarded as the foundation for any marketing campaign. Promotional products were simply giveaways, tacked on to a media buy as an afterthought - but not anymore.
Read more: www.box.com/shared/hdaagl8zg4