Promotional Products might be easy to overlook when considering an advertising budget, but as consumer studies show, promotional products have a much more personal and lasting connection to consumers than traditional advertising methods. Below are 10 numbers from the PPAI 2017 Consumer Study that demonstrate that connection and show that Promotional Products Do Work.
1. 73% Consumer Reach
Seven in 10 consumers recall receiving at least one promotional product in the past 12 months. Among those who recalled receiving promotional products, 70% recalled receiving two or more items.
2. 90% Brand Recall
Nearly nine in 10 recipients are able to remember the branding. Eight in 10 recipients can recall messaging from at least one promotional product they received.
3. 82% Positive Brand Impression
Eight in 10 consumers revealed that their impression of a brand positively changed directly as a result of receiving a promotional product from that brand.
4. 80% Are More Likely to do Business with the Brand
Roughly eight in 10 admit to looking up the brand after receiving a promotional product. 83% said they are more likely to do business with brands they’ve received promotional products from than brands they have not received promotional products from.
5. 54% Are More Likely to Increase Loyalty to Brand
With the overwhelming selection of brands today’s marketplace offers, the average consumer might appear more elusive or erratic than ever. However, the right advertising vehicle has the power to shift brand favorability and ultimately influence a consumer’s buying decisions. Results indicate that consumers who receive promotional products are more likely to increase loyalty to the brand.
6. Only 20% Avoid Promotional Products.
Compared to 50% for Direct Mail Advertising, 57% for Online Web Ads, and 66% for Television Ads. There is a growing sensitivity to the idea that consumers are trained to be blind to advertising. The market for consumer awareness has become so competitive that attention can be regarded as a currency in the world of advertising. The rising cost of this element is reason enough for brands to consider their return on investment, such as which ad vehicles have a higher probability of being received by consumers. Promotional products are better received & less avoided by consumers than any other advertising vehicle.
7. 85% Prefer Functionality of Promotional Products
Understanding why an individual chooses to keep a promotional product received provides key insight into which features are most valued by recipients. Unlike traditional advertising vehicles whose sole purpose is to communicate a message, promotional products not only bring value to brands by effectively connecting with recipients but they also play a functional role within consumer lifestyles.
8. 50% Walk Around with a Promotional Product
Promotional products allow brands to directly affect consumer lifestyles and maximize recall by organically integrating into everyday routines at work, home or play. Where promotional products are kept also indicates emerging product trends for brands to consider.
9. 71% Said That a Promotional Product Made Them Feel Happy
Advertising that creates resonance helps consumers to identify with the brand on a personal level and provides the foundation for an enduring brand relationship. Promotional products are proven channel for brands to generate a more favorable impression across all consumer audiences.
10. 81% Keep Them For More Than One Year
The longer a promotional product is kept, the more impressions it makes on the recipient and anyone else who is exposed to the recipient using the product. The majority of consumers keep a promotional product between one and five years.
information Cited from PPAI 2017 Consumer Study. – Promotional Products Association International. PPAI Research™