Promotional products and branded gifts have been around for many years. Companies have been using products with the company name and logo on them in an attempt to influence customers to buy their products or services and remember their brand. The British Promotional Merchandise Association (BPMA) conducted a study to determine the effectiveness of promotional products. The BPMA surveyed recipients of promotional products and branded gifts to gauge their reaction and how it affected the likeliness to purchase from the company and remember the company that gifted them the promotional product.
Key Findings of the Promotional Products Survey
- 94 per cent of recipients, when given an item of promotional merchandise, do not forget the advertiser or product advertised even after having the product for over six months.
- Two-thirds keep promotional products for over six months and 44 per cent keep them for over one year.
- Half of those surveyed would like to receive promotional products more often.
- Nearly half like receiving free promotional products that have an advertising message.
- Nearly 98 per cent of think that promotional merchandise is NOT a waste of money.
- Usefulness is a key driver with over half of respondents saying we would go and get a useful item if it was being handed out.
- Over half of those surveyed have three or more promotional products on their desk or in their office.
Takeaways for Your Business
Based on these survey results from past recipients of promotional products, you should definitely consider incorporating promotional products into your marketing mix. One of the most important things to understand is that promotional products are not universally successful. Just because one type of promotional product works for one company does not mean it will work for yours. There are thousands of different promotional products and branded gifts that you could select. The survey results can help guide you to choosing the best promotional product for your business. Here are 5 tips for selecting the right give away product for your company:
2. Make sure that your promotional product is something that is useful to your customers or clients. If they do not keep the product, the value is diminished completely.
- Over half of respondents (54 per cent) said they would go and get a promotional product that was being handed out if the item is useful.
- Useful items were cited by respondents as USB sticks, clock and watches, luggage, umbrellas, and coffee mugs
- These types of promotional products that are perceived as useful among recipients make them more likely to motivate target audience members to make a purchase, engage with the company or at the very least lead to a favourable impression.
2. Make sure that your promotional product is relevant to your company. With the wide selection of promotional products available, it should not be hard to find something that is not only useful to your customers, but is relevant to your company. This will help your brand stand out as more memorable.
3. Listen to your customers and provide them with the type of promotional products that they respond best to.
4. Choose products that are kept longer than others. There is some overlap with useful products and the products that are kept the longest. Find the right blend for your target market by testing out different types of promotional gifts.
5. Make sure to think of promotional products as a marketing investment instead of a “free give away”. Follow up with your target customers and consider asking for information in exchange for the branded gift such as an email address, or a newsletter signup. This will allow you to remain in touch and front of mind with the potential customers that you give products away to.
Richard Larson is blogger and Brand Manager for GoPromotional.com.