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Survey Says: Promotional Products Really Work, Help People Remember Your Brand Posted: October 13, 2014 @ 11:43 am |
Promotional products and branded gifts have been around for a very long time. Their longevity alone should prove that they are a viable form of branding and advertising. However, there are often doubts about whether or not promotional products actually work to help consumers remember the brand and actually purchase from the company that gave them a branded gift. For several years now, the British Promotional Merchandise Association (BPMA) has been conducting research in the area of promotional products and surveying recipients. The research they have conducted unequivocally shows that promotional products do help with brand awareness and increase sales. Here are some of the statistics from the BPMA’s recent infographic to help illustrate how promotional products can help you promote your brand. BPMA Survey Results Infographic
The latest survey from the British Promotional Merchandise Association shows that 1,000 people in the UK were surveyed. The goal of the survey was to ask people who had received branded merchandise about their impressions and experience. The poll gauged attitudes and perceptions about promotional products. Popular Branded Gifts with Logos
The survey asked participants what type of promotional product they have with a logo on it. Promotional pens came in 1st with 63% of respondents saying they had one. Branded mugs are in the 2nd place with 35% and keyrings with 33%. A ¼ of those who responded say they had branded clothing such as a t-shirt or sweatshirt. When asked if they would give a branded gift they received for free as a gift to someone else, 30% responded yes.
Where Do People Expect to Receive Free Promotional Products?
There are certain venues or places where consumers expect to receive promotional products or branded gifts. Exhibitions, or trade shows, are the number one place that people expect to receive promotional products. Attendees at trade shows have come accustomed to seeing branded gifts at expo booths that entice them to come over to the booth and engage with that company. 81% of respondents said that they expect to receive free branded gifts at exhibitions. Hotels came in 2nd place, with 49% of those surveyed saying they expect to receive a branded product there. It makes sense; we usually see promotional pens and notepads with the hotel logo on them in every hotel room. What Is the Best Branded Gift?
Survey recipients said that the best type of branded gift is a useful novelty item that is good quality. When it is relevant to the brand, this also makes it better because it is easier for recipients to associate similar products to brands. It was also revealed that it helps a little bit more when a product is attractive and if it is personalized with the recipient’s name.
How Coveted Are Promotional Gifts?
It is strange to think that promotional products are so coveted that some people will even use devious means to get one. However, according to one of the questions on the survey, over 13% of respondents said they would use underhanded methods to try to obtain a free branded product. Some examples of the devious behavior exhibited by consumers in an effort to get that free promotional product include asking someone else to get it for them, gaining unauthorized access into a venue where they were giving away free branded merchandise, or given out incorrect personal details to qualify to receive a free promotional product. The main reasons cited for trying to get a promotional product using dishonorable tactics included that they were useful or high quality. On the bright side, one might conclude that if the products were so coveted and are useful that the person who obtained them might still want to purchase from that company. Oddly enough toiletries were the top promotional product on the list of ones that were wanted and would be obtained by dubious means. Does the Promise of a Free Branded Gift Influence Buying Decisions?
Over 28% of the survey respondents agreed that they would change their buying preference in order to obtain a free branded gift. This type of situation is a win-win for brands because the consumer is changing their buying preference to purchase from you and they are getting a branded gift as well. That branded gift will be kept as a reminder of your brand and will likely receive multiple impressions over the course of time it is kept. Previous BPMA studies have also showed an increase in positive sentiment towards brands that give out free promotional gifts. How Much Branding Should Be in Your Design?
The BPMA study also sought out to determine how much branding, logo, and company information was optimal for promotional products to be most effective. The respondents overwhelmingly said that a significant amount of branding is acceptable on a free branded gift. Does the Economic Environment Influence Keeping Promotional Products?
The BPMA survey also wanted to establish whether or not the economic environment changed whether or not consumers keep promotional products given to them. From the data collected, it appears that people like to keep promotional products regardless of the economic environment because over 83% of respondents said they kept free branded gifts before the recent recession. However, almost 60% say they are more likely to keep free gifts during the current economic climate. An additional statistic from this part of the graphic is important to note. It seems that over 69% of those surveyed would be more likely to keep a promotional product from a reputable brand. Takeaways and Conclusion It is important to note that promotional products can definitely help your branding and has the potential to increase sales. If you partake in other advertising opportunities, launching a promotional product campaign can start with a small test; a large investment is not necessary to start out. While giving out free branded gifts cannot make up for a lack of reputable reputation, they can increase sentiment and help recipients feel more positive about your company. You can plan on the design of your promotional product to include a significant amount of branding including your company logo and other details, like a slogan, perhaps. Adding a promotional gift as a “free gift with purchase” option has been shown to influence buying decisions of consumers.
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