Moving Forward

Two recent studies by the Promotional Products Association International show that promotional items can positively influence consumers. One study examined pizza consumers and the other trade show participants. In each case, when promotional products are used as a key element in a brand’s marketing mix, they create a more positive outlook toward a brand and the advertising used to support that brand.

In the pizza study, 18- 49-year-old consumers were shown a television commercial and a print ad for pizza. A control group was also given a promotional item from the pizza brand. The addition of the branded promotional product generated up to a 44% more favorable attitude toward the ads. Also, 54% of the control group found the advertising message to be more credible when the promotional product was combined with the ads.

In the trade show attendee study, more than 70% of the attendees remembered the name of the company who gave them a promotional item. Of those, 76% had a favorable attitude toward the company that gave them the item.

As a general rule, promotional products of greater value generate more sales leads than products of lower value. However, the promotional product does not need to be expensive to be effective, but it helps if it is useful. Research shows most people keep promotional products for more than a year and each time they use your imprinted product; they are actively engaged with your brand.