New Studies Cite Value and Effectivess of Promotional Products

What a year! With one of the worst economies in recent memory, 2009 was tough for so many people. For us, it was a challenging but very interesting time that forced us look inward and think hard about the service we provide, the products we sell, and the industry in which we work. I, for one, came away with a new appreciation for the relationships we built with our customers, all of whom stuck with us as their marketing budgets got slashed. But I also developed a renewed confidence in the services and the products that we sell.

At a time when money for advertising and marketing is scarce, promotional marketing has a very valuable role to play. I just saw the results of a study of the advertising habits of marketing executives that was conducted late last summer, and the data relating to the impact of promotional products is quite impressive. Specifically, end buyers of advertising and marketing cited promotional products as best (over TV, newspapers and the internet) in the following categories:

Ability to achieve long term memorability on a cost per impression basis;
Flexibility to fit the cost of the medium to the budget;
Ability to bond with the audience in a way that promotes repeat business;
Audience-friendly factor (people actually want to receive them!); and
Proven ability to generate traffic to stores, tradeshows, etc.

These finding are further confirmed by a study that the Promotional Products Association International (PPAI) conducted last fall. That study found that a little less than half of American consumers received a promotional product in the last 24 months, and 90.4% still own the product that they received. Even better, 94% could recall the product, 89% could recall the advertiser, and 78% could recall the message! That is truly incredible longevity!!

Armed with the statistics from these two studies, I feel very confident telling our customers to spend their limited budgets on promotional marketing generally and promotional products specifically. Not only do they get great results, they can do so in a very budget conscious way. This makes them the perfect vehicle to promote any brand in any economy – good or bad.

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