Promotional Products As a Marketing Tool

  • Feb 9, 2017

Check out your desk top, look inside your desk drawers, gaze around your office. Do you have a promotional product with a logo imprinted on it?  How about your pens, your mouse pad, calendars, ruler, or “sticky” notes?  Imprinted products with a logo are everywhere and usually within easy reach. These imprinted products are used to promote a company or organization, their products, services or program.

Promotional products are popular because they are useful, tangible and long lasting. I have a strainer from the 70’s (still in use) just to let you know how long some items hang around.  But the million dollar question is . . .  how effective are imprinted promotional products when it comes to influencing or changing an individuals perception or attitude towards a company or organization and the products or services they offer?

A study was conducted in 2004 by PPAI and the results are enlightening.

The study randomly surveyed over 800 business travelers at the Dallas/Ft.Worth International Airport. Following is some interesting data obtained from those that were surveyed:

•    71 percent reported receiving a promotional product within the last 12 months. Of this same group, over 33 percent actually had the promotional product on them or with them.

•    76 percent of those surveyed could recall the name of the advertiser on the promotional product that they had received in the past 12 months. In comparison, only 53.5 percent of this same group of business travelers could recall or name an advertiser they had seen in a magazine or newspaper in the previous week.

•    52 percent of those surveyed conducted business with the advertiser after receiving their promotional product. Of those who had not done business with the advertiser that gave them the product, almost half stated that they were more likely to do business with the company that gave them the product, and 52 percent reported having a more favorable impression of the advertiser after receiving the promotional item.

•    One of the key advantages of using promotional products, as proven in this study, is the frequency of exposure. The more the item is used and the logo message is exposed to the user, the lower the cost per impression for the advertiser.  And as we all know repetition is key – the more they see your message the quicker they will recall your business or product when the need arises.

Promotional products are an immensely cost effective way for companies to engage new and existing customers. If you have previously used promotional products as a marketing tool none of the above comes as a surprise to you.  You are already aware of the incredible brand recognition and recall power they have.  If you haven’t used promotional products as a marketing tool for your company or organization now might be the time to consider using this highly effective tool for your marketing.

To obtain the most bang for your buck with promotional items be sure and strategise.  Know your target audience and gear your imprinted promotional item to something that will benefit or be of use to them.

I’d love for you to weigh in on the promotional items that you have used and how they worked for you.  Please let me know your thoughts.


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  • Tags: advertising, calendar, Marketing, mouse pad, pens, Promotional Products, sticky notes
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