Promotional Products Have Positive Impact on Consumer Attitude
PPAI Research Study conducted in 2012 indicated:
Relationship with Advertiser & Business Impact
- Nearly six in 10 consumers received promotional products from a business establishment or at trade shows, conferences or conventions.
- Consumers were well aware of the advertisers’ intentions: to advertise or promote a product, a business or a cause (55%). Promotional products are also given away to thank consumers for their business (16%) or to directly drive sales as purchase incentives (10%).
- Most consumers (88%) were familiar with the advertiser before receiving promotional items. Advertisers were able to cause the most favorable impression among consumers who were familiar with them. However, regardless of awareness, promotional products had a positive impact on impressions about the advertisers.
- Before receiving the promotional products, about half of the consumers had done business with the advertiser (55%). After receiving the promotional products, 85% did business with the advertiser.
- Advertisers were also able to increase their business even among those who hadn’t done any business with them before (11%).
- It is undeniable that promotional products have a positive impact on attitudes and behavior. The use of promotional products has a strong correlation with both customer acquisition and retention. Advertisers should use this medium in a strategic way to foment loyalty, create awareness and increase new trials.
- Advertisers and promotional products distributors should monitor cultural and socioeconomic trends to be able to anticipate which items could be more appealing, useful and easily integrated in consumers’ daily lives. Such items would create and support favorable impressions about the advertisers and provide cues for brand recall when purchasing decisions are made.