Promotional Products Support Brand Recall
The Promotional Products Association International (PPAI) Ad recall study was first conducted in 1992 with the goal of understanding how promotional products are used to support PPAI’s members in their business growth efforts. The study was repeated again in 1999, 2004, and 2012. The results from the latter installment of this research are reported here.
Seven in 10 consumers recalled receiving at least one promotional product in the past 12 months. A similar finding was observed in previous studies. Among those who recalled receiving promotional products, 70% recalled receiving two or more items.
Recall of the advertiser and message behind the first promotional item recalled are very high. While 88% recalled the advertiser from a promotional product received in the past 12 months, 71% recalled advertisers on a newspaper or magazine read a week before, which speaks to the power of promotional products to support brand recall.
Financial services, retailers, apparel brands and electronics manufacturers are the most commonly recalled advertisers of promotional products. The most often recalled promotional product categories include:
- Wearables (41%): Including Shirts (22%), Caps/Headwear (11%), Outerwear(6%) Other Wearables (2%)
- Writing Instruments (35%)
- Drinkware (19%)
- Promotional products have a high reach and potential for top-of-mind recall and are an excellent medium to increase and sustain brand awareness.
- Unaided brand recall is a brand strength indicator as it depends on strength and organization of memories and their accessibility. It is affected by:
– Interference of other product information
– Time since last exposure
– The number and type of external retrieval cues
- Promotional products can be used to minimize time gaps in exposure occasions and provide external cues to help brand recall. They should be provided on a regular basis, have a clear connection to the brand, and should be relevant to the consumer.