Printworx Blog

The Enduring Effectiveness of Promotional Products

Bruce Dickinson - Friday, October 05, 2012
For more than 200 years, promotional products have integrated their way into daily life, serving not only as useful tools, but as powerful, long-lasting advertising. But how do recipients feel about receiving promotional products? The Promotional Products Association International (PPAI) conducted a study fielded by MarketTools Inc. to answer this question.  

Survey Says…

The study found that, if free promotional products were being handed out by an advertiser at an event, mall or tradeshow:
  • 23% of respondents would pick up the item no matter what it was
  • 69% would pick up a promotional product only if they found it to be useful
Other findings from the study reveal that:
  • 91% of respondents had at least one promotional product in their kitchen
  • 74% had at least one promotional product in their work area
  • 55% had at least one promotional product in their bedroom closet/storage space
  • 48% of respondents reported that they would like to receive promotional products more often
  • 38% felt that promotional products do indeed serve as a constant reminder of the advertiser

Total Recall

One of the most interesting results came when respondents were asked to think of a promotional product they’d received in the past two years and to recall the specific product, the advertiser and the message. A whopping 76.2% of respondents were able to bring to mind all three key pieces of information. Businesses are continually challenged to find new ways to cut through the clutter. According to this PPAI survey, integrating a promotional product into a complete direct marketing campaign is a great way to not only reach your target audiences, but more importantly, to resonate with them.
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