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The Enduring Effectiveness of Promotional Products

The Enduring Effectiveness of Promotional Products

in Trends in the Marketplace

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? What purpose do they think such items serve? What actions do they take? These are questions every advertiser should know and understand, as the answers can have a significant impact on their ROI. In an effort to answer some of these questions, the Promotional Products Association International (PPAI) conducted a study fielded by MarketTools Inc. When respondents were asked to think of a promotional product they’d received in the past two years and to recall the specific product, advertiser and message, a whopping 76.2% were able to remember all three key pieces of information. The study also 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, and 69% would pick it up only if they found it to be useful. Additionally, 48% of respondents reported that they would like to receive promotional products more often, and 38% felt that they do indeed serve as a constant reminder of the advertiser. Businesses are continually challenged to find new ways to cut through the clutter. According to this PPAI survey, promotional products are a great way to not only reach your target audiences, but more importantly, to resonate with them.

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