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THE FACTS ABOUT PROMOTIONAL MARKETING:
88% of people recall the advertiser on promotional products.
62% recall the message.
85% did business with the advertiser after receiving a promotional product.
83% of people like promotional products.
81% keep them because they are useful.
8 out of 10 people own 1 to 10 promotional products.
53% use promotional products once a week or more.
47% keep promotional products for more than a year.
Recipients of promotional products have a significantly more positive image of a company than those who do not receive promotional products.
A promotional product incentive and eligibility in a sweepstakes drew as many as 500 percent more referrals than an appeal letter alone.
Tradeshows: 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product.
Tradeshows: 76.3% of attendees had a favorable attitude toward the company that gave them the product.
Tradeshows: Including a promotional product with a pre-show mailing or an offer of a promotional product increases the likelihood of an attendee
stopping by a tradeshow booth.
Reach: 71% of respondents randomly surveyed reported receiving a promotional product in the last 12 months.
Reach: 33.7% of this group had the item on their person - a coveted location for advertising.
Recall: 76.1% of participants could recall the name of the advertiser on the promotional product that they received in the past 12 months.
Recall: In comparison only 53.5% of participants could recall the name of an advertiser they had seen in a magazine or newspaper in the previous week
Impressions: 52% of participants in the study did business with the advertiser after receiving the promotional product.
Impressions: 52.1% of participants reported having a more favorable impression of the advertiser since receiving the item.
Frequency: 73% of those who used the promotional product that they had received stated that they used it at least once a week.
Frequency: 45.2% used it at least once a day. Note: The greater the frequency of exposure, the lower the cost per Impression
Repeat Exposure: 55% of participants generally kept their promotional products for more than a year
Repeat Exposure: 22% of participants kept the promotional product that they had received for at least six months.
Retention: 75.4% of those who received a promotional product stated that they thought the item was useful.
Retention: 20.2% kept the promotional product because they thought it was attractive.
Direct Marketing: The inclusion of a Promotional Product to a mail promotion increased the response rate by 50%.
Direct Marketing: The use of Promotional Products as an incentive to respond generated four times as many responses as a sales letter alone.
Direct Marketing: The use of a Promotional Product as an incentive to respond reduced the cost per response by two-thirds.
Repeat Business: Promotional product recipients spent 27% more than coupon recipients and 139% more than welcome letter recipients over an 8- month period.
Repeat Business: Promotional product recipients were also 49% more likely than coupon recipients and 75% more likely than letter recipients to return and patronize the business in each of the eight months studied.
Referrals: Sales people who gave promotional gifts to their customers received 22% more referrals than sales people who did not use promotional products.
Good Will: Customers who received a promotional product scored 52% higher than a letter only.
Conclusion: The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser.
Source: PPAI - PPAI.ORG/Research
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