Why Do People Use Promotional Items?
A couple weeks ago, we talked about the incredible and interesting findings of the BPMA research on promotional products. Today, we are going to analyze and dissect a portion of those findings, specifically on why people use promotional items, what are the thoughts behind the purchasing decisions, and which promotional products are most popular.
Marketing managers were part of this survey and it gives us some great insight and perspective into how promotional merchandise blends into the marketing mix and strategy of companies today. When asked about the main reasons why promotional merchandise is used in sales and marketing campaigns as opposed to other strategies or incentives, 69%of respondents said that it is because it ‘targets customers effectively’, 52% stated that it is because the ‘brand message lasts longer’ and 46% said because of its ‘ability to create loyalty’. Respondents also commented that “It’s an excellent way of getting the clients attention. We can demonstrate the brand attributes we want to get across,” and “For a cascade promotion, if we send items to X they pass them out to their customers who might also sign up. It builds relationships and goodwill.”
When asked what the purpose was for which promotional merchandise is bought, almost three-quarters said that the promotional materials are for use at conferences and events. “Brand awareness and rebranding was the reason behind 63% of the purchases; and promotional gifts are used for ‘cause awareness’ and ‘product launches and roll-outs’ because ‘promotional merchandise is often highly effective for getting attention and driving sales.”
The ways in which promotional merchandise is used is also highlighted by the fact that 69% of respondents stated that items are usually used in product giveaways, while 13% use it as a call to action with nearly one-fifth (19%) always using a strapline on the product.
If you require further information or have any specific questions, don’t hesitate to give a member of our experienced team a call on 0800 0148 970 or simply email us today.
