Take a look around you right now;
look at your desk or inside your desk drawers. It is very likely that you
will see a useful product with a logo imprinted on it. Then, look at your
pen, your mouse pad, or even the dispenser for your “sticky” notes. Products
imprinted with logos are everywhere and usually within easy reach. These
imprinted products are used to promote a product, a service or company
program. Promotional products have become very popular in recent years
for many reasons. They are flexible, tangible and long lasting just to
name a few reasons. But do you wonder how effective these products really
are when it comes to influencing or changing one’s perception or behavior
towards an organization and its products or services?
To answer these questions,
Promotional Products Association International (P.P.A.I.) conducted a research
study a couple years ago and the results are quite surprising! In this study,
over 800 business travelers were randomly surveyed at Dallas/Fort Worth
International Airport. Of those surveyed, at least 71% reported receiving a
promotional product within the past 12 months. Of this group, over 33%
actually had the promotional product on them or with them.
This study proved that
promotional products can be one of the most effective tools for recall.
Of those who responded to receiving a promotional product in the past 12
months, 76% of these participants could recall the name of the
advertiser on the promotional product they received. In
comparison to traditional print advertising, only 53.5% of this same group
could recall or name an advertiser they had seen in a magazine or newspaper in
the previous week.
Another fact confirmed in
this study is successful lasting impressions. In this same study, 52%
of the participants conducted business with the advertiser after receiving the
promotional product. Of those who had not done business with the
advertiser that gave them the product, almost half stated that they were more
likely to do business with the company that gave them the product, and 52%
reported having a more favorable impression of the advertiser after receiving
the item.
One of the key advantages
of using promotional products, as proven in this study, is the frequency of
exposure. The more the item is used and the logo message is exposed to
the user, the lower the cost per impression for the advertiser. In the study of
business travelers, 73% of those who had a promotional product stated that they
used it at least once a week, and 45% claimed that they used a promotional
product as least once a day. And, over half of the participants kept
their promotional products for more than a year.