INDUSTRY NEWS Give-aways ‘boost business’ Latest research by the bpma shows that customers do go on to buy from companies that give them promotional gifts. B
usiness people across the UK have been questioned about what they do with and what they like about different
promotional gifts as part of a major survey by the bpma (British Promotional Merchandise Association).
One of the most significant results of this second comprehensive national survey carried out by an independent research company was that, as a way to remind us about a company, promotional merchandise works.
Some 94 per cent of us remember the advertiser who gave it to us or the product advertised after we have had the item for six months and nearly two-fifths (39 per cent) of us are more likely to use a business that has given us a promotional product, when the need for the advertised product or service arises, rather than a similar business that has not given us anything.
Nearly half (46 per cent) of people questioned said that they like receiving free products that have an advertising message, and 98 per cent think that promotional products are not a waste of money. Half (50 per cent) said that they would like to receive such items more often.
Neal Beagles, chairman of the bpma comments: “Promotional gifts clearly are a powerful marketing tool. Indeed, two thirds of us said we like to hang on to our gifts for more than six months and 44 per cent for over one year. And, of course, one important element that promotional merchandise has in its favour is that we like a free gift!”
He continues: “These results show that promotional gifts are liked by people in
watches (26 per cent), luggage (22 per cent), umbrella (20 per cent) and coffee mug (18 per cent) are among those most likely to motivate us to take action or to lead to a more favourable impression of the advertiser or company.
Another key factor that must be taken into account when selecting a product is ʻlikeabilityʼ with 61 per cent of people saying they would take a free gift being given out if they liked it.
NEAL BEAGLES: “Promotional gifts are a powerful marketing tool.”
business, but also that they keep a brand or message front of mind. By exposing customers and prospects to a company logo or message time after time, brand recognition is reinforced and that leads to sales. So promotional merchandise has a direct and unequivocal influence on our decision-making process when we are ready to buy and so has impact on the bottom line.”
The survey findings show clearly that UK business people donʼt like just any product. Usefulness is the key factor in people taking and retaining promotional merchandise. Over half of respondents (54 per cent) said they would go and get a promotional product that was being handed out if the item is useful. This is backed up by a look at the list of what we prefer to receive. Useful items like USB sticks (31 per cent), clocks and
Neal Beagles concludes: “This survey has again confirmed how effective promotional merchandise can be. Not only is it welcomed by recipients, but it demonstrably affects their purchasing behaviour by acting as a reminder of any given company or brand and making them more likely to be chosen over a competitor.”
Key findings: n 94 per cent of us, when given an item of
promotional merchandise, do not forget the advertiser or product advertised even after having the product for over six months. n Two-thirds of us keep promotional products for over six months and 44 per cent keep them for over one year. n Half of us would like to receive promotional products more often. n Nearly half of us like receiving free promotional products that have an advertising message. n Nearly 98 per cent of us think that promotional merchandise is not a waste of money. n Usefulness is a key driver with over half of us saying we would go and get a useful item if it was being handed out. n Over half of us have three or more promotional products on our desk or in our office.
Strata Designs will be lighting the way for 2013 L
ED lit promotional products are the latest offering from Strata Designs, best known for their manufacture of high visibility retro reflective promotional products.
New for 2013 is a range of flashing LED wrist and ankle bands, key fobs, luggage tags and zip pulls that can all be branded with a logo and promotional message in full colour print, or any customised, bespoke products can be manufactured to order. These products are well made from high quality components. A perfect solution for road safety campaigns, travel and transport promotions and anywhere where a promotional message needs to stand out in any light. n For more information and prices, call David Beer on 0845 680 6013. Email:
info@stratadesigns.com or visit
www.stratadesigns.com
www.printwearandpromotion.co.uk
BRIGHT IDEAS: New LED lit products from Strata Designs.
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