Promotional Products Recall Study

Promotional Products Research StudyPromotional items personalized with your business logo and contact information are staples among many business owners. Those businesses that use promotional giveaways as part of their marketing effort understand the importance of these items. However, there are some business owners, particularly small business owners, who see the purchase of promotional products as an expense. If done properly, they should be an investment and NOT an expense.

Below is a study performed by the Promotional Products Association International (PPAI) in which they interviewed about 700 travelers at LaGuardia Airport in New York. The findings were as expected: 7 in 10 travelers could recall receiving at least one promotional item over the past 12 months and even more impressive, 88 percent of those people could recall the advertiser that gave the item to them. Additionally, 82% of those who received a promo within the past year said they typically keep promotional products for more than 1 year.

These findings show the tremendous power of promotional items and how they can help brand your business. It’s really no secret why businesses in the U.S. spend over $17 Billion each year on promotional products.

Here’s a summary of the results of the aformentioned study by PPAI:

Consumer Recall
88% recalled the advertiser’s name
62% recalled the advertiser’s message
In comparison, 71 percent of respondents who read a newspaper or magazine a week before could recall an advertiser’s name.

Top Products For Consumer Recall
Wearables 41% (Shirts 22%, Caps/Headwear 11%, Outerwear 6%, Other Wearables 2%)
Writing Instruments 35%
Drinkware 19%
Sporting Goods/Leisure Products/Travel Accessories 15%
Personal/Pocket-Purse Products 13%
Bags 13%
Recognition Awards/Jewelry/Clocks/Watches/Key Chains 12%
Housewares/Tools 11%
Food Gifts 7%
Electronic Devices & Accessories 6%
Calendars/Planners 5%
Computer Products 5%
Health & Safety Products 5%
Buttons/Badges/Ribbons/Stickers/Magnets 2%
Other 10%
*Respondents were asked to recall up to four promotional products received in the past 12 months.

Number Of Promotional Products Owned
Key finding: 82% own one to 10 promotional products
1-5 58%
6-10 24%
11-15 8%
16-20 4%
More than 20 6%

Why Are Products Kept?
Usefulness 81%
Attractiveness 14%
Reference/contact information 12%
Quality, valuable item, collectible 5%
Sentimental value 2%
Other 3%

Most Useful Product Categories
Computer products 100%
Health & Safety Products 100%
Writing Instruments 91%

Most Attractive Product Categories
Sporting Goods/Leisure Products/Travel Accessories 24%
Housewares/Tools 21%
Wearables 19%

Best Products For Contact Information
Buttons/Badges/Ribbons/Stickers/Magnets 33%
Electronic Devices and Accessories 29%
Computer Products 23%

Frequency Of Use
Key finding: 53% use promotional products once a week or more often
Several times a day 7%
At least once a day 17%
At least once a week 29%
At least once a month 24%
At least once in six months or once in the past 10%
Never 13%

Top Products For Frequent Use
Calendars/Planners 85%
Computer Products 85%
Electronic Devices And Accessories 82%

Promotional Products Are Keepers
Key finding: 47% keep promotional products for more than a year
For about a month 23%
For about six months 16%
For 7-12 months 13%
For more than one year 29%
At least two years 18%

Pass-Along Exposure
Key finding: 36

Perceptions About The Advertiser
Key findings: 88% were familiar with the advertiser before receiving a promotional item and 59% had a more favorable impression of the advertiser after receiving a promotional item.

55% Had done business with the advertiser before receiving the item
Of these, 85% have done business with the advertiser after receiving the item
45% Had not done business with the advertiser before receiving the item
Of these, 11% have done business with the advertiser after receiving the item

Who Took Our Survey?
Key findings: One in five respondents who were employed had a managerial position. The most common business sectors represented were marketing/advertising/PR (23%); financial sector (9%) and medical/healthcare (9%).

Gender
Women 43%
Men 57%

Age
21-35 42%
36-50 33%
51-65 19%
Over 65 7%

Reference: http://pubs.ppai.org/2013/03/top-of-mind-recall/

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