According to APPA Australian Promotional Products Association research, in hard economic times Promotional products provide affordable, accountable, measurable advertising. Now more than ever, marketers need to reward and build brand loyalty. It is important to continue to acknowledge and thank clients, employees and suppliers. Marketers spend $1.5 – $2 billion dollars (AUS) a year on promotional products for one reason, they work.
- 52% say their impression of a company is more positive after receiving a promotional product.
- 76% recall the name advertised on the product.
- 55% keep the item for more than one year.
- Nearly 50% of recipients use them daily.
- 52% of people do business with a company after receiving a promotional product
- Spend less, achieve more and remind people about the benefit of doing business with you.
Promotional Products in the Home:
- How many people have at least one promotional product in their kitchens? 91%
- How many have 2 or more in their kitchens? 81%
- In fact, the kitchen is the #1 place people use and keep their promotional products.
- (People spend on average 3-5 hours a day in their kitchens)
Promotional Products in the Office:
- How many people have at least one promotional product in their offices? 74%
- How many have 2 or more in their offices? 59%
- In the work place, more than half of people hold onto their promotional product from 1 to more than 4 years.
Reach & Recall:
- 71% of business travellers surveyed reported receiving a promotional product in a 12 month period.
- 7% of this group had the item on their person.
- 56% of people kept their promotional product for more than one year.
How effective are Promotional Products in staff retention, motivation and brand interest?
- 75% of Human Resource managers surveyed are using promotional products in recognition programs.
- 72% of marketing and HR managers said that promotional products are very effective in motivation and retention of staff.
- 100% of advertisers said that adding a promotional product returned a favourable response to their campaign.
- 69% of advertisers said promotional products increased brand interest and 84% said it created more favourable impressions of the brand itself.
Understanding the medium:
- A product is just a product, until it is linked with a promotion, it then becomes an advertisement.
- The most successful advertising campaigns are the result of a planned strategy.
- Throwing products at your target market without that planning is a waste of your marketing dollars.
- The product is only one component in the whole campaign.
- The creativity used to get a response is the key to increasing profits and promoting brands.
Successful campaigns require:
- Strategic ‘logistical’ and ‘emotional’ roll out
- Action engagement triggers
- Data collection analysis
- Technical logo application knowledge
- Creating the difference between a ‘passive’ and ‘active’ promotion
To read real case studies and to find out how promotional products can reinforce your marketing strategy contact the expert team and valued APPA member, Arid Zone, on 1300 018 050 or at info@aridzone.com.au.
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