The search for what works best in the advertising industry is never ending. But in this foggy scenario, the research report by PPAI (Promotional Products Association International), which is an established firm in the promotional product industry offering products, knowledge and community building services, brings a sigh of relief among the marketers, business community, and the brand leaders.

Products are meant for consumers and the report throws light on consumer studies to dig out what worked effectively to connect the consumers with the products.

 “Consumers ranked PROMOTIONAL PRODUCTS at the TOP among all other advertising vehicles.”

 This definitely is a good news for the brands, marketers, and the promotional product industry.

Below are the key highlights of the study:

#1. Really?

5 in 10 consumers come in contact with promotional products on a daily basis.  

Yes, promotional products have the highest consumer reach. Remember the branded cup of coffee, the personalized water bottle, the keyring with a logo, or the wall clock with a brand name? We are surrounded with brand labels.

#2. Awesome!

9 in 10 remember the brand. Good enough!

Consumer’s memory is sharp and the promotional products are successful in securing their place in consumer’s memory. 9 out of 10 recipients are able to recall the brand name and 8 of them are even able to recall the message of at least one product their received.

#3. Is it so? 

8 in 10 changed their brand perception positively

Yes, 8 out of 10 consumers admit that their perception for a brand changed positively after receiving a promotional product. Perhaps that is why it is said, “for it is in giving that we receive.”

#4. Interesting!

83% show interest in doing a business with the brand

83% of the recipients revealed their interest in doing business with a brand that offered promotional product than others who did not. It’s simply about making yourself present and visible.

#5. Great!

Consumers rank promotional products #1

Consumers across all the age groups ranked promotional products as the #1 mode of advertising which is really effective in driving consumers’ action.

According to PPAI, the results of this research reinforces the previous findings on consumer studies.

It establishes that promotional products, by default, have innate qualities which consumers value and as advertising tool, they qualify the performance metrics of all the successful marketing parameters.

Author : Amit Ghia