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The British Promotional Merchandise Association, the leading trade association in the UK Promotional Merchandise industry, have been conducting research about perceptions of those receiving branded gifts and the results are fascinating! Every marketing manager must read this!
The first ever in-depth independent national survey into the power of promotional merchandise in the UK questions businessmen and women about their behavioural trends and preferences for different promotional gifts.
One of the most significant findings of the survey is that promotional merchandise can deliver a higher ROI than radio and outdoor advertising and a ROI that is equal to TV and print advertising. The cost per impression for a mug is £0.001, a mid-range pen £0.001, a calendar £0.004, a USB stick £0.005 and an umbrella £0.003. With an average cost per impression of £0.003, these figures compare extremely favourably with the cost per impression of other media with TV coming in at £0.008, radio at £0.003 and advertising hoardings at £0.003.
Key findings:
• Promotional merchandise can deliver a higher or equal ROI than most forms of advertising
• 66% of respondents said they could remember the brand on the promotional product they received during the last year
• 79% said they were likely to do business with the company in the future
• 8 out of 10 (84 per cent) respondents said that a branded promotional gift increases brand awareness
• Over three quarters (87 per cent) of recipients said they kept a promotional gift for longer than 12 months
• Over half (56 per cent) of respondents said their opinion of the brand/company was more favourable after receiving the promotional product
The survey also found that the USB stick comes top of the list as most useful promotional item, followed by electrical items and writing instruments. And most interesting of all, is how long recipients keep promotional items for particularly if they are useful. Consider how this compares with other advertising messages that are often short lived. So if you are planning campaigns or considering a gift for your clients, think about the value that promotional items can add to this.
Call us for a quote or guidance on how Promotional Merchandise can be effective in your campaign.
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