Study: Promotional Giveaways Still Effective

December 18, 2017

Promotional gifts, such as branded stress balls, pens, and calendars, can still be an effective way to keep your name top of mind with your clients. Surveys show that consumers hold onto these products for several months, often eventually passing them along to others—and spreading the recognition of your brand.

Most people keep promotional products for an average of eight months, according to a 2016 study by the Advertising Specialty Institute. Of course, your clients may hold onto them for a longer or shorter period of time depending on the product. Consumers tend to keep a branded umbrella for 14 months, for example, while they hold onto branded hats only seven months. Further, 63 percent of consumers surveyed say they give their promotional products away when they are finished using them.

The survey also found that those who receive a promotional product are more likely to have a favorable impression of the company that gifted it to them. “Promotional products allow people to see your brand, associate your brand, and recognize your brand,” The Huffington Post writes. “All these things are important as the more people who become aware of your brand, the better results you will see in business and sales.”

Promotional products are as effective today—if not more so—than 10 years ago, says Bret Bonnet, CEO of Quality Logo Products. The industry has seen a five-year growth rate of 15.1 percent in sales. “They’re tangible,” Bonnet says of promotional products. “Consumers have learned to ignore most forms of advertising. The recall rate for promotional products is a record 85 percent for some products. There is something unique about receiving a physical item that you can touch, feel, and actually use that far exceeds the impact of a TV commercial or search ad.”

Source: “Branded Giveaways and Other Promotional Products: Do They Still Have an Impact?” (Dec. 14, 2017)