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Research data round-up: The numbers behind promo
products
Whether the goal is to increase consumer loyalty, warm up business
prospects, or encourage your biggest brand fans' evangelism, a
promotional product campaign can work harder for you than almost any
other type of messaging.
Here's the data organized by campaign goal for you:
•• Long-lasting/repeat exposure:
• 73% of those who used the promotional product that they had received
stated that they used it at least once a week
• 45.2% used it at least once a day
Source: L.J Market Research, DFW Airport Study, 2004
•• An increase of company image
• 52.1% of participants reported having a more favorable impression of
the advertiser since receiving the item.
Source: L.J Market Research, DFW Airport Study, 2004
• 76.3% of attendees had a favorable attitude toward the company that
gave them the product.
Source: Georgia Southern University, 2003.
•• Generation of business
• 52% of participants in the study did business with the advertiser
after receiving the promotional product.
• Of those who had not done business with the advertiser that gave them
the product, almost half stated that they were more likely to do
business with the company that gave them the item.
Source: L.J Market Research, DFW Airport Study, 2004
•• Increase in referrals
• Accompanying a request for referrals, an offer of a promotional
product incentive or an offer of a promotional product incentive and
eligibility in a sweepstakes drew as many as 500% more referrals than an
appeal letter alone.
Source: Louisiana State University and Glenrich Business Study, 2005.
• Customers who received a promotional product were 14% more likely to
provide leads than those who did not.
Source: Baylor University, Mary Kay Study 1993
• Salespeople who handed out promo items received 22% more referrals
than those who did not give out free gifts.
Source: Baylor University, Mary Kay Study 1993
•• Higher recall
• 76.1% of participants could recall the name of the advertiser on the
promotional product that they received in the past 12 months. In
comparison only 53.5% of participants could recall the name of an
advertiser they had seen in a magazine or newspaper in the previous week
Source: L.J. Market Research, DFW Airport study 2004
•• Recall at Tradeshows
• 71.6% of attendees who received a promotional product remembered the
name of the company that gave them the product
Source: Georgia Southern University Study, 2003
•• Greater reach
• 71% of business travelers randomly surveyed at DFW Airport reported
receiving a promotional product in the last 12 months
• 33.7% of this group had the item on their person - a coveted location
for ad messages
• 55% of participants generally kept their promotional products for more
than a year.
• 22% of participants kept the promotional product that they had
received for at least six months.
Source: L.J Market Research, DFW Airport Study, 2004
Next month, How to pick the right promotional product.
If you’d like to talk about promotional products for your clients, please call us at
Richard Tidd
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