Why Use Promotional Products?

When asked about the main reasons why merchandise is used in sales and marketing campaigns as opposed to other incentives, 69 per cent stated that it is because it ‘targets customers effectively’, 52 per cent because the ‘brand message lasts longer’ and 46 per cent said because of its ‘ability to create loyalty’. Among the comments from respondents were “It’s an excellent way of getting the clients attention. We can demonstrate the brand attributes we want to get across,” and “for a cascade promotion; if we send items to X they pass them out to their customers who might also sign up. It builds relationships and goodwill.” The survey also asked about the purpose for which promotional merchandise is bought. Nearly three-quarters (73 per cent) stated that it is for use at conferences and events, while 63 per cent for ‘brand awareness and rebranding’. Merchandise is also used for ‘cause awareness’ and ‘product launches and roll-outs’ because ‘promotional merchandise is often highly effective for getting attention and driving sales’. The ways in which promotional merchandise is used is also highlighted by the fact that 69 per cent of respondents stated that items are usually used in product giveaways, while 13 per cent use it as a call to action with nearly one-fifth (19 per cent) always using a strapline on the product. When asked about the top three items which they purchased, over a third (35 per cent) said a pen, 13 per cent pads, notebooks and post-its and 10 per cent listed canvas shopping bags or eco bags.

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