Built for Life — Advertising That Lives On
Consumers like promotional products. Consumers keep promotional products. Consumers have spoken and they praise promotional products as the leading advertising vehicle for brands. Those are some of the key messages coming out of Promotional Products Association International (PPAI)’s latest groundbreaking study of consumers, conducted late last year, and fielded through Survey Sampling International with more than 1,000 consumers participating.
In 2015, promotional products shared almost seven percent of the advertising market in the U.S. alone, at $21 billion; however, the medium is ranked highest by consumers across all generations as the most effective advertising vehicle. These findings also reinforced the results of previous consumer surveys by pointing out that promotional products innately possess the qualities consumers value, and are built to succeed across the board in reach, recall, resonance and reaction performance metrics.
Key Study Highlights
- Eighty-nine percent of consumers surveyed had received a promotional product in the past six months, which indicates an upward trend over previous years when a consumer study was conducted: 2012, 73 percent; 2004, 71 percent; 1999, 72 percent; 1992, 62 percent.
- Promotional products have the highest advertising reach above any other form of advertising providing exposure each day. In fact, five in 10 consumers polled stated they come in contact with promotional products most of the time or at all times per day.
- Nearly nine in 10 recipients are able to remember the branding and eight in 10 can recall messaging from at least one promotional product they received.
- Eight in 10 consumers revealed that their impression of a brand positively changed directly as a result of receiving a promotional product from the brand.
- Roughly eight in 10 admit to looking up the brand after receiving a promotional product and 83 percent said they are more likely to do business with brands from which they’ve received promotional products than with brands they have not.
- When asked to rate which advertising vehicles provide consumers with an incentive to take action, promotional products were regarded as most effective by all generations.
The power of promotional products cannot be underestimated as it drives an undisputed level of brand exposure. Promotional products not only reach their target audience, but they also provide opportunities to reinforce branding and messaging with increased frequency across multiple measurement platforms.
Frequency Of Exposure
The majority of consumers are exposed to promotional products most of the time each day; however, one third of Millennials said they are in contact with a promotional product at all times.
Length Of Exposure
The longer a promotional product is kept, the more impressions it makes on the recipient and anyone else who is exposed to the recipient using the product. The majority of consumers keep a promotional product between one and five years. Women may keep a promotional product up to 10 years, whereas men may keep a promotional product for 11 or more years.
Range Of Exposure
Eight in 10 consumers choose to pass along a promotional product if they don’t keep it for themselves, which ultimately furthers the brand’s reach. On average, five in 10 will pass on a promotional product to someone else. Roughly four in 10 will pass promotional products on when they are finished using them.
Why not contact APTCO right now to see how you can make promotional products an even bigger part of your marketing mix?