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The Influence of Promotional Products
on Consumer Behavior

A new PPAI* study done in November 2012 shows that promotional products have a high reach and potential for top-of-mind recall and are an excellent medium to increase and sustain brand awareness. These products are often present and used in consumers’ daily lives. If you've wondered whether buying promotional products is worth it, then check out the key findings of this study below.

Recall of Promotional Products
• Seven in 10 consumers recalled receiving at least one promotional product in the past 12 months.
• 88% recalled the advertiser from a product received in the past 12 months.
• The most often recalled promotional product categories include:
          • Wearables (41%): Including Shirts (22%), Caps/Headwear (11%),           Outerwear(6%) Other Wearables (2%)
          • Writing Instruments (35%)
          • Drinkware (19%)

Usage of Promotional Products
• Eight in 10 consumers own between one and 10 promotional products, six in 10 keep them for up to two years, and about half (53%) use a promo item at least once a week or more often
• The main reason for keeping a promotional product is usefulness. Ranking higher in usefulness are Computer Products (100%), Health & Safety Products (100%), and Writing Instruments (91%)
• When it comes to frequency of use, Calendars/Planners (85%), Computer Products (85%) and Electronic Devices & Accessories (82%), take the top 3 spots
• Most promotional products are kept at home (54%) or on the person (24%). Only one in 5 trashes non-wanted promotional products.

Relationship with Advertiser & Business Impact
• Nearly six in 10 consumers received promotional products from a business establishment or at trade shows, conferences or conventions.
• Most consumers (88%) were familiar with the advertiser before receiving promotional items. Advertisers were able to cause the most favorable impression among consumers who were familiar with them. However, regardless of awareness, promotional products had a positive impact on impressions about the advertisers.
• Before receiving the promotional products, about half of the consumers had done business with the advertiser (55%). After receiving the promotional products, 85% did business with the advertiser.
• Advertisers were also able to increase their business even among those who hadn’t done any business with them before (11%).

The Result
By providing useful promotional products that can be integrated in consumers’ lives in an organic way, advertisers can increase their reach and potential for creating and maintaining brand awareness. Promotional products should be thought of as “gifts for family and friends” to extend their relevancy beyond target users to facilitate passing them to others and thus increasing their reach. And when deciding on what products to use, choose the top categories above should allow you to receive the most bang for your buck.
*Source: © 2012 Promotional Products Association International. All rights reserved.

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"The shirts came in and they look perfect! Thank you for your help getting these in so quickly and please tell Lisa thank you for her help as well!"

"Received the note pads with the sticky notes and flags today. Look really great! Thanks for coming through for us and finding something within our price range on such short notice."

Yes, David did receive his shirts!!! Thank you so much! They look awesome!! You guys are way better than [another distributor]!!! & tell Steve I said so!”

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74% of people have a promotional product in their workspace.


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