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PLEASE NOTE: The article below was submitted as part of a recent online competition we ran, inviting our clients and others to share their thoughts and experiences about using promotional products. For that reason the articles are written at a very general level only, and are far from ‘expert’ in any sense! It goes without saying though that if you now could like more detailed help or advice, please do not hesitate to contact us on 1800 519 071, or just send us an email. We would love to be of service to you.. that’s why we are here!
The Effectiveness of Promotional Products in Providing Customer Satisfaction and Generating Referrals from Satisfied Customers
The Advertising Specialties Impressions Study shows that promotional products influence the buying behaviour of end-users. The staying power and number of advertising impressions of promotional items affects primarily the behaviour of customers towards trial purchases, repeat purchases, generating referrals, and leaving company feedback.
In order to reach new customers and increase current customers' sales, promotional items such as customised shirts and custom printed caps are used to sustain a business relationship with customers.
Why Promo Items?
Promo items and promotional gifts are preferred by customers and advertisers due to the following reasons:
- Promotional items are a cost-effective way of reaching target audiences.
- Promotional products can be purchased at a reasonable prices without effecting the delivery of the message and functionality of the promo products.
- Corporate products and promotional merchandise are generate visitors or attendees at corporate conventions, trade shows, stores, and other promotional events.
- Custom branded products and promo items with your brand on it encourage repeat business transactions and referrals.
Promotional Items provide customer satisfaction due to their flexibility, creativity, and usability.
Customers are busy with their own personal and business agendas. That is why most print and media advertisements are ignored by target customers. Traditional advertising has financial, time, and coverage constraints, unlike using promotional products. Promo items can fit in the agendas of customers and provide functionality.
In a study conducted by PPAI Research, 76.2% of customers recall a specific promotional product they have received in the past 2 years (i.e. the brand and its message). Ninety-one percent of the customers had at least 1 promotional piece of merchandise in their kitchen at home. Seventy-four percent of customers had used at least one piece of promo merchandise at their work place. Whereas, fifty-five percent of customers had marketing merchandise in their bedroom closet or storage space.
Nowadays, companies use promotional products to obtain favourable buying behaviour of the customers. More and more customers like, want more and recall promotional products and their message or brand. Impressive recall rate of promo items and promo gifts results to a high number of referrals by happy customers.
How can you generate referrals from customers who receive promotional items or promotional gifts?
Promotional products can also be used with trade show or convention invitations and business referral letters. Major business decision makers need not rely to their sales people to generate new leads for the business. When you ask referrals from existing and loyal customers, they will provide you one or more referrals.
Promotional products incentives are used to speed up the process of seeking referrals and ensure relevant leads. The 2005 customer “referencing” study conducted by Louisiana State University and Glenrich Business Studies show that 500% more referrals are generated from customers when they had receive promo product incentive plus sweepstake draw eligibility along with a request for referral letter compared to handing out request for referral letter alone.
Promo gifts or promo products incentive have more appeal to costumers and they are most likely to provide referrals than promotional products and request for referral letter alone. These referrals become existing customers and more often than not do business with the advertiser.