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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!
Customised Items & Personalised Products Create Considerable Customer Market Impression and Persuasion
A business's marketing campaign should be capable of generating considerable market impression and increasing leads. By using customised products as one of your business's primary marketing tools, consumers' brand recall and recognition can be favourably increased.
Customised products' effectiveness can be attributed to its ability to elicit a positive consumer experience. A study conducted by APCO Research Services showed the significant impact of using personalised items to promote a company's products and services. The study involved two rival bag manufacturing companies that targeted the same market. The two companies used promotional items as a means to increase their market recognition.
The Promotional Item Study
Company alpha used specified personalised merchandise and gifts to reach consumers belonging to targeted groups that served as significant sources of income. The groups included students, teenagers and travellers. Personalised items for students were promotional school supplies. Personalised items for teenagers were arm bands. Personalised items for travellers were promo bag tags.
Company beta used the same generalised promotional product for all of their consumer groups.
Data derived from the promotional item study:
- 25% more students bought bags from company Alpha than Beta
- 12% more teenagers bought bags from company Alpha than Beta
- 30% more travellers bought bags from company Alpha than Beta
- Company Alpha earned 35% more than company Beta
Although Company beta used a promotional product for its advertising, the impression rate from Company alpha's specific personalised merchadise was much stronger. Personalised products and items have better use, application, and value than generalised promotional products. The proper personalised items will elicit a better consumer reaction. This positive consumer reaction will enhance a company's market impression and will increase the company's sales and profit.
Personalised Items Effect Individual Consumers
Personalised items are a very effective means to create a significant impression to a single individual. Any company can establish a long term relationship with consumers through the use of appropriate personalised merchandise. Personalised items as well as personalised gifts provide consumers with an organic experience which cannot be attained through commercials, advertisements and other traditional marketing tools.
In 1996, a prospective study was done by Dallas Marketing Group with 1000 participants. It showed how personalised promo items can be used to establish an organic relationship with a client. The information collected was used to create personalised items for the subjects. These items contained the company logo of a local department store. After six months, the researchers contacted the subjects to extract information.
The research data shows:
- 80% of consumers regularly used given personalised items
- 15% kept the items with the logo on it stored in a safe place
- 5% of the participants disposed the promo items
Another set of questions were asked among the 80% of consumers who uses the personalised items on a regular basis. Inquiries were made regarding the effect of the promotional items on the purchases made by the consumer.
- 56% recognised the logo and went to the department store
- 24% recognised the logo but did not go to the department store
- 20% did not recognise the logo
Summing up Promo Item Effects
- Brand awareness is greatly increased through the use of personalised items.
- Consumer recall of a company's logo and brand name is made possible through repeated exposure to customised merchandise.
- Personalised promotional merchandise has a greater ROI than general promotional items.
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