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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!
How Promotional Products can be used as Platform to Launch an Effective Marketing Campaign
Marketing campaigns are intended to boost consumer knowledge regarding the products and services offered by a company. It offers several advantages over other marketing materials utilised by businesses to gain extensive market exposure and relevance. Promo items provide a low cost impression which allows businesses to conserve resources for more important purposes. The prices of basic promo merchandise may range from 2 to 5 dollars.
Although the price is minimal, it provides valuable connections to a wide range of consumers. People regularly using promo items or promo gifts have repeated recall of the company name. This is better than TV, radio, and media ads or commercials that require greater monetary compensations. Traditional market exposure is limited by the airing of the promotional material.
In 2009, a study was conducted by LSU and Glenrich Business Researchers to correlate the purchasing activity of consumers with advertising materials used by companies. Surprisingly, the study showed cheaper options can provide more extensive market exposure. Each marketing item was rated by consumers based on its capacity to alter their impressions positively. The researchers also took note of the response of consumers coming from specific age groups. This was to provide a more specific finding.
- Promotional products scored 15% higher that television, billboard, and newspaper advertisements.
- Consumers ages 18 to 34 found that promotional items are 59% effective.
- Consumers 35 to 50 believed that promotional items are 66% effective.
An approval rating of 59% or more is very substantial. It shows the majority of the consumers involved in the study had a positive impression from the use of promotional merchandise. This proved that increased monetary investments on marketing campaigns are not directly related to the market exposure of the products and services sold.
Improved Chances of the Company to Reach Target Audience through Promotional Products
Unlike most marketing means, promotional products have a more extensive exposure. Since the products can be freely distributed to several consumers in the target market, they can provide a business with a pass along exposure. Based on the 2009 study by LSU and Glenrich Business Researchers, almost 26% of consumers have reported that they have given the promotional item to friends and relatives. This means the consumer who received the promo item had an impression of the company before passing it along.
At least 46% of consumers belonging to the 26% who received second hand advertising have reportedly used the promo merchandise on a regular basis. The resources invested in the promotional item are continually utilised and further enhanced the effectiveness of the marketing campaign. This is one of the best low cost business models that provides extensive market impressions.