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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!
Use Promotional Products with Other Marketing Tools to Promote Business Synergy
Promotional products provide businesses with considerable market recognition despite the low cost per impression. It is considered as one of the most cost effective means to attain consumer attention. When coupled with other marketing tools, promotional products can further enhance market impression leading to increased sales and income.
Promotional Product Research Set-Up
In 2006, researchers from Louisiana State University and the University of Texas conducted an investigation regarding the use of promotional items to reinforce TV and print ad commercials and advertisements. The study took place in a pizza parlour where a group of 213 college students were interviewed. The promotional item used was a small customised refrigerator magnet. The study was used to determine the marketing tool that had the most impression on the college students who ordered pizza.
How many college students ordered and the marketing tools that made the most impression:
- TV and Print Ads – 35 students
- Promotional Products - 42 students
- TV and Promotional Products – 44 students
- Print Ads and Promotional Products – 50 students
- TV Ads, Print Ads and Promotional Products – 42 students
- The sales achieved on promotional products alone were greater than the TV and print ads.
- When the promotional products were combined with either the TV or Print ads, sales increased by a considerable margin.
Promotional products had a very significant impression on consumers. Even though the students were able to view the TV and print ads, it did not generate enough consumer recognition. The consumers holding promotional merchandise or promotional gifts had a better recall of the company name and logo. Company recognition was greatly increased through the promotional merchandise. Consumers with a promo item who had seen the print ad produced the greatest marketing returns. Synergy between marketing tools would increase income by a large margin.
How does the Quality of Promotional Products affect Leads?
The quality of a promotional product is directly proportional to the market impression attained by the business. Consumer recognition increases based on the quality of the promo items given.The following is a real life example.
In 2004, researchers from Georgia Southern University investigated the response of consumers based on the quality of promotional products provided. The study was conducted in a Maryland. The subjects included 797 people who pre-registered for the event.
The 797 subjects were divided into three equal groups. Each person belonging to a certain group was sent with a specific letter. People on group A received a letter of invitation to visit a certain booth. People belonging to group B received a letter of invitation and a stub for a free refrigerator magnet. People belonging to group C received a letter of invitation and a stub to claim a free T-shirt.
Quality Promotional Item Data Results
- 41% of consumers who visited the booth were the ones who were offered a free promo T-shirt
- 36% of consumers who visited the booth were the ones who were offered a customised refrigerator magnet
- 23% of people who visited the booth received only an invitation
High quality promotional items will help a business gain considerable market attention due to positive brand exposure. It will generate goodwill towards consumers, and lead to greater consumer loyalty.