Promotional products marketing is used for a variety of purposes. Thanking customers for patronage; introducing new products, services or facilities; reinforcing established products or services; generating sales leads -- these are just a few of the marketing applications. Promotional products can be used internally by organizations to motivate salespeople and other employees or to recruit new employees or members. These objectives are achieved through either simple distribution of the products or through comprehensive promotions developed by creative promotional products distributors.
Here are the specific applications of promotional products marketing:
Expanding Advertising Exposure
Creating Awareness
Boosting Direct Mail Response
Building Customer Loyalty
Improving Employee Performance
Building Show Traffic
Expanding Advertising Exposure
Recipients of ad specialties remember the advertiser's name. A study by Schreiber & Associated (Peoria, IL) showed that nearly four out of 10 (39 percent) persons receiving specialties could recall the name of the advertiser as long as six months after they received the specialty.
For a brochure outlining this study in detail click here.
Creating Awareness
Promotional products are hard to beat for creating awareness among a selective audience. In a study on attendee awareness of product demonstrations staged in three university communities, a Southern Methodist University study found selective distribution of ad specialties outpulled school newspaper advertising by a 2-to-1 ratio.
For a brochure outlining this study in detail click here.
Boosting Direct Mail Response
Typical direct mail response rates run less than 2 percent and a large population (48 percent according to some studies) of business recipients toss their unsolicited mail without bothering to open it. Dimensionals, sometimes called "impact mail," may be the answer. Promotional products such as imprinted ad specialties, packaged to invoke curiosity as well as to protect against damage, will increase response rates by as much as 75 percent. According to a Baylor University study.
For a brochure outlining this study in detail click here.
Building Customer Loyalty
In building customer loyalty in terms of reducing time between orders and repeat orders, promotional products are likely to outperform coupons or no promotion at all by as much as 12.9 percent. In terms of order frequency, by as much as 16.2 percent. According to a Southern Methodist University study.
For a brochure outlining this study in detail click here.
Improving Employee Performance
A Baylor University study of month-long sales contests in retail establishments indicates that contests reinforced by periodic distribution of ad specialties were cost-effective and outperformed non-stimulated contests by as much as 50 percent.
For a brochure outlining this study in detail click here.
Building Show Traffic
Pre-show promotional gifts can produce close tothree times greater traffic to an exhibit than a pre-show invitation without a gift. Promotional products can increase the preference for an exhibitor's products. Three product exposures can produce a 70 percent increase in preference compared to a promotion not using the products.
For a brochure outlining this study in detail click here.
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