Promotional Products Gain in Favour

According to a recent survey, marketers are spending more on promotional products to maintain customer loyalty and attract new business.

The study, conducted on behalf of the British Promotional Merchandise Association (BPMA) reveals that nearly half of senior marketers have increased spend on promotional merchandise since the last financial year, while 83% of senior marketers plan to increase or maintain spend on promotional merchandise over the next 12 months.

Marketers say they prefer promotional merchandise because it targets customers effectively, ensures brand messages last longer and creates loyalty. Nearly three-quarters (73%) of buyers use merchandise at promotional events, and nearly two-thirds (63%) of buyers use it for brand awareness and re-branding.

Two-thirds of the survey respondents (66%) buy promotional products at least every three months.

“The results of the study verify what we at GoPromotional, the leading supplier of promotional products, have known all along–that promotional products outperform other types of marketing media because of their effective targeting, longevity and created loyalty,” said Gareth Parkin, managing director of GoPromotional.com.

Interviews were carried out by an independent research company with marketers from a range of sectors including finance, IT, retail, professional services, insurance, charity and education, with 92% of respondents being between 25 and 44 years of age.

Increasing Promo Spend

The BPMA says that one of the most significant findings of the survey is that spend on promotional merchandise in 2012 is increasing or remaining constant, with 49% of respondents stating that their spend on promotional products has increased since the last financial year. In addition, 33% plan to increase spend from this year to next.

Asked about the main reasons why merchandise is used in sales and marketing campaigns as opposed to other incentives, 69% stated that it is because it ‘targets customers effectively’, 52% because the ‘brand message lasts longer’ and 46% said because of its ‘ability to create brand loyalty’.

The survey also asked about the purpose for which promotional merchandise is bought. Nearly three-quarters (73%) stated that it is for use at conferences and events, while 63% said for ‘brand awareness and rebranding’. Merchandise is also used for ‘cause awareness’ and ‘product launches and roll-outs.’

More than two-thirds (69%) of respondents stated that items are usually used in product giveaways, while 13% use it as a call to action; nearly one-fifth (19%) always use a strapline on the product.

The top three promotional items purchased are pens (35%), followed by pads, notebooks and Post-Its (13%) and canvas shopping bags or eco bags (10%).