Widely recognised as an essential and effective part of the marketing mix, there are many ways in which promotional products can help drive forward your business.

The prime function of promotional products is to communicate with customers and prospective customers. They are regularly used by organisations as diverse as blue chip public limited companies and government bodies to educational establishments and charities to promote their company, brand or message.

The use of promotional products to support your advertising and direct mail campaigns will likely result in improved response rates; the giving of promotional products to your customers will encourage goodwill, and help generate repeat business as well as customer referrals; internal awards and incentive programmes will help motivate your employees and improve their performance; and giving away promotional products at trade or consumer shows will generate traffic to your booth.

Various studies have been undertaken to evaluate the role of promotional products in today’s highly competitive marketplace. One such study* conducted in November 2006 shows that promotional products are an effective advertising medium and create a more positive outlook towards an advert and the brand. The survey questioned people aged 18-34 – the most key demographic group from a marketing perspective – and found that using a promotional product as the only advertising medium increased brand interest in 69% of cases and created a favourable impression of a brand in 84% of cases.

Promotional products provide a unique and cost-effective way to enhance customer awareness and influence perception, which in turn will help drive your business.

Advertising Impact Consumer Perception

* Source: An experiment conducted exclusively for the Promotional Products Association International (PPAI) by university researchers at Louisiana State University and the University of Texas at San Antonio.