marketers know that company promotional items are the most effective marketing strategy. Proven to generate a better ROI than any
other medium. Here are the results of
major survey of 1000 business-people conducted by the BPMA in 2013.
Recall - 40% of people said they could instantly remember an advertiser who sent them a promo item, compared with 35% recognition for TV ads, 10% print, 9% online, and 5% direct mail.
Likeability - 64% said business gifts made them feel appreciated, 11% TV, 9% print, 8% online, 8% mail.
Annoyingness - 73% of people agreed that banner ads are the most annoying form of advertising, 54% voted mail, 32% TV, and 13% magazine ads. But only 5% said the same of promotional items.
Motivation - 50.7% agreed that company promotional items motivated them to act, 19% TV, 11% internet, 10% newspapers/magazines.
There was only one category where TV marginally
won out - when asked which media they were more likely to remember because they
saw it frequently, 39% of people said TV, 35% promotional gifts.
How to choose promotional items for your company
Not only are company promotional items more successful - they are one of the most cost-effective marketing tools, with a far lower cost per impression than other media. All you need to do is pick the right product to generate the best results.
so much choice out there, from shoe-shine kits to sugar free mints it makes
sense to do your research before you commit. Here are 6 factors to take into account:
The first thing you need to do is crunch the
numbers. What is your budget? How many items do you need? This will give you an idea of price per item,
before you take other factors into account. Contrary to what you may think, higher priced, more sophisticated gifts
do not always generate the best response. Many studies have shown that people like items that are most useful to
them. For example, a simple good quality
ball pen may be better than a higher-priced novelty highlighter.
2. Power sellers
There are certain company promotional items, we know
people like best, use more, and keep longer. The top 7 favourites, proven to perform are mugs, pens, calendars, USB
sticks, electrical items, umbrellas, and clocks/watches. Not surprisingly, higher value items are most
likely to compel people to take action. Yet mugs and pens are kept longer and cost less, so often generate a
3. Target market
The golden rule of gift buying is to think about what the
recipient would most want. Who will
receive your company’s promotional item? It may help you to develop a marketing persona describing a typical
client or customer. Describe their age,
gender, status, wants and needs. Then
simply ask yourself what would this person most like, or find most useful. In the case of business-people 45% of people
chose USB sticks in one study. However, for
a non-computer savvy target market - this would be inappropriate.
4. Business related
The company promotional items are not always generic
gifts like key rings or umbrellas, they are those which are related to your
business. This aids recall because
people associate the item with the company. If you are a travel organisation, luggage tags are perfect. For a hair or beauty chain personal care
items work best. Bars and restaurants
choose glass ware; camera/photo retail a glossy calendar or SD card reader; creative
agencies go for something innovative etc.
5. Brand qualities
Ask yourself what the item says about your brand. Shopping bags are practical, eco-friendly
items are responsible, novelty gifts are fun, and diaries are conventional. Do the same when selecting the style of your
company’s promotional item. Stylish and
sophisticated, elegant and refined, bold and bright, sleek and modern, or classic
What do you want to say? If you wish to include marketing slogans think about the surface area
you’ll have to work with. How will your
logo look? If you have a complex logo,
it may not look so good when shrunk to fit on a pen. Do you need full colour? Consider whether you’ll need multiple colours
as this will increase the price.
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