Promotional Products Work! Fact Sheet

  • Recipients of promotional products have a significantly more positive image of a company than those who do not receive promotional products.
  • A promotional product incentive and eligibility in a sweepstakes drew as many as 500 percent more referrals than an appeal letter alone.
  • Tradeshows: 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product.
  • Tradeshows: 76.3% of attendees had a favorable attitude toward the company that gave them the product.
  • Tradeshows: Including a promotional product with a pre-show mailing or an offer of a promotional product increases the likelihood of an attendee stopping by a tradeshow booth.
  • Reach: 71% of respondents randomly surveyed reported receiving a promotional product in the last 12 months.
  • Reach: 33.7% of this group had the item on their person – a coveted location for advertising.
  • Recall: 76.1% of participants could recall the name of the advertiser on the promotional product that they received in the past 12 months.
  • Recall: In comparison only 53.5% of participants could recall the name of an advertiser they had seen in a magazine or newspaper in the previous week.
  • Impressions: 52% of participants in the study did business with the advertiser after receiving the promotional product.
  • Impressions: 52.1% of participants reported having a more favorable impression of the advertiser since receiving the item.
  • Frequency: 73% of those who used the promotional product that they had received stated that they used it at least once a week.
  • Frequency: 45.2% used it at least once a day. 2 Note: The greater the frequency of exposure, the lower the cost per Impression

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  • Repeat Exposure: 55% of participants generally kept their promotional products for more than a year. Repeat Exposure: 22% of participants kept the promotional product that they had received for at least six months.
  • Retention: 75.4% of those who received a promotional product stated that they thought the item was useful.
  • Retention: 20.2% kept the promotional product because they thought it was attractive.
  • Direct Marketing: The inclusion of a Promotional Product to a mail promotion increased the response rate by 50%.
  • Direct Marketing: The use of Promotional Products as an incentive to respond generated four times as many responses as a sales letter alone.
  • Direct Marketing: The use of a Promotional Product as an incentive to respond reduced the cost per response by two-thirds.
  • Repeat Business: Promotional product recipients spent 27% more than coupon recipients and 139% more than welcome letter recipients over an 8-month period.
  • Repeat Business: Promotional product recipients were also 49% more likely than coupon recipients and 75% more likely than letter recipients to return and patronize the business in each of the eight months studied.
  • Referrals: Sales people who gave promotional gifts to their customers received 22% more referrals than sales people who did not use promotional products.
  • Good Will: Customers who received a promotional product scored 52% higher than a letter only. Conclusion: The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser.