As a brand, you rely on advertising vehicles to communicate with your target audience: paid search, SEO, social media, print ads, television and more.

Regardless of the vehicle, your goal is likely to influence decisions and drive consumers through your conversion funnel.

This data is easy to track on the digital side. Most platforms can tell you how many impressions your brand received across a very specific reach. Maybe they can even report back on clicks to your website or online conversions. All great information, right?

The Promotional Products Association International recently completed a survey to better understand some of these stats as it relates back to promotional items. In their words, “The study employed five key performance metrics to evaluate the role of promotional products as an advertising channel. These metrics were designed to capture quantifiable results throughout the consumer path to purchase.

The result: “Promotional products are built to leverage the greatest reach, drive recall and fiercely resonate to engage the best reaction among consumers, relative to any other advertising channel.”

We broke down the results of study based on the five key metrics: reach, recall, resonance, reaction and relativity.

Reach

  • 89% of consumers have received a promotional product in the last six months.

Recall

  • After receiving a promotional item:
    • 9 in 10 recall the branding
    • 8 in 10 recall the messaging
    • 7 in 10 recall the call to action

Resonance

  • 82% of people had a more favorable impression of a brand after receiving a promotional item.

Reaction

  • 8 in 10 consumers researched the brand after receiving a promotional item.
  • 83% are more likely to do business with the brand after receiving a promotional item.

Relativity

  • Promotional products were ranked the #1 most effective form of advertising across all generations!
  • Promotional items outranked broadcast TV, print, mobile and digital marketing.

Also noted in this study? The top three reasons people keep promotional products are because they are fun, functional and trendy. (So make sure your promotional items fit in one of these categories!) And lastly, 81% of respondents kept a promotional item for more than one year.

Ready to integrate promotional items into your marketing plan? Contact us today to get started!