As business owners, it seems we are always questioning the value and effectiveness of our marketing efforts. We spend money to get our message out there, but is anybody really listening? And is our investment in marketing generating an appropriate return?
When it comes to memorable marketing, there is little question that the money we spend on promotional logo items pays off. And that investment has a long shelf life. It keeps on working long after other forms of marketing have lost their zing.
Would it surprise you to know that most participants in a recent survey remember the name of the company on a promotional item they received and said they kept the item for more than a year?
Some of the key findings from a study by the British Promotional Marketing Association offer strong support for the value of promotional products as part of your marketing mix. The research included surveying close to 15,000 people who had received a promotional product for free within the previous year.
· 66% of participants claimed they could recall the brand on the promotional product received with the past 12 months.
· The ROI on promotional products delivered a better return on investment than radio and outdoor advertising, and is equal to TV and print.
· 79% would be likely to do business with the company again.
· Most participants (87%) kept a promotional item for longer than a year!
· About half (56%) said their impression of the company improved after receiving a branded promotional gift.
When it comes to longevity, a good portion of those surveyed – 87% – said they kept a promotional item for longer than a year and 30%, keep promotional products up to four years. Of course, the longer a promotional product is kept, the more impressions it makes on the recipient and anyone else that sees the recipient using said promotional product.
The impact of these products on recipients is great. They can recall the specific type of product received and also remember the brand name or name of the company for a long period of time after receiving it. In fact, over 94% of those who participated in the research study said that they do not forget the advertiser or the product advertised.