16-01-2012 Promotional products score highly as advertising medium

Whether it’s cost-effective pens, bags and T-shirts or expensive business gifts, everyone has a promotional gift somewhere at home. They do their job quietly and unobtrusively. The German market research institute, DIMA, has researched 28 different promotional items and concluded that promotional items score best when it comes to brand recall. What’s more, they raise the perception of the giver, making the recipient more inclined to buy from them.

Out of 2000 respondents, 90% confirmed that they own promotional products. On average they use them – and contact the advertiser - once a day. Respondents say they use the products regularly at home and keep them for more than five years. Over 50% could recall the brand or company that gave them the item. By comparison, this brand recall reduces to 28% for TV and up to 38% for radio indicating that recall using these advertising mediums is not as effective.

Effective promotional products are retained and used by the recipient for many years. Many experienced companies in our industry can advise you on how to select the most effective product for your campaign, and most of these are members of their national trade association . EPPA , the European Promotional Products Association, promotes the effective use of promotional products, with an increasing emphasis on ethical and sustainable manufacture. With this campaign EPPA offers the industry a tool to advance the power of the promotional products by speaking with one voice. EPPA will be introducing an industry Code of Conduct in the very near future.

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