The use of promotional gifts – the business case.

Before any business considers a marketing outlay, it is only correct that they investigate the commercial case for the outlay. The purchase of promotional gifts can use a substantial share of any marketing budget but is equally used for both a growing company and the established corporation. Understanding why promotional merchandise is still an established part of marketing is down to the commercial business case supporting it.

1. The impact on brand awareness.

A well documented independent study in 2004 has shown that customers are more likely to remember the names of companies who have advertised with promotional gifts. The study showed:
• High Recall; Customers will remember your organisation long after they've received the promotional product.
• Repeated Exposure; The company make a lasting impression because of the length of time the promotional item is kept.
• Favourable Impression; Customers who receive promotional items come away with a measurably more favourable impression of the company resulting in an increased propensity to do business with you.

The study (conducted by LJ Market Research for the PPAI (Promotional Products International Association)) showed more than 75% of people surveyed were able to recall the advertisers name on promotional items received within a 12 month period. By contrast, just over 50% of people could recall a single newspaper advertisement from within the last week.

The study also found that recipients were most likely to hold on to items for longer if they were useful and / or attractive, thus providing longer and repeated exposure for the advertiser. Around 55% of recipients reported keeping their gifts for at least 1 year, and more than 25% of those who did not keep their gifts passed them on to other people providing pass along exposure for the advertiser.

Source: Promotional Products - Impact, Exposure and Influence

2. Increased sales driven by increased levels of goodwill

Because everyone loves to receive a gift there is little doubt that promotional gifts given to existing customers, new customers or potential customers increases good will and creates a favorable impression. In the study referred to above, 52% of people who received promotional gifts went on to do business with the company who sent the gift. Furthermore, nearly half of those who had not yet done business with the company said that they would be more likely to do business with them in the future.


3. Adapt at working across a plethora of environments

Promotional gifts are multi-faceted and are therefore adaptable to a whole range of circumstances and situations. The vast range of available products from the humble promotional pens and promotional mugs to high spec electronic items ensures that there is something to suit all manner of budgets. Moreover, the ability to choose themed product groups is an ever-increasing option e.g. golf, ladies, Christmas etc.

Promotional gifts can be great for increasing traffic at exhibitions and trade shows alike, arguably getting a better response rate compared to direct mail campaigns by increasing sales and referrals, promoting new products and services and gaining more traffic to your website. They can also be used internally within your company to reward employees, promote moral, commemorate achievements and enhance loyalty and productivity.

Summary: Promotional gifts...can you afford not to?

As a business investment using promotional gifts can reap many rewards and provide excellent returns. Brand building, increased exposure, creating a favorable impression with customers - all translate into increased sales and revenue. These benefits will not only make your company stronger in the short term – but can lead to longer sustained growth and success. After all, as the saying goes, success breeds success. Take the time to choose the right promotional gift and you will reap the benefits from a business and financial standpoint well into the future.

For help, advice and guidance simply visit www.codepromotional.co.uk today...we’ll be happy to help!