A national survey by Source-e shows that promotional merchandise really works, and reveals what business people keep on their desk and why.
The survey provides an insight into the link between branding on promotional merchandise and sales. It also identifies the best and the strangest pieces of promotional merchandise that people keep on their desk.
The key findings included:
• Nine out 10 respondents (92 per cent) believe that branded Promotional Merchandise increases a company’s brand awareness.
• Over three quarters (76 per cent) said that they could name a brand or company/organisation featured on Promotional Merchandise on their desk without looking.
• Over half (52 per cent) purchased from the companies that were branded on a piece of Promotional Merchandise on their desk.
• 82 per cent said they would keep an item they were given rather than give it away.
David Lebond, Chairman of the British Promotional Merchandise Association (BPMA), commented: “These results offer a very strong indication of the positive link between Promotional Merchandise, Branding and Sales. The repeat exposure to a brand every day of the week has a positive effect on how business people react to that brand.”
“Advertising, direct marketing – any marketing medium – would be delighted to achieve such an impressive conversion rate from retained message to sales. It demonstrates why Promotional Merchandise should be an intrinsic element of marketing campaigns.”
Other interesting results included 53 per cent of respondents saying they had purchased something from the companies who supplied Promotional Merchandise.
The branded Promotional Merchandise respondents had on their desk, included Pens (13 per cent), Calendars (10 per cent), Post It Notes (8 per cent), Calculators (6 per cent) and Diaries (6 per cent).
When asked why they would keep the item, over 89 per cent cited usefulness. Memories came in second place, and the value of the item was third.
Over 22 per cent said that if they could only keep one item then it would have to be a Calendar.
Some of the more bizarre and unusual Promotional Merchandise that appealed to business people included Furry Animals and Plastic Ducks.
The survey results are based on a 429 respondents of which nearly two thirds (62 per cent) of those surveyed would describe their job title as CEO/Chairman/MD/Manager.
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