UK – The British Promotional Merchandise Association (BPMA) has published the results of a new study conducted by the independent research company Relevant Insights LLC. The survey looked at the major channels through which brands and companies advertise their products and services, including TV, radio, online, direct mail, newspapers, magazines and promotional merchandise. A UK wide study was conducted online among 1000 adults randomly selected from a database of 250,000 business people over 18 who were found to have received promotional items at either work or home.
40% of the respondents stated that promotional products had the power to evoke instant recognition of the advertiser, closely followed by TV adverts (35%). Fewer respondents thought that print would prompt instant recognition (10%), and even less online advertising and direct mail (9%/5%). 94% of the respondents remember the advertiser who gave them a promotional item or the product advertised after they have had it for six months and nearly two-fifths (39%) are more likely to use a business that has given them a promotional product when the need for the advertised product or service arises, rather than a similar business that has not given us anything. More than half of respondents (54%) said they would go and get a promotional product that was being handed out, provided it was useful to them. Nearly half (46%) of people questioned said that they like receiving free products that have an advertising message, and half would like to receive such items more often. 98% think that promotional products are not a waste of money.