PL – The Polish industry association, PIAP (Polska Izba Artykułów Promocyjnych) has released the fifth issue of its study on the perception of promotional products as an advertising medium that celebrated its premiere in 2010. According to the survey, in terms of their price/performance ratio promotional products have now gained ground on the Internet: 37% of the marketing managers questioned consider promotional products to be the most effective and favourably-priced form of advertising. Around the same amount of people voted for the Internet. Further results of the study confirm the growing significance of promotional products. For example, more than 91% of the marketing employees questioned – that corresponds to a growth of good 8% compared to the previous year – purchase promotional products to improve the image of their company. The decisive criteria when selecting the respective item is still quality, which was cited in first place by 71% (2015: 68%), followed by appearance and functionality, each with 57%. Whereas price was cited in first place in 2014, it now only landed in fourth place with a percentage of 51.
Bags and pacakaging, office accessories, calendars and printed material like brochures and office materials are implemented the most frequently. Most promotional products are implemented at events, particularly at Christmas-time, but also for trade shows, in the scope of organising events and as customer-bonding gifts for business partners.
As can be derived from the study, the Polish promotional products market is experiencing growing budgets at the moment. As such 60% of the respondents stated that they will be spending more money on marketing in 2016 compared to last year. Only 5.7% are expecting the expenditure to decline. 54% prefer promotional products from Poland, the origin doesn’t play a role for 31% of the marketing managers.
The fifth edition of the PIAP Study was carried out among 350 Polish marketing decision-makers in the period between May and June 2016.