The German Promotional Products Association (GWW) published the results of a recent survey on the impact of promotional items on their users. The online poll in Germany included 2,002 participants aged 14 and older. The results show that each participant owns, on average, more than 30 promotional products. It was also confirmed that not only the production and distribution of promotional items are important for maintaining customer relationships, but that the very ownership of such items influences consumer purchasing decisions.
The following chart illustrates the average daily impact on people compared to other communication media. Remarkably, promotional products influence people more than television or radio.
Another chart shows brand or company name recall across different types of advertising. It is worth noting that promotional products outperform television commercials by nearly double. Every second respondent remembered product brands or company names from four or more promotional items they own.
Although this research was conducted in Germany, comparable results have been observed in other countries where similar studies were carried out. It is therefore highly likely that the same findings apply across other EU countries, where customers are focused on the added value they receive with a purchase — for example, in the form of a promotional item.
Source: www.gww.de
Author: Ing. Vladislav Klajban, Anatex, s.r.o. – Promotional Products
