Promotional Products Keep 'Em Coming Back for More

In two studies performed by researchers at Southern Methodist University, customers who receive promotional products, on average, return sooner and more frequently, and spend more money than customers who receive coupons.

Promotional Products Work As Employee Awards And Incentives

Baylor University randomly surveyed 1,500 people, asking their opinions regarding employee awards and incentives. The study proved that awards and incentive programs can improve performance and motivate employees to increase sales, reduce accidents, boost productivity and give customers better service.

Increase Direct Mail Success

According to a study conducted by Baylor University, direct mail results can be dramatically improved by adding a three dimensional item to the envelope. Check out these results:

Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope.

Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter.


Dimensional packaging made a significant impact on response rates

The trick is to promote your business in a way that creates top-of-mind awareness for your customer by following these five steps. After reviewing these, click here to take you to the 5 minute Presto Plan.

Clarify your promotional objective. Ask yourself what do I want my customer to do once they see, hear or experience my promotion? Do you want them to schedule an appointment, welcome your phone call, call to place an order, come in for a visit, give you a referral? The more specific your objective the greater your chances are for success.

Define your target audience. Don't try to be all things to all people. Successful businesses create cost effective specialized promotions which allow infiltration in narrow market niches.

Implement Solution Driven Marketing You are in business to solve your target customers' problems. You must look outside of your way of thinking and perceive your company, product or service as your customer does. It does not matter what you are selling it only matters what your customers think they are buying. Ask yourself, "What do I do, sell, or offer that will make this person's life more convenient, comfortable, happy, stressless, etc."

Transform your solution into a memorable marketing message that is useful or unique so that your customers will welcome, take notice and ultimately act. Think beyond the typical ad or brochure and choose a promotional tool or product that is permanent, three-dimensional and multisensory. Remember, your promotion will be exponentially more powerful if it can be touched and held, as well as seen and heard. Can you also experiment with the super senses of taste and smell?

Choose a distribution method that will get your promotion in front of your customer. Will this promotion arrive by mail? Messenger? UPS? Will the recipient see this promotion at a trade show or in a store front? Will he or she receive this promotion after meeting with you? Although it seems obvious, a promotion can not work if it is not received.

The Promotion Evolution - The Proof is in the Results and the Research

By definition promotional products or specialty advertising are useful items imprinted with an advertiser's name, logo, message or offer. Look around... There's a 90% chance that you have in your possession a pen, calendar, coffee mug, T-shirt or some other promotional item that someone gave you to keep their name in the forefront of your mind.

Promotional products have often been overlooked when businesses develop their marketing campaigns. While some think of them only as gadgets, gizmos, novelties, trinkets or give-aways;    
savvy marketers realize the impact promotions have in reaching a specific target audience. This industry, which includes over 200,000 different products, is one of the most important and respected parts of the integrated marketing communications mix.

Because promotional products are tangible and useful to the recipient, they are kept long after other elements of a campaign may have been forgotten.

A recent study showed that promotional products can enhance a company's good will standing with it's customers as much as 52%. These results include customer loyalty, repeat purchases and a willingness to recommend the company to others.

Direct mail pieces can be dramatically enhanced with 3 dimensional packaging, sound, and jigsaw puzzle pieces all which allow the recipient to interact with the direct mail piece.

Trade show booth effectiveness and excitement is increased with promotional products.

But don't take our word for it! If you're looking for some proof that promotional products work, take a look at these studies...

The Printed Calendar Is Still King 
PPAI studies reveal the strength and effectiveness of time-tested promotional product

Effectiveness Of Promotional Products As An Ad Medium 
Consumers' recall of advertisers and messaging on promotional products.

Why End Buyers Choose Promotional Products And Other Media  

Memorable. Flexible. Effective. End buyers know there’s power in promotional products, which is why they continue to invest their advertising dollars in the only medium that reaches consumers on every level, in every way.

Promotional Products—The Key Ingredient To Integrated Marketing: How Promotional Products, Print And Television Advertising Impact Consumer Perception 
Many traditional forms of advertising and promotion are losing ground to newer media.

Business Gift Practices 
What buyers say about the 5W's of this long-standing tradition.

Promotional Products—Impact Exposure And Influence
Measures reach, recall and impression of the advertiser.

Promotional Products And Its Impact On Brand Image 
Astute business people seek methods to enhance brand image.

Build Customer Goodwill With Promotional Products 
Promotional products foster customer goodwill (positive attitudes and feelings).

Dimensional Mailings Improved Direct Mail Response Rates 
Packaging of promotional products can evoke curiosity as well as increase direct mail response rates.

Effectiveness Of Promotional Products As Giveaways At Tradeshows: An Attendee’s Perspective 

Generate Customer Referrals With Promotional Products 
Generate customer referrals using promotional products.

Improve Direct Mail Response Rates With Promotional Products 
Promotional products, when used in conjunction with a sales letter or as an incentive to respond, can make a significant difference in direct mail response rates.

Improve Response Rates To An Advertising Campaign With Promotional Product Mailings 
Promotional products mailings can dramatically improve response rates for campaigns involving other media,
such as print advertising.

Improve Tradeshow Traffic With Promotional Products 
Recipients recall usefulness and company image.

Increase Tradeshow Booth Traffic With Promotional Products 
Are pre-show mailings with promotional products more effective than mailings without?

Promotional Products Work As Employee Awards And Incentives
Awards and incentive programs can improve performance and motivate employees to increase sales, reduce accidents, boost productivity and provide better customer service.

Promotional Product Incentives Produce Valuable Referrals
Marketers need not rely on their salespeople to elicit new leads for business.

Repeat Business With Promotional Products 
Customers come back more frequently when you use direct mail programs using promotional products.

From the time the clock radio wakes them to the moment they shut off the 11 'o clock news, your customers are bombarded with hundreds of advertising messages each and every day. They sort through stacks of magazines, newspapers, and mail; channel surf past dozens of radio and television commercials, and screen sales calls with a brick wall known as voice mail or secretaries.

So, how on earth can you possibly reach this jaded, hyper busy customer of today? How can you break through the marketing clutter and position yourself and your company ahead of the crowd?

Types of Promotional Products

No matter what your budget, objective or audience there is a promotional product sure to help you meet your objective. Whether you want to drum up new business, polish your company's image or thank employees or customers for their loyalty or referrals - it's hard to beat the power of promotions. Here's just some of the many types of promotional products:

Out of sight and sound, out of mind

Rena Puebla, owner of Coast Concierge Service in Costa Mesa, admits that she is trying to reach a very upscale, corporate audience. "I use promotional products as a crucial part of my marketing mix. It's a great way to follow-up on leads, appointments and proposals. I also use them to keep in touch during slow seasons.

"An item I have had tremendous success with is a 'ringing business card holder.' When my customers open up this unique mailer they see and hear that my company is unique and innovative. It's not enough that I tell people that I am the best. I must prove it to them through the use of creative marketing."

Return on Investment

Who better to evaluate cost effectiveness and return on investment that an accountant? Larry Schnitzer, owner of Financial Management Services in Huntington Beach, was looking for a low-cost way to bring in new customers. "It was my goal to tell my prospects that it is my job, not theirs to handle the problems and hassles of taxes."

With the help of ParkInk, Larry found the perfect solution. We created an inexpensive brochure which simply says, "Inside are two things that will cure your tax headaches." Within the brochure was Larry's name and phone number imprinted on, what else, but a small packet of aspirin.

"I've had people call me months after receiving the brochure. Without the aspirin packets I'm sure I would look like 'just another accountant.' Instead I am positioned as someone with a sense of humor who really understands my customer's problems."

Larry's results are not atypical. A PPA study showed that nearly 40% of all persons receiving advertising specialties could recall the name of the advertiser as long as six months after receiving the promotional product. There are even cases when recipients remember the advertiser decades after the item is received.

Promotional Souvenirs Build Customer Retention

Promotional products are a great way to create goodwill and increase customer retention. Karen Fetzer, Marketing Director at the Irvine Marketplace often gives some type of imprinted souvenir to commemorate her eclectic shopping center's many events.

"Whether it's outdoor theater, Aids Walk Orange County or University Welcome Week, we want attendees to take an emotional part of the shopping center home with them. Promotional products are a great way to create long lasting appeal and name recognition for years to come."

Jodi, thank you for your outstanding marketing session. The energy and enthusiasm you gave to the delegates carried through the entire all-day session. I heard a number of delegates say that you are one of the most dynamic speakers they have heard in years. We're looking forward to having you again at next year's conference." --Frank Jagodnik, Executive Director, Oregon Recreation and Park Association

" You were right. I sent your news release to my paper and they published it word-for-word. It was so easy and I've received many compliments. I love the disk. It saved me a great deal of time. Thanks"  --Molly McClure, Director, Anderson Park District, Ohio

"...You did an outstanding job in providing much-needed information about marketing and how to determine the needs of our customers. The participants really enjoyed the interactive session and cutting edge ideas. --J.E. Anderson, Department of the Navy

"I found your workshop to be one the best down to earth and helpful presentations I have heard in the 24 years I have been attending the conference." --Harry Sippel, Director, City of Anderson, California

"I greatly appreciated your efforts to customize your training materials to fit our diverse needs. Your energetic style, knowledge and presentation skills instilled in our attendees new knowledge and enthusiasm." --James Hartinger, Jr., Lt. Col., United States Air Force

"Your enthusiasm is contagious. You are a true partner. I can't think of anyone better suited to share marketing and customer service techniques with others than you! Your energy and ideas are a valuable asset to me and my entire staff." 
-Cheryl Moritz, Manager, Worldwide Marketing, Motorola, Inc.

"Evaluations are in! Your presentation received the highest rating of all the speakers. Thank you for providing a great learning experience" --Sharon Jensen Events

"It's great to see the way you got your groups so much involved in the learning process." --Edward Scannell, Author, Games Trainers Play

"Your performance demonstrated a level of experience and knowledge that blew all of us away. --Judy Smith, Education Director, Meeting Professionals International

"Your creativity and imagination are fantastic. I know everyone left your session with a list of new ideas they were anxious to implement." --Marie Knight, City of Garden Grove, California

"Jodi's enthusiasm is infectious and has really moved people to action." --Kay Forest, Executive Director, Illinois Park and Recreation Association

"The best. Awesome. Worth every minute and every penny. The most informative seminar I have heard in a long time." --Nanci Kindle, Promotional Products Association International