Promo Products Said Creating Favorable Impressions Among Recipients

February 19, 2013

This article is included in these additional categories:

Promotions, Coupons & Co-op

PPAI-Advertiser-Impression-Post-Promo-Item-Receipt-Feb2013A new study [pdf] from the Promotional Products Association International (PPAI) takes a look at the benefits of… promotional products. Among the findings of the survey, about 7 in 10 respondents recalled receiving at least a single promotional product in the prior 12 months, with 88% of those recalling the advertiser and 62% the message. Aside from generating high recall, the study shows that 59% of respondents reported a more favorable impression of the advertiser after receiving a product.

Among the 88% of respondents (referring from hereon out to those who recalled receiving a promotional product in the prior 12 months) who were previously familiar with the advertiser before receiving the item, 60% said their impression was more favorable after receiving it. Among the 12% to whom the advertiser was a new name, 50% reported a more favorable impression.

Interestingly, 35% of respondents reported having used a promotional product for contact information at some point in the past. The categories most commonly used for such reference were electronic devices and accessories (65%), jewelry/clocks/watches/key chains (57%), and computer products (54%).

It’s worth noting that this was not a general population sample. Data for the study, conducted November 13-27, 2012, was obtained by intercept interviews with adult travelers at La Guardia Airport, N.Y. That means that the sample could have been skewed to business travelers. Indeed, among the results, 58% of those who were in possession of at least one promotional product said they received their items at business establishments or events. (More on the methodology can be found below.)

Other Findings:

  • The most commonly recalled products were wearables (41%) and writing instruments (35%).
  • Usefulness ranked as the top reason for keeping a promotional product.
  • A slight majority of respondents use a promotional item at least once a week.

About the Data: The PPAI study describes its methodology as follows:

“A total of 679 travelers were approached at La Guardia Airport, N.Y. of which 500 qualified for the survey. Travelers came from 35 states, but as expected a large proportion (37%) came from New York State, given the airport’s location. A similar distribution was observed in the 2004 study at the Dallas Fort Worth Airport, with 36% of the sample coming from Texas.

Other states with more representation in the sample in this study are Florida (10%), Illinois (9%), Texas (6%), New Jersey (5%), Connecticut (4%) and North Carolina (4%). Overall, these seven states (including N.Y.) represent nearly 75% of the total sample.

The sample includes 57% men and 43% women, and the majority are between 21 and 50 years old (73%).

Most respondents (78%) were employed (full-time, part-time or self-employed). The rest included full-time students (11%), retirees (5%) and homemakers or unemployed (3%).
One in five respondents who were employed had a managerial position. The most common business sectors represented in the sample are Marketing/Advertising/PR/DM (23%), Financial Sector (9%), and Medical/Healthcare (9%).”


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