A 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.)
- 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%).”