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DECEMBER 2016
|
FEATURE
|
PPAI Exclusive Research
The power of promotional products
cannot be underestimated as it
drives an undisputed level of brand
exposure. Promotional products not
only reach their target audience, but
they also provide opportunities to
reinforce branding and messaging with
increased frequency across multiple
measurement platforms.
Frequency Of Exposure
The majority of consumers are
exposed to promotional products most
of the time each day; however, one
third of Millennials said they are in
contact with a promotional product at
all times.
Length Of Exposure
The longer a promotional product
is kept, the more impressions it makes
on the recipient and anyone else who
is exposed to the recipient using the
product. The majority of consumers
keep a promotional product between
one and five years. Women may keep
a promotional product up to 10 years,
whereas men may keep a promotional
product for 11 or more years.
Range Of Exposure
Eight in 10 consumers choose to pass
along a promotional product if they don’t
keep it for themselves, which ultimately
furthers the brand’s reach. On average, five
in 10 will pass on a promotional product
to someone else. Roughly four in 10 will
pass promotional products on when they
are finished using them.
AT ALL TIMES
6-10 TIMES
2-5 TIMES
AT LEAST
ONCE
MOST OF
THE TIME
22%
28%
15%
18%
17%
1-5 YRS
6-10 YRS
11
+
YRS
3%
14%
38%
22%
23%
7%
15%
43%
22%
13%
MONTH
YEAR
MEN
WOMEN
GAVE ITEM TO SOMEONE
ELSE RIGHT AWAY
GAVE ITEM TO SOMEONE
ELSE AFTER USING IT
DONATED ITEM
RIGHT AWAY
DONATED ITEM
AFTER USING IT
48%
22%
41%
16%
Average Rate of Exposure Per Day
Length of Exposure
Range of Exposure
REACH
* Categories are weighted and may not equal 100%.