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DECEMBER 2016
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FEATURE
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PPAI Exclusive Research
RECALL
When prompted with an unaided
question, 83 percent said they recalled at
least one brand and 23 percent recalled
at least one message from a promotional
product they received; however, if aided
(or given options), nine in 10 on average
correctly recalled branding, and eight in
10 recalled messaging characteristics,
which indicates that consumers are not
always aware they are being advertised to
when given promotional products.
Attention To Detail
Branding has everything to do with
identity: who you are and what kind of
products and services you represent.
Successful messaging then creates a
voice for brands to connect with their
target audiences and create a memorable
consumer experience. The call to action
then directs recipients to take action,
thus enabling brands to directly interact
and engage with consumers, capturing a
response rate and measuring quantifiable
results. Promotional products effectively
deliver high recall between all three
strategic advertising objectives.
So what type of ‘call’ best resonates with
each generation? Millennials best recalled
social media, and Generation Xers best
recalled directional calls to action, or
statements with definitive instructions.
Baby Boomers best recalled points of
reference such as website domains or
contact information.
The Staying Power Of
Promotional Products
Promotional products allow brands
to directly affect consumer lifestyles and
maximize recall by organically integrating
into everyday routines at work, home or
play. Where promotional products are kept
also indicates emerging product trends for
brands to consider. Promotional products
used in the kitchen and carried on one’s
person are ideal for promoting to a general
audience. However, if the target audience
is gender-specific, one might consider
particular product categories within that
segment. For example, one might consider
promotional products used in vehicles for
men (e.g. car charger) versus a product
generally kept in the bathroom for women
(e.g. nail file). Interestingly, one in two
respondents said they walk around with a
promotional product such as a wearable
item or a pocket product.
ON SELF
50%
46%
KITCHEN
45%
52%
VEHICLE
38%
30%
OFFICE
28%
33%
BATHROOM
27%
37%
BEDROOM
27%
23%
PORTABLE
CARRIER
STORAGE
26%
27%
SHARED SPACE
16%
14%
OUTDOOR SPACE
14%
13%
MEN WOMEN
31%
27%
Recall the
Branding
NINE IN 10
Recall the
Messaging
EIGHT IN 10
Recall the
Call to Action
SEVEN IN 10
RESONANCE
Master marketer Seth Godin recently
remarked, “It is impossible to market
at
people any more. The only choice is
to market
with
them.” Advertising that
creates resonance helps consumers to
identify with the brand on a personal
level and provides the foundation for an
enduring brand relationship. Promotional
products are proven vehicles for brands
to generate a more favorable impression
across all consumer audiences.
Emotions are at the heart of the
relationship between brands and
consumers as they steer conscious
HAPPY
INTERESTED
THANKFUL
APPRECIATED
IMPRESSED
SPECIAL
CONNECTED
LOYAL
71%
52%
46%
43%
29%
28%
23%
18%
Attention to Detail
Staying Power of
Promotional Products
Emotional Connection to Promotional Products
* Categories are weighted and may not equal 100%.
* Categories are weighted and may not equal 100%.
* Categories are weighted and may not equal 100%.