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DECEMBER 2016
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FEATURE
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PPAI Exclusive Research
decisions and drive unconscious
decisions. In fact, according to a 2015
Nielsen Consumer Neuroscience Internal
Study, advertising that produced the
best emotional response generated a
23-percent lift in sales volume. These
study findings magnify promotional
products’ capacity to elicit a strong
emotional connection.
Understanding why an individual chooses
to keep a promotional product received
provides key insight into which features are
most valued by recipients. Unlike traditional
advertising vehicles whose sole purpose is
to communicate amessage, promotional
products not only bring value to brands
by effectively connecting with recipients
but they also play a functional role within
recipients’ lifestyles.
10 Reasons Recipients Own
Promotional Products
Promotional products prominently
display advertising, but they are found
to be useful to a majority of consumers
including a stunning 92 percent of the
Silent Generation. Among Millennials,
48 percent said they kept promotional
products because the design fit their style
and/or personality, and both Generation
X (42 percent) and Baby Boomers (48
percent) said the product was enjoyable
to have.
Advertising is designed to challenge
consumer perceptions of a brand, and
82 percent of consumers agreed that
their impression of a brand positively
changed as a direct result of receiving a
promotional product.
FUNCTIONALITY
useful to have
85%
ENTERTAINMENT
enjoyable to have
44%
DESIGN
ts style/personality
43%
EXPERIENCE
memorable value
28%
CONTENT
favorable message
27%
INFORMATION
easy to reference
24%
LOYALTY
supports brand
22%
LUXURY
extraneous to have
19%
SYMBOL
cause alignment
17%
SOCIAL
conversation starter
10%
REACTION
“We don’t want people to buy a brand,
we want people to buy into a brand, to
make it part of their lives,” Stan Richards,
founder of The Richards Group, once
said. Advertising channels are the most
important tool used by brands to reach a
targeted audience, ensure that it resonates
positively so that, most importantly,
it generates the desired reaction.
Promotional products are the optimal
source to elicit a strong connection with
recipients, spark interest, inspire action
and effectively gain and retain consumers,
ultimately enhancing brand loyalty.
Brand Allure
Roughly eight in 10 consumers said
they have looked up a brand after
receiving a promotional product.
Promotional products drove the most
interest among Millennial recipients, 87
percent of whomwere curious enough to
take further action.
PPAI #267078
10 Reasons Recipients Own Promotional Products
* Categories are weighted and may not equal 100%.