PPB April 2017

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perspectives Paul Bellantone, CAE
President and CEO
Leading The Surge In Industry Data
In January’s column, I shared a high-
level update on our progress toward
implementing PPAI’s new mission to
be the trusted leader delivering essential
knowledge, resources and community to
ensure the success of our members and
the industry. Toward this end, the PPAI
Board of Directors and staff are working
on numerous strategies to help us deliver
on our promise that is further defined
by these four goals: drive member value
and engagement; advocate for the
industry; deliver and leverage strategic
foresight; and manage an efficient and
progressive organization.
Among the strategies is the Association’s
overarching commitment to provide you
with even more valuable, actionable,
relevant and user-friendly industry
research. Since 1965, PPAI has been
committed to being your most reliable
research source. To continue our leadership
in this area, the Association recently
engaged Survey Sampling International,
the foremost company in survey sampling
and data collection, to help us broaden
our areas of research while maintaining
the rigorous accuracy standards we’ve set
over the years. For you, this means we’ll
be providing many more types of studies,
and drilling down to give you supplemental
data and additional insights you can use
with clients, in presentations and in your
own marketing efforts.
One example is the 2017 PPAI
Consumer Study, which was reported
in PPB’s December issue and rolled out
at The PPAI Expo in January. This study
examines the reach,
recall, resonance,
reaction and relativity
of promotional
products using
performance metrics
to measure the role
of our media among
consumers. Among
the valuable data this study revealed is
that nine out of 10 consumers could recall
a brand on a promotional product they
received. This finding echoes our previous
consumer studies that point toward the
overwhelmingly positive and long-lasting
impact of promotional products.
The study also reinforced another
key fact: consumers keep promotional
products they receive, repeatedly
interacting with the brands on them. It’s
a stark difference from other advertising
channels where consumers actively avoid
advertising by changing the channel or
clicking to close an online ad.
Additionally, in this study consumers
confirmed they were more likely to
increase brand loyalty and do business
with the brands on promotional products
they received.
When consulting with clients about the
effectiveness of promotional products and
how they help achieve marketing goals,
having powerful research like this at your
fingertips is paramount to helping you
close the deal.
In the comingmonths, look for PPAI to
delivermore business-building research
studies, including our 2017 Buyer Study,
which examines buyers’ budgets, behaviors
and perceptions of promotional products,
and the annual Sales Volume Study, which
reports and analyzes industry growth in the
U.S. based on reported 2016 distributor sales.
Compelling information like this is
just one of the ways PPAI works to earn
your trust as the No. 1 source for industry
research. I encourage you to take a look at
the wealth of data and resources available
to you at
Look for regular updates fromme this
year as we accomplish the goals within
PPAI’s Strategic Plan and work to fulfill our
mission to you, our valuable members.
As always, please let me know what
PPAI can do to help you grow your
business.
Brand Loyalty
35
25
15
5
Likeliness of doing business with brands on promotional products received:
Brand Recall
9 in 10 recall the
branding
8 in 10 recall the
messaging
7 in 10 recall the
call to action
The study also reinforced
another key fact: consumers
keep promotional products they
receive, repeatedly interacting
with the brands on them.
4 | APRIL 2017 |