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MAY 2017
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FEATURE
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PPAI Exclusive Research
REACH
Promotional Products
Reach Millennials
Consumers these days are overloaded
and overwhelmed with information.
As statistician Nate Silver put it, “Every
day, three times per second, we produce
the equivalent amount of data that the
Library of Congress has in its entire print
collection.” Brands, more than ever, are
faced with the challenge of cutting through
the clutter and effectively engaging
with their target audience. Promotional
products not only reach their intended
audience, but provide opportunities to
heighten brand exposure with increased ad
frequency, length and limits.
PPAI study findings reveal that 100
percent of Millennial respondents have
received a promotional product in their
lifetime. In fact, nearly one third reported
receiving between three to five promotional
products in the past six months. With every
Millennial owning a promotional product,
brands now have a new, promising channel
to drive their message and reach this
powerful consumer generation.
In advertising, the term “effective
frequency” is used to describe the number
of times a consumer must be exposed to
branding or an advertising message before
the marketer gets the desired response.
“Effective frequency might mean that
a single advertising exposure is able
to influence the purchase of a brand,”
notes John Philip Jones, an American
advertising professor and author. “But the
phrase was really coined to communicate
the idea that there must be enough
concentration of media weight to cross
a certain threshold—that there has to be
enough of it before the consumer buys a
product to influence their choice.” One
thing stands true: messages are more
effective when repeated, and every day,
the average Millennial is in contact with a
promotional product at all times.
While other advertising channels simply
communicate a message or reinforce
branding, promotional products also play
a functional role within the consumer
lifestyle. Promotional products allow
brands to directly affect Millennials’ daily
lives and maximize reach by innately
integrating into their everyday routines.
The average Millennial is most likely to
walk around with a promotional product
everywhere they go, subsequently
expanding a brand’s reach to anyone who
comes in contact while the product is
exposed. Two in three Millennials wear or
carry a promotional product day-to-day.
Millennial men are more likely to store
promotional products in their vehicle or
bedroom, while women are more apt to
keep items in the kitchen or bathroom.
Advertising that gets shared by the
intended recipient magnifies the brand’s
reach and exposure in a single campaign.
Millennials are more likely to pass along
a promotional product than any other
generation. In fact, eight in 10 will give the
item to someone they know, and one in
three will donate a promotional product
after it’s used.
RECALL
Promotional Products
Are Built To Stick
A Shrinking Attention Span
Once you reach your target audience,
it’s important to be remembered, because
being remembered helps build consumer
awareness, which is the basis for any
relationship with the brand. It is also a
necessary step in the complete customer
journey—the foundation upon which
purchasing lies. With the average human
Promotional products
allow brands to
engage Millennials
at all times
EVERY SINGLE DAY.
8
in
10
RE-GIFT
1
in
3
DONATE
12
seconds
9
seconds
8
seconds
The
average
human
attention
span in
2000
The
average
attention
span of a
gold sh
The
average
human
attention
span in
2013
A Shrinking Attention Span