82 / 118
82
|
MAY 2017
|
FEATURE
|
PPAI Exclusive Research
advertising that resonates with consumers
prompts emotions to steer themback to the
brand. But today’s consumers havemore
options than ever.They don’t just consume;
they create their own content and curate
that of others.There is no longer one large
platformholding themajority of consumer
influence, and traditional marketing
methods are becoming less and less
effective. We are now facedwith a consumer
group seeking to enrich themselves and
explore their interests so they can build
and pursue their purpose. Millennials will
respond to content that resonates with them;
something that will catch their eye, clearly
delivering themessage.
Actively engaging Millennial consumers
and influencing their thoughts can be
a daunting task; however, promotional
products provide an opportunity to
make it easier for the brand-consumer
relationship to grow even stronger. Not
only do Millennials like receiving them, but
promotional products are making them
feel more than appreciated; they make
them feel special and impressed, and they
are sparking their curiosities to learn more
about the brand. These key emotions
guide consumer perception of a brand. In
fact, 88 percent of Millennials have a more
favorable impression of the brand as a
result of receiving a promotional product.
REACTION
Promotional Products
Reap The Greatest Return
Advertising channels are the most
important tools used by brands to reach
a targeted audience and ensure that
their message resonates positively so
that it ultimately generates the desired
reaction: the consumer becomes their
customer. Millennials choose brands that
engage them based on their passions and
interests more often than they choose
those that simply urge them to buy the
product being advertised. As a result, their
path to purchase is actually their path to
purpose, ultimately generating a greater
return on a given investment. Consumers
driven by purpose are more likely to
repeat a purchase than those influenced
by hearing one convincing message.
For years, the usefulness of a
promotional product served as the
leading feature and benefit of promotional
products. Though that has not changed
within the Millennial rationale, the study
found other qualities that have emerged
and shifted the value consumers place on
promotional products. Millennials keep
promotional products because they are
designed to fit their style and communicate
a message with which they are familiar.
The functionality of promotional
products adds purpose and appeal to the
interests of the most connected generation
in history. With most Millennials willing
to spend a little more on a product they
believe in, this finding is particularly
0
10
20
30
40
50
60
70
MILLENNIALS
GEN Xers
BOOMERS
PERCENTAGE
SPECIAL
SPECIAL
IMPRESSED
IMPRESSED
INTERESTED
INTERESTED
APPRECIATED
APPRECIATED
Emotional Response To Promotional Products
26%
26%
20%
19%
34%
37%
62%
49%
42%
41%
38%
48%
MILLENNIALS
GEN Xers
BABY BOOMERS
88
%
have a more favorable
impression of the
brand after receiving a
promotional product.