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MAY 2017

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83

PPAI Exclusive Research

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FEATURE

important. Having a treasure trove of

information at their fingertips, brands now

have the ability to engage deeper and build

consumer trust. Branded promotional

products have a limit on the amount of

content they can share—and this can be

their appeal as it allows brands to spark

curiosity and drive consumers to learn

more. Not surprisingly, after receiving

a promotional product, 87 percent of

Millennials said they looked up the brand.

Successful advertising prompts reaction

leading to an added value for consumers.

Value builds trust, and trust builds a loyal

following for the brand. Millennials find

more value in promotional products over

the other generations and 31 percent claim

promotional products would

definitely

alter

their path to a continuous purchase.

RELATIVITY

Promotional Products Are

The Most Highly Regarded

Form Of Advertising

Advertising has experienced some

major milestones in its history. With

the emergence of the printing press in

the 1440s, television in the 1940s and

the latest advancements in technology,

brands have been presented with an

endless stream of opportunities to

deliver their message. Today, successful

brand strategy relies deeply on ad-

relativity insights when weighing where

to invest advertising dollars to best

engage Millennial consumers. So how do

promotional products compare?

Millennials ranked promotional products

themost effective advertising channel—

higher than broadcast, online, mobile and

print—to provide an incentive to take action.

And that’s not all. Online news platformElite

Daily reports that 88 percent ofMillennials

said they aremore likely to do business with

a brand as a result of receiving a promotional

product, compared to 62 percent who said

brand engagement via social mediawill likely

lead to thembecoming loyal customers.

Reasons Consumers

Keep Promotional Products

FIT MY STYLE AND/OR PERSONALITY

42%

35%

48%

PRACTICAL PRODUCT FUNCTION

85%

83%

86%

PERSONALLY RELATABLE MESSAGE

18%

28%

31%

MILLENNIALS

GEN Xers

BABY BOOMERS

87

%

RESEARCH

THE BRAND

Would a promotional

product increase your

loyalty to the brand?

PERCENT

INDICATING

DEFINITELY

YES

15% 21% 31%

MILLENNIALS

GEN Xers

BABY BOOMERS