PPB October 2018

are many uses for promotional products, the study defined employee communication, incentive, recognition and onboarding programs as internal marketing strategies. Findings show an astounding 98 percent of employees feel confident in their companies when promotional products are used harmoniously between external and internal marketing efforts (Figure 1) . Products Carry The Mark, People Carry The Message Internal marketing was once under the human resources function with responsibility to communicate information necessary for employees Figure 2: Promotional Products In Employee Lifestyles Source: PPAI 2018 Consumer Study Q. Where have you used company promotional products outside of the workplace? Traveling 48% Shopping 46% Charity Events 34% Working Out 30% Dining Out 30% Sporting Events 27% Happy Hours 20% Movie Theaters 15% Concerts 9% 66% 53% 56% 93% 97% Figure 3: Employee Pride, By Job Satisfaction Level Of Employee Job Satisfaction Feel Proud To Represent The Compan Very Dissatis d 53% Slightly Dissatis ed 56% Indi erent 66% Somewhat Satis ed 93% Very Satis ed 97% Source: PPAI 2018 Consumer Study Very Dissatis ed Slightly Dissatis ed Indifferent Somewhat Satis ed Very Satis ed Feel Proud To Represent Company Outside Workplace Employee Job Satisfaction Source: PPAI 2018 Consumer Study to complete their jobs. The philosophy was to maintain a separation between the employee and the brand; in other words, the brand was the result of the employees’ efforts. Today, marketing focuses on effectively translating the functional, symbolic and emotional aspects of the brand into something relevant and meaningful to employees. If successful, the brand identity and employee behaviors will work in concert, continually and effortlessly reinforcing one another. Promotional products perform in much the same way with the added benefit of symphonically integrating the brand into employees’ lives far beyond the confines of the formal work environment. Study findings reveal 87 percent of employees use PPAI Exclusive Research | FEATURE | OCTOBER 2018 | 91