Must Read | Consumer Study Fig.3 | What role do promotional products play in your decision-making process when choosing products or services? (Select all that apply) 25.7% 30.9% 21.3% 10.1% 1.4% 6.6% 3.7% 0.4% Strongly Influence: They significantly impact my decisions and my view of a brand. No Influence: They do not influence my decisions at all. Moderately Influence: They are a factor in my decisions but not the main determinant. Negative Influence: They negatively affect my perception of a brand or product. Trust Builder: They increase my trust in the brand’s commitment to quality and customer satisfaction. Slightly Influence: They mildly affect my decisions; other factors are more important. Memory Trigger: They remind me of the brand when making related decisions. Other their perception of a brand and their purchasing decisions, suggesting these items have a substantial impact on brand loyalty and consumer behavior (see Figure 3). • More than one-third (37%) view branded merchandise as having an average influence, while 26% see it as having only a slight influence. These responses illustrate the continued effectiveness of promo products in enhancing brand visibility and loyalty – but, combined with responses demonstrating expectations for online media, the data also highlights the need for integrating physical products more seamlessly with digital strategies. For example, the survey found that digital feedback platforms are favored by two-thirds (67%) of consumers, highlighting a preference for ongoing digital engagement beyond the initial product interaction (see Figure 4). “The challenge now lies in bridging the gap between traditional promotional product effectiveness and the digital engagement that modern consumers expect,” Bhat says. “This can be achieved by enhancing digital features within promotional items and aligning product strategies with consumer preferences for more interactive, personalized and sustainable marketing solutions.” Yes No Maybe Fig. 4 | Would you be willing to provide feedback on a promotional product through a digital platform? 66.5% 11.0% 22.5% 68 • MARCH 2025 • PPAI
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