FIG. 1 What Catches The Eye More than half (54%) of consumers say they still have the last promo product they received, and nearly two-thirds (61%) say they clearly remember the brand that gave it to them. As for what helped them remember, 57% said the logo or brand name was clear and visible, while 44% saw or used the product frequently (see Figure 1). As for why consumers keep branded items in the first place, 2 out of 3 respondents said usefulness is the top reason, while nearly half cited style and quality. There can be many definitions for the latter – many respondents mentioned receiving branded items from well-known brands like Nike, Stanley or Apple. “A great promo product gets seen and kept,” says Alok Bhat, market economist, research and public affairs lead at PPAI. “That’s how it builds real brand value.” But quality isn’t just visual, as respondents often described a product’s weight, feel and texture as indicators of its value. After all, the sense of touch is what separates promo products from all other forms of advertising. Does this pen feel light like plastic or heavy like it’s made of sturdier materials like metal or wood? Same goes for apparel – does this shirt feel itchy and stiff, or is it soft and luxe? Nearly 70% of respondents said that high-quality materials or finishes make a promo product look and feel premium (see Figure 2). Design That Delivers While use and quality are incredibly important in deciding whether someone takes and keeps a promo item, the design could turn a client away before they even pick it up. Nearly 90% of survey respondents said design plays a role in their decision to keep a product (see Figure 3), and 44% preferred subtle branding over big, bold logos. However, subtle doesn’t mean do away with logos or branding. Remember: Nearly 60% of respondents said that a clear and visible logo or brand name helped them remember the product brand. Consider imprinting a smaller logo or using a more timeless font while still ensuring that it remains readable and recognizable. “Design is the dealbreaker,” Bhat says. “It tells people in a moment if your brand is worth their attention.” Personalization Creates Emotion More than one-third (36%) of consumers say some promo products make them feel emotionally What helped you remember the brand on that product? I saw or used the product frequently The logo or brand name was clear and visible The item was unique or creative It was part of a memorable event It made me feel appreciated or valued The product quality stood out It came with a message or story Other 0% 19% 20% 30% 40% 50% 60% 60 • OCTOBER 2025 • PPAI Must Read | The 5-Second Impact
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