Giveaway promotional items such as branded pens, calendars and stress balls are still an effective way to market your brand, according to a recent survey by the Advertising Specialty Institute.
Not only do consumers hold on to these products for several months, they also often pass them on to friends and family, adding to your brand’s exposure, the survey found.
The 2016 study found that most consumers keep promotional products for an average of eight months, though this can vary quite a lot depending on the product. For example, branded umbrellas are one of the best products longevity-wise, being kept for an average of 14 months. This compares to branded hats, which are generally held onto for around seven months before being passed on or thrown away.
The good news is that few consumers actually throw promotional items into the garbage, with 63 percent of survey respondents saying they usually give them away to friends or family after a few months. The advantage of this of course is that it spreads recognition of the brand.
Another advantage is that consumers generally have a more favorable impression of brands that give away promotional items.
“Promotional products allow people to see your brand, associate your brand, and recognize your brand,” The Huffington Post wrote. “All these things are important as the more people who become aware of your brand, the better results you will see in business and sales.”
Bret Bonnet, CEO of Quality Logo Products, told the Huffington Post that promotional items are even more effective today than they were ten years ago.
“They’re tangible because consumers have learned to ignore most forms of advertising,” Bonnet said. “The recall rate for promotional products is a record 85 percent for some products. There is something unique about receiving a physical item that you can touch, feel, and actually use that far exceeds the impact of a TV commercial or search ad.”