The Real Power of Promotional Products
In today's ultra-competitive environment, what trait do successful companies share? They use integrated marketing to enhance relationships with customers and employees. One of the most cost-effective tools for building rapport is with promotional products.
The value of promotional products is in their ability to carry a message to a well-defined audience. Because the products are useful and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser.
For years, promotional products were viewed primarily as a tool for enhancing goodwill. Now we know they do much more. Recent studies show "Ad Specialties" are an effective means for increasing repeat business, improving direct mail responses, and stimulating customer referrals.
Southern Methodist University conducted a study on the role promotional products play in gaining repeat customers. The school tracked the activity of 300 new customers at two dry cleaners over an eight-month period. All of the customers received a welcome letter, one-third also received a $5 coupon, and one-third received a $5 promotional product. After eight months, the customers who received promotional products spent 27% more than those who received coupons, and 139% more than those who only received a welcome letter.
Maybe that's why corporations used a record-breaking $11.9 billion worth of promotional products last year!