Promotional business items
Promotional business products can contribute significantly to the efforts of companies to improve customer and business relations. A 1998 study by Wayne State University demonstrated that business gifts not only improved sales but also customer attitudes.
The study involved three groups. The first group was composed of participants that received only a letter of thanks. The second group – which the study referred to as the silver group – was those people that received a letter plus a silver desk set worth $20. The third group – or the Gold Group – received a letter and a gold desk set worth $40.
The results of the study indicated that the second and third groups had more positive attitude toward the company as compared to those who received only a letter of thanks.
A similar study done in 2004 by LJ Market Research randomly surveyed business travelers in an airport. Seventy-one percent of the business travelers surveyed had received a promotional item in the last 12 months at the time of the study. Interestingly, more than one-third of this group had the promotional item in their person.
The same study also showed that the promotional business products had significant effect on company or brand recall. In fact, more than 76% of the respondents said they could recall the name of an advertiser on the promotional product that they had received much more than they could recall the name of an advertiser they had read only in the past week.
Promotional business products could also serve as bridge for building stronger relationships. According to the LJ Market Research survey, more than half of the participants did business with the advertiser after they had received the promotional product. Almost half of those who had not done business with the advertiser yet said they are inclined to do so in the future.
Although the findings may not be totally conclusive, promotional business products undoubtedly has a significant impact in influencing the perception and attitude of customers and business partners. As the Promotional Products Association International said in one presentation, “The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser.”
Promotional products are used mainly as business, according to the PPA. It is on top of the list of applications for promotional products cornering a share of 17.8% in 2004. In relation, PPA data showed that desk office and business accessories ranked fifth (5.69%) in the sales by product category of promotional products.
Another study indicates that nearly half of corporate America gives business gifts. These gifts are given for various reasons and occasions. But whenever appropriate, companies use their gift-giving time as a venue to promote their business. Thus, promotional business products have become vogue in the corporate circle. The packaging for promotional business products may vary from advertising specialties and other promotional products. Generally, advertising messages are generally more subtle.
Whether the recipients are top-level executives or middle managers, they can always find a place for promotional business gifts. Desk space is particularly a prime location that gives your promotional product repeated exposures. This is why business gifts such as desk sets, executive toys or games, clocks and calendars of all shapes and styles are jockeying up for prime spots in the corporate desk space.
Today’s suppliers are putting more functionality on promotional business products by adding electronic features into the products. Memory flash drives, for example, have fast become a highly sought promotional business gift because they are very useful for today’s business environment.