The 5Rs Of Promotional Products
By definition, promotional products, promotional merchandise, promotional items, product media, or advertising gifts, sometimes nicknamed schwag or swag, are articles of merchandise, usually displaying a logo or slogan, used in marketing programs. They’re generally given away to promote a brand, company, entity’s image, or special event, usually at trade shows, conferences, and as part of guerrilla marketing campaigns. In this article we look at the 5Rs of promotional products namely; Reach, Recall, Resonance, Relativity and Reaction.
Brands have always relied on advertising vehicles to communicate with their target audiences. This traditional advertising model is built to ultimately direct the consumer path to purchase back toward the brand. In order to measure success, brands rely on performance metrics to evaluate the strength of the selected advertising channel. The recent PPAI (Promotional Products Association International) Consumer Study employed five key performance metrics to evaluate the role of promotional products as an advertising channel. These metrics were designed to capture quantifiable results throughout the consumer path to purchase.
Promotional products are built to leverage the greatest reach, drive recall and fiercely resonate to engage the best reaction among consumers, relative to any other advertising channel.
89% of consumers have received a promotional product in the last 6 months.
Who Recalls What Best?
Millennials best recalled social media.
Generation Xers best recalled directional calls to action, or statements with definitive instructions.
Baby Boomers best recalled points of reference such as website domains or contact information.
9 in 10 consumers recall the branding, 8 in 10 recall the message and 7 in 10 recall the CTA (Call to action)
Promotional products are ranked #1 form of advertising to prompt action across all generations. More effective than online, mobile, print, and broadcast
82% of consumers had a more favourable impression of the brand.
80% researched the brand, 83% are more likely to do business with the brand concerned and 81% of consumers keep the promotional product for more than a year.
As the numbers above suggest, promotional items fire on all cylinders. What’s more, the CPI (Cost Per Impression) makes custom giveaways as budget-friendly as they are brand-building. In fact, the CPI of promotional items is as low as 1/10 of one cent—lower than nearly any other advertising medium.
Whether it is a high end gift, or an effective giveaway, promo products should be a part of every business.
So just how do promotional products stand in this current advertising climate? Read this study
Brandlift Solutions SA offers thousands of the most cost effective and innovative promotional products to increase your brand impact and leave a lasting impression. Head over to our Shop or Get in touch with us.