Research Important to Value of Business Gifts |
07 May 2006 |
| A great deal of research on the various facets of the promotional products industry has been conducted by the PPAI, universities and independent parties. According to a PPAI national survey, the three most important characteristics that recipients look for in promotional products are usefulness, quality and attractiveness. Studies also show that recipients place a high perceived value on promotional products. When planning a promotional campaign, PPAI suggests following these steps: define promotion objectives, identify target audience, plan product distribution, determine a central theme, develop messages for imprint and select products. In 1996, Baylor University conducted a study of the promotional products industry based on a survey of promotional products distributors. This study found that the healthcare and financial industries were the top buyers of promotional products for use as marketing tools. Non-profit organizations were ranked third and trade and professional associations were fifth on the list of buyers of promotional products. Hotels, entertainment and sporting events and restaurants and bars were also recognized as top buyers. In addition, this study found that the principal uses of promotional products were to create goodwill, to build awareness of new products and services, trade show promotion, motivation, customer and employee appreciation and generating sales leads. "Promotional items have so many benefits," says Joe Brooks, vice president of marketing of Swingster, the largest domestic manufacturer of corporate identification merchandise. "They stimulate company pride, boost morale, call attention to the company and promote customer goodwill. They make people stand out with a tailored, uniform look at large events like golf tournaments and the Olympics. They also have testimonial advertising value." |
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