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2. Articles of Information

Is Your Business Gift a Proverbial Tree Falling in the Forest?

No matter the price point, everybody wants a business gift to be kept and used. Forty percent of respondents in the PPAI survey said they held on to the first item that they mentioned for more than six months, primarily because of its usefulness. (“Attractiveness” was the reason mentioned second-most for keeping a promotional item.)

From a business perspective, however, retention of the product is not as important as how frequently the item is used (or seen). After all, the objective of using promotional products – even high-end items that carry little or no branding – is to jog a recipient’s memory about your company and your product or service.

More than one-third of those surveyed said they use their first-mentioned item at least once a day. Excluding those who said they never use the item (19%), a whopping 72.7% said they use the item at least once a week – nearly the same percentage as those who found the item useful.

Nine out of 10 respondents said they do not refer to promotional products for information. This reinforces the notion that the main objective of these business gifts is to remind recipients of your presence. Other marketing materials will be used to explain the solutions you can provide.

One product – and it’s a logical one – was the anomaly in regards to how often recipients referenced them for information: calendars. They are referenced as often as several times per day by 13% of respondents who said they use the promotional products they receive.

Of the top-ranked product categories, writing instruments recorded the highest frequency of usage among first mentioned items. Nearly six out of 10 respondents reported writing with their pens, pencils and markers at least once a day. Reported daily use was 38% for desk/office/business accessories and 15% for wearables (suggesting that people like to change apparel frequently).

Thursday, March 31, 2005



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