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Does promotional merchandise make a lasting impression?

By praveen samra Published 02/20/2007 | Marketing

There are many different types of promotional merchandise, ranging from T-shirts and badges to calendars and desktop accessories, all usually imprinted with a company's name, logo or message.

The innovative use of promotional merchandise in developing solutions to marketing challenges can help raise brand awareness, increase tradeshow traffic, improve employee retention and much more.

The impact on brand image can be significant with recipients of promotional merchandise gaining a more positive overall image of a business. As a result, they are more likely to recommend the business to others and more likely to give it their custom.

Promotional merchandise can also have a significant effect on increasing tradeshow traffic. A US survey found that 71.6% of tradeshow attendees who received an item of promotional merchandise remembered the name of the company that gave it to them, and that 76.3% had a favourable attitude towards the company. By including a promotional product with a pre-show mailing, exhibitors can greatly increase the likelihood of a visitor coming to their stand.

But is it a short term hit a one-minute wonder - or does promotional merchandise have staying power?

Irrespective of the actual cost of the item, most promotional merchandise is useful and therefore appreciated by the recipient. Its retention and continued use means that the imprinted message gains repeated exposure without any additional cost to the advertiser.

With its inherent ability to inform, remind and persuade the recipient, promotional merchandise can be a cost-effective way of making a lasting impression.

Source: A 2004 study titled The Effectiveness Of Promotional Products In Tradeshow Settings, conducted by Georgia Southern University and published by PPAI.