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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
Source: http://www.salesforcexp.com/200503/SYN-2.cfm
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