83% of senior marketers plan to increase or maintain promotional merchandise spend over next year
Pens, notebooks and shopping bags are the top three items of promotional merchandise, the British Promotional Merchandise Association (BPMA) has found, with 83 per cent of senior marketers planning to increase or maintain spend on promotional merchandise from this year to next.
As part of the research, marketers from sectors such as finance, IT, retail, services, insurance, charity and education were asked about their purchasing and usage of promotional merchandise.
When asked why they use merchandise, 69 per cent stated that it is because it ‘targets customers effectively’, 52 per cent because the ‘brand message lasts longer’ and 46 per cent said it was because of its ‘ability to create loyalty’.
It was found that 35 per cent rated a pen as one of their top items to buy, while 13 per cent rated pens, notebooks and post-its and 10 per cent said canvas shopping bags.
Stephen Barker, BPMA board director, said: “What these results confirm is that practicality and relevance to the recipient are key factors in the decision-making process on promotional merchandise. Giving a product that serves a purpose ensures that it will be retained by the recipient, providing ongoing exposure for the brand that gave it.
“In addition, the fact that useful products top the list of those items most purchased highlights that there is widespread recognition among marketers of the ways in which merchandise can bring longevity to promotional campaigns and is therefore an effective brand awareness tool.”