According to a recent survey by the BPMA (British Promotional Merchandise Association), this year marketers are planning to spend more of their budgets on promotional merchandise than ever before. This will be used to both maintain current customer relationships, as well as attract new business.
The BPMA study revealed that 83% of senior marketers and decision-makers planned to spend an increased amount on promotional merchandise over the next twelve months. This is believed to be a direct result of the financial crisis, and the difficulties faced by many businesses over the past few years. Marketers are keen to spend money on items which are going to last, as well as be effective. With this in mind, many are considering the use of promotional merchandise.
Marketers state they prefer promotional merchandise to other marketing methods because, depending on the item they chose, it ensures that customers are targeted effectively. When it comes to promotional products you can choose your item depending on the market you want to target. In comparison, if you were to use traditional marketing methods like newspaper advertising, you can target a specific market segment but you are unable to ensure they are actually looking at your advert.
The survey also looked at the purpose of which the gifts were purchased. Promotional items can be used for almost any reason. Some marketers choose promotional products simply to put in the cupboard ready for any event. However, the survey showed that the majority of respondents invested in promotional items to use at conferences and events.
Many businesses choose to use promotional products at conferences and events, in fact, if you go to any event, it is very likely you will come back with a bag full of promotional merchandise. This is because businesses want to get their brand noticed, and giving a gift is one of the most effective ways of doing this. Whilst there may be lots of organisations at a conference or event, by giving away a promotional item, you are ensuring your brand goes home with them.
The survey also lists creating brand awareness and re-branding as reasons to invest in promotional merchandise. This means that many marketers are using promotional items in their everyday marketing campaigns. Again, this is a way of getting your branding in peoples hands and ensuring it makes a lasting impression on them.
If you are a senior marketer trying to decide on the best way to market your business this year, consider promotional merchandise.