Promotional gifts are extremely popular amongst marketers and advertisers in the UK as a way of getting the most from a promotion.
When companies look to promotional gifts to enhance their marketing campaign it can be with a wide variety of motives in mind. It can be to get some quick attention for a brand launch, to spread the word about a new offer or deal or to help build public recognition of a company.
The suitability of the promotional gifts chosen will depend on what the awarding company are trying to achieve from their campaign, and different products will benefit the different aims of the company.
So what are the most popular promotional gifts both in the UK and across the world?
A recent survey by the Advertising Specialty Institute has shone a light on which products are most suitable for different promotional needs and the results can benefit companies who are unsure on the best promotional products for their requirements. They surveyed which promotional products consumers are given, which ones they keep and for how long in the US, Canada, Australia and the UK.
Over the next few weeks we will be feeding back what information the study has found and try and illustrate which products will be best for your individual promotional needs.
Today we will look at the issue of longevity and which are the most suitable promotional products for companies who are looking to get a longer life out of their campaign.
The longevity of a campaign can be an important issue if you are looking to build brand awareness of a company and mount a sustained and visible marketing campaign. Having promotional products that people will keep and use frequently for a long period of time can be an important way of keeping a marketing campaign going and there are certain products that can help this to happen.
According to the survey, caps and headwear are among the most visible products that are kept for the longest period of time, being kept for a period of just over 7 months and viewed 1,007 times on average. Making up the top ten most kept and most viewed promotional items are:
- Writing instruments (692 impressions - 5.4 months)
- Bags (679 impressions - 3 months)
- Jackets, sweatshirts & fleeces (579 impressions - 6.6 months)
- Shirts (440 impressions - 6.2 months)
- Calendars (294 impressions - 7.5 months)
- Desk & Office accessories (222 impressions - 3.8 months)
- Food Items (124 impressions - 1 month)
- Glassware & ceramics (109 impressions - 7.1 months)
- Health & Safety (76 impressions - 6.8 months)
The results should be taken with a slight pinch of salt due to one or two discrepancies (like why calendars are only kept for 7.5 months…) but they do reflect the general consensus that the more practical an item is, the more life it will have.
The best advice that can be taken from this survey is that if you want your promotional product to be seen for a long period of time, it will stand more of a chance if it is a practical item. What product you decide to go for will very much depend on the details of your business and the motives behind your campaign, but by printing your logo onto a frequently used and highly visible item, you will increase the chances of your promotion lasting the test of time.
Posted by Daniel Vince
