More than 3,400 people took part in a recent industry consumer research study, which sought to learn how a promotional product is perceived once it’s reached the end user. If you want to better understand the initial impact of branded merch on your recipients, and what you need to do to make that ROI keep working, keep reading!
The Initial Reaction
People receive promo from lots of different sources—work, events, gifts, retail stores, and more. Branded merch has largely become a common part of everyday life. That’s created a shift in perception: recipients compare new products with things they already use, and even purchase themselves.
Consumers generally view promotional products favorably when they are first received. More than 80% of consumers express some level of excitement, and 33% categorize that as “very excited. However, this initial reaction isn’t how branded merch yields its power. It’s in the value add in the days, weeks, months, and years after.
Keep or Pitch?
Nearly 90% of consumers reported that they keep branded merch products either regularly or occasionally. Why? 55% of people do so because the item is useful in daily life, while 21% keep it because it’s high quality.
The big takeaway here is that utility in promotional products is a requirement, not an option. Without usefulness in everyday life, branded merch will rarely create an impact with the recipient.
What Comes Next
About 48% of respondents said merch led them to look up a brand, 42% said they visited a website, 39% said they made a purchase, and 38% said they talked about the brand with others. These responses clearly demonstrate that promotional products move the needle and provide lasting impact to organizations who invest in the right items.
Usefulness keeps branded merch from getting pitched, and quality keeps it in daily rotation. Case in point: 68% of consumers claim usefulness makes merch feel valuable, while 65% say high quality makes it valuable.
The Case for Better Merch
Nearly 90% of consumers in the research study said that high-quality merch improves how they consider brands. Merch that is useful, well-made and relevant tends to stay. Merch that isn’t tends to disappear.
To see real ROI from promotional products, you need to combine utility and quality. Filling a conference room with cheap bags and pens no longer creates buzz for your brand. Talk to us about your next project and let us make some suggestions that WILL create the buzz you’re seeking!
