What difference does the perceived value of a promotional product make on the end user? If the item is perceived to be of high value, does that translate also to their view of the giver? Does it influence their behavior and attitudes, or does it not matter?
Those are just a few of the questions asked, and answered, in a research study conducted by P.P.A.I. (Promotional Products Association International) in December 2011.
When it comes to items with a perceived value of $25 or more, the study revealed the following:
Why do you think the company or organization gave you this item?
- 23% – To make me aware of the company and it’s products or services
- 28% – To thank me for doing business with them, and to continue doing so
What did you perceive the reason for being given this item?
- 31% – As a business gift
- 38% – As a form of advertising
- 40% – As an incentive
Were you more receptive to the company and it’s objectives after receiving this item?
- 27% – Significantly more receptive
- 44% – Somewhat more receptive
What categories of products are most popular to receive?
- 58% – Items that can be consumed
- 50% – Items that can be worn
- 46% – Items associated with digital communication
- 46% – Items that help collect or convey things
How long do you keep your favorite products?
- 60% – Three years or more: high value products (over $25)
- 42% – One year or less: low value products
What makes an item worth holding onto (Very or Extremely Important)?
- 69% – Usefulness
- 59% – Quality
- 52% – Attractiveness
So what can be concluded from this study? A few key points stand out:
- Recipients were more receptive if they perceived the item to be high value.
- Having an item imprinted with a logo did not deter from it, as long as it was a useful item.
- Apparel and food gifts are most appreciated by recipients.
- Useful items will be kept the longest.
- A high-value item is typically perceived to cost between $25-$50.
The entire research study is available at this link: High End/Low End