1. Targetability
2. Exposure Longevity
3. Creative Impact
4. Goodwill
5. Applications Flexibility

3. Creative Impact


Due to the fact that many promotional products are useful in their entirety, they manage to create their own involvement. When one mixes this with timing, marketing objectives, innovative copying and/or design and good targeting, the impact can multiply.

Combining and altering product attributes such as size, shape, value, humour, flair or personalisation can also improve the effect.

For instance, a helium balloon rising out of a box for a gift, or presenting a plaque made from chocolate that suggests the sweet taste of success.

Research has shown that this Creative impact can increase sales over other forms of promotion. In two separate studies, the Southern Methodist University (SMU) conducted a test to see whether promotional products or coupons would perform better in the area of repeat business and sales.

Their findings showed the following:

Graph I

Study One - Food Delivery Service

Customers who received promotional products re-ordered up to 18% sooner than those who received coupons and up to 13% sooner than those who received no promotion.

Customers who received promotional products also averaged up to 18% more orders than those receiving coupons and up to 13% more than those who received nothing.

In summary, customers who received promotional products reordered more quickly and ordered more often that those who received no promotional products.

Details: (900 people) (Products & Coupons both valued @ $2) (Findings quoted from SMU, 1993 through PPAI)

Study Two - Dry Cleaner


Over an eight-month period, new customers that received promotional products spent 27% more than those who received coupons and 139% more than those who received only a welcome letter.

Promotional product recipients were also 49% more likely than coupon recipients and 75% more likely than letter recipients to patronize the dry cleaner in each of the eight months studied.

In summary, new customers who received promotional products spent more and were more regular customers than those who did not receive promotional products.

Details: (300 customers) (Products & Coupons both valued @ $5) (Findings quoted from SMU, 1994 through PPAI)

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