One of the good things about the BPMA’s regional events is that you get the opportunity to hear from others involved in the industry and learn more about your field.
On Ian’s travels to the North West event he was supplied with some research from Gordon Glenister of BPMA fame who provided him the following link to some research conducted around the promotional market to seek answers to such important questions as ‘why promotional merch?’, ‘What really appeals to those buying and receiving it?’ and ‘which items are the most effective?’.
One of the findings we liked the most was that usefulness was a large influence on decision making. With sanitisers, lip balms and emery boards we like to think we have that angle covered pretty well. It also states that there is good correlation between promotional gifts and the target market’s perceived image of the brand as well as brand longevity and brand loyalty being thrown into the mix.
The link below to the BPMA’s website has much more information than I’ve been able to give you here, including how those buying promotional merchandise are likely to spend their budgets in the coming year.
