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Tuesday, March 22, 2016

How to Create Brand Awareness with Promotional Products

Companies are constantly wondering how and if promotional products work in regards to consumer behavior. Of course, it is very important for a business to understand this concept before investing any money into this relatively new idea of promoting a brand. Thankfully, Promotional Products Association International (PPAI) conducted a study to figure out exactly how effective promotional products can be in the mind of a consumer.

PPAI's Main Takeaways:

  • Promotional products have a high reach and potential for top-of-mind recall and are an excellent medium to increase and sustain brand awareness.
  • Unaided brand recall is a brand strength indicator as it depends on strength and organization of memories and their accessibility. It is affected by:
    • Interference of other product information
    • Time since last exposure
    • The number and type of external retrieval cues
  • Promotional products can be used to minimize time gaps in exposure occasions and provide external cues to help brand recall. They should be provided on a regular basis, have a clear connection to the brand, and should be relevant to the consumer. 

Our Main Takeaways:

  • Promotional products are one of the best ways to make your consumers remember your brand.
  • Promotional products may work, but you need to keep up with your consumers so that they don't forget about you, or get distracted by other companies' products.
  • Don't give up. Keep giving out promotional products, and make sure that they relate to your company/brand, and that the product is something the consumer will actually use! For example,  with summer right around the corner; hats, sunglasses, beach towels, beach chairs, etc!

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