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Promotional merchandise increases brand awareness

Promotional merchandise increases brand awareness

A new national survey finds that most of us believe that branded promotional merchandise increases a company’s brand awareness.

The most popular item of merchandise kept in a car is a pen (12 per cent of respondents). This was followed by an umbrella (11 per cent), ice scraper (9 per cent) and map/road atlas (7 per cent)

Nearly two-thirds of respondents (63 per cent) can name a brand or company/organisation featured on promotional merchandise that is kept in their car

Almost 95 per cent of respondents (94 per cent) believe that branded promotional merchandise increases a company’s brand awareness

Over half of respondents (52 per cent) would keep the item of promotional merchandise themselves, rather than pass it on to colleagues or family

Almost half of respondents (46 per cent) have purchased from the companies that were branded on a piece of promotional merchandise in their car

These are among the main findings identified in a national survey carried out in March 2008 by P&MM Source-e, the leading sourcing company, into ‘What’s In Your Car?’  This is the third in a series of surveys that have been carried out by the company to establish the relationship between branding on promotional merchandise and sales. The previous two surveys, which took place in 2007 covered ‘What’s On Your Desk?’ and ‘What’s In Your Bag or Briefcase?’

David Lebond, executive director for P&MM Source-e and Chairman of the British Promotional Merchandise Association (BPMA), commented: “This latest survey has re-affirmed the positive link between promotional merchandise, branding and sales that has been shown in the previous two surveys.

"Promotional merchandise has a strong and direct influence on brand awareness and purchasing behaviour and is increasingly being regarded as an intrinsic element of the marketing mix.”

When asked which item they would keep in their car if they had to choose only one item, 16 per cent of respondents stated an umbrella.  This was followed by a map/road atlas (15 per cent), ice scraper (12 per cent) and first aid kit (9 per cent).  Surprisingly less than 1 per cent of respondents said they would retain a torch.

The British Promotional Merchandise Association, the trade body of which P&MM Source-e is a member, will be using the What’s In Your Car survey as a key marketing resource to reinforce the power of promotional merchandise and the industry for all member companies.



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