Downloaded 14 times
Uploaded byThe BPMA
Marketers View - bpma 2015 research
Marketers are increasingly purchasing electronic goods as promotional products, with over 70% using them primarily for brand awareness. Quality and memorability are crucial for successful promotional items, and many marketers spend significant budgets on them, with some exceeding £50,000 annually. While price is a consideration, the quality of service from suppliers and understanding of compliance are also vital factors in the purchasing process.
More Related Content
Similar to Marketers View - bpma 2015 research
Marketers View - bpma 2015 research
- 1. Marketers view onpromotional products Research Insights
- 2. In summary • It’snot just the traditional promotion product types being purchased – over two thirds are purchasing electronic goods • Over 70% of the marketers we spoke to are using promotional products as a brand awareness tool • In the eyes of marketers, a quality promotional product that is memorable is the key to success • Over 10% of the marketers we spoke to are spending in excess of £50,000 per annum on promotional products • The internet is often the first point of call when sourcing a supplier • Price is important when choosing a supplier, but the quality of the service is more so • Marketers state compliance is important, however there is little understanding about what compliance is • Creativity is a key challenge faced by marketers when buying promotional goods • The best gifts are considered useful in everyday life… or edible!
- 3. What products areyou purchasing? 91% 66% 66% 61% 62% 10% It’s not just the traditional promotion product types being purchased – over two thirds are purchasing electronic goods
- 4. What are thereasons for the products? Brand awareness giveaways 74% Over 70% of the marketers we spoke to are using promotional products as a brand awareness tool Exhibitions, seminars or conferences 59% Direct mail campaign 19% Incentive programme 15% Recognition programme 9%
- 5. What creates asuccessful product? Quality - 81% Memorable - 71% Relevance - 69% Usefulness - 65% Long desk life - 31% In the eyes of marketers, a quality promotional product that is memorable is the key to success
- 6. What do youspend? Annual spend <£500 - 5% £501-£2,000 = 22% £2,001-£5,000 = 21% £5,001-£10,000 = 19% £10,001-£50,000 = 17% £50,001 - £100,000 = 10% £100,000+ = 4% Average spend per unit <£1.00 = 20% £1.01 - £2.50 = 38% £2.51-£5.00 = 29% £5.01-£10.00 = 11% £10.01-£50.00 = 2% Over 10% of the marketers we spoke to are spending in excess of £50,000 per annum on promotional products Most typically spend £1.01-£5.00 per unit
- 7. What would encourageyou to buy more? Marketers would spend more on promotional products if they had the budget available; highlighting the value they see in them
- 8. How do yousource a supplier? Previous experience and recommendation are influencers when sourcing a supplier The internet is often the first point of call when sourcing a supplier Less than a third will refer to a catalogue
- 9. What’s important whenchoosing a supplier? Not at all important Very important Price is important when choosing a supplier, but the quality of the service is more so Marketers rate ‘knowing a company only sells compliant goods’ as 8/10 in terms of importance
- 10. What is compliance? COMPLIANCE Industryaccreditation/certification 26% Safe to use 23% Fit for purpose/robust 13% Good quality materials 11% Meets legal requirement/regulations 5% Marketers state compliance is important, however there is little understanding about what compliance is
- 11. What are thekey challenges when buying? Creativity is a key challenge faced by marketers when buying promotional goods
- 12. The best promotionalgifts received “Minion USB stick.” “USB stick bracelet - unique when received.” “Travel adapter. Versatile and opportunity for great branding.” “Inflatable dinosaur.” “Desktop fan in the summer! Perfect.” “Thermos mug.” “Promotional marshmallows printed with our products - personal touch to you.” “Chocolate. Can't go wrong with it.” “A retractable phone charger, because it’s useful.” “Something really creative was a phone stand. Was different and not like a typical one you get.” “Video presentation – innovative.” The best gifts are considered useful in everyday life… or edible! “USB stick and mug. Usability and branding on-desk from a business point of view.”
Editor's Notes
- #3 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #4 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #5 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #6 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #7 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #8 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #9 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #10 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #11 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #12 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k
- #13 Some of the feedback we received included – pens breaking, poorly printed branded goods, goods not matching the spec and not fit for purpose – one example being coasters that melted under a cup of tea! 82% of customers who spend over £5k have been unhappy with the merchandise, compared to 57% of those who have spent below £2k