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BPMA Research 2017

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BPMA Research 2017

Published in: Marketing

BPMA Research 2017

  1. 1. Research conducted at Marketing Week Live 2017 and B2B Marketing Expo 200 qualified face to face and online interviews with professional buyers of promotional products
  2. 2. What kind of people were a part of our research? Marketing Manager Managing Director Digital Marketers Senior Comms Manager Media Co-ordinator Campaign Manager Graphic Design Assistant IT Support Journalist Student recruitment Marketing Assistant Business Development Manager Global customer experience manager CEO Sales Associate Solicitor Asset Management IT Consultant Communications assistant Head of design Office Manager Training Manager Exhibition officer
  3. 3. 56%33% 3% 8% Upto £5k £5k-£20k £20k-£50k £50k+ ‘What is your approximate annual spend on promotional merchandise?’ ‘What is your company turnover?’ 28% 13% 3%20% 28% 8% Upto £250k £250k-£500k £500k-£1m £1m-£5m £5m-£20m £20m+
  4. 4. ‘Where are you most likely to look for a new promotional merchandise supplier?’ 36.7% 37.4% 25.9% Google Personal Recommendation Trade show or event *data based on respondents ranking these options
  5. 5. 3.19 3.31 3.65 3.67 3.69 3.70 3.85 3.94 4.00 4.09 4.23 ‘How do you prioritise these factors when buying promotional merchandise?’ (rate out of 5) Respondents viewed product usefulness, price and relevance to campaign as top priorities when buying promotional products
  6. 6. ‘What qualities make the perfect promotional gift?’* 50% 11% 11% 8% 9% 11% Usefulness Personalisation Unique High Quality Audience Dependent Long Lasting *respondents could provide more than one answer
  7. 7. Sales Incentive Customer Recognition Employee Engagement Trade Show Giveaway 66.5% of respondents use promotional merchandise for trade shows 52% of respondents use promotional merchandise for customer recognition 37% of respondents use promotional merchandise as sales incentives 27% of respondents use promotional merchandise for employee engagement *respondents could provide more than one answer ‘How does your company use promotional merchandise?’*
  8. 8. More than 4 More than 2 More than 1 None ‘How many promotional products are on your desk right now?’ 11% 92% 81% 44% Nearly half of people have more than 4 promotional products on their desk *respondents could provide more than one answer
  9. 9. 66% of people have a branded pen on their desk right now! 43% of people have a branded notebook Most common promotional desk items 20% of people have a branded mug on their desk Over 17% of people are using promotional mouse mats and coasters *respondents could provide more than one answer
  10. 10. The pen continues to be the most popular branded desk item. Notebooks and mugs continue to be common promotional products on desks, whilst mouse mats and coasters have risen in popularity.
  11. 11. Happy 47.1% Appreciated 79.4% Impressed 20.6% Special 5.9% ‘How do you feel when you receive a promotional gift?’* Promotional products are a great way to improve customer and business relations *respondents could provide more than one answer
  12. 12. Promo Product % Pen 12.4% Bag 8.7% Charger 7.0% Flask 1.6% USB Stick 11.4% Mug 8.7% Toy 1.6% Trolley Token 3.2% Confectionery 2.2% Bottle 3.2% Notebook 4.3% Key ring 1.6% Speakers 1.6% Phone Stand 2.2% Clothing 3.2% ‘What do you consider to be the most effective promo product you have bought or received?’* 12.4% 8.7% 7.0% 11.4% 8.7% 3.2% 3.2% 4.3% 3.2% Pen Bag Charger USB stick Mug Trolley token Bottle Notebook Clothing *respondents could provide more than one answer
  13. 13. 32% 35% 35% 47% 76%Desk Items Confectionery Clothing Electronics Other ‘What promotional products does your business currently buy?’* *respondents could provide more than one answer
  14. 14. ‘What item would you say makes the perfect promotional gift?’* Pens, Food/Drink and Mugs were voted the best items for the perfect promotional gift Pen Food/Drink Mug Charger Clothing Notebook USB Diary Tech Mobile Phone Accessories Mouse Mat 18.3% 17.4% 14.4% 6.0% 5.8% 4.8% 4.6% 3.8% 3.8% 3.8% 2.9% *respondents could provide more than one answer
  15. 15. ‘What is your biggest frustration when buying promotional merchandise?’ 45% 16% 12% 10% 9% 8% Poor quality Pricing Lead times CommunicationService Lack of creativity *respondents could provide more than one answer
  16. 16. “cheap tat” “pushy sales” “not receiving the right information” Communication Pricing “Vague quotes that don’t include all the costs” “Websites which don’t show guide prices for products” Quality “the company forgot to contact me” “bombarded with emails” “cheap products that break” “products looking cheap or tacky”
  17. 17. Previous research conducted by the BPMA has suggested that in the eyes of marketers, a quality promotional product that is memorable is the key to success. Is this more of a challenge about customer expectation, ie good things cost money ? Also in 2014 marketers told us that 70% had been unhappy about a promotional product or print quality, and of those spending £100k a year it was 80% Quality - 81% Memorable - 71% Relevance - 69% Usefulness - 65% Long desk life - 31% What makes a successful promotional product 2014
  18. 18. Branded water and confectionery important as exhibition takeaways
  19. 19. Good service 30% Price/discounts 9% Good/friendly relationship 16% Quality 13% Communication 11% Creativity 4% Reliability 7% Easy to use 10% ‘Why do you continue to use your regular promotional merchandise supplier?’* Whilst quality and price are the biggest frustrations when buying pm, they are also key reasons people continue to use a particular supplier *respondents could provide more than one answer
  20. 20. Personalisation making an increasing impact
  21. 21. Summary • Promotional products still as popular as ever • Traditional favourites like USBs and mousemats still required with the pen still leading the way • Over 90% surveyed have at least one promotional product on their desk • Product usefulness still prevails as the premier reason for selection • Marketers see good customer service and great relationships more important than price • Personal recommendation is seen as an important way to find new suppliers, explaining the growth in ratings websites. • Over half those surveyed spend £5,000 or less a year, 8% spending over £50,000 per annum • Product quality is still seen as a major issue of customer perceptions • Increasing desire for individual personalisation
  22. 22. • The BPMA (British Promotional Merchandise Association) is the official trade association of the promotional merchandise industry. • Our aims are to product the use and value of promotional products whilst supporting a professional supply chain. • www.bpma.co.uk/

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