Impact, Exposure, Influence Getting the Most from Promotional Marketing Products

Impact, Exposure, Influence

A study conducted by surveying over 500 business travels at DFW Airport provided some great insight on the effectiveness of promotional products.

While some think of promotional products as something you give away at a tradeshow, others are recognizing that promotional products are an invaluable core part of a business’ marketing program. “We are seeing companies integrate promotional marketing products into more and more of their sales and marketing activities,” say Steve Bocher, owner of Catch Fire Marketing. “Business are understanding that a good promotional product will extend their visibility for several months and sometimes years.” This is of course invaluable to them. Out of sight is out of mind when it comes to referrals and repeat transactions.” says Bocher.

Promotional marketing products is over a $25 billion industry and growning steadily. This is an over 100 year old industry. If these items weren’t effective we wouldn’t be seeing the steady increases year over year! If you are one that likes facts and figures, no problem, there is plenty of research which shows how and why “swag” should be in your marketing mix. This first set of numbers was from a study of business travelers at DFW airport a number of years ago.


-71% of those surveyed reported having received a promotional product in the past 12 months

-33.7% had that item on their person- a coveted location for advertising!


-76.1% of the respondents could recall the advertiser’s name on the product that they received in the past 12 months

-In comparison, while 80% of the participants had reported reading a newspaper or magazine in the past week, only 53.5% of them could recall the name of a single advertiser!

This study done in 2023 by PPAI- Promotional Products Association International shows that promotional products are still important and valuable to businesses and make the case that they should be a key part of your marketing strategy.


-66.8% somewhat or strongly agree that they like to receive promotional products from brands they know and like.

-63% say that they would look up a brand they don’t know much about if they received a promotion product from them.

-75% say they would be more likely to buy MORE from a company that gave you a promotional product rather than from another company that they know equally well but did not give them a promotional product.


-83% feel that a promotional product received from a brand they currently shop with strengthens their loyalty to them.

Is your organization maximizing the use of promotional products? If not, the simple question you have to ask is why not? This advertising medium is one of the fastest growing segments in marketing and has a proven track record. Promo products are extremely targeted, you only give or send them to people you want to receive them! And they have a shelf-life unlike almost any other type of marketing tool. If you would like to learn about how to integrate promotional marketing items in to you marketing strategy please give Steve Bocher at call at 303-789-4663 x11.

Source: 2023 Q1 Consumer Study- Promo in a Down Economy

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