Do Promotional Products Really Attract Customers?
Are you one of those people that go to a trade show and walk from booth to booth filling up your bag with goodies from all the trade show booths? Do you collect pens from your doctor’s office? Keep the magnet from the veterinarian on the refrigerator?
I do. I love collecting all this stuff — it’s shameless and it’s fun. I love going back to my room after a trade show and sorting through all the things I collected throughout the day.
I came home from a recent trade show I attended (SHSMD conference in Washington DC) with tons of stuff. My favorite pens are there every year and I was sure to grab several this time - one in every color they had. I come home with gifts for the kids. This year I came home with an electronic coffee warmer to plug in by my computer - it’s truly amazing the things companies give away.
The question is, is it worth it? As the receiver of these handouts I enjoy the overall experience of the conference more. But what about the companies handing out the promotional items? Is spending the money on these trinkets worth it? How many of you have worked a trade show, or sponsored a community event, and felt like people were taking things without caring who handed them out? They didn’t even look at your name on the mug, they just grabbed it and walked on.
I did a little research on the promotional products industry. Let me share with you what I discovered…
According to Promotional Products Association International (PPAI), the healthcare industry is one of the top ten users of promotional products in the U.S. Another one in the top ten is professionals such as doctors and lawyers. My dear readers, that is most of you!
The promotional products industry was an 18.8 billion dollar industry in 2006, so we know companies purchase promotional items. A lot of promotional items.
But do they work? Is a patient more likely to visit your practice if you hand out a mug or a pen with your talk?
According to studies done by Georgia Southern University, the answer is yes! Recipients of promotional products are reported to have:
- a significantly more positive outlook on your business
- a higher likelihood of recommending your business
- a higher likelihood of patronizing the business.
The top three promotional items purchased in 2006? Wearables such as t-shirts, hats, etc, and writing instruments followed by calendars.
Top ten uses for promotional items? Business gifts, trade shows, brand awareness, employee relations & events, public relations, dealer/distributor programs, new customer/account generation, new product/service introduction, employee service awards, not-for-profit programs.
3 Tips for choosing a promotional products company
I asked Steve Horwitz with Consider It Done for advice on how to choose a vendor to provide promotional products. He suggested healthcare marketers:
Find a vendor with specific industry & product experience. If the vendor specializes in your industry you are safer because they already know the best manufacturers for the products that industry purchases, and they understand what you’re working to accomplish.
Not to knock independent sales people, but buying from a real company with an actual location, employees and real live people answering the phone during business hours is priceless - especially if there is a problem.
Look for a published satisfaction guarantee.
To your success!
Kelly Robbins