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News Release from: BPMA
Edited by the Marketingservicestalk Editorial
Team on 19 May 2008
What's in your car?
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)
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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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.
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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 PandMM 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 PandMM 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".
Other key findings identified in the survey included: 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.
Among the more bizarre and unusual items that people keep in their car are anti-bacterial gel hand cleanser, a mini fridge to keep drinks cool, a rubbish bin.
Among the items kept for superstitious reason were; an origami lotus flower for luck, a soft elephant lucky charm, an angel pin to protect and guide while driving.
The British Promotional Merchandise Association, the trade body of which pandmm 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.
The survey was carried out in Spring 2008.
The results are based on 540 respondents, 25 per cent of whom were at director level.
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