Product category:
Premiums and incentives, merchandise
News Release from: Source-e
Edited by the Marketingservicestalk Editorial
Team on 18 December 2007
What's in your bag or briefcase?
A survey from Source-e has found that most of us keep promotional merchandise with us - and more than half have bought from the company that supplied the gift.
Nine out of ten respondents (89 per cent) would retain an item of promotional merchandise they had been given in their briefcase/work bag/hand bag Almost three-quarters (71 per cent) had heard of the company that had presented them with the item
Over half (54 per cent) said they had purchased something from a company that had supplied them with a piece of promotional merchandise.
Over two-thirds (69 per cent) would retain the item rather than pass it on to a family or colleague member.
USB stick is second only to pens as the most frequently carried item and second most important.
These are among the main findings identified in a national survey carried out by Source-e, the leading sourcing company, into "What's In Your Bag or Briefcase?" This is the second 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 first survey, which took place earlier this year, covered 'What's on your Desk?' David Lebond, executive director for Source-e and Chairman of the British Promotional Merchandise Association, commented: "This is further evidence of the positive link between promotional merchandise, branding and sales.
"This new survey shows that the British public don't only retain these items on their desk but also carry these items with them at all times in their briefcase/work bag/hand bag and making valuable use of them on a regular basis; promotional merchandise influences purchases." Other key findings identified in the survey included: When questioned about an item of promotional merchandise they had been given and were currently carrying in their briefcase/work bag/hand bag 10 per cent of respondents stated USB stick.
This was second only to pens (23 per cent) and equal to key-rings (10 per cent).
This is an interesting reflection of the increasingly high importance of portable information storage and transfer in our working lives.
When asked which item they would keep if they had to choose only one item, 38 per cent selected a pen, 18 per cent chose a USB stick and 14 per cent would retain their diary.
Surprisingly only 3 per cent said they would retain their personal organiser.
Some 71 per cent of respondents had heard of the company that presented them with the item.
The same number of respondents (71 per cent) could name the company that had presented them with the item suggesting that repeat exposure to an item that is used on a regular basis is kept at the forefront of people's minds.
Over half of those questioned (54 per cent) had purchased something from one of the companies that had supplied them with a piece of promotional merchandise.
And 90 per cent of respondents believe that promotional merchandise increases a company's brand awareness.
David Lebond said: "The repeat exposure to a brand every day of the week has a positive effect on how business people react to that brand".
The British Promotional Merchandise Association, the trade body of which Source-e is a member, will be using the What's In Your Bag or Briefcase 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 Autumn 2007.
The results are based on 512 respondents: 24 per cent of respondents were at Director level.
Source-e is an online and printed catalogue sourcing company that will design, create and deliver promotional items to fit any brief or budget.
Source-e is a member of the UK's leading buying group and fully supports ethical trading (including ETI and SA8000), and operates under a strict ethical policy and will only use factories and suppliers that respect social accountability.
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