Results from: Promotional Products Monitor and Promotional Products Impact Study 2013/14 PSI Press Conference January 8, 2014 Patrick Politze Chairman,

Results from:Promotional Products Monitor andPromotional Products Impact Study 2013/14

PSI Press Conference January 8, 2014Patrick Politze

Chairman, GWW, General Association of the German Promotional Products IndustryPresident, BWL, German Association of Promotional Articles Suppliers

Spread promotional products dominate – more than one third of enterprises apply promotional gifts

94%

Basis: N=324.

Question 3: Are the promotional products you apply…? (aided)

89%

35%

7%

… spread promotional products up to 10,00 €

… present promotional products between 10,00 €

and 35,00€

… Present promotional products 35,00 € and more

Question 4: Which of them do you apply most often? (aided)

If more were mentioned:

85%

15%

spread promotionalproduct up to 10€

present promotinalproduct between 10€

and 35€

Patrick Politze PSI Press Conference 2014 2

Promotional Products Monitor 2013/14

Lasting effects on brand image and awareness are the most important reasons for using promotional gifts

Basis: N=324.

Question 5: I will now list some of the reasons why people might use promotional products in their enterprise. Please tell me which of these reasons apply to your company. (aided)

80%

69%

68%

60%

59%

58%

47%

42%

38%

57%

… the customer uses the promotional product repeatedly. And so the advertising effect is long-lasting

… they positively affect our corporate image

… we are thereby able to increase the level of awareness of our company

… promotional products offer a good price-performance ratio

… excellent promotional product quality is also reflected in the customer’s perception of our products/services

… this creates stronger bonds between our customers and our company

… the used promotional products fit our company/products particularly well

… this leads to superior advertising effects compared to other means of advertising

… customers pay lots of attention to the promotional product

… we thereby gain new customers

We use promotional products in our company because … Comparative value 2013

78%

46%

55%

39%

48%


Promotional Products Monitor 2013/14

Impact of Promotional Product study 2013/2014

bureau- and stationery, e.g.:

household, e.g.:

tools, e.g.:

textiles, e.g.:

grocery, e.g.:

Analysis of promotional products



The high memory quote can be confirmed in 2013:

Question 2: Please tell me whether you own any of these promotional products. (aided; 11 promotional products were given)

Basis: N=1.000 (2013); N=2.002 (2011).

95%

94%

5%

6%

Own one of these promotional products

Do not own one of these promotional products

2013

2011

Own a promotional

product

Do not own a promotional

product

65.77 Mio 3.46 Mio

66.27 Mio 4.23 Mio

Expansion from whole population older than 14 years



Promotional products have long-lasting effects: Nearly half of promotional products have been in use for over a year already.

Basis: N=949.

35%

22%

18%

25%

1-6 months 6-12 months 1-2 years > 2 years

long-lasting advertising effects: promotional products are often in the ownership of the recipient for more than 1 year.

2011: 25%

2011: 20%2011: 18% 2011: 37%

Question 3: Since when do you own these promotional products? (aided)



Promotional products are used by the recipients:

93%86%

7%14%

I use promotional products:

Basis: N=949.

I don‘ t usepromotional products

2011 2013



Promotional products attract more people than television or daily press does.

range of promotional products on an average day

*promotional products total

***television

**daily press

80%

72%

65%

**radio

**poster

51%

80%

*Basis: N=949. Range was calculated from the chance of advertising contact (=Use) of a promotional product per day.**Source: ma 2013 (data for poster= average from different poster sizes). ***Source: AGF/GfK 2012

High range: Promotional products reach 80% of the population over 14 years (on an average day).



Recall of promotional products in benchmark

*Source:Dima Werbeartikelstudie. ** Source RMS (Data lies between 25% und 38%), ***Source: ARF, **** Source: BVDW 2013.

I remember the name of the advertising company using promotional products:

*promotional products total

****magazines

78%

26%

High advertising recall: the recall by using promotional products is twice as high in comparison to magazines.

***TV

**radio

28%

32%



Thank you very much for your attention! Have a successful PSI

2014!

Documents

Results from: Promotional Products Monitor and Promotional Products Impact Study 2013/14 PSI Press Conference January 8, 2014 Patrick Politze Chairman,