Politics and Promotional Products: New Study Reveals Interesting Preferences
The decision to advertise with a promotional product involves more than just choosing a fun giveaway to put a logo on. There are many variables to consider and many options to be weighed, from deciding how much to invest in a campaign to determining which type of product best fits your marketing goals. This effort can really pay off, though, with successful promotional product campaigns leading to a lasting, professional image. Luckily there is some information out there that can help you along the way.
You might be interested in knowing that not only do end-users have a variety of preferences about what types of promotional marketing items they receive, but the variance in their preferences has also shown to be related to their political ideals.
Advertising Specialty Institute (ASI) conducted a research study in which data on consumer preferences for promotional advertising products and political tendency were compiled. The survey yielded many interesting results, with preferences among Democrats, Republicans, and Independents differing in many cases.
Three main categories of product preferences were measured:
• Inclinations in product type
• What they would do with a product they knew they were not going to keep
• How important it was for the product advertiser to be well-known to the recipient prior to receiving the item
Although their tendencies were not exactly the same, Democrats and Independents had the most similar disposition with respect to product inclination and how they would dispose of an unwanted item. Democrats and Republicans were more similar when it came to the importance of advertiser familiarity.
Here are some of the statistics from the ASI study:
Top 5 preferred products
Democrat –
1. Writing instruments
2. T-shirts
3. Calendars
4. Hats
5. Food
Republican –
1. Writing instruments
2. Calendars
3. T-shirts
4. Bags
5. Office supplies
Independent –
1. Writing instruments
2. T-shirts
3. Calendars
4. Bags
5. Hats
Importance of well-known brand:
Democrat: Not important
Republican: Somewhat important
Independent: Important
How might you use this information to shape a promotional products campaign? Contact us so we can share the promotional benefits of custom matting!
Source: http://www.asicentral.com/asp/open/research/impressionsstudy/2011.aspx
