A fully researched insight into the state of the promotional gifts industry in 2012. The research was carried out by the industry body the BPMA and certainly makes very interesting reading for all marketers throughout the UK. Presented by GoPromotional.com the UK's most trusted suppliers of promotional merchandise.

1. Promotional Merchandise in 2012
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2. New bpma Research 2012
The bpma (British Promotional Merchandise Association) posted
an article to their website on 28th June 2012, presenting their
research results for the financial year 2011-12, showing some
interesting trends you might like to take note of.
So what have they found out?

3. The BPMA’s Findings
The BPMA have, for the first time, interviewed senior marketers in the UK, asking questions
about the buying of promotional merchandise, and their intended uses. Their research has
covered various business sectors and respondents were aged between 25 and 44.
Their key findings were that
• 49 percent of senior marketers have increased spend on promotional merchandise since the
last financial year
• 33 percent have stated they will increase it from this year to the next
• Senior marketers give fascinating insight into the role of promotional merchandise in the
marketing mix

4. Promotional Merchandise: Spend 2011-12
So, what's changed?
• Spending on promotional items is
up by just less than half
• Over a quarter of spending has
stayed the same
• Only less than a quarter of
spending has fallen
Good figures all round for promotional
merchandise suppliers.
And these increases look to be staying
in place for the next financial year…

5. According to this chart from the BPMA,
their information indicates another
good year for suppliers:
• Half of spending on promotional
merchandise is set to remain the
same
• A healthy third of spending should
also be on the increase.
• Which leaves less than 20% of
these marketers spend on the
decrease.
As we said before, the figures are
looking good all round.
Promotional Merchandise Predicted: Spend 2012-13

6. Promotional Merchandise Uses: Major Uses
The senior marketers that were interviewed stated that the major uses of
promotional merchandise were in their campaigns to drive sales and awareness.
69% said they used the merchandise because it hit their target market efficiently,
52% said that the merchandise allows their business message to last longer, and
46% say that the use of merchandise helps them to create loyalty with their
customers.
The BPMA research quotes directly from the comments made by the marketers,
with one saying that “It’s an excellent way of getting the clients attention. We can
demonstrate the brand attributes we want to get across.” Another stated that
“For a cascade promotion, if we send items to X they pass them out to their
customers who might also sign up. It builds relationships and goodwill.”

7. Promotional Merchandise Uses: Other Uses
The researchers also questioned the purposes for the purchase of
promotional merchandise, finding that 73% of them would use it for events
and conferences, with 63% going further to state that they used it for
branding purposes, existing and new. Other stated uses included awareness
and launches, saying that promotional merchandise is extremely notorious
for grabbing attention and increasing interest and sales.
Other uses for the merchandise include its use alongside product giveaways
and calls to action, with just less than a fifth of those always using slogans.

8. Promotional Merchandise Uses: Popular Products
The BPMA were also able to
establish which products are popular
amongst these senior marketers.
When they were asked about which
3 items they highly rated for its uses,
they found that:
• 35% said a pen
• 13% said pads, notebooks and
Post-Its
• 10% said canvas shopping bags
or eco bags.

9. Promotional Merchandise Uses: Popular Products
Stephen Barker, one of BPMA’s directors, made the following comments:
“What these results confirm is that practicality and relevance to the recipient are key
factors in the decision-making process on promotional merchandise. Giving a product
that serves a purpose ensures that it will be retained by the recipient, providing on
going exposure for the brand that gave it.”
It was also found that 50% of customers preferred the use of long standing
merchandise and a third preferred to use both a mixture of new and long standing
merchandise. The statements made by the marketers show the concern shared by all
in business in the current economic difficulties, saying “We know they work. We don’t
have the budget to experiment” and “Items need to be reliable.”

10. Promotional Merchandise: Sourcing
Senior marketers also talked of the sourcing
of information relating to their interest in
purchasing merchandise.
• Nearly 70% stated that their current
suppliers were their top choice for
information on merchandise
• 53% used catalogues,
• Surprisingly in our digital age only 33%
sought out information on the Internet
• And some minorities (under 30%)
turned to their creative department or
agency, co-workers and exhibitions for
information.

11. Promotional Merchandise: Product Choice
When asked about influences
selecting merchandise, 79% of
marketers said price was their key
influence and 59% said that the
usefulness of the merchandise
played a huge part.
Other factors, minor in comparison
(under 30%), included relevance to
the brand, attractiveness to the
target market and the
merchandise’ ability to meet their
deadlines.

12. Promotional Merchandise: Product Choice
Stephen Barker commented:
“It is no surprise that cost is a key factor in decision making as the economy remains less than
buoyant but it is encouraging to note that factors such as relevance and usefulness remain
important.”
53% of the senior marketers also stated that they would make use of promotional clothing, with
t-shirts and polo shirts being the most popular items, often purchased for staff to wear at events
etc.
Looking toward Christmas, under 50% of the marketers said they sent promotional merchandise
at Christmas time. The most popular products being typically food or drink items.
And among some of the marketers, more unusual products purchased throughout the year were
rubber ducks, spinning tops and inflatable ice cubes!

13. Promotional Merchandise: Conclusions
Looking at the BPMA’s research, Stephen Barker concluded:
“The results of the survey demonstrate first-hand the value that senior
marketers place on promotional merchandise and how it plays a key role
in marketing activity. The frequency with which products are purchased
shows this very clearly. In addition, the fact that useful products top the
list of those items most purchased highlights that there is widespread
recognition among marketers of the ways in which merchandise can bring
longevity to promotional campaigns and is therefore an effective brand
awareness tool.”

14. Promotional Merchandise in 2012
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