11 Build Customer Goodwill
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Promotional products are items used to promote and advertise companies, products, and services. A study found that sending educators a calculator with a letter led to greater feelings of goodwill towards the company compared to a highlighter pen or letter only. Promotional products are effective because they are useful to recipients and expose the company message multiple times without additional cost each time the product is used.
11 Build Customer Goodwill
- 1. The Power of Promotional Products Promotional Products Association International
- 2. Items used to promote a product, service or company program, including advertising specialties, premiums, incentives, business gifts, awards, prizes, commemoratives and other imprinted or decorated items. What are Promotional Products?
- 3. Build Customer Goodwill with Promotional Products Promotional products foster customer goodwill toward a company and its salespeople. A 1992 study by Baylor University, involved a textbook publisher sending 4000 educators either: 1) a pocket calculator plus a letter, 2) a lower priced highlighter pen plus a letter or 3) a letter only. A 1992 study by Baylor University
- 4. Feelings of Goodwill Toward Company and Sales Representative
- 5. The use of promotional products in this study resulted in: An increase in feelings of goodwill toward the company and its salespeople A more positive attitude among those who received the calculator than for those who received the less expensive highlighter pen On questions relating to the customers’ personal feelings toward the company and its sales representatives, customers who received the calculator scored 52% higher than the letter only group.
- 6. The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser. The information contained within this presentation will provide a greater knowledge of promotional products, the industry and its applications.
- 7. This information has been made available to you courtesy of Promotional Products Association International and Dynamic Image Marketing Systems, Inc. For more Information contact: Dynamic Image Marketing Systems, Inc 1465 Sand Hill Rd Ste 1017 Candler, NC 28715 828.687.1893 - www.dynamicimage.biz