The study, carried out by an independent research company on behalf of the British Promotional Merchandise Association (BPMA), involved polling marketers across a range of sectors.

Key findings include the fact that 83% of senior marketers plan to increase or maintain spend on promotional merchandise from this year to next, and that 49 per cent of respondents increased spend on promotional products since the last financial year.

When asked about the main reasons why merchandise is used in sales and marketing campaigns, as opposed to other incentives, 69% said that it is because it targets customers effectively” and 46% because the “brand message lasts longer.”

Nearly three quarters of the poll said that promotional merchandise was bought for use at conferences and events and 63% for “brand awareness and rebranding.”

The top three promotional items bought by marketers are:

  • Pens
  • Pads, notebooks and Post-Its
  • Canvas shopping bags or eco bags

BPMA board director Stephen Barker says: “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 and effective brand awareness tool.”

Learn more about this research at Marketing Week Live on 27 and 28 June. The event at London Olympia is free for registrants. Click here to learn more.