Promotional Products Draw Referrals and Loyalty: Study

Promotional product incentives deliver valuable referrals and build positive images with customers, according to two new studies.

"The results of the new studies reinforce what has been shown in previous research," the Promotional Products Association International said in a statement.

The studies found that appeal letters to customers asking for referrals that also included a promotional product incentive drew a 500% higher response than those letters that did not include an incentive. The same response was found for letters promising a promotional product along with eligibility into a sweepstakes.

This study, conducted for PPAI, was done in partnership with a print and mail service company. It was conducted by Alan D. Fletcher, Ph.D. at the Manship School of Mass Communications at Louisiana State University and Rick Ebel, principal of Glenrich Business Studies in Corvallis, OR.

In a second study, designed to determine the long-term impact promotional products can have on building positive images with customers, a more positive overall image of a business was found by people who received a promotional product. The study also found that people who received a promotional product have a higher likelihood of loyalty to that business and are more likely to refer the business to others.

This study was conducted by Georgia Southern University.