Research on Corporate Gifts, Business and Promotional Giftsresearch on Corporate Gifts, Samples of Corporate Gifts Used as Incentives

Promotional product mailings can dramatically improve response rates for campaigns involving other media, such as online or print advertising. For this study, a national tile distributor integrated the use of direct mail and promotional products into an existing print advertising campaign. Response rates were then tracked for a known group of subscribers. Some subscribers received only the trade ad, while others also received a sales letter, a promotional product, or a promotional product incentive.

F I N D I N G S

The trade ad alone received a .7% response.
The addition to the campaign of a personalized direct mail letter tripled the response rate to 2.3%.
When a dimensionally-packaged promotional product - a stress ball in a box - was sent, along with information similar to the letter but with a bolder presentation, the response rate rose to 4.2%, or 83% higher than for the personalized letter alone.
An even better response was obtained, with an impressive 9.55% response rate, by sending out an eye-catching direct mail package that contained a promotional product response incentive for a calculator.

(c) 2008 Franklin Awards
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Corporate, Public and Private Collections.}