Obstacles to the use of advertising media

After several of our articles have dealt with the positive effects of promotional items , we will consider in this paper the downside: There are companies not using promotional material at all. And some companies do not plan to use promotional items.

In a study published by the „Gesamtverband Werbeartikel-Wirtschaft e.V.“ this fact is adressed. The study addresses the reasons for not using promotional materials. In this article we will present the main findings. Furthermore we will show how to deal with these facts.

In the study, companies which do not use promotional products and does not plan to use were asked which measures would be necessary in order to convince them of the usefulness of promotional products. A total of 271 companies has answered to the questions.

As a result, it can be stated that especially evidence on impact and effectiveness would be an appropriate way to demonstrate the positive effects of promotional items. Furthermore, the companies taking part in the survey stated, that they would like to have more information regarding the use of promotional items and more detailed reporting in scientific journals or publications dedicated to promotional products. Finally, according to the statement of the poll, companies would also like to have more information on legal and tax-related features of promotional items.

Summarizing the statements, it can be seen that the companies have an information deficit. This deficit relates to the entire process chain of the use of advertising materials : From the planning of operations through measurement of effectiveness.

This raises the question, what manufacturers and distributors should do in order to counteract this lack of information. Ultimately, manufactureres and distributors should provide more detailed information, e.g. by providing cases studies showing the proper use of promotional items. For this purpose it is not necessary to refer to real projects or customers cite specific customer acquisitions. Rather, it can be shown on the basis of anonymous case studies:

  • how the use of promotional items can be planned (based on a real scenario),
  • how an economic analysis can be carried out,
  • which aspetcts have to be taken into account when applying promotional items
  • in which way the effects of can be measured

ACAR Europe as an expert will assist you in the process described above – we will answer the question for your personal scenario.

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