The Polish Chamber of Promotional Products (PIAP) has carried out the first comprehensive quality research on the perception of promotional products in the Polish market. The research, by Ipsos, indicated that promotional gifts are an important and effective element of marketing strategy that help build company awareness and image.
Middle-sized companies were found to invest the most in promotional gifts, with gifts being one of the best marketing tools to indicate a company’s status and provide information about the brand. Small enterprises found gifts to be one of the most efficient communication channels, offering potential business opportunities, despite a proportionately high financial outlay. The research noted that the advertising budget in larger companies was so diversified that gifts were replaced by other tools. It noted the greatest challenge and an opportunity for the industry to strengthen share in this segment.
Ipsos’s report looks at what types of gifts are best suited to a given occasion and how to create an offer for business customers by segment. Ipsos verified strengths and weaknesses of promotional goods and divided them according to their features, functionalities and occasions. The occasions during which promotional gifts are given were also analysed as well as the significance of the packaging and the manner of searching for gifts.
Functionality and quality were determined to be the most important features of promotional products, while uniqueness was considered the least important.
Employees responded best to anniversary gifts or where gifts were more individualised. More standard gifts from employers were viewed as office equipment.
Katarzyna Wojniak, PIAP management board office director, said the association recognised that it needed more robust research into the promotions market in Poland. “For a long time, we wanted to carry out a comprehensive, professional and multi layered market research. Thanks to the gathered knowledge, the companies who are members of the Chamber can develop their business in accordance with the direction of the market.”
Researcher Ipsos questioned those responsible for the selection of gifts as well as their recipients –customers, company employees, and individual recipients. The research set three goals: to identify the general perceptions and needs concerning promotional gifts; to define how promotional gifts are perceived, and to establish the basis for creating a successful marketing campaign for promotional gifts.
The complete report is available for PIAP members in the Chamber Management Office.