In Touch with Millennials
Millennials ranked promotional products the most effective advertising channel to provide an incentive to action, says Moumita Das.
In 2016, PPAI conducted a consumer study as part of the Get In Touch! campaign, a $1.5 million industry branding initiative to leverage the promotional products industry as a key player in the overall advertising domain.
For marketers, Millennials are the most important generation to come along in the past 100 years. The oldest Millennials are reaching the age of 35, and beginning to make life-changing purchases.
PPAI’s 2017 Consumer Study: Mapping Out the Modern Consumer looked at how advertisers can leverage the benefits of promotional products advertising.
Ad blocking generation
Results point to a growing trend for Millennials to avoiding ads. They are making decisions in everyday life revolving around whether they will be interrupted by unwanted distractions. They are paying for services such as Netflix and Spotify to watch television or listen to music. In fact, a recent Facebook study reported a 25% decrease in Millennial users in 2014, with unwanted tracking and advertisements named as the root cause.
Consumers are no longer enjoying their advertising experiences. They want advertising that is more resonant, relevant and easier with which to engage. Millennials prefer messages that will capture their attention, making a case for why they should care, in the most efficient way possible. Actively engaging Millennial consumers and influencing their thoughts can be a daunting task; however, promotional products provide an opportunity to make it easier for the brand-consumer relationship to grow stronger.
While other advertising channels simply communicate a message or reinforce branding, promotional products also play a functional role within the consumer lifestyle. Promotional products allow brands to directly affect Millennial lives by seamlessly integrating into everyday routine.
Because of their ability to be used in everyday routine, promotional products allow consumers to absorb the content at the pace and time they choose. Not surprisingly, Millennials ranked promotional products as the most effective advertising channel to provide an incentive to act.
In advertising, the term ‘effective frequency’ is used to describe the number of times a consumer must be exposed to branding or an advertising message before the marketer gets the desired response.
“Effective frequency might mean that a single advertising exposure is able to influence the purchase of a brand,” notes John Philip Jones, an American advertising professor and author.
One thing stands true: messages are more effective when repeated, and everyday, Millennials are in contact with promotional products. The average Millennial is most likely to walk around with a promotional product everywhere they go, subsequently expanding a brand’s reach.
Two in three Millennials will wear or carry a promotional product daily. Millennial men are more likely to store promotional products in the vehicle or bedroom, whereas women are more apt to keep items in the kitchen or bathroom.
Millennials are hungry to live out their passions, and the brands that can satisfy their appetites will reap the reward for years to come. Promotional products provide the best tool to leverage brand reach, drive recall and fiercely resonate to engage the best reaction among Millennial consumers relative to any other advertising channel.
PPAI’s Get In Touch! campaign competitively positions promotional products as the only advertising medium with the ability to target audiences by putting brands in their hands like no other medium can. For more information, visit ppai.org/getintouch.