Buying a Brand or Buying INTO a Brand?

What’s the difference in buying a brand and buying INTO a brand? If you buy into a brand, you want everything with that logo on it. Just buying a brand doesn’t have the same connection, the same loyalty.

For instance, I am a huge Coke fan. If it has the Coke logo, chances are I will at least stop and look at an item, if not outright pick it up and buy it. My love of the brand is so bad, for Christmas, when I am asked, all I have to say is ‘anything Coke’.  I have ended up with straws, napkins, a mini refrigerator, and more – all because of the red and white logo of Coca-Cola.

‘We don’t want people to buy a brand, we want people to buy into a brand, to make it part of their lives,” founder of the Richards Group once said. Advertising channels are the most important tool used by brands to reach a targeted audience, to ensure that is resonates positively to the messaging, and most importantly, to generate the desired reaction.

Promotional products are the optimal method to elicit a strong connection with recipients. Well-chosen promos spark interest, inspire action, and effectively gain and retain consumers, ultimately enhancing brand loyalty.

Brand Allure

Roughly 8 in 10 consumers (79% to be exact) said they have looked up a brand after receiving a promotional product. Promotional products draw the most interest in Millennial recipients, 87% of whom were curious enough to take further action.

Brand Favorability

With the overwhelming selection of brands today’s marketplace offers, the average consumer might appear more elusive or erratic than ever in their decision-making. However, one might argue that the right advertising vehicle has the power to shift brand favorability and ultimately influence a consumer’s buying decisions – and that’s exactly the case. In fact, 83% of consumers said they are more likely to do business with brands from which they received promotional products over other brands.

Brand Loyalty

Would receiving a high valued, quality promotional product persuade you to be more loyal to a particular brand?
Definitely not: 5%
Probably not: 10%
Maybe: 31%
Probably would: 30%
Definitely would: 24%

Excerpted with permission from PPAI January 2017

What does your brand say by the promotional products you have available?

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