Is Staffing Swag Smart?

Recruitment and staffing companies give branded promotional products or swag because it is believed that these gifts will promote their business.  But do have any evidence to support this belief?  Will giving recruitment swag help you get more candidate leads, job orders and ultimately place more candidates?

Power of Promotional Products

Many studies have been conducted by Universities, Marketing Research and Marketing Associations to examine the relationship between giving promotional products and brand awareness and perception.  Companies from a wide range of industries measured the effects of giving promotional products by giving gifts to one group of customers (experimental group received gifts) but not to the other (control group received no gift), while holding everything else constant.   After some time had elapsed, the two customer groups are then tested for brand awareness, and company perception.  Included in brand awareness, customers are asked to remember the specific products and services the company provided, the benefits and so forth.  In addition, these customers were asked to rate the companies and their employees on credibility, like-ability, willingness to recommend, likeliness of purchase and so forth.

The results show that customers who received promotional products can recognize and recall a company’s brand and products better than those who didn’t receive any.  Furthermore, these customers had a better impression of the company and it’s employees.

Summary of Stats*:

• 70-75% of customers who received promotional products remembered the company and had a positive impression, the result for the control group was 20 to 30% – Georgia Southern
• 22% more referrals and leads generated by Sales staff who provided promotional products to clients as compared to those who did not provide a promotional product - Baylor University
• $219 vs. $92 in purchasing behavior during an eight month period after receiving a gift.  Customers who received promotional products spent more than twice as much as  those who did not receive such an item – Southern Methodist University
  

*Numerous studies conducted by Universities and Marketing Research companies reaffirm the findings that promotional products create a favorable impression of staff,  your product, improves message credibility, promotes repeat customers, increases like ability and interest in your company and so on.  Typical studies involve comparing statistics between the experimental group (customers that received products) against control groups (customers that did not receive products)

Does Swag Lead to Sales?

So we know that promotional products can help you improve your brand awareness and perception.  But does it impact behavior?  Will giving promotional products result in more business?  The answer is yes.  Studies show that customers who received swag spent more with the company than those who didn’t.  In a study conducted by Southern Methodist University, they found that customers who received promotional products spent more than twice as much as those who did not receive such an item.

How about getting sales leads?  Once again, research shows that sales representatives who give swag got more leads than those who didn’t.  Baylor University confirmed that companies who provided promotional products generated 22% more referrals and leads as compared to those who did not provide a promotional product. 

Conclusion

Numerous studies reaffirm that on average, customers who receive promotional products, return sooner and more frequently, and spend more money.  Promotional products give you the ability to be in front of your clients and candidates.  Studies have shown that promotional products can be an effective marketing tool and can even beat newspaper advertising by a 2 to 1 ratio for creating awareness among a selective audience.