WHAT’S IN YOUR CAR?

National survey finds that most of us believe that branded promotional merchandise increases a company’s brand awareness

• The most popular item of merchandise kept in a car is a pen (12 per cent of respondents). This was followed by an umbrella (11 per cent), ice scraper (9 per cent) and map/road atlas (7 per cent)
• Nearly two-thirds of respondents (63 per cent) can name a brand or company/organisation featured on promotional merchandise that is kept in their car
• Almost 95 per cent of respondents (94 per cent) believe that branded promotional merchandise increases a company’s brand awareness
• Over half of respondents (52 per cent) would keep the item of promotional merchandise themselves, rather than pass it on to colleagues or family
• Almost half of respondents (46 per cent) have purchased from the companies that were branded on a piece of promotional merchandise in their car

These are among the main findings identified in a national survey carried out in March 2008 by P&MM Source-e, the leading sourcing company, into ‘What’s In Your Car?’  This is the third in a series of surveys that have been carried out by the company to establish the relationship between branding on promotional merchandise and sales. The previous two surveys, which took place in 2007 covered ‘What’s On Your Desk?’ and ‘What’s In Your Bag or Briefcase?’

David Lebond, executive director for P&MM Source-e and Chairman of the British Promotional Merchandise Association (BPMA), commented: “This latest survey has re-affirmed the positive link between promotional merchandise, branding and sales that has been shown in the previous two surveys.  Promotional merchandise has a strong and direct influence on brand awareness and purchasing behaviour and is increasingly being regarded as an intrinsic element of the marketing mix.”

Other key findings identified in the survey included:
• When asked which item they would keep in their car if they had to choose only one item, 16 per cent of respondents stated an umbrella.  This was followed by a map/road atlas (15 per cent), ice scraper (12 per cent) and first aid kit (9 per cent).  Surprisingly less than 1 per cent of respondents said they would retain a torch.
• Among the more bizarre and unusual items that people keep in their car are
anti-bacterial gel hand cleanser
a mini fridge to keep drinks cool
a rubbish bin

     among the items kept for superstitious reason were;
an origami lotus flower for luck
a soft elephant lucky charm
an angel pin to protect and guide while driving

The British Promotional Merchandise Association, the trade body of which p&mm Source-e is a member, will be using the What’s In Your Car survey as a key marketing resource to reinforce the power of promotional merchandise and the industry for all member companies.

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For further information contact
Helen Martindale or Chris Lewis
P&MM Source-e Press Office
Tel: 020 7736 4022
Email: helenmartindale@clareville.co.uk

Notes to editor:

• The survey was carried out in March 2008. The results are based on 540 respondents
• 25 per cent of respondents were at Director level

About P&MM Source-e:

• P&MM Source-e is an online and printed catalogue sourcing company that will design, create and deliver promotional items to fit any brief or budget.
• P&MM Source-e is a member of the UK’s leading buying group and fully supports ethical trading (including ETI and SA8000), and operates under a strict ethical policy and will only use factories and suppliers that respect social accountability.
• For further information on P&MM Source-e visit the website www.source-e.co.uk or contact Alex Nau on 01908 608 000

About the BPMA:

The British Promotional Merchandise Association (BPMA), founded in 1965 stands for the promotion of the highest standards of business ethics in the supply of promotional merchandise and services while constantly striving for industry advancement.

Through its members, (which include manufacturers or distributors of promotional merchandise, suppliers of incentive vouchers or incentive travel concepts, or agencies involved in initiating promotional concepts and motivation schemes) it provide a rich source of products and services to industry buyers who take reassurance from the fact that members have signed up to a code of conduct that the association maintains.

www.bpma.co.uk