Results from: Promotional Products Monitor and Promotional Products Impact Study 2013/14 PSI Press Conference January 8, 2014 Patrick Politze Chairman, GWW, General Association of the German Promotional Products Industry President, BWL, German Association of Promotional Articles Suppliers

Spread promotional products dominate – more than one third of enterprises apply promotional gifts 94% Basis: N=324. Question 3: Are the promotional products you apply…? (aided) … spread promotional products up to 10,00 € … present promotional products between 10,00 € and 35,00€ … Present promotional products 35,00 € and more Question 4: Which of them do you apply most often? (aided) If more were mentioned: Patrick Politze PSI Press Conference Promotional Products Monitor 2013/14

Lasting effects on brand image and awareness are the most important reasons for using promotional gifts Basis: N=324. Question 5: I will now list some of the reasons why people might use promotional products in their enterprise. Please tell me which of these reasons apply to your company. (aided) … the customer uses the promotional product repeatedly. And so the advertising effect is long-lasting … they positively affect our corporate image … we are thereby able to increase the level of awareness of our company … promotional products offer a good price- performance ratio … excellent promotional product quality is also reflected in the customer’s perception of our products/services … this creates stronger bonds between our customers and our company … the used promotional products fit our company/products particularly well … this leads to superior advertising effects compared to other means of advertising … customers pay lots of attention to the promotional product … we thereby gain new customers We use promotional products in our company because … Comparative value % 46% 55% 39% 48% Patrick Politze PSI Press Conference Promotional Products Monitor 2013/14

Impact of Promotional Product study 2013/2014

bureau- and stationery, e.g.: household, e.g.: tools, e.g.: textiles, e.g.: grocery, e.g.: Analysis of promotional products Patrick Politze PSI Press Conference Impact of Promotional Product study 2013/2014

The high memory quote can be confirmed in 2013: Question 2: Please tell me whether you own any of these promotional products. (aided; 11 promotional products were given) Basis: N=1.000 (2013); N=2.002 (2011). Own one of these promotional products Do not own one of these promotional products Own a promotional product Do not own a promotional product Mio3.46 Mio Mio4.23 Mio Expansion from whole population older than 14 years Patrick Politze PSI Press Conference Impact of Promotional Product study 2013/2014

Promotional products have long-lasting effects: Nearly half of promotional products have been in use for over a year already. Basis: N=949. long-lasting advertising effects: promotional products are often in the ownership of the recipient for more than 1 year. 2011: 25% 2011: 20% 2011: 18% 2011: 37% Question 3: Since when do you own these promotional products? (aided) Patrick Politze PSI Press Conference Impact of Promotional Product study 2013/2014

Promotional products are used by the recipients: I use promotional products: Basis: N=949. I don‘ t use promotional products Patrick Politze PSI Press Conference Impact of Promotional Product study 2013/2014

Promotional products attract more people than television or daily press does. range of promotional products on an average day *promotional products total ***television **daily press **radio **poster *Basis: N=949. Range was calculated from the chance of advertising contact (=Use) of a promotional product per day.**Source: ma 2013 (data for poster= average from different poster sizes). ***Source: AGF/GfK 2012  High range: Promotional products reach 80% of the population over 14 years (on an average day). Patrick Politze PSI Press Conference Impact of Promotional Product study 2013/2014

Recall of promotional products in benchmark *Source:Dima Werbeartikelstudie. ** Source RMS (Data lies between 25% und 38%), ***Source: ARF, **** Source: BVDW I remember the name of the advertising company using promotional products: *promotional products total ****magazines  High advertising recall: the recall by using promotional products is twice as high in comparison to magazines. ***TV **radio Patrick Politze PSI Press Conference Impact of Promotional Product study 2013/2014

Thank you very much for your attention! Have a successful PSI 2014!