32 FOCUS PSI Journal 3/2012 www.psi-network.de OWNERSHIP OF PROMOTIONAL PRODUCTS PLEASE TELL ME WHETHER YOU OWN ANY OF THESE PROMOTIONAL PRODUCTS* I own one of these promotional products (66.27 million) Very high degree of awareness of promotional products. Source: Dima promotional product survey REACH ON AN AVERAGE DAY *Promotional products total **Radio ***Television **Daily newspaper **Posters sultants when deciding what promotional products are going to be used. Large enterprises are making increased use of the consulting services offered by promotional product distributors. The proportion of large enterprises that use promotional products rose in 2011 from 75 to 84 per cent. However, they make up just 3 per cent of the industry’s sales. A lot of potential for the promotional products industry is offered by small and medium-sized enter- 94 % 6 % prises. The smallest companies have a share of 65 per cent in promotional products sales, which corresponds to € 2.25 billion. Although they invest the least per company, this is relative due to their high numbers. Their share of sales rose in the past year by around one per cent. In 2011, sales with medium-sized enterprises made up approximately 20 per cent of overall promotional product sales – a plus of 5 per cent. For dealers this is an interesting point of ap- I do not own any of these promotional products (4.23 million) *supported Basis: N=2002. Data in brackets = Forecast to the total population over the age of 14. *Basis: N = 2002. The range was calculated from the advertising exposure chance (= use) of a promotional product per day. ** Source: ma 2011 (value for posters = average value for different poster sizes). *** Source: AGF/GfK 2010 High reach: Promotional products reach 88 % of the population aged 14 years or older (on an average day) – more often than any other medium. 59% 68% 79% 75% 88% Source: Dima promotional product survey proach, as the facts and figures do show that there is still latent sales potential precisely in this medium-sized area. Distributors will be able to enhance their profile on the market via targeted acquisition among medium-sized enterprises and by providing the accompanying advice. HIGH ADVERTISING RECALL According to the Dima survey, 75 per cent of the products remain in the recipients’ possession for more than half a year; 37

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