May 17, 2007

How Do Promos Influence Word-of-mouth?

Today's eMarketer newsletter featured an article stressing the importance of word-of-mouth in

business-to-business purchasing decisions. Although promotional products and other branded items
weren't mentioned as a purchasing influencer, it is interesting to note that previous studies have show
that promo items outperform TV and print advertising in areas that would promote better word-of-
mouth recommendations, including positive attitudes towards products and brands, credibility of the
message and interest in the product or brand. It's not hard to imagine that a lasting item that drives
such a positive experience would also be a driver for increased word-of-mouth recommendations.

http://blog.epromos.com/archives/2007/05/how_do_promos_i.html