If there is safety in numbers, then automotive buyers might want to flock to promotional items. According to ASI’s 2024 End-Buyer Survey, 95% of automotive companies are satisfied with the ROI they receive from their promo products. Not only this, but nearly half (48%) plan to increase their promo spending this year. Auto companies are so satisfied with their promo items, in fact, that 8 in 10 would recommend them to similar companies.
How Are Promo Items Used?
How are automotive companies using their promotional items? According to ASI, most are giving them to current customers (93%), followed by prospects (69%) and employees (67%). The primary goal of these investments is to increase brand awareness. Secondarily, it is to say “thank you” to customers and employees for their business and loyalty.
Reasons Auto Companies Purchase Promo Items
“Very Important” to Their Marketing Strategy
Nearly three-quarters (70%) of automotive companies say promotional items are “very important” to their marketing strategies. While words are cheap, auto companies put their money where their mouths are. On average, they spend 42% of their marketing budgets on promo items.
Of course, not all promo items are the same. While price is important, it’s not the top consideration. For auto companies, the most important features when purchasing promo items are:
Durability/quality • 39%
Price • 23%
Functionality • 13%
Style • 10%
Made in the USA • 9%
Products Made in the USA deserve some additional mention. Although less than 10% of auto companies see “Made in the USA” as “most important,” among those who do, it’s truly a leading priority. More than two-thirds (69%) say they would pay a premium for them.
You might think that these products appeal primarily to men. But while men tend to be a little more vocal about their preferences, ASI research finds that it’s actually women (56%) who are more likely to prioritize “Made in the USA” compared to men (52%).
If you are in the automotive industry and aren’t purchasing promotional items, the numbers tell the story. Promo items provide outstanding value and ROI. What are you waiting for?
