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.

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