Twing giveaway survey 2023

We asked our clients 6 punchy questions to get an insight into their experience with promotional gifts. The result: fascinating insights into relevance, effect and sustainability, which we are happy to share with you. Right at the end you will also find out what Net Promoter Score (NPS) Twing achieved.

Worth knowing: the survey covers all kinds of corporate gifts, whatever they are called. That includes promotional gifts, employee gifts, client gifts and other giveaways. The following 6 qualitative questions (shortened here) were asked:

• How important do you consider the use of promotional gifts?

• How do you rate their effect?

• How important is sustainability?

• Which criteria matter most in the selection?

• How has the general perception changed?

• Twing Net Promoter Score

The relevance of promotional products

Question 1: in general, how important do you consider the use of employee gifts or promotional gifts in communication and marketing?
(1 = not important at all | 5 = extremely important)

Conclusion: almost 90% of the people surveyed consider giveaways a very valuable instrument in communication and marketing. That is no surprise. Promotional gifts are an important means of communication, as the current study on the subject by the industry association PromoSwiss also shows. While in micro-businesses of up to 9 employees only one company in three uses promotional products, in medium-sized and large businesses it is almost 9 out of 10 (PromoSwiss, study “Werbeartikeleinsatz in der Schweizer Wirtschaft 2017”, p. 6).

The effect of promotional products

Question 2: how do you rate the general effect of promotional gifts or employee gifts?
(1 = no effect at all | 5 = very great effect)

Conclusion: promotional gifts have a clear effect in the perception of the people surveyed. It is not for nothing that the promotional product is, alongside online advertising, the most significant advertising medium for companies in Switzerland (PromoSwiss, study “Werbeartikeleinsatz in der Schweizer Wirtschaft 2017”, p. 25).

How important is sustainability?

Question 3: how important is sustainability to you in promotional gifts or employee gifts?
(1 = not important at all | 5 = extremely important)

Conclusion: around 80% of the people surveyed attach great importance to sustainable promotional products. The result confirms the current megatrend of “sustainability”. The sustainability paradigm is evidently reprogramming the promotional products industry too, and influences buying decisions on the part of both the recipient and the sender (Zukunftsinstitut, megatrend neo-ecology, 2023).

Criteria for the selection

Question 4: which three properties are most important to you when choosing promotional gifts or employee gifts?

Conclusion: “usefulness” and “quality” are named by 66% of respondents among the three most important properties of promotional gifts. With 60%, “sustainability” follows as an extremely important property in the selection. “Cost” and “wow effect” (through a great product idea, the packaging or the design, for instance) are named by 49% of respondents. “Delivery time” is still named by 10% of them among the 3 most important properties.

How the perception has changed

Question 5: how has your general perception of the quality of promotional gifts changed in recent years?
(1 = much worse | 5 = much better)

Conclusion: for around 55% of the people surveyed, the perception of the quality of promotional gifts has stayed the same in recent years. For around 38%, however, the perception of quality has improved. Twing observes this trend too. The image of cheap mass-produced goods is no longer so firmly anchored in people's minds. Twing's mission is to help that trend continue.

Net Promoter Score

Question 6: how likely are you to recommend Twing to a friend?
(1 = very unlikely | 10 = very likely)

Conclusion: around 56% of the people surveyed are Twing promoters (a score of 9 or 10), which counts as an excellent NPS and of course pleases us a great deal!

About the survey

This survey was carried out by Twing in September 2023. Around 200 people took part. The respondents work mainly in marketing, in HR or in management and are responsible for buying promotional gifts. The companies are active in Switzerland, Germany and Austria and range from small businesses to large groups.