2012 Election and Promotional Products Interaction

Transcription

1 2012 Election and Promotional Products Interaction An analysis of the effect of promotional products on voter opinions 2012 Advertising Specialty Institute. All Rights Reserved This report may be reproduced and used in presentations by active supplier, distributor and decorator members of the Advertising Specialty Institute ("ASI") for purposes of educating members and other media about sales of advertising specialties. Such use must not alter the information and must set forth the following legend: "Research provided by the Advertising Specialty Institute, 2012, All Rights Reserved." No other use is permitted without the express written consent of ASI. 1

2 Study Background: On May 1, 2012, The Advertising Specialty Institute launched a survey among potential recipients of promotional products in the upcoming U.S. election in November. Respondents were screened to be registered voters for the November 6 th, 2012 election. The purpose of the study was to understand how promotional products influence voters, what kinds of products are preferred, and if there were differences in the perceptions of promotional products based upon political affiliation. In total, 1,489 respondents completed the online survey. The proportion of female respondents outnumbers males, though each group is analyzed separately. Findings were tested at the 95% confidence level, with a margin of error of +/ 2.54%. Conclusions: Just over one half (50.9%) of respondents have received a promotional product from a candidate, while three in ten respondents have purchased a promotional product to support a party or candidate. Promotional products may be a better fundraiser among Democrats than Republicans, as 36.1% of Democrats have purchased them, vs. only 24.1% of Republicans. Over one quarter (26.5%) of all respondents would be more likely to vote for a candidate who distributed a promotional item they liked. Males (34.0%) were more likely than females (23.8%) to vote for the candidate after receiving the promotional item. By increasing awareness of the candidate with the positive reinforcement promotional products bring, candidates can influence one in four voters. However, relatively expensive items are as likely to negatively impact perceptions of a candidate as they are to positively impact them. Items that are useful but not perceived as pricey should be used. Over two thirds (67.4%) of respondents have taken an action as a result of receiving a promotional item. Over half of respondents went to a website for the candidate, so including the call to action to visit a candidate s home page is crucial. Nearly one quarter of Democrats and males donated money after getting a promotional product, again underscoring the opportunity to use the products as fundraisers. Nearly three quarters (73.4%) of respondents felt it important that promotional products for elections be made in the USA. Over one half (52.3%) felt it very important. Promotional products should be manufactured in the United States, and that should be clear on the imprinting on the item. (Conclusions continued on next page) 2

3 Conclusions (Continued): Over sixty percent (61.1%) feel promotional products should be Eco Friendly/Green. Over twothirds (67.8%) of females considered this important, vs. less than one half of males (49.6%). Eco Friendly/Green products particularly appeal to Democrats (71.5%), Independents (66.0%) and females (67.8%), so offering them to these three groups is crucial. Nearly one half (48.5%) of respondents felt that messages that contain detailed facts were the best way to deliver a memorable message. Republicans (53.7%) in particular were likely to want messages that contained detailed facts. Preferences for which promotional product was preferred varied, with writing instruments the most appealing to Republicans and Independents, and shirts appealing the most to Democrats. With so many options for promotional products, candidates aren t limited as to what types of items they choose. 3

4 Detailed Findings: Which of the following levels of office have you received a promotional product from a candidate? Please select all that apply. Just over one half (50.9%) of respondents have received a promotional product from a candidate. Promotional products from local or state candidates were the most common, as 42.9% had received them. Democrats were more likely than Republicans to have received a product from a candidate running for President, 21.8% vs. 13.5%, respectively, while Republicans were more likely than Democrats to have received a product from federal office candidates other than President, 29.1% vs. 19.4%, respectively. 1, Candidate running for a local or state office 42.9% 40.0% 45.0% 43.9% 47.7% 42.8% Candidate running for a federal office, such 25.1% 19.4% 29.1% 26.7% 28.6% 22.5% as Congress or Senate, other than President Candidate running for President 17.7% 21.8% 13.5% 18.9% 21.2% 15.3% None of the above 49.1% 47.9% 50.5% 48.6% 44.6% 49.9% Have you ever purchased a promotional product to support a party or candidate? Seven in ten respondents have never purchased a promotional product to support a party or candidate. However, 36.1% of Democrats have purchased them, vs. only 24.1% of Republicans. Yes 26.9% 36.1% 24.1% 17.1% 26.4% 28.8% No 70.1% 60.7% 72.2% 81.6% 72.6% 67.3% Don't know 3.0% 3.3% 3.7% 1.3% 1.0% 3.8% What do you usually do with election related promotional products you receive after the election is over? Election related promotional products are kept after the election almost one half (49.6%)of the time. Over one half (56.1%) of Democrats keep promotional products, vs. only 46.1% of Republicans and 45.3% of Independents. Conversely, 48.0% of Republicans toss promotional products after an election, vs. 34.8% of Democrats. Over one half (51.9%) of females keep items, significantly higher than males (45.7%). Males are more likely to toss items than females (48.1% vs. 39.8%, respectively). Keep them 49.6% 56.1% 46.1% 45.3% 45.7% 51.9% Toss them 42.7% 34.8% 48.0% 46.0% 48.1% 39.8% Give them away 7.7% 9.0% 5.9% 8.7% 6.3% 8.2% 4

5 How likely would you be to vote for a candidate that had distributed a promotional item you liked? While the majority (71.7%) wouldn t be any more likely to vote for a candidate who distributed a promotional item they liked, 26.5% of all respondents would be more likely to vote for the candidate. Males are even more likely than females to vote for a candidate that had distributed an item they liked, 34.0% vs. 23.8%, respectively. Net More Likely 26.5% 26.7% 26.2% 27.0% 34.0% 23.8% Much more likely 4.2% 6.6% 2.6% 3.3% 6.2% 3.6% More likely 22.3% 20.1% 23.6% 23.7% 27.8% 20.2% No change 71.7% 70.5% 72.3% 72.4% 64.6% 74.0% Less likely 0.3% 0.8% 0.0% 0.0% 0.5% 0.3% Much less likely 1.5% 2.0% 1.5% 0.7% 1.0% 2.0% How would receiving an item that was relatively expensive impact your opinion of the candidate? The majority of respondents (58.8%) indicated a relatively expensive promotional product wouldn t impact their opinion of the candidate they obtained it from. However, among those who felt their opinion would be impacted, those feeling more favorable (19.6%) was more than offset by those feeling less favorable (21.7%). Males (27.4%) are more inclined to have a more favorable impression than females (16.4%), who are more likely to have a less favorable opinion. Net More Favorable 19.6% 19.0% 19.7% 20.4% 27.4% 16.4% Much more favorable 2.3% 2.1% 3.0% 1.3% 4.8% 1.3% More favorable 17.3% 16.9% 16.7% 19.1% 22.6% 15.1% No change 58.8% 59.7% 62.6% 50.7% 55.8% 59.2% Less favorable 17.0% 17.3% 14.8% 20.4% 13.9% 19.1% Much less favorable 4.7% 4.1% 3.0% 8.6% 2.9% 5.4% Net Less Favorable 21.7% 21.4% 17.8% 29.0% 16.8% 24.5% 5

6 What actions, if any, have you taken as a result of receiving a promotional item? Please select all that apply. Over two thirds (67.4%) of respondents have taken an action as a result of receiving a promotional item. Over one half (52.1%) have visited a candidate s website. Democrats are more likely than Republicans to have donated money (24.0% vs. 18.4%) and actively campaigned for the candidate (12.4% vs. 8.6%). Males are more likely to have donated money (23.8%) than females (15.7%). Nearly thirty percent (29.8%) attributed the item they received with voting for the candidate. Donated money 19.5% 24.0% 18.4% 14.6% 23.8% 15.7% Went to a speech being given by a candidate 21.4% 21.1% 24.7% 15.9% 22.8% 21.6% Visited a website for a candidate 52.1% 49.2% 54.7% 52.3% 52.9% 51.7% Actively campaigned for a candidate 9.8% 12.4% 8.6% 7.9% 15.0% 7.7% Voted for a candidate 29.8% 31.8% 30.0% 26.5% 28.6% 30.1% You've never taken an action as a result of 32.6% 32.2% 31.8% 34.4% 31.1% 32.9% receiving a promotional product Other 5.3% 4.5% 4.1% 8.6% 8.3% 3.9% 6

7 Who do you think will give out the best promotional products for the upcoming presidential election? Opinions about who will give out the best promotional products are evenly split, with 41.4% of all respondents choosing Barack Obama and 38.9% choosing Mitt Romney. Opinions about the best promotional products fell along party lines. Most Democrats (57.2%) picked Obama, while most Republicans (52.2%) felt Romney would give out the best promotional products. Independents gave the edge to Obama (42.6%). Barack Obama 41.4% 57.2% 27.2% 42.6% 41.1% 43.3% Mitt Romney 38.9% 27.1% 52.2% 33.2% 40.5% 37.1% Other 19.7% 15.7% 20.6% 24.2% 18.4% 19.6% Generally speaking, who do you feel gives out the best promotional products? Nearly two thirds of respondents didn t feel there was a difference between who gave out the best promotional products among political parties. Among those who felt there was a difference, once again, opinions about promotional products followed party lines. Democrats were more likely to pick Democrats as giving out the best products, and Republicans felt similarly about items from their party. Males are more likely than females to think Republicans give out the best promotional products, 22.9% vs. 14.5%, respectively. Democrats 20.3% 31.2% 14.0% 14.8% 21.6% 20.5% Republicans 17.6% 10.0% 27.7% 11.0% 22.9% 14.5% No difference 62.1% 58.8% 58.3% 74.2% 55.5% 65.1% 7

8 How important is it that promotional products for elections are made in the USA? Nearly three quarters (73.4%) of respondents felt it important that promotional products for elections be made in the USA. Over one half (52.3%) felt it very important. Over three quarters (76.5%) of females considered Made in the USA important vs. 68.9% of males. Net Important 73.4% 75.8% 71.5% 73.2% 68.9% 76.5% Very important 52.3% 50.9% 51.8% 55.6% 45.2% 55.9% Important 21.1% 24.9% 19.7% 17.6% 23.7% 20.6% Neither important nor unimportant 12.5% 11.8% 12.3% 13.9% 20.5% 9.4% Unimportant 2.5% 2.4% 2.6% 2.7% 2.4% 2.4% Very unimportant 11.6% 10.1% 13.6% 10.2% 8.2% 11.7% How important is it that promotional products for elections be "Eco Friendly/Green? Over six in ten (61.1%) feel promotional products should be Eco Friendly/Green. Both Democrats (71.5%) and Independents (66.0%) were more likely than Republicans (49.6%) to feel Eco Friendly/Green was important for election related promotional products. Net Important 61.1% 71.5% 49.6% 66.0% 49.6% 67.8% Very important 26.9% 33.5% 17.7% 33.7% 20.4% 30.0% Important 34.2% 38.0% 31.9% 32.3% 29.2% 37.8% Neither important nor unimportant 24.9% 18.0% 32.4% 21.8% 32.6% 21.4% Unimportant 4.4% 1.9% 6.3% 4.8% 6.9% 2.8% Very unimportant 9.7% 8.6% 11.8% 7.5% 10.9% 8.0% 8

9 Please select the statement below that you feel would be the best way to deliver a memorable message to you about which candidate to vote for. Nearly one half (48.5%) of respondents felt that messages that contain detailed facts were the best way to deliver a memorable message. Republicans were more likely than Democrats to cite messages that contained detailed facts, 53.7% vs. 44.0%. Messages done with humor 20.0% 18.2% 17.8% 26.7% 21.0% 19.8% Messages that contain detailed facts 48.5% 44.0% 53.7% 45.9% 48.8% 46.2% Messages that showcase the personality of the candidate 31.6% 37.8% 28.6% 27.4% 30.2% 34.0% What type of promotional product would you most like to receive from the list below? Writing instruments (20.6%) were the promotional product the greatest percentage of respondents most wanted to receive. Shirts (17.5%), mugs/glassware (16.9%) and books about the candidate (12.5%) were the other top items. Democrats were more likely than Republicans to want a shirt (20.9% vs. 13.8%). Writing instrument 20.6% 18.8% 22.5% 20.1% 17.4% 22.0% Shirt 17.5% 20.9% 13.8% 18.8% 19.8% 17.6% Mug/glassware 16.9% 18.1% 18.5% 11.9% 18.8% 15.5% Book about the candidate 12.5% 10.3% 13.5% 14.3% 10.2% 13.1% Other 9.5% 8.6% 8.9% 11.9% 8.6% 9.0% Button 6.2% 6.5% 6.1% 5.8% 6.2% 6.3% Cap/headwear 5.7% 5.6% 6.5% 4.4% 9.9% 4.1% Bumper sticker 4.8% 4.1% 5.2% 5.1% 4.6% 5.0% Calendar 4.6% 5.4% 3.1% 6.1% 3.2% 5.4% Something that blinks 1.8% 1.7% 2.0% 1.4% 1.3% 2.1% 9

10 Which presidential candidate are you more likely to vote for in November? The election appears to be very close, with slightly more respondents choosing Romney (44.0%) than Obama (41.8%). However, given that nationally there are more registered Democrats than Republicans, the voting along party lines evident below, and Independents support of Obama also shown below, no conclusions can be made about which direction the election will turn based upon these results. Barack Obama 41.8% 82.5% 7.3% 41.8% 35.5% 46.0% Mitt Romney 44.0% 9.9% 79.9% 31.2% 51.5% 39.6% Other 14.2% 7.7% 12.9% 27.0% 13.0% 14.3% 10

11 Demographics: Gender Male % Female % Total 1, % Age 18 to 34 years % 35 to 44 years % 45 to 54 years % 55 to 64 years % 65 years and over 77 6% Total 1, % Region contains the state in which you would most likely vote in 2012 Northeastern (CT, DC, DE, MA, MD, NH, NJ, NY, PA, RI, ME, VT) % Southeastern (AL, AR, FL, GA, KY, LA, MS, NC, SC, TN, VA, WV) % Southwestern (AZ, NM, OK, TX) % Middle Western (IA, IL, IN, KS, MI, MN, MO, NE, ND, OH, SD, WI) % Western States (CO, ID, MT, NV, UT, WY) 78 6% Pacific (AK, CA, HI, OR, WA) % Total 1, % Political Registration Democrat % Republican % Independent % Total 1, % Income Less than $30, % $30,000 $39, % $40,000 $49, % $50,000 $59, % $60,000 $69, % $70,000 $79, % $80,000 $89, % $90,000 $99, % $100,000 or more % 11