Do you promote your Brand or Business with Promotional Products?

Looking for the most cost effective way to reach your customer base & leave a favorable impression?

Ever wondered how successful a Promotional Products campaign might be for you?

It is surprising how little you can spend for some excellent results.

At 24 Hour Promotions, we brand in house so you can start with a small quantity at very reasonable rates and build from there.

In a tough economy like this one, marketers want to make sure every dollar spent is going to give them the right return on their investment. One fail-safe strategy: Up your use of promotional products in every marketing campaign you do. According to a brand new study from the Advertising Specialty Institute, promotional products beat nearly all other types of advertising media, including TV, print and radio, in terms of Cost Per Impression (CPI). The Advertising Specialties Impressions Study, which includes interviews with more than 6000 business people who had received promotional products, also revealed that a whopping 84% of recipients of promotional products remember the advertiser on the product they receive. Want more evidence to reassure yourself that promotional products work? Here are 10 compelling pieces of evidence from the survey.

     
                                     
Ability to Identify Advertiser
Total
Other Apparel (Jkts, Pants, Scarves)
94%
Bags
90%
Caps
89%
T-shirts
87%
Recognition/Awards
85%
Writing Instraments
85%
Glassware/Ceramics
84%
Calendars
69%
Recognition/Jewellery
69%
Desk/Office/Business Accessories
67%
Average
84%
     

Finding #1
Business People remember the Advertiser of the items they receive

Can a typical consumer remember the advertiser on a TV commercial they have watched this morning? That’s doubtful, especially if they have TiVo. But they’re much more likely to recall the advertiser on a promotional product they have at home. Eighty four percent of respondents said they remember the advertisers on the products they have, and that number is higher for certain products. For example, 94% of those who have logoed jackets easily recalled the advertiser on the jacket.

       
           
             
Impression of Advertisers after Receiving the Item
More
Favourable
No
Change
Less
Favourable
Bags
53%
47%
0%
T-shirts
49%
49%
2%
Caps
45%
55%
0%
Other Apparel (Jkts, Pants, Scarves)
44%
56%
0%
Glassware/Ceramics
39%
61%
0%
Desk/Office/Business Accessories
35%
62%
3%
Calendars
31%
69%
0%
Writing Instraments
30%
68%
2%
Recognition/Awards
23%
77%
0%
Recognition/Jewellery
18%
82%
0%
Average
84%
57%
1%
       

Finding #2
42% of Business People have a more Favourable Impression of an Advertiser after receiving the Item

That’s right, nearly half of the business people who receive a promotional item from a company will think more favourably of that company after receiving the item. This number is even higher for certain products, such as bags, t-shirts and caps. Add some of these products to your next marketing campaign, and you can be sure your stock goes up with customers and prospects.

           
                                 
Done Business with the Advertiser after Receiving Item
Total
Recognition/Awards
77%
Other Apparel (Jkts, Pants, Scarves)
72%
T-shirts
70%
Bags
68%
Caps
67%
Glassware/Ceramics
65%
Calendars
59%
Writing Instraments
53%
Desk/Office/Business Accessories
52%
Recognition/Jewellery
31%
Average
62%
       

Finding #3
Most Business People have done business with the Advertiser after receiving the Promotional item

How can a marketer be sure that when they spend money sending a client or prospect a promotional item, they’ll actually hear from that client or prospect again? According to this study, they can be fairly sure. Sixty-two percent of business people have done business with the advertiser on a promotional item after receiving the item. So by sending them a promotional item, you’re either enhancing a current relationship or helping to launch a new one.

         

Finding #4
Promotional Products have Staying Power

Think your client threw away the pen you sent him last week? That’s doubtful, according to the new study. Most business people keep promotional products an average of seven months, and many keep the items for even longer. For instance, logoed bags and jackets are kept for nearly nine months, according to the study. Think about how often an individual might use a bag or a jacket: That translates into a lot of brand exposure.

                                           
   
How Long Recipients Keep Products (Mths)
1-6
6-12
12+
Avg Mths
Other Apparel (Jkts, Pants, Scarves)
34%
28%
39%
8.7
Bags
37%
21%
42%
8.6
Calendars
37%
58%
4%
7.6
Recognition/Awards
49%
16%
34%
7.4
Caps
46%
38%
15%
7.1
Glassware/Ceramics
50%
24%
26%
7.1
T-shirts
45%
45%
10%
6.8
Desk/Office/Business Accessories
65%
18%
17%
5.7
Writing Instraments
80%
12%
8%
4.3
Average
56%
26%
19%
6.9
     
Reason for Keeping Item
Useful
Attractive
Other
Bags
91%
34%
20%
Writing Instraments
91%
12%
23%
Other Apparel (Jkts, Pants, Scarves)
89%
39%
17%
Glassware/Ceramics
86%
26%
30%
Desk/Office/Business Accessories
83%
14%
20%
Calendars
77%
31%
22%
Caps
76%
37%
33%
T-shirts
74%
39%
34%
Recognition/Jewellery
31%
38%
54%
Recognition/Awards
23%
15%
69%
Average
81%
26%
27%
       

Finding #5
Business People Keep Items that are Useful

If you’re trying to find the right product for your next campaign consider the fact that business people are more likely to hold on to the product for a long time if the product is useful. As this chart shows, items like bags, writing instruments and mugs, are kept for a long time because business people use them over and over again. Pick a product that’s useful and it will have staying power.

         

Finding #6
Logoed Bags are Frequently Used

If someone tells you that nobody uses the totebags your company gives away, don’t believe them. According to the new study, bags are the most frequently-used apparel item in the promotional world. On average, business people use the same logoed bag more than nine times per month. Imagine the brand exposure your company gets when that bag is toted around.

           
 
Average Times Used per Month
Total
Bags
9.33
Caps
6.06
Other Apparel (Jkts, Pants, Scarves)
4.62
T-shirts
4.32
 
                             
Frequency of Use
Writing Instraments
Glassware/Ceramics
Desk/Office/Business Accessories
Once Per Week
44
56
13
Once per Day
19
25
15
2-5 Times per Day
20
10
10
More than 5 times per day
20
5
9
Once per Month
8
10
7
Once in 6 Months
4
6
4
At Least Once in the Past Year
4
3
5
Never
5
9
36
Average per Month
64
33
50
     

Finding #7
Many Promotional Products are Used Daily

Bags aren’t the only promotional products that get major exposure. Some logoed products, like writing instruments, are used multiple times per day. Ditto for glassware/ceramics, which are used once or more per day by 40% of the survey respondents. If you’re looking to have your brand in front of a client or prospect every day, these products can help you do that.

       
                 
Category
Impressions per Month
Bags
1038
Caps
476
T-shirts
365
Writing Instraments
363
Desk/Office/Business Accessories
294
Glassware/Ceramics
251
Calendars
227
Recognition/Awards
221
Other Apparel (Jkts, Pants, Scarves)
64
     

Finding #8
Promotional Products Deliver Significant Numbers of Impressions

If you’re measuring the Return on Investment of your marketing efforts (and you should be), it’s important to know that a single promotional product can deliver several hundred impressions per month. For instance, a single logoed bag averages 1,038 impressions per month, according to the study. If you gave out 1,000 of those bags to clients, that’s 1,038,000 impressions per month.

       
                       
Category
Total
Impressions
Cost per
Impression
Bags
8927
$0.002
Caps
3380
$0.002
T-shirts
2482
$0.005
Glassware/Ceramics
1782
$0.004
Calendars
1725
$0.003
Desk/Office/Business Accessories
1676
$0.007
Recognition/Awards
1635
$0.021
Writing Instraments
1561
$0.002
Other Apparel (Jkts, Pants, Scarves)
557
$0.016
Average
 
$0.004
   

Finding #9
The Cost-per-Impression of Promotional Products is a Fraction of a Cent.

If your marketing dollars are tight right now, consider the fact that the average Cost-Per-Impression (CPI) of a promotional product is $0.004. That’s a fraction of a cent per impression – and that number is even smaller for certain products, like calendars and caps.

       

Finding #10
Promotional Products Deliver a More Favorable CPI Than Virtually Any Other Media.

On a CPI basis, promotional products are more cost effective than any other type of advertising media except billboards. If you’re spending most of your marketing dollars on television, radio or print advertising, now might be the time to reconsider your marketing mix and invest more in promotional products. It’s a sure way to get a bigger bang for your buck, especially in these uncertain economic times.

                             
   
Type of Media
Cost per Impression
National Magazine
0.033
Newspaper Ad (1/2 Page B&W)
0.0192
PrimeTime TV
0.019
Cable TV
0.007
Syndicated (Day) TV
0.006
Spot Radio
0.005
PromotionalProducts
0.004
Billboard (City/National)
0.003
     
  Article courtesy of ASI Counsellor Magazine. What is ASI?

The Advertising Specialty Institute, or ASI, has been providing award-winning products and services to the advertising specialty and promotional products industry for over 50 years. ASI publishes print and online business magazines, product catalogs, Web sites and informational directories.