When you hear the word “advertising,” what’s the first thing that comes to mind? Television ads that interrupt your favorite show? Those pesky pop-up ads that appear at will when surfing the web? The fast-talking announcer giving a sales spiel in between Top 40 songs on your local radio station? What about promotional products that people actually ask to receive and oftentimes will go out of their way to get?
While each of these advertising mediums has a place in the overall marketing mix depending on your goals, target market, product/service and budget, only promotional products give consumers a more favorable impression of advertisers and deliver commanding advertiser recall among 86% of all recipients, according to the Global Advertising Specialties Impressions Study V.4 conducted by the Advertising Specialty Institute (ASI). The research data shows that promotional products consistently rank among the most influential, enduring and cost-effective ad mediums available.
When doing a cost analysis of promotional products versus other advertising media, the study proves the investment in logoed items is modest, more targeted and more achievable for smaller businesses than other forms of advertising. With a cost per impression at about half a penny, promo products offer the best value when compared to local TV, national magazines or newspapers—at a fraction of the production cost.
The 2013 study built upon the 2012 research, which was conducted in 12 North American and European cities as a follow up to 2008 and 2010 surveys. This year’s examination added interviews from another nine cities so a total of 21 different metro areas in eight countries were represented. The data includes demographic information broken down by political affiliation, ethnicity, gender, age and income, since knowing the likely recipient of products is paramount for an advertiser. Results show promotional products are consistently popular and persistent, with most people owning about 10 items they generally keep for nearly six months, a far longer time period than any other form of advertising.
“Other advertising mediums interrupt or even annoy consumers, but ad specialties actually provide something useful, like a pen to write with, a shirt to wear or a calendar to pick a date, says Timothy M. Andrews, president and chief executive officer of ASI. “Not only do ad specialties make impressions on everyone who sees them, but messaging is reinforced every time the item is used. No other form of media can allow the advertiser to so closely tie a benefit to the recipient.”
Whether you’re in LA, NYC, London, Paris or anywhere in between, promotional products have the power to persuade. Want to boost your brand recall with your target audience? Book an appointment by clicking here or call us at 248-538-4700 today to learn how to incorporate promotional products into your overall marketing mix.