How To Prove ROI for Promotional Products To Your VP
Promotional Products are one of the most high-impact, cost effective advertising mediums around.
Promotional products are defined as items used as give aways (writing instruments, drinkware, calendars) that have a logo on them. Their purpose is to positively influence purchasing preferences or build a connection with the brand that is being advertised.
Thousands of interviews have been conducted with business people and students in key cities across the US, Canada, Europe and Australia. These interviews have been conducted to:
- measure the reach of these products
- understand the consumer’s perceptions of promotional products,
- learn the influence these may have on buying decisions,
- identify the perception of the advertiser.
The results will go a long way to prove to your VP that promotional products are indeed one of the most high-impact, cost effective methods of advertising a company could invest in.
The first Ad Impressions Study was launched in 2006 by ASI’s research team. This report has been updated to include additional regions in the US and also Canada and abroad.
In the first section, respondents rated up to three promotional products they had received in the last 12 months. Most commonly mentioned:
- Writing instuments (56%)
- Shirts (48%)
- Bags (34%)
Fun facts about the top three rated items:
- A logoed pen is used 3 to 4 times per day for it’s lifetime.
- Men are much more likely to own promotional shirts.
- In San Diego promotional bags are kept for 2 years or longer.
Participants in the study were asked how long they keep a promotional product. The average? Just over seven (7) months.
But it doesn’t end here…
Over half of consumers report that promo products are passed along to someone else when they are finished with them.
Here are some tips to ensure success for your next promotional campaign!
- Select products that are practical and useful to the recipient. Think writing instruments and USB’s.
- If choosing something that is to be worn, hats, shirts, outerwear, make sure that it is attractive. Think outside the box when it comes to decorating with your logo and/or tagline. Break out of the typical left chest and follow retail brand trends.
- If you want a client to keep the product for reference, then calendars are perfect.
Now for the best part…
Proving the value or the ROI of promotional products. Check out these impressive facts and figures.
- Almost 85% of recipients remember the advertiser on the promotional items they own.
- Worldwide, 50% of consumers had a more favorable opinion of the advertiser. Particularly amongst recipients of outerwear in which case it jumps to 63%.
- The number of impressions a product makes has been calculated by multiplying how long an item is kept, to how many people are likely to come in contact with the message/brand each month.
- Consider the tote bag that continues to generate the most impressions as these are used in public places where they can be seen by massive amounts of people.
- Based on the US results, the top five products delivering the most impressions are:
- Bags – 5,772
- Hats – 3,136
- Writing Instruments – 2,805
- Outerwear – 2,650
- Shirts – 2,450
The goals of the particular campaign, the target demographic, the desired connection towards the brand should be considered before selecting the products that will become the vehicle to deliver the message.
Based on the high number of impressions, the positive attitudes towards a company or brand proves that promotional products are indeed one of the most cost effective means to advertise.