Over 75% of promotional products are kept for ONE year! And 85% of recipients remember YOUR COMPANY!
So, how effective ARE promotional products?
This was a question that was asked, not just by business owners who have purchased promotional items to give out to their customers, but also by the Advertising Specialty Institute (ASI).
ASI® published the Advertising Specialties Impressions Study on November 10th, 2008, which provided the industry, for the first time, with concrete numbers on the average cost per impression for promotional items. The results were groundbreaking: at $0.004 per impression, promotional items provided a better cost-per-impression (CPI) spend than most other forms of media advertising, including television, magazine, newspaper and radio.
But what the CPI numbers don’t show is how well promotional items work once the product is paid for and distributed, and the Impressions Study again showed impressive numbers.
If Directors of Sales & Marketing assume that the promotional items their sales teams hand out go straight in the trash, they should think again: the study showed that over 75% of end users keep not just one, but many promotional items, for a year or more. Plus, 84% of those interviewed confirmed that they remembered the advertisers on the promotional products they had received.
Why did they keep the products? Those interviewed replied that over 80% of the promotional products they received were kept because they were useful, a very handy statistic when planning upcoming marketing campaigns. And, although pens and writing instruments are the most memorable advertising specialty items, clothing, caps and bags followed closely behind. With more and more people keeping reusable bags for shopping, it’s no surprise that among “wearables”, bags were reported to be used on average nine times a month. They also deliver the most impressions, with an average of 1,038 impressions per month.
“During a time when we’re facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties now more than ever,” said Timothy M. Andrews, president and chief executive officer of the Advertising Specialty Institute. “Advertising specialties provide measurable results for a very reasonable investment.”
For a proven, cost-effective way to attract new customers, increase sales and inform your current clients, call CPI Resources at (949) 975-1631 or contact us online. We think outside of the box to provide the perfect promotional product for your company that brings results.
And watch for more information on this Advertising Specialties Impressions Study and the follow up from 2010 that looks at the international and national results.