Although you may already be familiar with the power of promotional products, which I discussed on Impressions Matter: The Power of Promotional Products – Part 1, you might still be contemplating whether it’s the right strategy for your business.
The power of promotional products alone is undeniable. Aside from having a significant reach among a huge chunk of global consumers, promotional products also have a very low cost per impression.
Their ability to leave strong impressions lies in their staying power, which eventually influences a buyer’s decision and becomes a major player in maximizing your entire marketing investment. This makes promotional items one of the most effective ways to build and reinforce brand awareness.
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Based on the 2019 Global Ad Impressions Study of the Advertising Specialty Institute (ASI), on average, promotional items are kept from around 8 months to as long as 2 years.
Source: Advertising Specialty Institute (ASI) – Global Ad Impressions Study 2019
Even items that are kept for a shorter period of time such as calendars generate as much as 850 impressions. And despite having the least number of impressions among promo items that consumers own, its cost per impression is only 3/10 of a cent.
Now let’s take a closer look at the factors that influence the staying power of promotional items and what makes them a very effective means of marketing your brand.
Low Cost Per Impression
According to the ASI Ad Impressions study, promotional products are the most cost-effective advertising medium.
85% of individuals remember or recall the advertiser behind a promotional product particularly a shirt or a hat.
Promotional writing instruments, which are owned by almost 90% of consumers, have a cost per impression(CPI) of less than $1 or 1/10 of a cent.
Even pricier promotional items such as outerwear that costs $20 has a CPI of only 3/10 of a cent.
During its entire lifetime, outerwear will generate more than 6,000 impressions.
Each item does not only increase brand recognition and feedback cost-efficiently and effectively through high impressions, but also influences the overall buyer spending decision and therefore is a major contributor to creating brand loyalty.
With as low as $0.004 CPI, promotional items are now one of the least expensive but effective marketing or advertising materials any marketer can utilize.
Staying Power Through Reusability
More than 50% of people all over the world give away promotional items they don’t want or use.
Promotional writing instruments and umbrellas are kept 33% and 28% of the time. This results in longer impressions that fully maximizes each item’s cost.
An item’s usefulness also contributes to the effectiveness of a promotional product. Because of this, each item’s capability to generate impressions lasts as it is passed from one consumer to another.
Power banks, which are kept on an average of 12 months, are great examples of this. Almost half of consumers keep commonly used items such as power banks for at least two years or longer.
Promo items that are most useful generate higher impressions throughout their lifetime whether they’re passed along or not.
Bottom Line
As advertising gets more expensive, it’s more practical for advertisers to consider strategies that are more cost-efficient but very powerful.
With the majority of consumers showing their preference for promotional products as an advertising medium, marketers should take this opportunity to effectively increase brand recognition and resonate with their target audience outside of the digital space.
Read Impressions Matter: The Power of Promotional Products – Part 1
Image and Data Source: Global Ad Impressions Study 2019 by ASI