Creating a lasting impression and increasing brand recognition are among the most common goals of every marketing team. Although many companies have gone digital, the use of promotional products remains one of the most effective ways to market a brand.
Promotional products or advertising specialties make it easy for businesses to leave a lasting impression and increase brand awareness through cost-effective and affordable advertising mediums.
Advertising Specialties Are Less Expensive Than Other Forms of Advertising
“Advertising specialties are one of the most high-impact, cost-effective advertising mediums around.” – ASI’s Global Advertising Specialties Impressions Study
So how cost-effective are promotional products?
Based on Advertising Specialty Institute’s global ad impressions study, in terms of cost per impression (CPI), advertising specialties are less expensive than most other forms of advertising.
While only large companies can afford the high budget required in other forms of advertising, small businesses have access to the “best that the advertising specialty business” has to offer because of its affordability.
Even a small token is enough to leave a lasting impression on your target market. And it can lock in clients for years to come. – AJ Agarwal, Serial Entrepreneur, marketer and advisor to Fortune 500 brands
Promotional Products That Make the Most ‘Impressions’ Last
In the same study, ASI identified the promotional products that generate the most impressions, which are computed as: ‘how long a recipient has the product’ multiplied to ‘the no. of people the recipients come in contact with each month while they use the products’
In the US and Canada, the promotional products that generate the most impressions are the same: bags, hats, writing instruments, outerwear and T-shirts.
How Can You Extend the Life of Your Promotional Products?
One interesting aspect of promotional products is that they stay much longer than any type of advertising mediums does.
How long do branded merchandises stay? As much as seven months, on average. As you can expect, calendars stay up to 12 months and umbrellas up to a little over a year.
Recipients keep the promotional items primarily because of their ‘usefulness.’ Others keep them because they look attractive or because they enjoy using the products.
So, the key to extending your promotional products’ lifespan:
Make them useful.
Finally, the next time you plan to give away promotional products to influence opinions, you know what to give away: USB drives, outerwear, drinkware, writing instruments and performance wear.
Are Promotional Products Worth It?
Absolutely. Here are the stats from the 2016 ASI Ad Impressions Study:
📌 85% of people can remember the name of the company that gives them a promotional product.
📌 87% of consumers keep promotional products for longer than a year.
📌 79% of people who receive promotional products are likely to do business with that company.
So, go ahead and don’t forget to add promotional products to your marketing mix!