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Do Marketing Products Work?


Wondering if Promotional Products Work? Yes, As a Matter Of Fact, They Work Overtime

Chances are, you won’t have to look very hard at work or at home to find promotional products that various businesses have given you. At work, maybe it’s a pen, or a USB drive, or a portable power unit for your phone or other electronic gear that you use frequently. If you’re reading this at home in the evening or on the weekend, there’s also a pretty good chance you’re wearing a promotional item like a T-shirt from an event or promotion, or a hat you received from some product or store happy to have your business.

Okay, now try to remember an ad or television commercial, billboard or ad on a website you noticed back on the same day you received that promotional item? Good luck with that one.

The Staying Power of Promotional Products = ROI

The name or logo of the advertiser on each of those promotional products you love and use is all the proof you need that promotional products work, and work with incredible reliability. The investment that each of those companies made (likely a very small one) is still providing a return.

I came across a very interesting piece of research the other day from the Advertising Specialty Institute (ASI), and the results suggest that when you provide promotional products to your customers and prospects, you’re getting more than just increased “awareness” or enhanced visibility as your logo remains in view over time. It appears that you also get a happier, more grateful recipient who remembers you long after your other advertising efforts have faded from the screen or taken their place in the recycling bin.

Don’t Just Leave an Impression…Leave Thousands of Them

One big reason promotional products work and have such a big impact is that your message is reaching far more people than just the ones to whom you give the items. The study shows that typical items are kept from six to 14 months, and during that time, lots of folks see them. More than 2000 for a typical T-shirt, and more than 5,500 for a bag with your logo on it.

This is more than a “feel-good” statistic because it lowers the cost-per-impression of your promotional item to a miniscule level. For example, the cost-per-impression can be as low as 1/10th of a cent for a pen or other writing instrument.

Promotional Items Generate Impressions, Positive Feelings

The ASI research also shows that while promotional products rack up an amazing number of impressions as they are seen by more and more people while in use, they also generate a significant depth of feeling on the part of the consumers receiving them. Put simply – people like to receive promotional products!

First, people find promotional products very useful. More than 65 percent of recipients use that term to describe promotional hats and T-shirts, and that number climbs to well above 90 percent for items like USB drives and portable power units for cell phones.

In addition, 85 percent of people world-wide remember the advertiser who gave them the promotional item. And, when you ask them how they feel about the advertiser who provided the item, the most frequent responses are words like grateful, appreciative, happy, and simply “good.” I don’t know about you, but my guess is they wouldn’t say that about most other kinds of advertising. Not hard to understand as traditional advertising interrupts consumers’ lives, while promotional products enhance them.


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