The Power of Promotional Products

I received a mass e-mail yesterday from The Advertising Specialty Institute which announced that promotional products beat out all other forms of advertising as the most cost-effective advertising medium available. More than 600 travelers in New York, Chicago, Los Angeles and Philadelphia were surveyed to reveal the following findings:

• 84% of people remember the advertiser on a product they received.
• 42% have a more favorable impression of an advertiser after receiving an advertising specialty.
• Nearly one quarter indicate that they are more likely to do business with an advertiser on items they receive.
• 62% have done business with the advertiser on a product after receiving it.
• Writing instruments are the most commonly owned advertising specialty, with 54% of respondents owning them.
• 81% of promotional products were kept because they were considered useful.
• More than 75% of respondents have had their items for about seven months.
• Bags deliver the most impressions with 1,038 impressions per month on average.
• The average cost per impression of an ad specialty item is $0.004 compared to $0.033 for a national magazine ad, $0.0129 for a newspaper ad, $0.019 for a prime time TV ad, $0.007 for a cable TV ad, $0.006 for a syndicated TV ad and $0.005 for a spot radio ad (Nielson Media data).

During these economic conditions, we all need to ramp up our marketing and advertising efforts. What more effective way to improve sales than to put your logo on a strategically chosen product whose recipient is going to keep it for seven months on average?

Making promotional products and corporate gifts a part of your marketing culture will help you grow your business even in times like these.