marketreport 100809100201-phpapp01
TRANSCRIPT
Promotional Products Industry
Report
YES, IT REALLY WORKS!
Question 1
Why should I put my logo on a t-shirt or a pen? Nobody remembers the name of those companies anyway.
Because end-users do Remember!
In a study conducted by the Advertising Specialty Institute, on average 82% of
end-users remember the brands on the items they received!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
90%
69%
89%84%
67%
84%
94%
85%
69%
87% 85%
% of consumers who can recall the advertised brand
Types of Items
Source: Advertising Specialty Institute 2009
Question 2
I know people will toss this stuff out after receiving them.
Isn’t this a waste of money?
Products are normally kept for 7 months!
The typical promotional product is kept for 7 months. Bags and wearable items are usually kept for longer than 1 year.
< 1 month18%
2 to 3 Month20%
4 to 6 Months17%
6 Months to 1 year26%
> 1 year19%
Time of Possession
Source: Advertising Specialty Institute 2009
Question 3
Why should I use promotional products when traditional marketing channels are so much more efficient
in delivery?
Because it saves you $$$!
In terms of cost per impression, promotional products are much more
cost effective than traditional marketing channels
Source: Advertising Specialty Institute & The Nielsen Company 2009
Caps
Bags
Writ
ing
Inst
rum
ents
Calen
dars
Glass
war
e/Cer
amic
Shirts
Other
Office Acc
esso
ries
Other
Wea
rabl
es
Recog
nitio
n Aw
ards
Nat
iona
l Mag
azin
e
New
spap
er A
d (1
/2 p
age BW
)
Sports R
adio
Billbo
ard
(city
/nat
iona
l)
Prim
e Ti
me TV
Syndi
cate
d (D
ay) T
V
Cable T
V0
0.005
0.01
0.015
0.02
0.025
0.03
0.035
Cost per Impression of Various Marketing Channels
Marketing Channels
Co
st
per
Imp
ressio
n (
$)
Question 4
Do promotional products really change people’s perception of my business?
On average, 39% of them will like you more!
Bags, Shirts and Caps will get you the most amount of increased
favorability from your customers!
Bags
Calen
dars
Caps
Desk an
d Offic
e Acc
esso
ries
Glass
war
e an
d Cer
amics
Other
Other
Wea
rabl
es
Recog
nitio
n Aw
ards
Recog
nitio
n Je
wlery
Shirts
Writ
ing
Inst
rum
ents
0%
20%
40%
60%
80%
100%
53%
31%
45%
35%39%
57%
44%
23%18%
49%
30%
% of consumers who liked the advertiser more
Source: Advertising Specialty Institute 2009
Question 5
Great, now they think highly of me. But how does that translate into
actual dollar value?
Because ads on promotional products spread FAST!
More than 50% of consumers will do business with the advertiser after receiving the promotional product
Bags
Calen
dars
Caps
Desk/
Office/
Busin
ess A
cces
sorie
s
Glass
war
e/Cer
amics
Other
Other
Wea
rabl
es
Recog
nitio
n-Aw
ards
Recog
nitio
n-Je
welry
Shirts
Writ
ing
Inst
rum
ents
0%
20%
40%
60%
80%
100%
68%59%
67%
52%
65% 64%72%
77%
31%
70%
53%
% of those who transacted with the business after receiving a promotional product
Source: Advertising Specialty Institute 2009
Question 6
How can I ensure maximum exposure of my promotional item?
Give them a good place to keep it!
Majority of customers keep promotional items for usage at home. A total of 84%
keeps them either at home or in the office. So, plan for something that is versatile
between the two locations.
Home 56%Office 28%
Car 6%
Person 10%
Places where Promotional Items are Kept
Source: Advertising Specialty Institute 2009
Question 7
I do not want to do what everyone else is doing, How can my promotional item stand
out?
Be Extra-Ordinary!
The following study displays the percentage of consumers who already possess promotional item(s) in certain
categories. If you want to stand out, try and distribute something unique in
shape, design, size, etc.
Writ
ing
Instru
men
ts
Shirts
Caps
Bags
Glass
war
e an
d Cer
amics
Desk
and
Office Acc
esso
ries
Calen
dars
Other
Wea
rabl
es
Recog
nitio
n Je
welry
Recog
nitio
n Aw
ards
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
54%
45%
31% 29%23%
17% 17%
4% 3% 3%
26%
Products Possessed P
erc
en
tage o
f th
ose
Su
rveye
d
Source: Advertising Specialty Institute 2009
Question 8
What can I do to prevent the promotional items I distribute from the dumpster?
Give them a good reason to keep it!
Most people keep their gifts because it’s useful. So try to maximize the utility
customers will receive from your gift.
Bags
Writ
ing
Inst
rum
ents
Other
Wea
rabl
es
Glass
ware
and
Ceram
ics
Desk
and
Office
Acc
esso
ries
Calen
dard
sCap
s
Shirts
Recog
nitio
n Je
welry
Recog
nitio
n Awar
ds0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
91% 91%89%
86%83%
77% 76%74%
31%
23%
34%
12%
39%
26%
14%
31%
37%39% 38%
15%
20%23%
17%
30%
20%22%
33% 34%
54%
69%
Reasons for Keeping Promotional Products
Useful
Attractive
Other
Source: Advertising Specialty Institute 2009
Question 9
I need as much publicity as possible, what should I give away as a promotional item?
Try something that your customers will LOVE and can offer you high exposure
Based on research, bags (lunch bags, totes, backpacks, etc.) deliver the best
results.
However, do consider your audience, the quantity you’d like to distribute and your
budget.
Bags
Caps
Shirts
Writ
ing
inst
rum
ents
Desk
and
Office
Acc
esso
ries
Glass
ware
and
Ceram
ics
Calen
dars
Recog
nitio
n Awar
ds
Other
Wea
rabl
es0
200
400
600
800
1000
1200
1038
476
365 363294
251 227 221
64
Number of Impressions Delivered per Month
Types of Items
Source: Advertising Specialty Institute 2009
Etcetera…
Conduct background research on your target audience before deciding on a promotional product
Understand your needs, marketing goals and constraints Avoid making a decision simply because it worked for
Bob
Have a way to track your results so you know what works and what doesn’t for future reference. We can help you with that--just ask!
Need our help with your next step in marketing?
Give us a call at: 1.888.276.1655
Or send an email to: [email protected]
Go Get’em Tiger!