Transcript PPAI ASI ADvocate with Case Study

It’s Just a
Matter of Fact.
Promotional Products
Work!
What is a Promotional Product?
A PRODUCT
often imprinted
with a logo or
message that’s
used to promote
Other names for promotional products:
• Advertising specialties
• Giveaways
• Premiums and incentives
• Corporate gifts
• Awards and prizes
• Commemoratives items or keepsakes
• Gift with purchase
a company’s
products,
services or
BRAND
Even some items without a logo have a strong
enough BRAND image to be considered a
promotional product.
CAN YOU THINK OF ANY?
Advertising Media
Expenditures
Media Method
Direct Mail
Television
Internet
Point-of-Purchase*
Cable TV
Consumer Magazines
Newspaper
Promotional Products
Radio
Sports Marketing
Business Magazines
Billboards
Product Placement
Mobile Phone Advertising
Total
* Estimated
2011
50.0
45.2
31.7
28.5
23.5
21.7
20.7
17.7
14.1
12.2
7.9
6.4
4.3
1.6
304.3
2012
51.1
49.7
36.6
30.5
24.4
21.1
18.9
18.5
14.3
13.0
7.6
6.7
4.8
3.4
320.3
% Chg
2.2
10.0
15.0
7.0
3.4
-2.9
-8.5
4.4
1.5
6.0
-4.8
4.6
11.4
111.0
11.9
Promotional Products
Engage Your Audience!
Sensory
Medium
Turn a tangible
product with an
ordinary message
into a marketing
experience that
your audience can
smell, taste, see,
hear & touch
Length of Use
47%
Keep
promotional
products
more than
a year!
Promotional Products:
A $19 Billion Industry
Wearables
Writing Instruments
Drinkware
Sporting Goods
Pocket/Purse Items
41%
35%
19%
15%
13%
Promotional Products:
A $19 Billion Industry
Top Sales By
Program
Category
1
2
3
4
5
6
7
8
9
10
Brand Awareness
New Customer/Account Generation
Trade Shows
Public Relations
Dealer/Distributor Programs
Employee Relations and Events
Employee Service Awards
New Products Introductions
Not-for-Profit Programs
Safety Education
Promotional Products:
A $19 Billion Industry
Top
Promotional
Product
Users
Vertical
Markets
1
2
3
4
5
6
7
8
9
10
Health/medical/hospitals
Education/schools/universities
Manufacturing/distribution
Financial/insurance
Technology
Associations/clubs/civic groups
Construction
Nonprofit/not-for-profit
Restaurants/travel/lodging
Retail
13.8%
11.3%
8.1%
7.8%
6.7%
6.3%
5.8%
4.2%
4.1%
4.1%
Promotional Products:
A $19 Billion Industry
Top
Promotional
Product
Items
TRENDING:
Food gifts,
personal pocket
items, buttons
1
2
3
4
5
6
7
Shirts
Bags
Writing instruments
Glassware/ceramics (Includes mugs)
Caps/headwear
Other wearables
Buttons/badges/ribbons/stickers/
decals/emblems/transfers/lanyards
8 Desk/office/business accessories
9 Recognition awards/trophies/jewelry
10 Calendars
22.7
8.7
8.1
6.0
5.6
4.8
4.3
4.2
3.7
3.0
Fleeting Nature Of
Traditional Advertising
Staying
Power
7 Words
10 Seconds
60 Seconds
30 Seconds
Promotional
products
generate a
50%
Up to
greater recall
rate than other
major media
32 Minutes
15 Minutes
140 Characters
Frequency Of Use
53%
use
promotional
products
once a
week or
more
Where They’re Kept
One In
Four
walk around
with a
promotional
product
People Avoid Traditional
ADVERTISING
10–15%
of adults between
17 and 35 go out of their way
to dodge traditional advertising,
the ages of
branding them
“Ad Avoiders”
Promotional Products = ROI!
82.5%
70.6%
41.9%
33.2%
35%
are willing to take a survey
will visit a tradeshow booth
engage with social media
make a purchase
refer to contact information
Impact on Perception = ROI
59%
had a more
favorable
impression of
the advertiser
after receiving
a promotional
item
22%
Significantly
More
Favorable
37%
Somewhat
More
Favorable
37%
1%
Neutral
Somewhat
Less
Favorable
0.4%
Significantly
Less
Favorable
Promotional Products
Are Memorable
Love It
More than
59%
of people have a
favorable
impression of an
advertiser after
receiving a
promotional product
Promotional Products have the unique ability to
BUILD RELATIONSHIPS with staff, prospective
employees, vendors, customers and consumers:
Once you accept the product – we have a
relationship. That relationship will continue
throughout the useful life of the product.
Your relationship with most other media begins
when you see it and ends when you look away.
Do You Remember?
How a
Remember
That
88%
The
of people can
recall the company
and brand on their
promotional
product
raised awareness and money
for cancer research?
you stood in line to get from the
radio station?
you use, with the name of your
favorite coffee shop where you buy
your coffee, tea or latte?
How about the color
PINK?
You remember them,
and so do others!
Numbers Don’t Lie
Thumbs Up
87%
of people like
receiving
promotional
products
IMPROVE PERCEPTION
More than HALF of consumers have a favorable
impression of the advertiser on a promotional product
HELP CLOSE SALES
20% of consumers MAKE A PURCHASE after receiving
a promotional product
MAKE THEM REMEMBER YOU
88% of consumers could RECALL an advertiser from a
promotional product
GET ON THEIR GOOD SIDE
8 out of 10 people LIKE receiving promotional
products, while 7 out of 10 people find online
advertising annoying
Numbers Don’t Lie
Cost Per
Impression
0.6 cents
Better than TV,
magazines,
newspapers
COST PER IMPRESSION IN THE U.S.
Prime Time TV
1.8 cents
Magazines
1.8 cents
Newspapers
0.7 cents
Promotional Products
0.6 cents
SUPERIOR PASS-ALONG VALUE
66 percent of U.S. respondents give away unwanted
items to someone else.
APPEAL TO SPECIFIC DEMOGRAPHICS
Gen-xers and older own more promotional drinkware
than those under 35.
YOU WEAR IT WELL
Higher wage earners are more likely to own a
promotional jacket.
Promotional Products = ROI!
59%
had a more
favorable
impression of
the advertiser
after receiving
a promotional
item
Many Competitive
Advantages
Got The
Message
•
Personalized – Highly Targeted!
•
Tangible and Long-Lasting
76.2%
•
Easily Measured Impact
•
Easily Distributed (Human Touch – Viral)
•
High Perceived Value
•
Complements Other Advertising Media
of people can recall
the product, service
and message on
their promotional
product
Promotional Professionals Promote
& Protect Brand Integrity
Ask The
Experts
Promotional
Professionals
are the best source
for designing &
implementing
creative, successful
campaigns.
•
Go beyond a product – enlist a strategic
brand partner – a Distributor
•
Expert campaign integration & evaluation
•
Advanced innovation, hot trends, new
items, technologies & processes
•
Exclusive access to thousands of products
& production methods
•
Product safety guidance & assurance
RESULTS
Speak Louder Than
Words.
Insert local promotional products campaign case study here.
Thank You!
Research Citations & Sources:
PPAI: www.ppai.org/inside-ppai/research
ASI: www.asicentral.com/asp/open/Research