January 17, 2012 Leave a comment
Does putting your brand on a promotional product actually work? Researchers from the Advertising Specialty Institute set out to answer that question with a study they conducted in New York, Chicago, Los Angeles, and Philadelphia. ASI interviewed 465 businesspeople as well as conducted an online survey of 678 more. The purpose was to gauge just how much promotional product advertising influenced purchasing decisions, what the cost per impression (CPI) index was on promotional products, and to determine the Return On Investment of promotional products. Each respondent had received a promotional product within 12 months of the study and all were over the age of 21 years. Here are the results:
- 84% of respondents remembered the company of the promotional product they received
- 42% of respondents had a MORE favourable impression of the company that gave them the promotional product. 25% of the respondents actually stated that they were more likely to do business with the company after receiving the promotional item.
- 62% of respondents went on to do business with the company after receiving the promotional item.
- Pens were the most popular item followed by shirts, caps, and then bags.
- 81% of promotional products were kept as they were seen as useful.
- 75% of respondents kept their promotional items for at least 6 months
- Promotional bags were deemed the most useful and received 1,038 impressions per month
- The average Cost Per Impression for a promotional item was $0.004.
The results are positive for those looking to market their brand. Promotional products cost less than other popular advertising media such as t.v. commercials or print ads. The ROI is fantastic and the longevity of a promotional item is high. With a little research and creativity, utilizing promotional products as part of your marketing strategy and campaigns is an excellent way to go.