What is a Promotional Product? Other names for promotional products: • Advertising specialties • Giveaways • Premiums and incentives • Corporate gifts • Awards and prizes • Commemoratives items or keepsakes • Gift with purchase Even some items without a logo have a strong enough BRAND image to be considered a promotional product. CAN YOU THINK OF ANY? APRODUCToften imprinted with a logo or message that’s used to promote a company’s products, services or BRAND
Advertising MediaExpenditures Media Method 2011 2012 % Chg Direct Mail 50.0 51.1 2.2 Television 45.2 49.7 10.0 Internet 31.7 36.6 15.0 Point-of-Purchase* 28.5 30.5 7.0 Cable TV 23.5 24.4 3.4 Consumer Magazines 21.7 21.1 -2.9 Newspaper 20.7 18.9 -8.5 Promotional Products 17.7 18.5 4.4 Radio 14.1 14.3 1.5 Sports Marketing 12.2 13.0 6.0 Business Magazines 7.9 7.6 -4.8 Billboards 6.4 6.7 4.6 Product Placement 4.3 4.8 11.4 Mobile Phone Advertising 1.6 3.4 111.0 Total 304.3 320.3 11.9 * Estimated
Promotional ProductsEngage Your Audience! SensoryMedium Turn a tangibleproduct with an ordinary message into a marketing experiencethat your audience can smell, taste, see, hear & touch
Length of Use 47% Keep promotional productsmore thana year!
Promotional Products:A $19 Billion Industry Wearables 41% Writing Instruments 35% Drinkware 19% Sporting Goods 15% Pocket/Purse Items 13%
Promotional Products:A $19 Billion Industry 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 Top Sales By Program Category
Promotional Products:A $19 Billion Industry 1 Health/medical/hospitals 13.8% 2Education/schools/universities 11.3% 3 Manufacturing/distribution 8.1% 4 Financial/insurance 7.8% 5 Technology 6.7% 6 Associations/clubs/civic groups 6.3% 7 Construction 5.8% 8 Nonprofit/not-for-profit 4.2% 9 Restaurants/travel/lodging 4.1% 10 Retail 4.1% Top Promotional Product Users Vertical Markets
Promotional Products:A $19 Billion Industry 1 Shirts 22.7 2 Bags 8.7 3 Writing instruments 8.1 4 Glassware/ceramics (Includes mugs) 6.0 5 Caps/headwear 5.6 6 Other wearables 4.8 7 Buttons/badges/ribbons/stickers/ decals/emblems/transfers/lanyards 4.3 8 Desk/office/business accessories 4.2 9 Recognition awards/trophies/jewelry 3.7 10 Calendars 3.0 Top Promotional Product Items TRENDING: Food gifts, personal pocket items, buttons
Fleeting Nature OfTraditional Advertising 7 Words 10 Seconds StayingPower Promotional products generate a Up to 50%greater recall rate than other major media 60 Seconds 30 Seconds 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
PeopleAvoid Traditional ADVERTISING 10–15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising, branding them “Ad Avoiders”
Promotional Products = ROI! 82.5%are willing to take a survey 70.6%will visit a tradeshow booth 41.9%engage with social media 33.2%make a purchase 35%refer to contact information
Impact on Perception = ROI 59% had a more favorable impression of the advertiser after receivinga promotional item 37% Neutral 1% Somewhat LessFavorable 0.4% Significantly LessFavorable 37% Somewhat More Favorable 22% Significantly More Favorable
Promotional ProductsAre Memorable • 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. Love It More than 59% of people have a favorable impression of an advertiser after receiving a promotional product
Do You Remember? How a raised awareness and moneyfor cancer research? That you stood in line to get from theradio station? The you use, with the name of yourfavorite coffee shop where you buyyour coffee, tea or latte? How about the color PINK? Remember 88% of people can recall the company and brand on their promotional product You remember them, and so do others!
Numbers Don’t Lie 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 Thumbs Up 87% of people like receiving promotionalproducts
Numbers Don’t Lie 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. Cost Per Impression 0.6 cents Better than TV, magazines, newspapers
Promotional Products = ROI! 59% had a more favorable impression of the advertiser after receivinga promotional item
Many CompetitiveAdvantages • Personalized – Highly Targeted! • Tangible and Long-Lasting • Easily Measured Impact • Easily Distributed (Human Touch – Viral) • High Perceived Value • Complements Other Advertising Media Got TheMessage 76.2% of people can recall the product, service and message on their promotional product
Promotional Professionals Promote & Protect Brand Integrity • Go beyond a product – enlist astrategic 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 Ask The Experts Promotional Professionals are the best source for designing & implementing creative, successful campaigns.
RESULTS • Speak Louder Than Words.
Thank You! Research Citations & Sources: PPAI: www.ppai.org/inside-ppai/research ASI: www.asicentral.com/asp/open/Research