“As an industry, we have known this for years; but thanks to the Advertising Speciality Institute, based in the US, we can now prove it.”
“The global study conducted last year and just published, looked to identify the promotional products used within marketing campaigns, and crucially those that are kept, across the UK, the US, Australia and Canada.”
“Across all four countries, the single product that achieved the highest usage in a month was the promotional bag, with over 1,000 impressions in a month. Looking at the UK, bags achieved an overall monthly average of 679 impressions and were kept by recipients for 6.3 months.”
“The power of the promotions was also verified, with 83% of respondents in the US able to identify and recall the advertiser on a promotional item. In the UK this figure was even higher, at 94% of respondents.”
“If you consider that 94% of recipients can recall the advertiser, that they keep the bags for an average of half a year, the nominal cost when compared to other traditional forms of advertising makes for an astonishing value vs. return ratio. It is certainly a fantastic statistic to support distributor sales.”
“But when you factor in the ‘pass along message,’ so the extended reach and visibility promotional items inherently have, the number of people seeing and recalling a brands name and/or message and the overall return is infinitely increased. In-fact the study found that this pass along effect was up 11-points from 2008.
“Without doubt, promotional products can deliver the same high-impact as the more traditional and let’s face it, more expensive advertising and marketing routes can. It offers proven influence, it is cost effective and thanks to this study, a message we as an industry need to pass along to our customers. Perhaps then the discretionary or frivolous tag so often applied to promotional products will be stamped out once and for all.”
