New 2010 Promotional Products Study

An recently released study about promotional products showed that promotional marketing items are still the most cost-effective ways of marketing your business.

The study was conducted through in person interviews with business individuals in 8 different major cities across North American, Europe, and Australia.  Detailed questions were asked regarding various promotional products that they have received recently.

Here is a summary of the conclusions:

  1. Cost Per Impression: The cost per impression for promotional items remained unchanged in 2010, compared to 2008 and when compared to other forms of media, promotional products were more affordable and more effective.  This just goes to show you that marketing your business with promotional products is much less expensive and more effective than using print or television ads.  I am in no way recommending to use on promotional products to market your business though.  I think a good variety is important and of course, the ratio of the variety is dependent upon your target audience.
  2. Product Usage: Bags were revealed as the highest number of impressions per month, making it one of the most effective promotional products available.  Although individual bag prices may be higher than other promotional items, they are much more effective in marketing your business since they have such a high perceived value and tend to stick around more and be used more which advertises for you more with every use.
  3. Gender Usage: Males were more likely to keep shirts and caps, while females were more likely to keep bags, pens & pencils, calendars, and health and safety products.  By knowing this information, you make smarter decisions when buying promotional products.  For instance, if you have a conference for women, you can give out products that your audience will be more inclined to use.
  4. Ethnic Preferences: African Americans are more inclined to keep hats and other headwear and bags over any other ethnicity and keep a higher percentage of all other promotional products.  Here again, if you know what your target audience likes, you can buy promotional items that will be more well received and used more.  And, the more your promotional products are used, the more marketing exposure for your business.
  5. Ability to Identify the Advertiser: 83% indicated they could identify the advertiser on a promotional product they owned.  This is of course the whole reason you do marketing, for top of mind awareness.  That recipient may not be ready to make a purchase that day, but if you give out a useful item then your business name will stay at the top of their mind.  In the future when they need your services, they will call you over a competitor.
  6. Ability to Influence User Opinions: 41% of respondents indicated their opinion of the advertiser was more favorable after receiving the promotional productBusiness these days is tough.  We all have multiple competitors, so we have to stay a step ahead of the competition.  Everyone loves free stuff, so giving out promotional products would of course keep your company favorable with recipients.

Here is the full 2010 Promotional Product Study as published by the Advertising Specialty Institute.

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