Usefulness
tops the reasons promotional pieces are kept, used or passed along each year
when our industry conducts independent surveys. Unfortunately there are still
consumers that are missing how maximizing their marketing dollars with by using
ad specialty products, because they only regard these pieces as a product. Often
we are asked, what is the best product I can pick or how can I be effective
with a small marketing budget for promotional pieces. Focused advertising is
about narrowing down what his useful to individuals you want for clients, then
selecting items those individuals will find consistently useful. In other words
to coin a realty phrase, it’s ‘location, location, location and your paying for
advertising space in the daily fabric of their life.
A study released by Promotional
Products Association International conducted among travelers at New York ’s La Guardia
Airport revealed new insights into promotional products’ value and
effectiveness. Among the travelers surveyed questions were asked regarding
recall for the name of advertisers who had given them a branded promotional
product within the last 12 months. An impressive 88 percent could recall the
name of the advertiser and 85 percent have done business with an advertiser as
a result of receiving an item.
Promotional Advertising is about
generating a one on one message that will be repeated to hundreds, thousands
and even millions of viewers. This same study by PPAI reports that 82 percent
of respondents possess at least one and as many as 10 promotional items, with
81 percent keeping them because they are useful. What’s more, 53 percent said
they use these products at least once a week and even more—47 percent—said they
keep promotional products for more than a year.
Promotional products work because
they leave a lasting impression that often taps into more than one of their
five senses which contributes even further to a personal and lasting
connection. Building a sensory connection with a promotional advertisement
helps to reinforce brand loyalty and shape consumer behavior because its
recipients are tangibly connected to the company or organization. Looking for a
positive change this year, start by changing your preferred advertising medium
to the best choice for your marketing dollars. For some quick tips with common
promotional pieces check out their previous postings on our company blog or ask us to send you guides to consumer behavior we've designed to keep our cleints on top in thier industry.