Today's post is a guest column from our industry member, PPAI; which stands for Promotional Products Association International. I'd share the author, but could not find the person to credit- but enjoy the post anyway!
If you, like millions of others, watched this year’s Super Bowl for more than the game, you know the power of advertising backed by money and research; companies pitch brands and slogans that attempt to leave a lasting effect on the consumer. Many like to believe those messages don’t have much impact, but evidence overwhelmingly points to the power of persuasion.
It may be subtle, but persuasion by advertisers shows levels of success that prove television, radio, mobile and digital can—and do—draw consumers to their brands. They must compete not only with each other across traditional and digital media for the hearts, minds and dollars of the consumer, but they must compete with outside stimuli once the consumer walks away from the television, shuts down the computer or drives past a billboard.
What does leave a lasting impression is the promotional product. A $23.3 billion industry, promotional products are designed for staying power, and industry research has proven their power as an effective advertising medium.
PPAI studies conducted among media buyers and consumers reveal new insights into promotional products’ value and effectiveness. Of the consumers surveyed who could recall receiving a promotional product in the previous 12 months, 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.
Imagine being able to craft a message one time, and see that message spread to an audience of hundreds, thousands and even millions. Now imagine that message being delivered by a t-shirt, a pen or a beverage cup. Promotional products professionals work with Fortune 500 companies and top ad agencies to create experiences people love through a product they can actually use.
The same studies by PPAI report 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.
Powerhouse advertisers aren’t the only ones who earn a mighty piece of the advertising pie; from mom-and-pop to mid-sized companies, promotional products professionals apply evidence-based technical expertise to deliver the hottest products and production techniques to their clients’ campaigns, improving their reach and boosting their bottom lines as well.
What comes to mind when you think of the color PINK? How about a red lapel ribbon? Or a yellow wristband? Promotional products work because they leave a lasting impression in the hearts, minds and hands of recipients. The messages live on because the products are memorable, unique and personal. They are the only sensory medium that gives the consumer a tangible memory of a relationship to the brand. Promotional products are shown to build communities of likeminded consumers with a shared sense of brand loyalty.
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