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Why Promotional Product Marketing is the Most Bang for Your Buck

Haley Kretz - Friday, November 11, 2016

 

As marketers, our ultimate goal is to extend the life of an event, to extend the attendees’ experience, and to leave a lasting and positive impression of the brand being represented. Giving an attendee something tangible such as a branded water bottle, bag, or power bank to take home is a great way to help attendees remember their positive experience, and is one of the most cost-effective ways to increase brand interest compared to other forms of advertising such as television and print.

As a form of advertising, promotional products cost less to produce and are more effective than many of other advertising media. We can break this down by comparing impressions gained to money spent. Promotional products cost an average of $0.60 per brand impression, while television and print ads cost an average of $1.80 per impression. [1] We can further break this statistic down by specific products and media. A branded bag gets 1,000 impressions per dollar spent while magazine print ads only receive 22, and prime time cable ads generate only 200 impressions per dollar spent. [2] Television and print ads can be fleeting and are often seen only in passing, while a promotional product can generate more face-time with its target audience and user and (including collateral impressions), especially if it can be used daily.[3]


* Data from Quality Logo Products


Everyone loves getting free stuff especially if it’s something they can actually use! Eighty percent of promotional products purchasers’ list usefulness as their top priority when selecting items for their brand.[4] If users are given an item they like and can use, they will likely relate their positive feelings back to the imprinted brand.

Beyond functionality, relevance is nearly as important to consider. Seventy-one percent of buyers say a product related to the end user’s industry is the second most important feature when selecting a product.[5] Strategic planning and target audience research can help a brand identify products that align with their audience’s industry and geared towards their interest. Increased audience interest creates a more positive brand impression and a higher likelihood of future brand engagement. In a study conducted by the PPAI, fifty-two percent of recipients did business with the brand after receiving a promotional product.[6]

Giving someone something they can hold and use is more likely to leave a positive impression than a television commercial they can fast-forward through or a magazine ad they can flip past. We want end users to have a lasting impression of the brand we are advertising - promotional products are much more cost effective in accomplishing this goal.



1-3 Chrisos, Marianne. "How Many Brand Impressions Do Promotional Products Actually Get?" Web log post. Quality Logo Products. https://www.qualitylogoproducts.com/blog/infographic-promotional-products-brand-impressions/

 

 

4-5 Relative Insights. PPAI 2016 Buyer Study.

 

[6] PPAI. Promotional Products Work Fact Book.



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