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The Power of Promotional Products: Advertising Specialties Impressions Study 1 A Groundbreaking Research Study From ASI We’ll Reveal. . . • Statistics showing how advertising specialties influence end-users’ decisions • Powerful numbers that illustrate the staying power and number of impressions of popular advertising specialties • The Cost Per Impression of advertising specialties compared with other popular advertising media 2 You Will Leave With. . . • Solid ammunition to overcome 12 common end-buyer objections • Your own personal copy of the study 3 Survey Methodology • A team of interviewers surveyed businesspeople in four metro areas: New York, Chicago, Los Angeles & Philadelphia • An online survey to additional end-users augmented the in-person survey • 618 completed surveys in all 4 Objection 1 – Click Here for Video “Why should I put my logo on a pen or keychain? Nobody remembers the name of the company that advertises on those tchotchkhes.” 5 Solution 1—End-Users Remember the Brands on the Items They’ve Received 6 Objection 2 – Click Here for Video “Is someone really going to change their opinion of me just because I sent them a pen? I doubt it.” 7 Solution 2—42% of end-users have a MORE favorable impression of an advertiser after receiving the item 8 Objection 3 – Click Here for Video “Sure, my client is going to love to take the free stuff I give him. But that won’t make him any more likely to do business with me.” 9 Solution 3—Nearly 25% of end-users are MORE LIKELY to do business with the advertiser on the items they receive 10 Objection 4 – Click Here for Video “Say I use a promotional product in a direct mail campaign. What assurances do I have that I’ll ever hear from the prospect again?” 11 Solution 4—Most end-users have done business with the advertiser AFTER RECEIVING the item 12 Objection 5 – Click Here for Video “I bet nobody really holds onto a promotional pen. They probably go right in the trash.” 13 Solution 5—Writing Instruments Are The Most-Recalled Promotional Item 14 Objection 6 – Click Here for Video “Other than maybe a T-shirt, my guess is that clients aren’t going to keep anything I give them.” 15 Solution 6—The Typical Promotional Product is Kept for 7 Months 16 Objection 7 – Click Here for Video “Unless a promotional product is super highend, which I can’t afford, or really attractive, nobody’s going to want to keep it.” 17 Solution 7—End-users keep items that are USEFUL 18 Objection 8 – Click Here for Video “Why should I waste my money on a tote bag? It probably only gets used one or twice at most – maybe some guy will grab it to wipe off his windshield or something.” 19 Solution 8—Bags are the most frequently used apparel item 20 Objection 9 – Click Here for Video “I need an advertising mechanism that will be in front of my prospects every day – that’s why I advertise in my local newspaper. Your products won’t do that for me.” 21 Solution 9—Many Advertising Specialties Are Used Every Day 22 Objection 10 - Click Here for Video “I need to invest my money in media that delivers real impressions. Now if you could show me how many impressions I’d get from a promotional product, I might consider buying one. But you can’t do that, can you?” 23 Solution 10—Promotional Products Deliver Significant Numbers of Impressions 24 Objection 11 - Click Here for Video “Money is tight right now. I’d love to buy something from you but I just can’t afford promotional products.” 25 Solution 11-The Cost-Per-Impression of Advertising Specialties is a Fraction of a Cent 26 Objection 12 – Click Here for Video “I’d rather put my marketing dollars into television ads. They’re much more costeffective because they have a wider reach.” 27 Solution 12—Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media 28 Cheat Sheet (Give This To Your Reps!) • 84% of end-users can name the advertisers on the items they receive • 62% have done business with the advertiser AFTER receiving the item • End-users keep products for 7 months • The average cost-per-impression of a promotional product = $0.004 • The CPI for advertising specialties beats all forms of media (except billboards) 29 Educating the Industry and End-Buyers • Counselor Webinar www.asicentral.com/webinars • Study available at www.asicentral.com and in PDF at www.asicentral.com/study • Coverage in all 7 ASI magazines and ASI Radio • PR campaign in general business media • Seminars at 2009 ASI Shows • Presentation for end-buyers for distributors 30 The Power of Promotional Products: Advertising Specialties Impressions Study 31