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What are Promotional Products?
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Product or apparel
Imprinted with a logo or brand message
To promote business, organization or cause
Includes, premiums, awards, business gifts & more
Types of Promotional Products
General
Apparel
Custom/Unique
Writing Instruments
Sporting Goods/Leisure
Products/Travel
Accessories
T-shirts
Calendars with awareness
dates, activity stickers,
coupons, etc.
Drinkware/glassware
Computer Products and
Accessories
Polos and Misc.
Corporate Wear
Board and Card Games
Calendars
Housewares/Tools
Caps/Headwear
Ornamental
Desk/Office/Business
Accessories
Personal/Pocket
Purses/Wallets
Uniforms and Scrubs
Kitting and Packaging
Recognition
Awards/Jewelry/Clocks
and Watches
Novelty Items
Sportswear and Misc.
Athletic
Direct Mail (Bulky and flat)
Buttons/Badges/Ribbons/
Stickers/Magnets
Games/Toys/Playing
Cards/Inflatables
Scarves and Neckware
Large Print , Signs,
Banners and Tradeshow
Automotive Accessories
Food Gifts
Blazers and Jackets
Much, much more!!!
Supply Chain
Manufacturer
Supplier
Distributor
End User
How are Promotional Products Used?
• Build Brand Recognition
– Owners of ad specialties recall the advertiser 87% of
the time*
– People who receive a promotional product are 14%
more likely to recommend a business to others than
those that receive nothing#
– 76.2% can recall product, advertiser & message of
item received in past 2 years
How are Promotional Products Used?
• Motivate
– Customers
• Continuity programs
• Contests
– Employees
• Incentivize goals
• Reinforce mission
– Donors
• Tiered giving incentives
How are Promotional Products Used?
• Educate
– Cause Marketing
– Awareness
– Training
– Safety
– Health & Wellness
How are Promotional Products Used?
• Recognize & Reward
– Years of Service
– Merit
– Incentive-based
– Compliance (safety)
– Community Service
How are Promotional Products Used?
• Integrate into Multiple Marketing Channels
– Direct Mail
– Traditional media
– Social Media
– Face-to-face
– Events
Why Promotional Products Work
• Useful
– 69% generally keep the
promotional product if they
have a use for it**
– Usefulness more important
than attractiveness or
quality of the item
Why Promotional Products Work
• Move people to action
– Reciprocity – after receiving an item, people feel the
need to return the favor
– 31% of recipients are more likely to do business with
advertisers after receiving a promotional item*
– 62% of end-buyers say promotional products are
effective in achieving advertising, promotional, and
motivational objectives***
Why Promotional Products Work
• Sticking Power/long-lasting
– Tangible
– Average promotional item is kept
for 5.8 months*
– Of the ones that aren’t kept, 66%
are given to someone else*
– Mobility of products help increase
frequency of touches
Why Promotional Products Work
• Flexibility
– Reach any target audience or niche effectively
– Fit budgets of any size
– Relevance with any brand/campaign
Why Promotional Products Work
• Impressions
– Number of times seen
– Passed on
(Intentional/unintentional)
– Lower cost per impression
($0.006) than TV($0.018),
Magazines ($0.018), and
Newspaper($0.007)*
– 38% feel promotional products
serve as a constant reminder of
the advertiser**
Why Promotional Products Work
• Non-interruptive
– 83% of American consumers surveyed like receiving a
promotional product with an advertising message**
– People choose to keep most promotional products
• 91% had at least one promotional product in their kitchen**
• 74% had at least one promotional product in their work area**
Make Promotional Product Work for You
1. Identify specific, measurable objectives
2. Develop a central theme and messaging
3. Select a promotional product that’s relevant to nature of
business, theme and audience
4. Determine a workable distribution plan (Mail, leave
behind, trade show giveaway, etc.)
5. Craft and execute the theme and distribution plan
Case Study
Objective: A hearing aid center wanted to reach a senior audience to further
promote their revolutionary Concept Hearing Aid.
Strategy: Several hundred coffee mugs imprinted with the organization’s logo,
locations and phone numbers were donated to local coffee houses where many
seniors visited particularly those in close proximity to the testing offices.
Results: There was significant ROI measured when many seniors mentioned
how they heard about the hearing center; they were reading the mugs while having
coffee and the information imprinted on the mug reminded them to get their hearing
checked.
For More than Just a Mug
* - Research provided by the Advertising Specialty Institute, ©2012, All Rights Reserved.
** - Effectiveness of Promotional Products as an Advertising Medium © 2009 Promotional Products Association International. All rights reserved.
*** - Why End Buyers Choose Promotional Products And Other Media © 2009 Promotional Products Association International. All rights reserved.
# - 2005 Georgia Southern University