1. Promotional Products Work.
It’s Just A Matter Of Fact.
Glenn Williams
Promotional Products Specialist
Complete Products
2. What is a Promotional
Product?
Items used to promote a product, service or company
program including:
• advertising specialties
• premiums
• incentives
• business gifts
• awards
• prizes
• commemoratives
• other imprinted or decorated items
3. Promotional Products:
An $15.6 Billion Industry
Top Product Categories
3. Wearables
4. Writing Instruments
5. Bags
6. Calendars
7. Drinkware
8. Desk/Office Accessories
9. Recognition
10. Games
11. Housewares
12. Sporting Goods
6. The Ad Avoider
(insert scary movie music)
A 2007 study conducted by Microsoft
and Starcom found that 10 – 15% of
adults between the ages of 17 and 35 go
out of their way to dodge traditional
advertising, branding them “Ad
Avoiders”
8. The Promotional Product
Difference
Promotional products are a sensory medium. Adding your
message to a tangible product turns an ordinary message into
a marketing experience your audience can smell, taste, see,
hear and touch.
9. Other Advantages
• Audience Focused
• Tangible and long-lasting
• Impact easily measured
• Easily distributed (viral)
• Higher perceived value
• Complements targeted marketing
• Complements other advertising media
10. Promotional Products
Are Memorable
Promotional products have the unique ability to
build a relationship with consumers:
• Once you accept the product – we have a
relationship. That relationship will continue
throughout the useful life of the product.
• Your relationship with most other media begins
when you see it and ends when you look away.
11. Do You Remember…
• How a yellow wrist band raised awareness and money
for cancer research?
• That t-shirt you stood in line to get at the radio station?
• The mug you use, with the name of your favorite
specialty shop where you buy your morning coffee?
• When one fast food restaurant sold out of kid’s meals
because of a bean bag toy?
toy
You remember them, and so do others!
12. Numbers Don’t Lie
According to a 2009 study, conducted by PPAI and fielded through
MarketTools, Inc. :
• More than half of consumers have a favorable impression of
the advertiser on a promotional product
• 20% of consumers make a purchase after receiving a
promotional product
• 83% of consumers could recall an advertiser from a
promotional product
• 8 out of 10 people like receiving promotional products, while 7
out of 10 people find online advertising annoying
13. Synergy
(promotional products even play well with others!)
2006 study proves the addition of promotional products actually
increases favorability ratings toward print and television ads
• Adding a promotional product to the media mix (print and
television) increased brand interest (69 percent) and a good
impression of the brand (84 percent).
• Integrating a promotional product with television and print also
increased referral value by 52 percent and message credibility by
60 percent.
Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State University and the University
of Texas at San Antonio
14. 4 Steps
to Maximize
The Effectiveness
of Promotional Products
15. 1: Identify Your Goals/Objectives
• What kind of response am I looking for?
• What do I want to accomplish?
• What are all my product options?
• How much do I have to spend on the
products?
• At what point will the response justify the
budget?
16. 2: Enlist The Expertise Of A
Promotional Consultant
• Beyond just selling products
• Vast product resources
• Latest trends, technologies and processes
• Experienced advice
• Saves you money
• Experts in the industry
www.promoideas.org
17. 3: Plan Your Campaign
An overall campaign should include and incorporate at
least some the following considerations:
• Program/campaign theme
• Target audience
• Intended response
• Workable budget
• Realistic timeline
• Method of distribution
18. 4: Evaluate Your Campaign
Results
• Did you meet your goals?
• What worked? What didn’t work?
• Did you accomplish anything you had not
expected or planned on?
• How can you improve the next
campaign?
• What would you do differently next
time?
19. Additional Resources
www.promoideas.org
•Keys to a successful promotional campaigns
•Research and industry stats
•Award-winning case studies
•Search engine to locate a promotional consultant in your area
20. Promotional Products Association
International
(say that three times fast)
PPAI is the promotional products industry’s only international trade
association offering education, technology, tradeshows and legislative
support to it more than 7,500 global members comprised of those who
make and sell promotional products.
– Suppliers/Manufacturers:
manufacture, import, decorate products
– Promotional Consultants:
consult with clients (marketers) to research, develop and deliver
effective programs to achieve maximum results
Editor's Notes
To combat the sudden shift towards ad avoidance, advertisers must explore alternative marketing methods and turn to the power of promotional products for results. And here’s why… Advertising using other mediums is fleeting… Think pop-up ads on the internet, commercials during your favorite show, billboards- you just drive by them, not targeted
In a “supermarket” economy where consumers are offered a plethora of choices at every turn, savvy advertisers are always looking for ways to cut through the clutter and push their products to the front of the shelves. The same thing offered a million different ways and if it is something new and different it won’t be for long. What you have to do is cut through the clutter… But how do you do that? Why?
Why? Satellite radio, iPods, online news sources, Pandora Radio, TiVo, social media Consumers are now creating their own little communities that allow them to determine who, what, when where and why…
So what makes promotional products different? Unlike traditional media that interrupts, promotional products engage … Particularly, the are the ONLY advertising medium that has the ability to engage one or more of the five senses. For example: candles, food product, branded MP3 players, CDs, etc…
Spend a minute or so talking about each…
Demonstrate the first example using a product…
Versus just 33% for print, 27% for TV and 11% for online advertisers Versus just 7% who do so after seeing a commercial Versus just 68% for TV, 60% for print and 31% for online ads
