The Power of Promotional Products

The Power of Promotional Products: Advertising Specialties Impressions Study

A Groundbreaking Research Study From ASI
We’ll Reveal. . .
Statistics showing how advertising specialties influence end-users’ buying 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

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

You Will Leave With. . .
Solid ammunition to overcome 12 common end-buyer objections
Your own personal copy of the study which can be downloaded at www.asicentral.com /study
Techniques for using this valuable research to
Reach new customers
Increase sales with existing customers
Firmly position promotional products as the most cost effective advertising medium in the minds of your clients

Objection 1
“ Why should I put my logo on a pen or keychain? Nobody remembers the name of the company that advertises on those tchotchkhes.”

Solution 1—End-Users Remember the Brands on the Items They’ve Received

Objection 2
“ Is someone really going to change their opinion of me just because I sent them a pen? I doubt it.”

Solution 2—42% of end-users have a MORE favorable impression of an advertiser after receiving the item

Objection 3
“ 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.”

Solution 3—Nearly 25% of end-users are MORE LIKELY to do business with the advertiser on the items they receive

Objection 4
“ 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? ”

Solution 4—Most end-users have done business with the advertiser AFTER RECEIVING the item

Objection 5
“ I bet nobody really holds onto a promotional pen. They probably go right in the trash.”

Solution 5—Writing Instruments Are The Most-Recalled Promotional Item

Objection 6
“ Other than maybe a T-shirt, my guess is that clients aren’t going to keep anything I give them.”

Solution 6—The Typical Promotional Product is Kept for 7 Months

Objection 7
“ Unless a promotional product is super high-end, which I can’t afford, or really attractive, nobody’s going to want to keep it.”

Solution 7—End-users keep items that are USEFUL

Objection 8
“ 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.”

Solution 8—Bags are the most frequently used apparel item

Objection 9
“ 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.”

Solution 9—Many Advertising Specialties Are Used Every Day

Objection 10
“ 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?”

Solution 10—Promotional Products Deliver Significant Numbers of Impressions

Objection 11
“ Money is tight right now. I’d love to buy something from you but I just can’t afford promotional products.”

Solution 11-The Cost-Per-Impression of Advertising Specialties is a Fraction of a Cent

Objection 12
“ I’d rather put my marketing dollars into television ads. They’re much more cost-effective because they have a wider reach.”

Solution 12—Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media

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)

Educating the Industry and End-Buyers
You’ll find coverage of the study results in all 7 ASI magazines and on ASI Radio
Results are available on www.asicentral.com/study
ASI will conduct a Public Relations campaign in general business media
Educational seminars at 2009 ASI Shows
Presentation for end-buyers for distributors

The Power of Promotional Products

by Likoma on Jan 26, 2010

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The Power of Promotional Products — Presentation Transcript

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