The Power of Promotional Products


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The Power of Promotional Products: Advertising Specialties Impressions Study. Copyright ASI (Advertising Specialty Institute) and "The Number That Matters" presented to BNI Embarcadero by Andy Foster.

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The Power of Promotional Products

  1. 1. The Power of Promotional Products: Advertising Specialties Impressions Study
  2. 2. A Groundbreaking Research Study From ASI <ul><li>We’ll Reveal. . . </li></ul><ul><li>Statistics showing how advertising specialties influence end-users’ buying decisions </li></ul><ul><li>Powerful numbers that illustrate the staying power and number of impressions of popular advertising specialties </li></ul><ul><li>The Cost Per Impression of advertising specialties compared with other popular advertising media </li></ul>
  3. 3. Survey Methodology <ul><li>A team of interviewers surveyed businesspeople in four metro areas: New York, Chicago, Los Angeles & Philadelphia </li></ul><ul><li>An online survey to additional end-users augmented the in-person survey </li></ul><ul><li>618 completed surveys in all </li></ul>
  4. 4. You Will Leave With. . . <ul><li>Solid ammunition to overcome 12 common end-buyer objections </li></ul><ul><li>Your own personal copy of the study which can be downloaded at /study </li></ul><ul><li>Techniques for using this valuable research to </li></ul><ul><ul><li>Reach new customers </li></ul></ul><ul><ul><li>Increase sales with existing customers </li></ul></ul><ul><ul><li>Firmly position promotional products as the most cost effective advertising medium in the minds of your clients </li></ul></ul>
  5. 5. Objection 1 <ul><li>“ Why should I put my logo on a pen or keychain? Nobody remembers the name of the company that advertises on those tchotchkhes.” </li></ul>
  6. 6. Solution 1—End-Users Remember the Brands on the Items They’ve Received
  7. 7. Objection 2 <ul><li>“ Is someone really going to change their opinion of me just because I sent them a pen? I doubt it.” </li></ul>
  8. 8. Solution 2—42% of end-users have a MORE favorable impression of an advertiser after receiving the item
  9. 9. Objection 3 <ul><li>“ 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.” </li></ul>
  10. 10. Solution 3—Nearly 25% of end-users are MORE LIKELY to do business with the advertiser on the items they receive
  11. 11. Objection 4 <ul><li>“ 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? ” </li></ul>
  12. 12. Solution 4—Most end-users have done business with the advertiser AFTER RECEIVING the item
  13. 13. Objection 5 <ul><li>“ I bet nobody really holds onto a promotional pen. They probably go right in the trash.” </li></ul>
  14. 14. Solution 5—Writing Instruments Are The Most-Recalled Promotional Item
  15. 15. Objection 6 <ul><li>“ Other than maybe a T-shirt, my guess is that clients aren’t going to keep anything I give them.” </li></ul>
  16. 16. Solution 6—The Typical Promotional Product is Kept for 7 Months
  17. 17. Objection 7 <ul><li>“ Unless a promotional product is super high-end, which I can’t afford, or really attractive, nobody’s going to want to keep it.” </li></ul>
  18. 18. Solution 7—End-users keep items that are USEFUL
  19. 19. Objection 8 <ul><li>“ 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.” </li></ul>
  20. 20. Solution 8—Bags are the most frequently used apparel item
  21. 21. Objection 9 <ul><li>“ 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.” </li></ul>
  22. 22. Solution 9—Many Advertising Specialties Are Used Every Day
  23. 23. Objection 10 <ul><li>“ 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?” </li></ul>
  24. 24. Solution 10—Promotional Products Deliver Significant Numbers of Impressions
  25. 25. Objection 11 <ul><li>“ Money is tight right now. I’d love to buy something from you but I just can’t afford promotional products.” </li></ul>
  26. 26. Solution 11-The Cost-Per-Impression of Advertising Specialties is a Fraction of a Cent
  27. 27. Objection 12 <ul><li>“ I’d rather put my marketing dollars into television ads. They’re much more cost-effective because they have a wider reach.” </li></ul>
  28. 28. Solution 12—Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media
  29. 29. Cheat Sheet (Give This To Your Reps!) <ul><li>84% of end-users can name the advertisers on the items they receive </li></ul><ul><li>62% have done business with the advertiser AFTER receiving the item </li></ul><ul><li>End-users keep products for 7 months </li></ul><ul><li>The average cost-per-impression of a promotional product = $0.004 </li></ul><ul><li>The CPI for advertising specialties beats all forms of media (except billboards) </li></ul>
  30. 30. Educating the Industry and End-Buyers <ul><li>You’ll find coverage of the study results in all 7 ASI magazines and on ASI Radio </li></ul><ul><li>Results are available on </li></ul><ul><li>ASI will conduct a Public Relations campaign in general business media </li></ul><ul><li>Educational seminars at 2009 ASI Shows </li></ul><ul><li>Presentation for end-buyers for distributors </li></ul>