The document summarizes the results of a study on the effectiveness of promotional products as advertising. The study surveyed over 600 businesspeople and found that promotional items have significant brand recall and influence purchasing decisions. Products are kept for an average of 7 months and have a very low cost-per-impression, making them more cost effective than most other forms of traditional advertising media. The document then addresses 12 common objections to using promotional products and provides data from the study to overcome each objection.

1. The Power of Promotional Products: Advertising Specialties Impressions Study

2. 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

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. 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

5. 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.”

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

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

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

9. 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.”

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

11. 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?”

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

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

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

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

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

17. 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.”

18. Solution 7—End-users keep items that are USEFUL

19. 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.”

20. Solution 8—Bags are the most frequently used apparel item

21. 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.”

22. Solution 9—Many Advertising Specialties Are Used Every Day

23. 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?”

24. Solution 10—Promotional Products Deliver Significant Numbers of Impressions

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

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

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

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

29. 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)

30. Educating theIndustry 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