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The Power of Promotional Products!


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The Power of Promotional Products!

  1. 1. The Power of Promotional Products Sensible. Memorable. Affordable. The Power of Promotional Products © PPAI 2009
  2. 2. What is a Promotional Product? <ul><li>Items used to promote a product, service or company program including: </li></ul><ul><ul><li>advertising specialties </li></ul></ul><ul><ul><li>premiums </li></ul></ul><ul><ul><li>incentives </li></ul></ul><ul><ul><li>business gifts </li></ul></ul><ul><ul><li>awards </li></ul></ul><ul><ul><li>prizes </li></ul></ul><ul><ul><li>commemoratives </li></ul></ul><ul><ul><li>other imprinted or decorated items </li></ul></ul>
  3. 3. Promotional Products: A $18.1 Billion Industry <ul><li>Top Product Categories </li></ul><ul><li>Wearables </li></ul><ul><li>Writing Instruments </li></ul><ul><li>Calendars </li></ul><ul><li>Bags </li></ul><ul><li>Drinkware </li></ul><ul><li>Desk/Office/Business Accessories </li></ul><ul><li>Recognition </li></ul><ul><li>Other </li></ul><ul><li>Sporting Goods </li></ul><ul><li>Housewares </li></ul>
  4. 4. “ Supermarket” Economy Today’s consumers are offered a plethora of choices at every turn
  5. 5. Cutting Through The Clutter How can you set your brand apart with promotional products? <ul><li>Increase exposure </li></ul><ul><li>Increase impact </li></ul><ul><li>Increase influence </li></ul><ul><li>Increase relationship </li></ul>
  6. 6. The Ad Avoider (insert scary movie music) <ul><li>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” </li></ul>
  7. 7. WHY? Because they can, that’s why!
  8. 8. Engage The Disengaged <ul><li>Instead of the usual cocktail of print, TV and radio, consider adding a promotional product twist . </li></ul>
  9. 9. Why Promotional Products? 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.
  10. 10. Sense -ible
  11. 11. Other Advantages of Promotional Products <ul><li>Audience Focused </li></ul><ul><li>Tangible and long-lasting </li></ul><ul><li>Impact easily measured </li></ul><ul><li>Easily distributed (viral) </li></ul><ul><li>Higher perceived value </li></ul><ul><li>Complements targeted marketing </li></ul><ul><li>Complements other advertising media </li></ul>
  12. 12. Added Perk… Promotional Products Are Memorable <ul><li>Promotional products have the unique ability to build a relationship with consumers: </li></ul><ul><ul><li>Once you accept the product – we have a relationship. That relationship will continue throughout the useful life of the product. </li></ul></ul><ul><ul><li>Your relationship with most other media begins when you see it and ends when you look away. </li></ul></ul>
  13. 13. Do You Remember… <ul><li>How a yellow wrist band raised awareness and money for cancer research? </li></ul><ul><li>That t-shirt you stood in line to get at the radio station? </li></ul><ul><li>The mug you use, with the name of your favorite specialty shop where you buy your morning coffee? </li></ul><ul><li>When one fast food restaurant sold out of kid’s meals because of a bean bag toy ? </li></ul>You remember them, and so do others!
  14. 14. Numbers Don’t Lie (unless of course you cook the books …) <ul><li>According to a recent study, conducted by L.J. Market Research at DFW International Airport: </li></ul><ul><li>Nearly 80% of respondents who reported receiving a promotional product in the last 12 months could recall the advertiser’s name on the item they received. </li></ul><ul><li>Only 53.5% could recall the name of a single advertiser from a newspaper or magazine read in the past week. </li></ul><ul><li>52% of those surveyed reported doing business with the company after receiving the item and another 52% said their impression of the company became more favorable after receiving the item. </li></ul>
  15. 15. Synergy (promotional products even play well with others!) <ul><li>New study proves the addition of promotional products actually increases favorability ratings toward ads among the same key 18-34 year old demographic group. </li></ul><ul><li>The study showed that adding a promotional product to the media mix (print and television) generates favorable attitudes towards the brand, as well as increased brand interest (69 percent) and a good impression of the brand (84 percent) . </li></ul><ul><li>The results also showed that integrating a promotional product with television and print increased referral value by 52 percent and message credibility by 60 percent . </li></ul><ul><li>Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State University and the University of Texas at San Antonio </li></ul>
  16. 16. 4 Steps to Maximize The Effectiveness of Promotional Products Promotional products!
  17. 17. Identify your goals/objectives <ul><li>What kind of response am I looking for? </li></ul><ul><li>What do I want to accomplish? </li></ul><ul><li>What are all my product options? </li></ul><ul><li>How much do I have to spend on the products? </li></ul><ul><li>At what point will the response justify the budget? </li></ul>STEP 1:
  18. 18. Enlist the expertise of a qualified promotional consultant ( STEP 2:
  19. 19. Why use a Promotional Consultant ? <ul><li>Beyond just selling products </li></ul><ul><li>Vast product resources </li></ul><ul><li>Latest trends, technologies and processes </li></ul><ul><li>Experienced advice </li></ul><ul><li>Saves you money </li></ul><ul><li>Experts in the industry </li></ul>
  20. 20. Working with your Consultant, plan your overall promotional campaign STEP 3:
  21. 21. <ul><li>Program/campaign theme </li></ul><ul><li>Target audience </li></ul><ul><li>Intended response </li></ul><ul><li>Workable budget </li></ul><ul><li>Realistic timeline </li></ul><ul><li>Method of distribution </li></ul>An overall campaign should include and incorporate at least some the following considerations: Plan your campaign It will be important to choose/use a product that is consistent with these elements in order to achieve the best results.
  22. 22.  Establish a workable budget <ul><li>How many different items will be needed? </li></ul><ul><li>How many of each item will be needed? </li></ul><ul><li>Who will be getting the item? </li></ul><ul><li>How many people will be getting the items? </li></ul><ul><li>Are there additional/extra costs? (set up, extra colors, shipping, taxes, rush orders, etc.) </li></ul>Note: As with any important purchase, don’t choose on price alone! Plan your campaign
  23. 23.  Develop a realistic timeline <ul><li>Consultation </li></ul><ul><li>Internal decision-making </li></ul><ul><li>Development of artwork </li></ul><ul><li>Production schedule, including artwork design and set up </li></ul><ul><li>Proof approval </li></ul><ul><li>All required shipping </li></ul>Plan your campaign
  24. 24.  Determine an effective method for the distribution of your products How you will get the products to your audience can help decide the kind of products you use, the material used to make the product… and could affect the price of the product. Plan your campaign
  25. 25. Evaluate your campaign results <ul><li>Did you meet your goals? </li></ul><ul><li>What worked? What didn’t work? </li></ul><ul><li>Did you accomplish anything you had not expected or planned on? </li></ul><ul><li>How can you improve the next campaign? </li></ul><ul><li>What would you do differently next time? </li></ul>STEP 4:
  26. 26. <ul><li>Keys to a successful promotional campaigns </li></ul><ul><li>Research and industry stats </li></ul><ul><li>Award-winning case studies </li></ul><ul><li>Search engine to locate a promotional consultant in your area </li></ul>Additional Resource:
  27. 27. Promotional Products Association International (say that three times fast) <ul><li>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. </li></ul><ul><ul><li>Suppliers/Manufacturers: </li></ul></ul><ul><ul><li>manufacture, import, decorate products </li></ul></ul><ul><ul><li>Promotional Consultants: </li></ul></ul><ul><ul><li>consult with clients (marketers) to research, develop and deliver effective programs to achieve maximum results </li></ul></ul>
  28. 28. Questions