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impressions-study-2016

This document analyzes the popularity and effectiveness of promotional products versus other forms of advertising. It provides data from a survey of over 100,000 consumers in the United States about their ownership and impressions of various promotional items. The top three most commonly owned products are t-shirts, drinkware, and writing instruments. The document also examines which products have the greatest impact and influence on consumers in different states and demographics. It finds that promotional products generate positive feelings and have high brand recall rates, making them a cost-effective advertising channel.

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A cost analysis of promotional products versus other advertising media A PDF of this report (plus end-buyer-friendly, downloadable charts) can be found at asicentral.com/study. ©Copyright 2016 Advertising Specialty Institute. All Rights Reserved This report may be reproduced and used in presentations by active supplier, distributor and decorator members of the Advertising Specialty Institute (ASI) to educate the public about advertising specialties. Such use must not alter the information and must set forth the following legend: “Research provided by the Advertising Specialty Institute, ©2016, All Rights Reserved.” No other use is permitted without the express written consent of ASI. V.4 GLOBAL ADVERTISING SPECIALTIES IMPRESSIONS STUDY GLOBAL ADVERTISING SPECIALTIES IMPRESSIONS STUDY 2016 EDITION
2©2016 Advertising Specialty Institute® . All Rights Reserved. Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Section One – PRODUCT SPOTLIGHTS U.S. Product Ownership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 International Product Ownership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Product Spotlight: Writing Instruments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Product Spotlight: T-Shirts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Product Spotlight: Bags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Product Spotlight: Calendars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Product Spotlight: Desk Accessories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Product Spotlight: Caps/Headwear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Product Spotlight: Drinkware. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Product Spotlight: USB Drives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Product Spotlight: Health Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Product Spotlight: Outerwear Fleece. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Product Spotlight: Umbrellas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Product Spotlight: Mobile Power Banks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Section Two – INFLUENCE/IMPACT Most Impactful Product by State. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Most Influential Products by Key Demos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Impact of Environmentally Friendly Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Impact of Made-in-the-USA Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Section Three – CONSUMER BEHAVIOR Staying Power. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Promo Products are Passed Along. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Usefulness is Key. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Number of Products Owned. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Feelings Generated by Receiving Promotional Products. . . . . . . . . . . . . . . . . . . . . . . . . 26 Section Four – IMPRESSIONS North America Impressions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 International Impressions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Cost Effectiveness of Ad Specialties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Opinion of Advertising Mediums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 TABLE of CONTENTS GLOBAL ADVERTISING SPECIALTIES IMPRESSIONS STUDY 2016 EDITION
3©2016 Advertising Specialty Institute® . All Rights Reserved. METHODOLOGY The ASI Ad Impressions Study was first launched in 2006 by ASI’s research team to give our members powerful data that proves what we already know – that ADVERTISING SPECIALTIES are one of the most high-impact, cost-effective advertising mediums around. Thousands of in-person and online interviews have been conducted with businesspeople and students in key cities around North America, Canada, Europe and Australia. These interviews have been used to gauge the reach of these products, consumers’ perceptions of promotional products, their influence on buying decisions and their influence on the perception of the advertiser. METHODOLOGY: This year’s report updates the prior years’ reports by greatly expanding the geographic reach of the study across the United States. Using online surveys, we have conducted this year’s research with over 100,000 consumers across the United States. Consumers from every state in the United States are represented and for the first time we have expanded beyond just the major cities into suburban and rural America. By employing this new methodology, we are able to provide even more pointed, specific results that show that value of promotional products across the U.S. Results from prior ASI Ad Impressions studies have been incorporated into this report to allow for a greater depth of analysis and statistics that you can use with your clients to show the value of promotional products. Seattle San Francisco Vancouver Toronto Madrid Sydney London Paris Berlin Rome Montreal Los Angeles San Diego Phoenix Denver Dallas Monterrey Mexico City Houston Charlotte Chicago New York Boston Minneapolis Atlanta Miami Tampa
4 Section One PRODUCT POPULARITY U.S. consumers were asked which promotional products they currently owned. Promotional items were defined as items that include pens, T-shirts, drinkware, calendars or any items that have an advertiser’s logo on them. They are usually given away free by companies to consumers. As the graphic below reveals, T-shirts are the item that is most often owned by promotional product recipients in the U.S., followed by drinkware, writing instruments and outerwear. In fact, all promotional products have strong ownership, with one-quarter or more of recipients owning each. ©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCTS OWNED in the UNITED STATES T-Shirts 58% Bags 50%USB Drives 45% Desk Accessories 41% Drinkware 53% Outerwear 50% Writing Instruments 50% Caps Headwear 41% Polo Shirts 33% Heath Safety 30% Calendars 29%Performance Wear 27% Power Banks 26% Umbrellas 25%
55 PRODUCT POPULARITY OUTSIDE of the U.S. For this section, respondents were asked to rate up to three promotional items they had received in the last 12 months. Promotional items were defined as items that include pens, T-shirts, mugs, calendars or any items that have a logo or message from an advertiser on them; they are usually given away for free to consumers in hopes of positively influencing their purchasing preferences or their attitudes toward the advertiser. WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 52% 35% 31% 31% 34% 32% 15% 25% 13% 9% SYDNEY WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 40% 44% 31% 31% 13% 19% 15% 34% 15% 17% MADRID WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 45% 53% 37% 41% 24% 28% 15% 24% 15% 11% ROME LONDON WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 56% 34% 23% 25% 17% 10% 20% 16% 6% 6% PARIS WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 46% 43% 24% 21% 12% 10% 9% 19% 8% 11% ★ ★ ★★★ ★ ★ ★ WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 48% 36% 25% 25% 16% 21% 13% 12% 11% 16% CANADA WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 41% 45% 38% 33% 22% 38% 50% 11% 11% 8% MEXICO WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 39% 37% 29% 31% 28% 14% 17% 18% 12% 17% BERLIN ©2016 Advertising Specialty Institute® . All Rights Reserved.
6©2016 Advertising Specialty Institute® . All Rights Reserved. Male 46% Female 54% 20162016 ImprintYourLogoHere! of Democrats in the Southeast own a logoed pen Pens + Impressions = Best Value The cost per impression is less than 1/10th of a cent in the United States. of U.S. CONSUMERS OWN PROMOTIONAL WRITING INSTRUMENTS. 50% Democrats in the Southeast are prepared for write-in candidates. 1/10th of a cent 65% compared to only of Republicans. 74% More women than men own logoed pens in the U.S. 66% are ready to write in their candidate at this years’ convention, as 66% of them own a logoed writing instrument. Philadelphians Writing Instruments Women who live in suburbia are more likely (58%) to own a promo pen than those who live in the city or the country. PRODUCT SPOTLIGHT: WRITING INSTRUMENTS
7©2016 Advertising Specialty Institute® . All Rights Reserved. Male 46% Female 54% More women than men own logoed T-shirts in the U.S. Rhode Island PRODUCT SPOTLIGHT: T-SHIRTS of U.S. CONSUMERS OWN PROMOTIONAL SHIRTS. 58% RI The smallest state is biggest on T-shirts – they are the most influential item in Rhode Island. Consumers know who gave them their promotional shirt, especially in the Midwest region. Northeast: 88% Midwest: 95% Southeast: 81% Southwest: 88% Pacific: 90% West: 93% % who recall advertiser on shirt Romans love their gelato. . . and their promo tees. 53% of consumers in Rome own branded shirts — the highest percentage of any of the 21 metro areas in the survey. 53% 58% I California The T-shirt is king in California, where 58% report owning a logoed one. More than half of consumers across all age groups report owning a branded T-shirt. 45-5435-4418-34 55+ 60% 56% 57% 56%
8©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: BAGS of U.S. CONSUMERS OWN PROMOTIONAL BAGS. The only location that has more impressions per bag than the U.S. is Sydney, with over 5,800 per promo bag. Down under, bags get the most impressions. Bags generate more impressions in the U.S. than any other promotional item. 5,700+ 50% Nearly two-thirds of consumers in Illinois report owning a promo bag, among the highest rates in the country. Will the Stanley Cup fit in my promo bag? Women in the U.S. are much more likely to own a bag than men. Female 57% Male 42% 18-24 57% 25-34 48% 52% 35-44 53% 45-54 52% 55-64 49% 65+ Among Women Those 18-24 are the most likely to own a logoed bag.
9©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: CALENDARS It’s a Great Lakes Thing of U.S. CONSUMERS OWN PROMOTIONAL CALENDARS. 29% 76% of consumers who own calendars say they display them prominently in their homes or offices. Promotional calendars are great branding tools. On Display 55+: 38% Under 35: 26% 35-44: 28% 45-54: 28% Older and Wiser Older Americans are more likely to own promotional calendars. 12 months A Year's Worth of Branding On average, consumers report keeping promotional calendars for about 12 months. UrbanSuburbanRural 35% 31% 25% MI OH Male 27% Female 31% Women in the U.S. are slightly more likely to own a logoed calendars. Consumers in rural America are most likely to own a promo calendar. More than 4 in 10 consumers in Ohio and Michigan report owning branded calendars.
10©2016 Advertising Specialty Institute® . All Rights Reserved. Younger consumers are the most likely to own a promotional desk accessory. Millennials logoed desk accessories PRODUCT SPOTLIGHT: DESK ACCESSORIES of U.S. CONSUMERS OWN PROMOTIONAL DESK/OFFICE ACCESSORIES. 41% 14 months More Than a Year Consumers who own a promotional desk accessory report they typically will keep it for about 14 months. ABC Desk accessories make their impressions in the office. Men are more likely than women to own branded desk/office accessories. Female 38% Male 44% 18-34: 52% 35-44: 45% 45-54: 30% 55+: 36% AK HI 0 The 49th and 50th states are #1 with logoed desk/office accessories. of desk accessories are kept at the workplace. of consumers in Alaska and Hawaii report owning logoed desk/office accessories.
11©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: CAPS HEADWEAR Hats need to look good! 42% of U.S. consumers who keep promotional hats do so because they are attractive, second only to outerwear. UrbanSuburbanRural 52% 43% 41% 3,136 U.S. Impressions The number of impressions that caps make over their lifetime in the U.S. 41% T-Shirts 37% Bags 31% Outerwear 54% Calendars 37% of U.S. CONSUMERS OWN PROMOTIONAL CAPS/HEADWEAR. 42% Politicians must love their promo headwear. In Washington D.C., hats rate a close second to USB drives as the most influential promo product. It’s sunny in Florida. Among owners of promotional headwear in Tampa, three-quarters report wearing them once a week or more. Men in rural America are tops for logoed headwear with 52% ownership.
12©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: DRINKWARE 53% UrbanSuburban Rural 54%56% 43% OWN PROMOTIONAL DRINKWARE. of U.S. CONSUMERS Pacific: 54% West: 53% Southeast: 47% Northeast: 38% Southwest: 38% Midwest: 30% More than half of the consumers in the West and Pacific regions report they are more likely to do business with the advertiser on their drinkware. Half of U.S. consumers who own logoed drinkware use it 2-3 times a week or more. Bottoms up! WA OR 61% of consumers in Washington and Oregon own logoed drinkware. The Pacific Northwest loves their logoed drinkware. Logoed Drinkware is biggest outside of the big cities. Consumers in Arkansas select Drinkware as their most influential promotional product. Razorback fans show off their drinkware. GO HOGS! GO TEAM!
13©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: USB DRIVES 45% of U.S. CONSUMERS OWN PROMOTIONAL USB DRIVES. Utility is Key In the U.S., 91% keep USB Drives because they are useful. In the U.S., 7% keep USB Drives because they are attractive. Men are much more likely to own a branded USB Drives. Trending Young Urban Rural 45% Suburban 44%46% 50% 39% CA NH City or country – everyone loves their promo USB Drives. 18-24 25-34 35-44 45-54 55+ Younger consumers are most likely to own a logoed USB Drive.60% 51% 48% 39% 37% They both chose USB Drives as their most influential promo product. What do California and New Hampshire have in common?
14©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: HEALTH SAFETY ITEMS 82% Have health and safety product, will travel 27% of U.S. consumers who own a health and safety product report they carry it with them. of U.S. consumers can immediately remember the advertiser’s name on the safety product they own. are the most likely to own a logoed Health and Safety product at 42%. Male 23% Female 36% Women are much more likely to own a branded Health and Safety Product. of U.S. CONSUMERS OWN PROMOTIONAL HEALTH and SAFETY ITEMS. 30% Consumers in Michigan MI Nevada and West Virginia have one thing in common – their love for Health and Safety products. Health and Safety products are the most influential products in these two states. NV WV
15©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: OUTERWEAR FLEECE Male Female 50% of U.S. CONSUMERS OWN PROMOTIONAL OUTERWEAR and FLEECE. Useful Attractive Enjoyable to Have Outerwear is kept for a variety of reasons. Reasons for keeping promo outerwear: 75% 52% 49% 43% 57% More men own promotional outerwear than women. Bundle Up! Outerwear recipients think very favorably about the advertiser — especially in Sydney, where 86% of consumers think more positively about an advertiser after receiving a promotional jacket. TOP5 Across all ages, outerwear is a top 5 influential product. 18 - 55+ Warm Weather or Cold Weather, Outerwear is the most influential product in 12 states. (AZ, CT, DE, IA, KY, NJ, MA, ME, NC, PA, UT, WY) 86%
16©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: UMBRELLAS 51% of U.S. CONSUMERS OWN PROMOTIONAL UMBRELLAS. 25% of consumers state they would keep a promotional umbrella because it’s useful. Male 22% Female 28% Women are more likely than men to own promo umbrellas. More than half Umbrellas are Useful! 1,331 IMPRESSIONS of consumers state they would be more likely to do business with the advertiser who gave them the umbrella. Trending Up! 18-34 35-44 45-54 55-64 65+ Ownership of promo umbrellas trends upward with age. 19% 26% 29% 25% 34% Over their lifespan, umbrellas generate over 1,300 impressions.
17©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCT SPOTLIGHT: MOBILE POWER BANKS 60% of U.S. CONSUMERS OWN PROMOTIONAL MOBILE POWER BANKS. 26% Mobile Power Banks resonate in the Rockies. They are the most influential product in Colorado. Power Banks are on Top! of consumers state they would be more likely to do business with the advertiser who gave them the Power Bank. Over Their Lifespan, mobile Power Banks generate over 1,000 impressions. 1,034 Impressions of consumers state they would keep a promotional Power Bank because it’s useful. Keeping Power Ownership of mobile power banks trends down with age. Trending Down! 18-34 35-44 45-54 55-64 65+ 32% 32% 22% 26% 17%
18©2016 Advertising Specialty Institute® . All Rights Reserved. VT NY PA DE HI MD VA DC NJ ME TN ALMS AR MO NE MN WI NDMT WA OR AK CA ID WY CO UT NV AZ NM SD KS OK IA LATX GA FL SC NC KY WV NH MA CT RI OH MI IN IL Promotional Products that have the Biggest Impact on Opinions about Advertiser. Opinions are by state. PRODUCTS ARE COLOR CODED BY STATE NATIONWIDE Outerwear Umbrellas Polo Shirts USB Drives T-Shirts Writing Instruments Desk Accessories Drinkware Heath Safety Bags Calendars Power Banks Performance Wear Leading Color Coded Products Key by State:
19©2016 Advertising Specialty Institute® . All Rights Reserved. Urban Male Suburban Rural 1 2 2 1 3 11 2 3 3 3 542 If you want to influence opinions, GIVE AWAY USB DRIVES. Top 5 most influential products on opinion of advertisers. Outerwear Performance WearDrinkware Writing Instruments USB Drives 18-24 25-34 35-44 45-54 55-64 65+ What's the #1 PROMOTIONAL PRODUCT for influencing opinions? It depends on your age. Most influential product by age.... Female Men and Women may not agree on much, but they love USB Drives and Outerwear. Most influential products by gender... Where you live does matter with what you prefer. 1 2 3 1 2 3 Most influential products by urban density....
20©2016 Advertising Specialty Institute® . All Rights Reserved. VT NY PA DE HI MD VA DC NJ ME TN ALMS AR MO NE MN WI NDMT WA OR AK CA ID WY CO UT NV AZ NM SD KS OK IA LATX GA FL SC NC KY WV NH MA CT RI 58% 54% 37% 48% 42% 48% 45%31% 51% 36% 36% 45% 35% 50% 42% 41% 41% 39% OH MI 35% 42% IN IL 38% 32% 44% 44% GENDER URBAN DENSITY AGES In TOTAL, 42% have a more favorable opinion of an advertiser if the Promotional Product they received was ENVIRONMENTALLY FRIENDLY. Urban Suburban Rural 43% Male 40% 43% 58% 57% 43% 38% 39% 36% 42% Female 49% 18-24 25-34 35-44 45-54 55-64 65+ NATIONWIDE
21©2016 Advertising Specialty Institute® . All Rights Reserved. VT NY PA DE HI MD VA DC NJ ME TN ALMS AR MO NE MN WI NDMT WA OR AK CA ID WY CO UT NV AZ NM SD KS OK IA LATX GA FL SC NC KY WV NH MA CT RI 73% 52% 54% 62% 63% 57% 58%57% 56% 51% 48% 49% 53% 47% 64% 54% 42% 59% OH MI 52% 58% IN IL 53% 51% 55% 47% GENDER URBAN DENSITY AGES In TOTAL 53% have a more favorable opinion of an advertiser if the promotional product was MADE IN THE USA. Male 52% 59% 59% 56% 56% 55% 57% Female 58% 18-24 25-34 35-44 45-54 55-64 65+ NATIONWIDE Suburban Urban 51%51% Rural 61%
22 STAYING POWER Promotional Products Don’t Fade Away Respondents were asked how long they keep a typical type of promotional item. Across all promotional products, the average was just over seven months.  Some products, such as calendars, can stay around for about a year, while others, especially health and safety products and writing instruments, last for about six months. Calendars, which have the longest staying power, are the one item used most often for reference purposes, such as referring to a name or phone number.  ©2016 Advertising Specialty Institute® . All Rights Reserved. NUMBER OF MONTHS PROMOTIONAL ITEMS ARE KEPT CALENDARS OUTERWEAR FLEECE USB DRIVES DRINKWARE BAGS AVERAGE CAPS HEADWEAR DESK/OFFICE ACCESSORIES T-SHIRTS WRITING INSTRUMENTS HEALTH/SAFETY PRODUCTS 12 MOBILE POWER BANKS 12 UMBRELLAS 14 9 8 8 7 8 7 7 6 6 6 0 2 4 6 8 10 12 14
23 PROMO PRODUCTS ARE PASSED ALONG Consumers who receive ad specialty products will typically give them to someone else when they are finished with them, thus furthering the advertiser’s reach. In the U.S. and Canada, nearly two-thirds of ad specialties that are not wanted are given away. In fact, in most countries, more than half of consumers report that they will give away a product that they are finished with rather then throw it out or file it away. ©2016 Advertising Specialty Institute® . All Rights Reserved. Areas Interviewed United States Canada London Paris Berlin Rome Madrid Sydney Mexico Throw it away 20% 18% 15% 21% 28% 23% 22% 18% 42% File the item away 17% 18% 18% 21% 16% 29% 24% 18% 20% Give the item to someone else 63% 64% 67% 59% 56% 48% 54% 64% 38% Promotional products are passed along when recipients are finished with them, except for those in Mexico, where they are much more likely to be thrown away. Consumers in the Southwest are the Most Likely to Give Away a Product They are Finished With PERCENT WHO GIVE ITEMS AWAY TO SOMEONE ELSE 65% 57% 55% 60% 68% 61% Younger Consumers Are Less Likely Give Away an Item Than are Older Consumers Percent of consumers who give away a promo item they’re finished with. 55+ 70% 68% 64% 57% 45-54 35-44 35
24©2016 Advertising Specialty Institute® . All Rights Reserved. USEFULNESS IS KEY Consumers want products that are, first and foremost, useful to them, especially when it comes to the more practical items such as writing instruments and USB drives. Here, usefulness outweighs attractivess by at least five to one. However, that’s not to say that attractiveness isn’t important, especially if the item needs to be worn. For outerwear, attractiveness is a very close second to usefulness in reasons for keeping the product, with more than half of those who own outerwear reporting they keep it because it is attractive. If you want a customer to use the product for reference, then calendars are the way to go. Apparel items, whether they be shirts, outerwear or hats, are cited as the most enjoyable to have. Useful Attractive Enjoyable to Have Point of Reference Bags 87% 31% 23% 3% Calendars 88% 37% 23% 13% Desk/Office Accessories 85% 20% 20% 7% Drinkware 84% 27% 30% 2% Hats 65% 42% 36% 3% Health/Safety Items 84% 11% 16% 4% Mobile Power Banks 87% 13% 15% 10% Outerwear 75% 54% 49% 5% T-Shirts 70% 37% 33% 2% USB Drives 91% 7% 18% 4% Writing Instruments 93% 17% 16% 7% Umbrellas 83% 28% 16% 4% Average 82% 29% 26% 5% REASONS FOR KEEPING PRODUCTS: U.S. Areas Interviewed United States Canada London Paris Berlin Rome Madrid Sydney Mexico Useful 77% 82% 79% 70% 75% 70% 81% 80% 87% Attractive 29% 25% 33% 27% 31% 35% 32% 26% 27% Enjoyable to Have 29% 20% 23% 25% 21% 27% 20% 22% 16% Point of Reference 5% 6% 4% 4% 3% 11% 7% 5% 6%
HOW MANY ITEMS DO PEOPLE OWN? In the study, respondents were asked how many logoed items they currently had in their homes and/or offices. As indicated in the accompanying charts, people in the U.S. own an average of 9.8 promotional products. The number varies according to U.S. region, country, gender, race, age and political affiliation. 25©2016 Advertising Specialty Institute® . All Rights Reserved. 35-44 U.S. Males U.S. Females 21-34 45-54 55+ 10 10 1010 35-4421-34 45-54 55+ 11 11 99 Males aged 55+ own the greatest number of ad specialties. Among U.S. consumers, Asians have the most ad specialty products. 15% of Asian consumers report having 21 or more products. Black HispanicWhiteAsian 11% 10% 10% 8% Midwesterners own the most promotional products. 11 98 8 10 10 NumberofProductsOwned Ad Specialties Ownership Around the World average number of items owned The market in Mexico is still developing. 9 10 United States 10 Spain Italy 10 Italy 7 Australia 8 Australia 8 Germany 7 Germany 6 Mexico 7 Mexico 10 United States 8 Spain 9 Canada 10 Canada 9 U.K 8 U.K France 9 France 8 10 10 99 Democrat Democrat Republican Republican In the Western regions, including Texas, Republicans own more. Nationwide, Republicans have more products than Democrats. Western U.S. Nationwide
26©2016 Advertising Specialty Institute® . All Rights Reserved. specialdubious trusted no awful thoughtful desperate gratitude mad stuff honored rewarded lousy soso scammed poor angry better junk bad surprised annoyed loved meh thanks pleased blessed irritated sweet billboard like unchanged stoked yes marketing bribe rich fun elated valued thrilled swag unimpressed beholden sstop invaded whatever connected favorable wasteful intrusive lame savvy cup glad loyalty super test promotional loyal interested suspicious appreciated ecstatic fantasticboring satisfiednope safe used coat gracious amazed spam dumb weird wow blah fine none positive nothing appreciative generous awesome thankful ok great cool excited indifferent happy grateful good cheap giving stupid commercial interesting curious trash friendly yay horny depends important amazeballs warmintrigued lucky amazing impressed free caring cooler skeptical delighted supportive bothered neutral cheesy shirt ambivalent hip wonderful joyful annoying waste expensive pushy uninterested What happens when you ask 2,000 people the following: “When you receive a promotional product, how do you feel about the company that gave it to you?”
27©2016 Advertising Specialty Institute® . All Rights Reserved. Section Three PROMOTIONAL PRODUCTS MAKE AN IMPRESSION For this section, the average number of impressions each promotional product receives was calculated. The number of impressions a product makes was derived from multiplying how long a recipient has the product to how many people they come in contact with each month while using it. In the U.S., bags continue to generate the most impressions (5,772) of any item measured in the study. This is because bags are used often in public places where they can be seen by many people. Other items that deliver a large number of impressions are writing instruments, hats, outerwear and shirts. The accompanying charts illustrate the top five products, by country, that deliver the most impressions: The Most Impressions in the U.S. 5,772 Impressions 3,136 Impressions 2,450 Impressions In the U.S., bags generate the most impressions by far. 2,805 Impressions 1,633 Impressions 2,498 Impressions 1,630 Impressions 2,208 Impressions 2,650 Impressions 4,724 Impressions 3,634 Impressions 2,253 Impressions 2,943 Impressions 2,805 Impressions The Most Impressions in Canada In Canada, bags also generate the most impressions. The Most Impressions in Mexico Apparel generates the most impressions in Mexico. 2,882 Impressions
28©2016 Advertising Specialty Institute® . All Rights Reserved. While the exact ranking of impressions changes somewhat from location to location, the overall list of products generating the most impressions is consistent. Wearables consistently deliver a high number of impressions, and in the U.S., bags deliver the most impressions every year. Items that create the fewest impressions tend to be those intended mostly for one person, such as health and safety items and USB drives. The value of these items is more in the connection they make with the user than the total number of impressions generated. 4,066 Impressions 1,852 Impressions The Most Impressions in London Though the incidence of owning promotional outerwear items is low, they generate the most impressions. November 2,323 Impressions November 2,372 Impressions 2,665 Impressions 1,700 Impressions 5,125 Impressions 3,473 Impressions 3,449 Impressions 1,204 Impressions 2,774 Impressions 1,763 Impressions 2,380 Impressions 5,615 Impressions 1,843 Impressions Similar to London, the incidence of owning promotional outerwear is low, but a high number of impressions are generated. The Most Impressions in Paris In Berlin, writing instruments generate the most impressions by far. The Most Impressions in Berlin
29©2016 Advertising Specialty Institute® . All Rights Reserved. Distributors should work with clients to determine the goals of their campaigns and the connection they want to establish with the intended recipient before selecting the right vehicle to deliver their message. Taking into account the number and quality of the impressions generated, in addition to some of the demographic considerations shown earlier in the report, gives the distributor the opportunity to serve as a consultant rather than an order taker. November 1,966 Impressions 5,881 Impressions 3,729 Impressions 3,179 Impressions 2,505 Impressions 3,233 Impressions 2,034 Impressions 2,125 Impressions November 2,260 Impressions 6,260 Impressions 4,280 Impressions The Most Impressions in Rome In Rome, writing instruments also generate the most impressions by far. 1,421 Impressions 1,447 Impressions In the Madrid, writing instruments generate the most impressions. The Most Impressions in Madrid 1,344 Impressions The Most Impressions in Sydney 1,755 Impressions In Sydney, bags generate the most impressions.
30©2016 Advertising Specialty Institute® . All Rights Reserved. AD SPECIALTIES ARE COST-EFFECTIVE Advertising specialties remain less expensive per impression than most other forms of advertising. The investment in ad specialties is modest, more targeted and allows for much greater levels of interaction with consumers than other forms of advertising. As the chart on this page illustrates, promotional products have a lower cost per impression in the United States than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to radio and Internet advertising. Plus, while all of these other forms of advertising are often passive, advertising specialties allow for much more active interaction, such as storing valuable information on a USB drive or carrying groceries or other items around town in a promotional bag. Also, consider that when consumers receive advertising specialties, they are often the exact market segment the advertiser is trying to reach. Banks aren’t simply mailing out pens to consumers of all ages from all areas, whether or not they have a branch there. Rather, they are giving out the pens only to current or prospective customers in the geographic areas that they serve. This targeted approach to advertising is much more difficult, if not impossible, to achieve in other forms of mass market advertising. More good news: The cost for advertising specialties is not expected to increase markedly in the next few years, making them a more stable, reliable and innovative way for advertisers to reach consumers. Even more good news: Consider that the cost of producing a 30-second radio or television commercial is often out of reach for all but the biggest advertisers. Many would have their entire advertising budget eaten up before they even aired the commercial more than a few times. This isn’t true with advertising specialties. Companies from the smallest local businesses to the largest Fortune 100 companies have access to the best that the advertising specialty business has to offer. The cost per impression of an ad specialty is better than that of TV, magazines and newspapers. 0.7¢ 0.7¢ 0.7¢ 1.0¢ 2.4¢ 2.5¢ 3.2¢ Ad specialties are highly cost-effective. NEWS 2016 2016 2016 2016 2016 2016 2016 20162016 2016 2016 2016 2016 2016 PRIME-TIME TV NEWSPAPERS AD SPECIALTIES INTERNET SPOT RADIO TARGETED MOBILE NATIONAL MAGAZINES
31©2016 Advertising Specialty Institute® . All Rights Reserved. OVERALL OPINION OF ADVERTISING MEDIUMS The World Remembers remember the advertiser worldwide. Recall is highest for apparel items, as 85% recall the advertiser that gave them a shirt or hat. Consumers are nearly 2.5x more likely to have a positive opinion of promotional products compared to Internet advertising. Promotional Products Internet Advertising Deciding between PROMOTIONAL PRODUCTS or Internet advertising? When asked what types of advertising they like best, consumers under 55 prefer PROMOTIONAL PRODUCTS. Consider this.... Ranking from best to worst Ranking from best to worst 5 7 6 4 1 1 18-24 35-2425-34 45-54 NEWS 2 3 33 5 6 7 3 1 NEWS 2 4 5 7 6 4 1 NEWS 2 5 6 7 4 1 NEWS 2 Magazine AdvertisingNewspaper Advertising Internet Advertising Mobile Advertising Radio Advertising Telvision Advertising PROMOTIONAL PRODUCTS PROMOTIONAL PRODUCTS are the most highly regarded form of advertising. 1 3 5 6 7 NEWS 2 4 85%

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impressions-study-2016

  • 1.
    A cost analysisof promotional products versus other advertising media A PDF of this report (plus end-buyer-friendly, downloadable charts) can be found at asicentral.com/study. ©Copyright 2016 Advertising Specialty Institute. All Rights Reserved This report may be reproduced and used in presentations by active supplier, distributor and decorator members of the Advertising Specialty Institute (ASI) to educate the public about advertising specialties. Such use must not alter the information and must set forth the following legend: “Research provided by the Advertising Specialty Institute, ©2016, All Rights Reserved.” No other use is permitted without the express written consent of ASI. V.4 GLOBAL ADVERTISING SPECIALTIES IMPRESSIONS STUDY GLOBAL ADVERTISING SPECIALTIES IMPRESSIONS STUDY 2016 EDITION
  • 2.
    2©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Section One – PRODUCT SPOTLIGHTS U.S. Product Ownership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 International Product Ownership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Product Spotlight: Writing Instruments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Product Spotlight: T-Shirts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Product Spotlight: Bags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Product Spotlight: Calendars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Product Spotlight: Desk Accessories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Product Spotlight: Caps/Headwear. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Product Spotlight: Drinkware. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Product Spotlight: USB Drives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Product Spotlight: Health Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Product Spotlight: Outerwear Fleece. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Product Spotlight: Umbrellas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Product Spotlight: Mobile Power Banks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Section Two – INFLUENCE/IMPACT Most Impactful Product by State. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Most Influential Products by Key Demos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Impact of Environmentally Friendly Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Impact of Made-in-the-USA Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Section Three – CONSUMER BEHAVIOR Staying Power. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Promo Products are Passed Along. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Usefulness is Key. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Number of Products Owned. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Feelings Generated by Receiving Promotional Products. . . . . . . . . . . . . . . . . . . . . . . . . 26 Section Four – IMPRESSIONS North America Impressions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 International Impressions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Cost Effectiveness of Ad Specialties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Opinion of Advertising Mediums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 TABLE of CONTENTS GLOBAL ADVERTISING SPECIALTIES IMPRESSIONS STUDY 2016 EDITION
  • 3.
    3©2016 Advertising SpecialtyInstitute® . All Rights Reserved. METHODOLOGY The ASI Ad Impressions Study was first launched in 2006 by ASI’s research team to give our members powerful data that proves what we already know – that ADVERTISING SPECIALTIES are one of the most high-impact, cost-effective advertising mediums around. Thousands of in-person and online interviews have been conducted with businesspeople and students in key cities around North America, Canada, Europe and Australia. These interviews have been used to gauge the reach of these products, consumers’ perceptions of promotional products, their influence on buying decisions and their influence on the perception of the advertiser. METHODOLOGY: This year’s report updates the prior years’ reports by greatly expanding the geographic reach of the study across the United States. Using online surveys, we have conducted this year’s research with over 100,000 consumers across the United States. Consumers from every state in the United States are represented and for the first time we have expanded beyond just the major cities into suburban and rural America. By employing this new methodology, we are able to provide even more pointed, specific results that show that value of promotional products across the U.S. Results from prior ASI Ad Impressions studies have been incorporated into this report to allow for a greater depth of analysis and statistics that you can use with your clients to show the value of promotional products. Seattle San Francisco Vancouver Toronto Madrid Sydney London Paris Berlin Rome Montreal Los Angeles San Diego Phoenix Denver Dallas Monterrey Mexico City Houston Charlotte Chicago New York Boston Minneapolis Atlanta Miami Tampa
  • 4.
    4 Section One PRODUCT POPULARITY U.S.consumers were asked which promotional products they currently owned. Promotional items were defined as items that include pens, T-shirts, drinkware, calendars or any items that have an advertiser’s logo on them. They are usually given away free by companies to consumers. As the graphic below reveals, T-shirts are the item that is most often owned by promotional product recipients in the U.S., followed by drinkware, writing instruments and outerwear. In fact, all promotional products have strong ownership, with one-quarter or more of recipients owning each. ©2016 Advertising Specialty Institute® . All Rights Reserved. PRODUCTS OWNED in the UNITED STATES T-Shirts 58% Bags 50%USB Drives 45% Desk Accessories 41% Drinkware 53% Outerwear 50% Writing Instruments 50% Caps Headwear 41% Polo Shirts 33% Heath Safety 30% Calendars 29%Performance Wear 27% Power Banks 26% Umbrellas 25%
  • 5.
    55 PRODUCT POPULARITY OUTSIDEof the U.S. For this section, respondents were asked to rate up to three promotional items they had received in the last 12 months. Promotional items were defined as items that include pens, T-shirts, mugs, calendars or any items that have a logo or message from an advertiser on them; they are usually given away for free to consumers in hopes of positively influencing their purchasing preferences or their attitudes toward the advertiser. WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 52% 35% 31% 31% 34% 32% 15% 25% 13% 9% SYDNEY WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 40% 44% 31% 31% 13% 19% 15% 34% 15% 17% MADRID WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 45% 53% 37% 41% 24% 28% 15% 24% 15% 11% ROME LONDON WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 56% 34% 23% 25% 17% 10% 20% 16% 6% 6% PARIS WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 46% 43% 24% 21% 12% 10% 9% 19% 8% 11% ★ ★ ★★★ ★ ★ ★ WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 48% 36% 25% 25% 16% 21% 13% 12% 11% 16% CANADA WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 41% 45% 38% 33% 22% 38% 50% 11% 11% 8% MEXICO WRITING INSTRUMENTS SHIRTS BAGS CALENDARS DESK/OFFICE ACCESSORIES CAPS/HEADWEAR DRINKWARE USB DRIVES/FLASH DRIVES HEALTH SAFETY PRODUCTS OUTERWEAR 39% 37% 29% 31% 28% 14% 17% 18% 12% 17% BERLIN ©2016 Advertising Specialty Institute® . All Rights Reserved.
  • 6.
    6©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Male 46% Female 54% 20162016 ImprintYourLogoHere! of Democrats in the Southeast own a logoed pen Pens + Impressions = Best Value The cost per impression is less than 1/10th of a cent in the United States. of U.S. CONSUMERS OWN PROMOTIONAL WRITING INSTRUMENTS. 50% Democrats in the Southeast are prepared for write-in candidates. 1/10th of a cent 65% compared to only of Republicans. 74% More women than men own logoed pens in the U.S. 66% are ready to write in their candidate at this years’ convention, as 66% of them own a logoed writing instrument. Philadelphians Writing Instruments Women who live in suburbia are more likely (58%) to own a promo pen than those who live in the city or the country. PRODUCT SPOTLIGHT: WRITING INSTRUMENTS
  • 7.
    7©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Male 46% Female 54% More women than men own logoed T-shirts in the U.S. Rhode Island PRODUCT SPOTLIGHT: T-SHIRTS of U.S. CONSUMERS OWN PROMOTIONAL SHIRTS. 58% RI The smallest state is biggest on T-shirts – they are the most influential item in Rhode Island. Consumers know who gave them their promotional shirt, especially in the Midwest region. Northeast: 88% Midwest: 95% Southeast: 81% Southwest: 88% Pacific: 90% West: 93% % who recall advertiser on shirt Romans love their gelato. . . and their promo tees. 53% of consumers in Rome own branded shirts — the highest percentage of any of the 21 metro areas in the survey. 53% 58% I California The T-shirt is king in California, where 58% report owning a logoed one. More than half of consumers across all age groups report owning a branded T-shirt. 45-5435-4418-34 55+ 60% 56% 57% 56%
  • 8.
    8©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: BAGS of U.S. CONSUMERS OWN PROMOTIONAL BAGS. The only location that has more impressions per bag than the U.S. is Sydney, with over 5,800 per promo bag. Down under, bags get the most impressions. Bags generate more impressions in the U.S. than any other promotional item. 5,700+ 50% Nearly two-thirds of consumers in Illinois report owning a promo bag, among the highest rates in the country. Will the Stanley Cup fit in my promo bag? Women in the U.S. are much more likely to own a bag than men. Female 57% Male 42% 18-24 57% 25-34 48% 52% 35-44 53% 45-54 52% 55-64 49% 65+ Among Women Those 18-24 are the most likely to own a logoed bag.
  • 9.
    9©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: CALENDARS It’s a Great Lakes Thing of U.S. CONSUMERS OWN PROMOTIONAL CALENDARS. 29% 76% of consumers who own calendars say they display them prominently in their homes or offices. Promotional calendars are great branding tools. On Display 55+: 38% Under 35: 26% 35-44: 28% 45-54: 28% Older and Wiser Older Americans are more likely to own promotional calendars. 12 months A Year's Worth of Branding On average, consumers report keeping promotional calendars for about 12 months. UrbanSuburbanRural 35% 31% 25% MI OH Male 27% Female 31% Women in the U.S. are slightly more likely to own a logoed calendars. Consumers in rural America are most likely to own a promo calendar. More than 4 in 10 consumers in Ohio and Michigan report owning branded calendars.
  • 10.
    10©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Younger consumers are the most likely to own a promotional desk accessory. Millennials logoed desk accessories PRODUCT SPOTLIGHT: DESK ACCESSORIES of U.S. CONSUMERS OWN PROMOTIONAL DESK/OFFICE ACCESSORIES. 41% 14 months More Than a Year Consumers who own a promotional desk accessory report they typically will keep it for about 14 months. ABC Desk accessories make their impressions in the office. Men are more likely than women to own branded desk/office accessories. Female 38% Male 44% 18-34: 52% 35-44: 45% 45-54: 30% 55+: 36% AK HI 0 The 49th and 50th states are #1 with logoed desk/office accessories. of desk accessories are kept at the workplace. of consumers in Alaska and Hawaii report owning logoed desk/office accessories.
  • 11.
    11©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: CAPS HEADWEAR Hats need to look good! 42% of U.S. consumers who keep promotional hats do so because they are attractive, second only to outerwear. UrbanSuburbanRural 52% 43% 41% 3,136 U.S. Impressions The number of impressions that caps make over their lifetime in the U.S. 41% T-Shirts 37% Bags 31% Outerwear 54% Calendars 37% of U.S. CONSUMERS OWN PROMOTIONAL CAPS/HEADWEAR. 42% Politicians must love their promo headwear. In Washington D.C., hats rate a close second to USB drives as the most influential promo product. It’s sunny in Florida. Among owners of promotional headwear in Tampa, three-quarters report wearing them once a week or more. Men in rural America are tops for logoed headwear with 52% ownership.
  • 12.
    12©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: DRINKWARE 53% UrbanSuburban Rural 54%56% 43% OWN PROMOTIONAL DRINKWARE. of U.S. CONSUMERS Pacific: 54% West: 53% Southeast: 47% Northeast: 38% Southwest: 38% Midwest: 30% More than half of the consumers in the West and Pacific regions report they are more likely to do business with the advertiser on their drinkware. Half of U.S. consumers who own logoed drinkware use it 2-3 times a week or more. Bottoms up! WA OR 61% of consumers in Washington and Oregon own logoed drinkware. The Pacific Northwest loves their logoed drinkware. Logoed Drinkware is biggest outside of the big cities. Consumers in Arkansas select Drinkware as their most influential promotional product. Razorback fans show off their drinkware. GO HOGS! GO TEAM!
  • 13.
    13©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: USB DRIVES 45% of U.S. CONSUMERS OWN PROMOTIONAL USB DRIVES. Utility is Key In the U.S., 91% keep USB Drives because they are useful. In the U.S., 7% keep USB Drives because they are attractive. Men are much more likely to own a branded USB Drives. Trending Young Urban Rural 45% Suburban 44%46% 50% 39% CA NH City or country – everyone loves their promo USB Drives. 18-24 25-34 35-44 45-54 55+ Younger consumers are most likely to own a logoed USB Drive.60% 51% 48% 39% 37% They both chose USB Drives as their most influential promo product. What do California and New Hampshire have in common?
  • 14.
    14©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: HEALTH SAFETY ITEMS 82% Have health and safety product, will travel 27% of U.S. consumers who own a health and safety product report they carry it with them. of U.S. consumers can immediately remember the advertiser’s name on the safety product they own. are the most likely to own a logoed Health and Safety product at 42%. Male 23% Female 36% Women are much more likely to own a branded Health and Safety Product. of U.S. CONSUMERS OWN PROMOTIONAL HEALTH and SAFETY ITEMS. 30% Consumers in Michigan MI Nevada and West Virginia have one thing in common – their love for Health and Safety products. Health and Safety products are the most influential products in these two states. NV WV
  • 15.
    15©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: OUTERWEAR FLEECE Male Female 50% of U.S. CONSUMERS OWN PROMOTIONAL OUTERWEAR and FLEECE. Useful Attractive Enjoyable to Have Outerwear is kept for a variety of reasons. Reasons for keeping promo outerwear: 75% 52% 49% 43% 57% More men own promotional outerwear than women. Bundle Up! Outerwear recipients think very favorably about the advertiser — especially in Sydney, where 86% of consumers think more positively about an advertiser after receiving a promotional jacket. TOP5 Across all ages, outerwear is a top 5 influential product. 18 - 55+ Warm Weather or Cold Weather, Outerwear is the most influential product in 12 states. (AZ, CT, DE, IA, KY, NJ, MA, ME, NC, PA, UT, WY) 86%
  • 16.
    16©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: UMBRELLAS 51% of U.S. CONSUMERS OWN PROMOTIONAL UMBRELLAS. 25% of consumers state they would keep a promotional umbrella because it’s useful. Male 22% Female 28% Women are more likely than men to own promo umbrellas. More than half Umbrellas are Useful! 1,331 IMPRESSIONS of consumers state they would be more likely to do business with the advertiser who gave them the umbrella. Trending Up! 18-34 35-44 45-54 55-64 65+ Ownership of promo umbrellas trends upward with age. 19% 26% 29% 25% 34% Over their lifespan, umbrellas generate over 1,300 impressions.
  • 17.
    17©2016 Advertising SpecialtyInstitute® . All Rights Reserved. PRODUCT SPOTLIGHT: MOBILE POWER BANKS 60% of U.S. CONSUMERS OWN PROMOTIONAL MOBILE POWER BANKS. 26% Mobile Power Banks resonate in the Rockies. They are the most influential product in Colorado. Power Banks are on Top! of consumers state they would be more likely to do business with the advertiser who gave them the Power Bank. Over Their Lifespan, mobile Power Banks generate over 1,000 impressions. 1,034 Impressions of consumers state they would keep a promotional Power Bank because it’s useful. Keeping Power Ownership of mobile power banks trends down with age. Trending Down! 18-34 35-44 45-54 55-64 65+ 32% 32% 22% 26% 17%
  • 18.
    18©2016 Advertising SpecialtyInstitute® . All Rights Reserved. VT NY PA DE HI MD VA DC NJ ME TN ALMS AR MO NE MN WI NDMT WA OR AK CA ID WY CO UT NV AZ NM SD KS OK IA LATX GA FL SC NC KY WV NH MA CT RI OH MI IN IL Promotional Products that have the Biggest Impact on Opinions about Advertiser. Opinions are by state. PRODUCTS ARE COLOR CODED BY STATE NATIONWIDE Outerwear Umbrellas Polo Shirts USB Drives T-Shirts Writing Instruments Desk Accessories Drinkware Heath Safety Bags Calendars Power Banks Performance Wear Leading Color Coded Products Key by State:
  • 19.
    19©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Urban Male Suburban Rural 1 2 2 1 3 11 2 3 3 3 542 If you want to influence opinions, GIVE AWAY USB DRIVES. Top 5 most influential products on opinion of advertisers. Outerwear Performance WearDrinkware Writing Instruments USB Drives 18-24 25-34 35-44 45-54 55-64 65+ What's the #1 PROMOTIONAL PRODUCT for influencing opinions? It depends on your age. Most influential product by age.... Female Men and Women may not agree on much, but they love USB Drives and Outerwear. Most influential products by gender... Where you live does matter with what you prefer. 1 2 3 1 2 3 Most influential products by urban density....
  • 20.
    20©2016 Advertising SpecialtyInstitute® . All Rights Reserved. VT NY PA DE HI MD VA DC NJ ME TN ALMS AR MO NE MN WI NDMT WA OR AK CA ID WY CO UT NV AZ NM SD KS OK IA LATX GA FL SC NC KY WV NH MA CT RI 58% 54% 37% 48% 42% 48% 45%31% 51% 36% 36% 45% 35% 50% 42% 41% 41% 39% OH MI 35% 42% IN IL 38% 32% 44% 44% GENDER URBAN DENSITY AGES In TOTAL, 42% have a more favorable opinion of an advertiser if the Promotional Product they received was ENVIRONMENTALLY FRIENDLY. Urban Suburban Rural 43% Male 40% 43% 58% 57% 43% 38% 39% 36% 42% Female 49% 18-24 25-34 35-44 45-54 55-64 65+ NATIONWIDE
  • 21.
    21©2016 Advertising SpecialtyInstitute® . All Rights Reserved. VT NY PA DE HI MD VA DC NJ ME TN ALMS AR MO NE MN WI NDMT WA OR AK CA ID WY CO UT NV AZ NM SD KS OK IA LATX GA FL SC NC KY WV NH MA CT RI 73% 52% 54% 62% 63% 57% 58%57% 56% 51% 48% 49% 53% 47% 64% 54% 42% 59% OH MI 52% 58% IN IL 53% 51% 55% 47% GENDER URBAN DENSITY AGES In TOTAL 53% have a more favorable opinion of an advertiser if the promotional product was MADE IN THE USA. Male 52% 59% 59% 56% 56% 55% 57% Female 58% 18-24 25-34 35-44 45-54 55-64 65+ NATIONWIDE Suburban Urban 51%51% Rural 61%
  • 22.
    22 STAYING POWER Promotional ProductsDon’t Fade Away Respondents were asked how long they keep a typical type of promotional item. Across all promotional products, the average was just over seven months.  Some products, such as calendars, can stay around for about a year, while others, especially health and safety products and writing instruments, last for about six months. Calendars, which have the longest staying power, are the one item used most often for reference purposes, such as referring to a name or phone number.  ©2016 Advertising Specialty Institute® . All Rights Reserved. NUMBER OF MONTHS PROMOTIONAL ITEMS ARE KEPT CALENDARS OUTERWEAR FLEECE USB DRIVES DRINKWARE BAGS AVERAGE CAPS HEADWEAR DESK/OFFICE ACCESSORIES T-SHIRTS WRITING INSTRUMENTS HEALTH/SAFETY PRODUCTS 12 MOBILE POWER BANKS 12 UMBRELLAS 14 9 8 8 7 8 7 7 6 6 6 0 2 4 6 8 10 12 14
  • 23.
    23 PROMO PRODUCTS AREPASSED ALONG Consumers who receive ad specialty products will typically give them to someone else when they are finished with them, thus furthering the advertiser’s reach. In the U.S. and Canada, nearly two-thirds of ad specialties that are not wanted are given away. In fact, in most countries, more than half of consumers report that they will give away a product that they are finished with rather then throw it out or file it away. ©2016 Advertising Specialty Institute® . All Rights Reserved. Areas Interviewed United States Canada London Paris Berlin Rome Madrid Sydney Mexico Throw it away 20% 18% 15% 21% 28% 23% 22% 18% 42% File the item away 17% 18% 18% 21% 16% 29% 24% 18% 20% Give the item to someone else 63% 64% 67% 59% 56% 48% 54% 64% 38% Promotional products are passed along when recipients are finished with them, except for those in Mexico, where they are much more likely to be thrown away. Consumers in the Southwest are the Most Likely to Give Away a Product They are Finished With PERCENT WHO GIVE ITEMS AWAY TO SOMEONE ELSE 65% 57% 55% 60% 68% 61% Younger Consumers Are Less Likely Give Away an Item Than are Older Consumers Percent of consumers who give away a promo item they’re finished with. 55+ 70% 68% 64% 57% 45-54 35-44 35
  • 24.
    24©2016 Advertising SpecialtyInstitute® . All Rights Reserved. USEFULNESS IS KEY Consumers want products that are, first and foremost, useful to them, especially when it comes to the more practical items such as writing instruments and USB drives. Here, usefulness outweighs attractivess by at least five to one. However, that’s not to say that attractiveness isn’t important, especially if the item needs to be worn. For outerwear, attractiveness is a very close second to usefulness in reasons for keeping the product, with more than half of those who own outerwear reporting they keep it because it is attractive. If you want a customer to use the product for reference, then calendars are the way to go. Apparel items, whether they be shirts, outerwear or hats, are cited as the most enjoyable to have. Useful Attractive Enjoyable to Have Point of Reference Bags 87% 31% 23% 3% Calendars 88% 37% 23% 13% Desk/Office Accessories 85% 20% 20% 7% Drinkware 84% 27% 30% 2% Hats 65% 42% 36% 3% Health/Safety Items 84% 11% 16% 4% Mobile Power Banks 87% 13% 15% 10% Outerwear 75% 54% 49% 5% T-Shirts 70% 37% 33% 2% USB Drives 91% 7% 18% 4% Writing Instruments 93% 17% 16% 7% Umbrellas 83% 28% 16% 4% Average 82% 29% 26% 5% REASONS FOR KEEPING PRODUCTS: U.S. Areas Interviewed United States Canada London Paris Berlin Rome Madrid Sydney Mexico Useful 77% 82% 79% 70% 75% 70% 81% 80% 87% Attractive 29% 25% 33% 27% 31% 35% 32% 26% 27% Enjoyable to Have 29% 20% 23% 25% 21% 27% 20% 22% 16% Point of Reference 5% 6% 4% 4% 3% 11% 7% 5% 6%
  • 25.
    HOW MANY ITEMSDO PEOPLE OWN? In the study, respondents were asked how many logoed items they currently had in their homes and/or offices. As indicated in the accompanying charts, people in the U.S. own an average of 9.8 promotional products. The number varies according to U.S. region, country, gender, race, age and political affiliation. 25©2016 Advertising Specialty Institute® . All Rights Reserved. 35-44 U.S. Males U.S. Females 21-34 45-54 55+ 10 10 1010 35-4421-34 45-54 55+ 11 11 99 Males aged 55+ own the greatest number of ad specialties. Among U.S. consumers, Asians have the most ad specialty products. 15% of Asian consumers report having 21 or more products. Black HispanicWhiteAsian 11% 10% 10% 8% Midwesterners own the most promotional products. 11 98 8 10 10 NumberofProductsOwned Ad Specialties Ownership Around the World average number of items owned The market in Mexico is still developing. 9 10 United States 10 Spain Italy 10 Italy 7 Australia 8 Australia 8 Germany 7 Germany 6 Mexico 7 Mexico 10 United States 8 Spain 9 Canada 10 Canada 9 U.K 8 U.K France 9 France 8 10 10 99 Democrat Democrat Republican Republican In the Western regions, including Texas, Republicans own more. Nationwide, Republicans have more products than Democrats. Western U.S. Nationwide
  • 26.
    26©2016 Advertising SpecialtyInstitute® . All Rights Reserved. specialdubious trusted no awful thoughtful desperate gratitude mad stuff honored rewarded lousy soso scammed poor angry better junk bad surprised annoyed loved meh thanks pleased blessed irritated sweet billboard like unchanged stoked yes marketing bribe rich fun elated valued thrilled swag unimpressed beholden sstop invaded whatever connected favorable wasteful intrusive lame savvy cup glad loyalty super test promotional loyal interested suspicious appreciated ecstatic fantasticboring satisfiednope safe used coat gracious amazed spam dumb weird wow blah fine none positive nothing appreciative generous awesome thankful ok great cool excited indifferent happy grateful good cheap giving stupid commercial interesting curious trash friendly yay horny depends important amazeballs warmintrigued lucky amazing impressed free caring cooler skeptical delighted supportive bothered neutral cheesy shirt ambivalent hip wonderful joyful annoying waste expensive pushy uninterested What happens when you ask 2,000 people the following: “When you receive a promotional product, how do you feel about the company that gave it to you?”
  • 27.
    27©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Section Three PROMOTIONAL PRODUCTS MAKE AN IMPRESSION For this section, the average number of impressions each promotional product receives was calculated. The number of impressions a product makes was derived from multiplying how long a recipient has the product to how many people they come in contact with each month while using it. In the U.S., bags continue to generate the most impressions (5,772) of any item measured in the study. This is because bags are used often in public places where they can be seen by many people. Other items that deliver a large number of impressions are writing instruments, hats, outerwear and shirts. The accompanying charts illustrate the top five products, by country, that deliver the most impressions: The Most Impressions in the U.S. 5,772 Impressions 3,136 Impressions 2,450 Impressions In the U.S., bags generate the most impressions by far. 2,805 Impressions 1,633 Impressions 2,498 Impressions 1,630 Impressions 2,208 Impressions 2,650 Impressions 4,724 Impressions 3,634 Impressions 2,253 Impressions 2,943 Impressions 2,805 Impressions The Most Impressions in Canada In Canada, bags also generate the most impressions. The Most Impressions in Mexico Apparel generates the most impressions in Mexico. 2,882 Impressions
  • 28.
    28©2016 Advertising SpecialtyInstitute® . All Rights Reserved. While the exact ranking of impressions changes somewhat from location to location, the overall list of products generating the most impressions is consistent. Wearables consistently deliver a high number of impressions, and in the U.S., bags deliver the most impressions every year. Items that create the fewest impressions tend to be those intended mostly for one person, such as health and safety items and USB drives. The value of these items is more in the connection they make with the user than the total number of impressions generated. 4,066 Impressions 1,852 Impressions The Most Impressions in London Though the incidence of owning promotional outerwear items is low, they generate the most impressions. November 2,323 Impressions November 2,372 Impressions 2,665 Impressions 1,700 Impressions 5,125 Impressions 3,473 Impressions 3,449 Impressions 1,204 Impressions 2,774 Impressions 1,763 Impressions 2,380 Impressions 5,615 Impressions 1,843 Impressions Similar to London, the incidence of owning promotional outerwear is low, but a high number of impressions are generated. The Most Impressions in Paris In Berlin, writing instruments generate the most impressions by far. The Most Impressions in Berlin
  • 29.
    29©2016 Advertising SpecialtyInstitute® . All Rights Reserved. Distributors should work with clients to determine the goals of their campaigns and the connection they want to establish with the intended recipient before selecting the right vehicle to deliver their message. Taking into account the number and quality of the impressions generated, in addition to some of the demographic considerations shown earlier in the report, gives the distributor the opportunity to serve as a consultant rather than an order taker. November 1,966 Impressions 5,881 Impressions 3,729 Impressions 3,179 Impressions 2,505 Impressions 3,233 Impressions 2,034 Impressions 2,125 Impressions November 2,260 Impressions 6,260 Impressions 4,280 Impressions The Most Impressions in Rome In Rome, writing instruments also generate the most impressions by far. 1,421 Impressions 1,447 Impressions In the Madrid, writing instruments generate the most impressions. The Most Impressions in Madrid 1,344 Impressions The Most Impressions in Sydney 1,755 Impressions In Sydney, bags generate the most impressions.
  • 30.
    30©2016 Advertising SpecialtyInstitute® . All Rights Reserved. AD SPECIALTIES ARE COST-EFFECTIVE Advertising specialties remain less expensive per impression than most other forms of advertising. The investment in ad specialties is modest, more targeted and allows for much greater levels of interaction with consumers than other forms of advertising. As the chart on this page illustrates, promotional products have a lower cost per impression in the United States than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to radio and Internet advertising. Plus, while all of these other forms of advertising are often passive, advertising specialties allow for much more active interaction, such as storing valuable information on a USB drive or carrying groceries or other items around town in a promotional bag. Also, consider that when consumers receive advertising specialties, they are often the exact market segment the advertiser is trying to reach. Banks aren’t simply mailing out pens to consumers of all ages from all areas, whether or not they have a branch there. Rather, they are giving out the pens only to current or prospective customers in the geographic areas that they serve. This targeted approach to advertising is much more difficult, if not impossible, to achieve in other forms of mass market advertising. More good news: The cost for advertising specialties is not expected to increase markedly in the next few years, making them a more stable, reliable and innovative way for advertisers to reach consumers. Even more good news: Consider that the cost of producing a 30-second radio or television commercial is often out of reach for all but the biggest advertisers. Many would have their entire advertising budget eaten up before they even aired the commercial more than a few times. This isn’t true with advertising specialties. Companies from the smallest local businesses to the largest Fortune 100 companies have access to the best that the advertising specialty business has to offer. The cost per impression of an ad specialty is better than that of TV, magazines and newspapers. 0.7¢ 0.7¢ 0.7¢ 1.0¢ 2.4¢ 2.5¢ 3.2¢ Ad specialties are highly cost-effective. NEWS 2016 2016 2016 2016 2016 2016 2016 20162016 2016 2016 2016 2016 2016 PRIME-TIME TV NEWSPAPERS AD SPECIALTIES INTERNET SPOT RADIO TARGETED MOBILE NATIONAL MAGAZINES
  • 31.
    31©2016 Advertising SpecialtyInstitute® . All Rights Reserved. OVERALL OPINION OF ADVERTISING MEDIUMS The World Remembers remember the advertiser worldwide. Recall is highest for apparel items, as 85% recall the advertiser that gave them a shirt or hat. Consumers are nearly 2.5x more likely to have a positive opinion of promotional products compared to Internet advertising. Promotional Products Internet Advertising Deciding between PROMOTIONAL PRODUCTS or Internet advertising? When asked what types of advertising they like best, consumers under 55 prefer PROMOTIONAL PRODUCTS. Consider this.... Ranking from best to worst Ranking from best to worst 5 7 6 4 1 1 18-24 35-2425-34 45-54 NEWS 2 3 33 5 6 7 3 1 NEWS 2 4 5 7 6 4 1 NEWS 2 5 6 7 4 1 NEWS 2 Magazine AdvertisingNewspaper Advertising Internet Advertising Mobile Advertising Radio Advertising Telvision Advertising PROMOTIONAL PRODUCTS PROMOTIONAL PRODUCTS are the most highly regarded form of advertising. 1 3 5 6 7 NEWS 2 4 85%