The Power of Promotional Products

In these difficult economic times, business owners are always looking for ways to trim their budget in order to control the cost side of the company. One area that inevitably gets slashed to the extreme is sales and marketing. This decision is actually counterproductive to weathering a down turn in business as in the long run it will most likely cost you additional sales down the road.

One way to approach the situation is to thoroughly examine all of your current marketing programs to determine which ones are causing a lift in sales and which ones are just money down the drain. One powerful tool to help guarantee a solid return on your investment are promotional products. In a recent study conducted by the Advertising Specialty Institute it was found that promotional products out performed nearly every other type of advertising, including TV, radio, and print in terms of Cost Per Impression (CPI). It also discovered that certain items have much better staying power, keeping your company’s products or service top of mind much longer than a .30 second radio spot.

One of the primary goals of a promotional product is to create impressions with your target market. Just like any good advertising campaign repetition creates familiarity which in turn increases the probability a consumer will reward you with their business. The study went on to identify the items that created the highest number of impressions. The following numbers are based on a monthly basis.

Tote bags: 1,038
Caps/Hats: 476
Shirts: 365
Writing Instruments: 363
Desk Accessories: 294
Glassware/Ceramics: 251
Calendars: 227
Other Apparel: 64

Do not underestimate the promotional power of a logoed bag. The study found that bags are the most frequently used apparel item in the promotional world. It was determined that on the average a bag was used over nine times per month. Caps/Hats were second; averaging six times, followed by shirts which averaged five times.

The key thing to remember when planning your next promotional product campaign is that people tend to hold onto things that are useful. The longer it stays in their possession the more exposure that item will generate; providing an excellent return on your investment.