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A two-part study conducted by the Promotional Products Association International (PPAI) and fielded through independent research company MarketTools, Inc. evaluated a cross-section of the American consumer population about television, print, online and promotional products advertising.
The study surveyed more than 1,000 consumers who recalled receiving a promotional product in the past 24 months.
The first part of the study, titled “Effectiveness Of Promotional Products As An Advertising Medium,” focused solely on promotional products and evaluated the action, reaction and relationship of products and their recipients. The study found that:
- 94 percent could recall a promotional product they had received in the past two years
- 89 percent could also recall the advertiser
- 83 percent reported that they liked receiving promotional products
- 48 percent would like to receive promotional products more often
- 69 percent generally keep the promotional product
The study also looked at which promotional products are most popular and where popular items are kept. According to consumers, the top five items that would motivate them to take a particular action and/or lead them to have a more favorable impression of the advertiser were food baskets, MP3 players, clocks/watches, digital picture frames and luggage. Consumers also reported the kitchen and the office as the two most common places to display these items.
The second part of the study, titled “Promotional Products and Other Media” compared promotional products to mainstream media (television, print and online advertising) and evaluated their reach, as well as the consumer recall and reaction to each.
REACH
When compared to the extensive reach of television, there is an obvious disadvantage in this area for print, online and promotional products advertising. However, promotional products were the only media, despite this disadvantage, that showed staggering results in recall and reaction, areas that are often dependent on reach for success.
Nearly half of those surveyed reported receiving more than three promotional products within the past 12 months, while 56 percent reported seeing 11 or more television commercials, 50 percent reported seeing three or more print advertisements and 53 percent reported seeing one online advertisement all within a two-week timeframe.
RECALL
Promotional products—compared to TV, print and online advertising—consistently delivered on higher recall rates of the company/brand, the product/service or both.
An evaluation was conducted to see how many respondents could remember both the advertiser/company and the product/service/message advertised and in the case of promotional products, the product received, as well. The study found that:
- 83 percent could recall the brand/company advertised
- 75 percent remembered the product/service
- 80 percent clearly identified the type of promotional product
- 74 percent could recall the company/brand and the product/service/message advertised
- 69 percent could remember all three aspects
REACTION
This section asked consumers which particular action they took after viewing and/or receiving the advertisement. The study found that:
Consumers made a purchase after receiving a promotional product (20.9 percent) more often than after viewing a print ad (13.4 percent), TV commercial (7.1 percent) or online ad (4.6 percent).
More than half of promotional products recipients had a favorable impression of the advertiser, as opposed to 33.2 percent who had seen a print advertisement, 27.7 percent who had watched a TV commercial and 11.9 percent who had seen an online advertisement.
Nearly 60 percent of consumers reported using the promotional product several times, while 7.6 percent let someone else use the item and 4.4 percent passed the product on to someone else.
14.7 percent of participants reported contacting the promotional products advertiser—a reaction rate nearly three times greater than other media, which generated a 3-5 percent response.
When respondents were asked if they had or had not taken action after seeing the advertisement, TV viewers topped the “had not” list with nearly half (46.4 percent) saying they were not moved to action, followed closely by 41.1 percent for print media and 33.2 percent for online advertisements. Only 23.1 percent of promotional products recipients reported not taking any action.
Promotional products work!
What is one of the best printed pieces you can incorporate into your marketing? What has a proven track record of delivering a return? How can you generate new business without going broke?
Postcards. Not only are they one of the most practical marketing tools, they’re a real workhorse for businesses of all sizes. Here are 6 reasons for marketing with postcards.
1. Inexpensive – Dollar for dollar postcards are one of the most cost-effective marketing tools you will find. Print ’em, address ’em, stamp ’em and you’re good to go! No envelope required. And, since they’re smaller than a traditional letter, you’ll spend less money on postage. With the low cost of postcards and the advent of EDDM (Every Door Direct Mail) you can mail to a larger number of recipients at a lower cost.
2. They’re small (at least that can be) – Postcards get your message across in few words. They are perfect for grand openings, announcements and special promotions. A call to action or expiration date are a must to guarantee a response!
3. Versatile – Postcards can be delivered direct mail, as event flyers, bulletin board advertisements, leave them on tables as clients exit your business, and the list goes on. Postcards can be used with multiple delivery methods, therefore doubling or even tripling your marketing efforts and reducing your costs!
4. Size – Postcards come in a variety of sizes. While a 5″ x 7″ or a 6″ x 9″ are the most common, ProSource Printing can make postcards most any size you want. EDDM postcards are only eligible when using these sizes.
5. Stand out – Want to make your postcard really stand out? Add round corners! Round corners are an inexpensive way to make your marketing different from the rest. Add round corners to one corner, two, three or all four!
6. Marketing for all to see – Since postcards don’t have to be opened and the information is (generally) for the public, more than just the intended recipient is bound to se the postcard.You message gets seen by all, therefore increasing your chances of a greater return!
Every Door Direct Mail (EDDM) is a program from the U.S. Postal Service that allows you to target your mailings to specific neighborhoods, without the need for a mailing list! It also saves you money in postage by having you determine where your marketing will be delivered.
How Does It Work?
You choose your delivery area(s) using the USPS online tool and the carrier delivers your cards to every address on their route, no need for a list. No need for a permit either, saving you big time! The only limitation is of 5000 mailers per day. You simply print a form, pay for the postage and drop to the post office. And postage rates are as low as 14.5¢ a piece. Win!
This is a great service for small businesses who want to target specific areas and save time and money. Simply choose your marketing piece (we have a number of sizes eligible for EDDM), determine the areas you want to deliver to, and drop your cards at the post office. It’s really that simple. Don’t have time to make it to the post office? We can help with that too!
Marketing with magnets is a great way to keep your brand and marketing message in front of your client almost every day of the year. People use magnets on a daily basis. Follow these simple steps to creating a magnet marketing campaign that works every time.
4″ x 6″ calendar stays in front of your customer year round.
Step 1: Choose Your Product or Message
Choose which product or marketing message you want to promote with magnets. It can be one of your most popular products, or a product that you want to gain more exposure for. Decide what your message will be, then determine its benefits and unique selling points. Remember, magnets are typically used year round so make sure your message is one that will last and is not time sensitive.
Step 2: Know Your Audience
Now that you know what your going to promote with magnets, it’s time to determine where you can reach potential customers with your magnet marketing campaign. Are you trying to reach small businesses? Only hair salons? Every address in a particular neighborhood? Identify your target market, then find out where to best reach them. Now you have your message/product and your audience.
Step 3: Design Your Magnet
Design a magnet that works with your brand and promotes your product. Include a call to action if possible. Using a unique website URL or QR code, you can track your magnet campaign. Print your magnets, and distribute them to your target audience.
Step 4: Measure Your Campaign
Set aside time every week to track your magnet marketing campaign. Check your results and measure for its effectiveness. See if your sales have increased, and if you have received new clients from the campaign. If you notice an increase in either area, you can call your magnet marketing campaign a success. If not, find out why. Was your offer good? Were the magnets distributed properly? Measuring the results and learning from them is the only way to know for sure. You can make adjustments for the next campaign that will deliver better results.
Magnets are an excellent source of recurring revenue because your message stays in front of your client for a long time. Magnets can be printed in a variety of sizes and are cost effective. You can target a new audience with every campaign resulting in long term brand exposure.