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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!
I came across a very nice blog post about why you should collect business cards. This is a short and to the point post that makes perfect sense to me.
“Even though I believe that one good conversation beats 100 business cards, collecting cards still has its place.”
Continue reading here.
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!