Promotions Play Prominent Role in Advertising ROI, Research Says.
November 14, 2008
Recent study from ASI finds advertising specialties more cost-effective than TV, radio or print mediums. (Edited by Stacy Straczynski)
Thinking of cutting back on sending those logo-ed pens and backpacks to your clients and staff this year? Well, you had better find another way to save your budget, according to new research findings from ASI. As it turns out, those small promotional items are your best tactic for generating new business and creating a lasting impression in your customers' minds.
Advertising Specialty Institute, a Trevose, PA-based media and marketing organization serving the advertising specialty industry, revealed today in a new study that advertising specialties is the most cost-effective advertising medium available, beating out all forms of advertising, including TV, radio and print.
The comprehensive "Advertising Specialties Effectiveness Study" was completed by a team of interviewers who surveyed travelers—the majority of which were businesspeople over age 21—in New York, Chicago, Los Angeles and Philadelphia. Respondents were asked if they had received any advertising specialties—promotional products branded with a corporate logo or message that are used as an incentive, a gift or as part of an advertising campaign—in the last 12 months.
Among key findings, results indicate that:
• Eighty-four percent of people remember the advertiser on a product they receive.
• Forty-two percent have a more favorable impression of an advertiser after receiving an advertising specialty.
• Nearly one quarter (24%) indicate that they are more likely to do business with an advertiser on items they receive.
• Most respondents (62%) have done business with the advertiser on a product after receiving it.
• Writing instruments are the most commonly-owned advertising specialty, with 54% of respondents owning them, followed by shirts, caps and bags.
• The majority (81%) of promotional products were kept because they were considered useful.
• More than three-quarters of respondents have had their items for about seven months.
• Among wearables, bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month.
• Bags deliver the most impressions, with 1,038 impressions per month on average.
• The average cost-per-impression of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media. (According to Nielsen Media data, the CPI for a national magazine ad is $0.033; a newspaper ad is $0.0129; a prime time TV ad is $0.019; a cable TV ad is $0.007; a syndicated TV ad is $0.006; and a spot radio ad is $0.005)
These statistics conclude that marketers get a more favorable return on investment from advertising specialties than almost any other popular media, with a very low cost-per-impression, high recall among those who receive ad specialty items and increased intent among recipients to make purchases from the advertiser.
"During a time when we're facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties now more than ever," says Timothy M. Andrews, president and CEO of the Advertising Specialty Institute. "Advertising specialties provide measurable results for a very reasonable investment."
"Distributors and suppliers should use these results to educate their customers, prospects and end-buyers about the power of advertising specialties and how they increase sales and brand exposure," Andrews continued. "Ad specialties are essentially gifts that break through the information clutter, reach consumers on a personal level, and provide real impact in a creative way."
For all results of the Advertising Specialties Effectiveness Study from ASI, visit www.asicentral.com/study. For more information, contact Larry Basinait, executive director of research for ASI, lbasinait@asicentral.com.
Sales & Marketing Management Magazine
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