Promotional Products Work

Promotional Products Work. It’s Just A Matter Of Fact.

Glenn WilliamsPromotional Products Specialist

Complete Products

What is a Promotional Product?

Items used to promote a product, service or company program including:

• advertising specialties • premiums• incentives • business gifts• awards • prizes • commemoratives• other imprinted or decorated items

Promotional Products: An $15.6 Billion Industry

Top Product Categories

1. Wearables2. Writing Instruments3. Bags4. Calendars5. Drinkware6. Desk/Office Accessories7. Recognition8. Games9. Housewares10. Sporting Goods

Fleeting Nature Of Traditional Advertising

“Supermarket” Economy

Today’s consumers are offered a plethora of choices at every turn

The Ad Avoider(insert scary movie music)

A 2007 study conducted by Microsoft and Starcom found that 10 – 15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising, branding them “Ad Avoiders”

The Joy Of Technology

The Promotional Product Difference

Promotional products are a sensory medium. Adding your message to a tangible product turns an ordinary message into a marketing experience your audience can smell, taste, see,

hear and touch.

Other Advantages

• Audience Focused• Tangible and long-lasting• Impact easily measured • Easily distributed (viral)• Higher perceived value• Complements targeted marketing• Complements other advertising media

Promotional Products Are Memorable

Promotional products have the unique ability to build a relationship with consumers:

• Once you accept the product – we have a relationship. That relationship will continue throughout the useful life of the product.

• Your relationship with most other media begins when you see it and ends when you look away.

Do You Remember…

• How a yellow wrist bandyellow wrist band raised awareness and money for cancer research?

• That t-shirtt-shirt you stood in line to get at the radio station?

• The mugmug you use, with the name of your favorite specialty shop where you buy your morning coffee?

• When one fast food restaurant sold out of kid’s meals because of a bean bag toybean bag toy?

You remember them, and so do others!

Numbers Don’t Lie

According to a 2009 study, conducted by PPAI and fielded through MarketTools, Inc. :

• More than half of consumers have a favorable impression of the

advertiser on a promotional product

• 20% of consumers make a purchase after receiving a promotional product

• 83% of consumers could recall an advertiser from a promotional product

• 8 out of 10 people like receiving promotional products, while 7 out of 10 people find online advertising annoying

Synergy(promotional products even play well with others!)

2006 study proves the addition of promotional products actually increases favorability ratings toward print and television ads

• Adding a promotional product to the media mix (print and television) increased brand interest (69 percent) and a good impression of the brand (84 percent).

• Integrating a promotional product with television and print also increased referral value by 52 percent and message credibility by 60 percent.

Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State University and the University of Texas at San Antonio

4 Steps to MaximizeMaximize

The Effectiveness of Promotional Products

• What kind of response am I looking for? • What do I want to accomplish?• What are all my product options?• How much do I have to spend on the

products?• At what point will the response justify the

budget?

1: Identify Your Goals/Objectives

• Beyond just selling products

• Vast product resources

• Latest trends, technologies and processes

• Experienced advice

• Saves you money

• Experts in the industry

www.promoideas.org

2: Enlist The Expertise Of A Promotional Consultant

An overall campaign should include and incorporate at least some the following considerations:

• Program/campaign theme

• Target audience

• Intended response

• Workable budget

• Realistic timeline

• Method of distribution

3: Plan Your Campaign

• Did you meet your goals?• What worked? What didn’t work?• Did you accomplish anything you had not

expected or planned on?• How can you improve the next

campaign?• What would you do differently next

time?

4: Evaluate Your Campaign Results

•Keys to a successful promotional campaigns

•Research and industry stats

•Award-winning case studies

•Search engine to locate a promotional consultant in your area

Additional Resources

www.promoideas.org

Promotional Products Association International

(say that three times fast)

PPAI is the promotional products industry’s only international trade association offering education, technology, tradeshows and legislative support to it more than 7,500 global members comprised of those who make and sell promotional products. – Suppliers/Manufacturers:

manufacture, import, decorate products– Promotional Consultants:

consult with clients (marketers) to research, develop and deliver effective programs to achieve maximum results