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

Transcription

1 It s Just A Matter Of Fact. Promotional Products Work. Eric E. Ekstrand, MAS Chair of the Board Paul Bellantone, CAE President & CEO Promotional Products Association International September 26, 2011

2 Use It What is a Promotional Product? 58% of people keep their promotional products for one year to more than five! 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

3 Promotional Products: An $16.5 Billion Industry Top Product Categories 1. Wearables 2. Writing Instruments 3. Drinkware 4. Bags 5. Desk/Office/Business Accessories 6. Recognition Awards/Trophies/Jewelry 7. Textiles 8. Electronic Devices & Accessories 9. Housewares/Tools

4 Staying Power Fleeting Nature Of Traditional Advertising Promotional products generate a 15%-50% greater recall rate than other major media. :30 Seconds 15 Minutes :60 Seconds 7 Words; :10 Seconds 140 Characters

5 THE AD AVOIDER 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

6 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. Feels right! Tastes sweet! Looks great! Sounds good! Smells nice!

7 Got The Message 74.6% of people can recall the product, service and message on their promotional product. Other Advantages Audience Focused Tangible and long-lasting Impact easily measured Easily distributed (viral) Higher perceived value Complements targeted marketing Complements other advertising media

8 Love It More than 50% of people have a favorable impression of an advertiser after receiving a promotional product. 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.

9 Remember It 82.6% of people can recall the company and brand on their promotional product. Do You Remember? How a yellow wrist band raised awareness and money for cancer research? That t-shirt you stood in line to get at the radio station? The mug 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 toy? You remember them, and so do others!

10 Thumb s Up Numbers Don t Lie 83% of people like receiving promotional products. 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 According to a 2009 study, conducted by PPAI and fielded through MarketTools, Inc. : 8 out of 10 people like receiving promotional products, while 7 out of 10 people find online advertising annoying

11 SYNERGY (PROMOTIONAL PRODUCTS EVEN PLAY WELL WITH OTHERS!) A 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 year olds conducted by researchers at Louisiana State University and the University of Texas at San Antonio

12 4 Steps to Maximize The Effectiveness of Promotional Products

13 1: Identify Your Goals & Objectives 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?

14 2: Enlist The Expertise Of A Promotional Consultant Beyond just selling products Vast product resources Latest trends, technologies and processes Experienced advice Saves you money Experts in the industry (certified professionals)

15 3: Plan Your Campaign 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

16 4: Evaluate Your Campaign Results 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?

17 Results speak louder than words Additional Resources Keys to a successful promotional campaigns Research and industry stats Award-winning case studies Search engine to locate a promotional consultant in your area

18 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 9,000 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

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