The Power of Promotional Products: Advertising Specialties Impressions Study

Transcription

1 The Power of Promotional Products: Advertising Specialties Impressions Study Moderator: Natalie Townes, ASI Professional Development 1

2 Panelists for Prove to Your Clients That Promotional Products Work Michael Crawford, Principal, Crawford Creative Group, a multiservice agency, which includes promotional products as its core media. Michael also teaches visual communications, marketing, sales and advertising design at local colleges and high schools. Michael is also an award-winning graphic designer and consultant and frequent speaker at ASI Shows. Jo-an Lantz, Geiger s Executive Vice President& Board Member Jo-an is a former ASI International Person of the Year (2004), and a member of ASI Power 50. She represents Geiger in WAGE (World Advertising Gift Exchange), an organization with 26 members from 25 different countries. Jo-an has served a variety of different industry groups and associations. Lisa Leitch, Sales Trainer Teneo Results As a former national advertising manager, Lisa Leitch understands the client and buyer's perspective. As a multi-million dollar salesperson & VP of sales for one of the largest Canadian promotional distributors, she uses her experience to help distributors accelerate sales performance and differentiate themselves as promotional experts. Melinda Ligos, ASI Magazine s Editor-in-Chief Before joining ASI, Melinda spent more than 13 years at Nielsen Media in New York, overseeing a group of business-focused magazines that included Sales & Marketing Management magazine. Under her leadership, ASI magazines have been honored with two Neal Awards from American Business Media and six FOLIO awards. 2

3 A Groundbreaking Research Study From ASI We ll Reveal... Statistics showing how advertising specialties influence end-users buying decisions Powerful numbers that illustrate the staying power and number of impressions of popular advertising specialties The Cost Per Impression of advertising specialties compared with other popular advertising media 3

4 Survey Methodology A team of interviewers surveyed businesspeople in four metro areas: New York, Chicago, Los Angeles & Philadelphia An online survey to additional end-users augmented the in-person survey 618 completed surveys in all 4

5 You Will Leave With... Solid ammunition to overcome 12 common end-buyer objections Your own personal copy of the study which can be downloaded at Techniques for using this valuable research to Reach new customers Increase sales with existing customers Firmly position promotional products as the most cost effective advertising medium in the minds of your clients 5

6 Objection 1 Why should I put my logo on a pen or keychain? Nobody remembers the name of the company that advertises on those tchotchkhes. 6

7 Solution 1 End-Users Remember the Brands on the Items They ve Received 7

8 Objection 2 Is someone really going to change their opinion of me just because I sent them a pen? I doubt it. 8

9 Solution 2 42% of end-users have a MORE favorable impression of an advertiser after receiving the item 9

10 Objection 3 Sure, my client is going to love to take the free stuff I give him. But that won t make him any more likely to do business with me. 10

11 Solution 3 Nearly 25% of end-users are MORE LIKELY to do business with the advertiser on the items they receive 11

12 Objection 4 Say I use a promotional product in a direct mail campaign. What assurances do I have that I ll ever hear from the prospect again? 12

13 Solution 4 Most end-users have done business with the advertiser AFTER RECEIVING the item 13

14 Objection 5 I bet nobody really holds onto a promotional pen. They probably go right in the trash. 14

15 Solution 5 Writing Instruments Are The Most-Recalled Promotional Item 15

16 Objection 6 Other than maybe a T-shirt, my guess is that clients aren t going to keep anything I give them. 16

17 Solution 6 The Typical Promotional Product is Kept for 7 Months 17

18 Objection 7 Unless a promotional product is super highend, which I can t afford, or really attractive, nobody s going to want to keep it. 18

19 Solution 7 End-users keep items that are USEFUL 19

20 Objection 8 Why should I waste my money on a tote bag? It probably only gets used one or twice at most maybe some guy will grab it to wipe off his windshield or something. 20

21 Solution 8 Bags are the most frequently used apparel item 21

22 Objection 9 I need an advertising mechanism that will be in front of my prospects every day that s why I advertise in my local newspaper. Your products won t do that for me. 22

23 Solution 9 Many Advertising Specialties Are Used Every Day 23

24 Objection 10 I need to invest my money in media that delivers real impressions. Now if you could show me how many impressions I d get from a promotional product, I might consider buying one. But you can t do that, can you? 24

25 Solution 10 Promotional Products Deliver Significant Numbers of Impressions 25

26 Objection 11 Money is tight right now. I d love to buy something from you but I just can t afford promotional products. 26

27 Solution 11-The Cost-Per-Impression of Advertising Specialties is a Fraction of a Cent 27

28 Objection 12 I d rather put my marketing dollars into television ads. They re much more costeffective because they have a wider reach. 28

29 Solution 12 Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media 29

30 Cheat Sheet (Give This To Your Reps!) 84% of end-users can name the advertisers on the items they receive 62% have done business with the advertiser AFTER receiving the item End-users keep products for 7 months The average cost-per-impression of a promotional product = $0.004 The CPI for advertising specialties beats all forms of media (except billboards) 30

31 Educating the Industry and End-Buyers You ll find coverage of the study results in all 7 ASI magazines and on ASI Radio Results are available on ASI will conduct a Public Relations campaign in general business media Educational seminars at 2009 ASI Shows Presentation for end-buyers for distributors 31

32 Thanks for attending! Send your questions to Thanks to our esteemed panel Michael, Jo-an, Lisa and Melinda Invite your salespeople to listen to this webinar at beginning next week Join us Tuesday, Dec. 9 at 2 pm Eastern for Become a Master at Selling Apparel Programs where you ll get a sneak peek at the hottest wearables and fashion trends for 2009 as well as tips for selling the latest looks and hot new imprinting techniques. 32