It s Just a Matter of Fact. Promotional Products Work! Paul Bellantone, CAE President & CEO Promotional Products Association International

Transcription

1 It s Just a Matter of Fact. Promotional Products Work! Paul Bellantone, CAE President & CEO Promotional Products Association International

2 What is a Promotional Product? A PRODUCT often imprinted with a logo or message that s used to promote a company s products, services or BRAND Other names for promotional products: Advertising specialties Giveaways Premiums and incentives Corporate gifts Awards and prizes Commemoratives items or keepsakes Gift with purchase Even some items without a logo have a strong enough BRAND image to be considered a promotional product. CAN YOU THINK OF ANY?

3 Advertising Media Expenditures Media Method % Chg Direct Mail Television Newspaper Internet Point-of-Purchase* Cable TV Consumer Magazines Promotional Products Radio Sports Marketing Business Magazines Billboards Product Placement Mobile Phone Advertising Total * Estimated

4 Promotional Products Engage Your Audience! Sensory Medium Turn a tangible product with an ordinary message into a marketing experience that your audience can smell, taste, see, hear & touch

5 47% Keep promotional products more than a year! Length of Use

6 Promotional Products: A $19 Billion Industry Wearables 41% Writing Instruments 35% Drinkware 19% Sporting Goods 15% Pocket/Purse Items 13%

7 Promotional Products: A $19 Billion Industry Top Sales By Program Category 1 Brand Awareness 2 New Customer/Account Generation 3 Trade Shows 4 Public Relations 5 Dealer/Distributor Programs 6 Employee Relations and Events 7 Employee Service Awards 8 New Products Introductions 9 Not-for-Profit Programs 10 Safety Education

8 Promotional Products: A $19 Billion Industry Top Promotional Product Users Vertical Markets 1 Health/medical/hospitals 13.8% 2 Education/schools/universities 11.3% 3 Manufacturing/distribution 8.1% 4 Financial/insurance 7.8% 5 Technology 6.7% 6 Associations/clubs/civic groups 6.3% 7 Construction 5.8% 8 Nonprofit/not-for-profit 4.2% 9 Restaurants/travel/lodging 4.1% 10 Retail 4.1%

9 Promotional Products: A $19 Billion Industry Top Promotional Product Items TRENDING: Food gifts, personal pocket items, buttons 1 Shirts Bags Writing instruments Glassware/ceramics (Includes mugs) Caps/headwear Other wearables Buttons/badges/ribbons/stickers/ decals/emblems/transfers/lanyards Desk/office/business accessories Recognition awards/trophies/jewelry Calendars 3.0

10 Fleeting Nature Of Traditional Advertising Staying Power 30 Seconds 60 Seconds 7 Words 10 Seconds Promotional products generate a Up to 50% greater recall rate than other major media 140 Characters 15 Minutes 32 Minutes

11 Frequency Of Use 53% use promotional products once a week or more

12 One In Four walk around with a promotional product Where They re Kept

13 People Avoid Traditional ADVERTISING 10 15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising, branding them Ad Avoiders

14 Advertising Media Expenditures Media Method % Chg Direct Mail Television Newspaper Internet Point-of-Purchase* Cable TV Consumer Magazines Promotional Products Radio Sports Marketing Business Magazines Billboards Product Placement Mobile Phone Advertising Total * Estimated

15 Promotional Products = ROI! 82.5% are willing to take a survey 70.6% will visit a tradeshow booth 41.9% engage with social media 33.2% make a purchase 35% refer to contact information

16 Impact on Perception = ROI 59% had a more favorable impression of the advertiser after receiving a promotional item 22% Significantly More Favorable 37% Somewhat More Favorable 37% Neutral 1% Somewhat Less Favorable 0.4% Significantly Less Favorable

17 Promotional Products Are Memorable Love It More than 59% of people have a favorable impression of an advertiser after receiving a promotional product Promotional Products have the unique ability to BUILD RELATIONSHIPS with staff, prospective employees, vendors, customers and 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.

18 Do You Remember? How a raised awareness and money for cancer research? Remember 88% of people can recall the company and brand on their promotional product That The You remember them, and so do others! you stood in line to get from the radio station? you use, with the name of your favorite coffee shop where you buy your coffee, tea or latte? How about the color PINK?

19 Numbers Don t Lie Thumbs Up 87% of people like receiving promotional products IMPROVE PERCEPTION More than HALF of consumers have a favorable impression of the advertiser on a promotional product HELP CLOSE SALES 20% of consumers MAKE A PURCHASE after receiving a promotional product MAKE THEM REMEMBER YOU 88% of consumers could RECALL an advertiser from a promotional product GET ON THEIR GOOD SIDE 8 out of 10 people LIKE receiving promotional products, while 7 out of 10 people find online advertising annoying

20 Numbers Don t Lie Cost Per Impression 0.6 cents Better than TV, magazines, newspapers COST PER IMPRESSION IN THE U.S. Prime Time TV 1.8 cents Magazines 1.8 cents Newspapers 0.7 cents Promotional Products 0.6 cents SUPERIOR PASS-ALONG VALUE 66 percent of U.S. respondents give away unwanted items to someone else. APPEAL TO SPECIFIC DEMOGRAPHICS Gen-xers and older own more promotional drinkware than those under 35. YOU WEAR IT WELL Higher wage earners are more likely to own a promotional jacket.

21 Promotional Products = ROI! 59% had a more favorable impression of the advertiser after receiving a promotional item

22 Many Competitive Advantages Got The Message 76.2% of people can recall the product, service and message on their promotional product Personalized Highly Targeted! Tangible and Long-Lasting Easily Measured Impact Easily Distributed (Human Touch Viral) High Perceived Value Complements Other Advertising Media

23 Promotional Professionals Promote & Protect Brand Integrity Ask The Experts Promotional Professionals are the best source for designing & implementing creative, successful campaigns. Go beyond a product enlist a strategic brand partner a Distributor Expert campaign integration & evaluation Advanced innovation, hot trends, new items, technologies & processes Exclusive access to thousands of products & production methods Product safety guidance & assurance

24 RESULTS Speak Louder Than Words.

25 Thank You! Research Citations & Sources: PPAI: ASI: