With all the ways to reach your audience today, how do you decide which channels are worthwhile for your company? Sometimes, the advertising and promotional tactics you choose come down purely to Return on Investment (ROI). You need to be sure the marketing tactics you’re investing in are helping your company reach its goals, right?
In 2019—when we have marketing automation, artificial intelligence, digital advertising, and plenty of other high-tech ways to get in front of consumers—can promotional products really make an impact?
Spoiler alert: the answer is a resounding yes!
Promotional items are still one of the most high-impact, cost-effective advertising mediums around.
Each year, the Advertising Specialties Institute (ASI) releases their Global Ad Impressions Study, a report that explores the marketing impact of promotional items. Here are 4 of the biggest takeaways from the 2019 Global Ad Impressions Study that prove promotional items are a more effective marketing tactic than ever!
1. Promotional items have huge staying power.
Most forms of advertising are seen by their audience for only a couple of seconds, or maybe even a couple of minutes if it’s a really good super bowl commercial.
Promotional products, on the other hand, are kept for an average of a year. Even calendars, the promotional items that are kept the shortest amount of time, are held on to for at least eight months.
So, if you’ve handed out truly useful promotional items that people love to incorporate into their daily routines, that equals a lot more time that people spend interacting with your brand than any other form of advertising.
2. Promotional Items have the lowest cost-per-impression.
Good promotional items—that is, ones that people use regularly—receive thousands of impressions across their lifetimes.
Other forms of advertising can generate thousands of impressions, too. The difference is the cost of generating those impressions.
For example, outerwear generates the highest number of impressions of all categories of promotional items (6,100 impressions throughout its lifetime). The cost per impression? Only three tenths of a cent!
No other form of advertising can claim a cost per impression that low. For comparison, the average cost per one thousand impressions on a Facebook or Instagram ad is around $10.
3. Promotional items were ranked the number one most highly regarded form of advertising.
Participants in the ASI study were asked to rank seven different forms of advertising from best to worst, and promotional products came out as the most highly regarded form of advertising.
Really, it’s not surprising. Instead of being interruptive like most other forms of advertising can be, promotional products are used to delight recipients and add value to their lives. The study also found that consumers are 2.5 times more likely to have a positive opinion of promotional products compared to internet advertising.
4. Consumers’ standards are getting higher, and that’s a good thing.
Promotional items have sometimes been dismissed for being too cheap and low-quality. And, honestly? Some companies are definitely giving away substandard promotional items.
Luckily, higher consumer standards are forcing marketers and advertisers to raise the bar on their promotional items. Quality and usefulness are the biggest reasons people keep every type of promotional item. Attractiveness also plays a role in how likely the item is to be kept, especially when it comes to apparel.
If your promotional items can achieve the trifecta of being high-quality, useful, and attractive, you’ll easily generate the ROI you’re looking for.
How to achieve marketing ROI with promotional items
Convinced that promotional items are a worthwhile marketing investment? Great! Now comes the more challenging part...finding and selecting the right items to deliver marketing ROI.
Here are some ways to get started right now: