Business Promotional Products Facts Otherwise Known As Reasons to Use
Business promotional products is the subject matter of a survey recently released by the Advertising Specialty Institute (survey covered US, Canada, Great Britain, and Australia). Though there are differences in percentages from country to country, some things are the same.
A. Writing instruments are the most owned promotional instruments in all countries surveyed. The next nine most owned items (though not in the same order in all countries) are:
6. Desk/Office/Business Accessories
7. Food Items
8. Drinking ware/ceramics (includes mugs)
9. Health and Safety Products
B. Writing instruments are the ones that are used the most (18.2 times in the US and Canada, 19 times a month in Great Britain, 17.6 times in Australia.
Desk/office/business accessories and drinking ware/ceramics (includes mugs) are the next most used items in all countries (except the US where automotive and electronics/computer items are used most; though this is based on such a small number of respondents that ASI cautions against relying too much on the numbers for these categories).
C. The overall winner? Bags, with a average lifetime impressions of 7,224, average cost of $10 per item, average per-impression cost of $0.001. The next 9, by number of impressions are (numbers are averages):
2,984 lifetime impressions, cost of $6/item, $0.002/impression
2,243 lifetime impressions, cost of $13/item, $0.006/impression (numbers based on a small sample)
2,208 average lifetime impressions, cost of $11/item, $0.005/impression
5. Writing instruments
2,005 lifetime impressions, cost of $3/per item, $0.001/impression
1,984 lifetime impressions, cost of $5/item, $0.003/impression
7. Recognition awards/trophies/plaques
1,634 lifetime impressions, cost of $35/item, $0.021/impression
8. Desk/office/business accessories
1,324 lifetime impressions, cost of $10/item, $0.008/impression
9. Drinking ware/ceramics (including personalized coffee mugs)
1,307 lifetime impressions, cost of $5/item, $0.004/impression.
Is that the whole story? No. The same survey, quoting several outside sources, like the Nielsen Company, tells you that no other marketing method has lower per impression cost.
Prime time TV – $0.018/impression
National magazines $0.045/impression
Spot radio $0.058/impression.
Syndicated (Day) TV – $0.005/impression
Cable TV (Prime Time) $0.005/impression
Billboards – $0.002/impression
Internet – $0.003//impression
The average cost per impression for all business promotional products is $0.005. (All the above costs are for US.)
Is that the whole story? No, it’s not: 83% of the US survey participants say they can identify the advertiser on a business promotional product they own. Drinking ware/ceramics (includes mugs) and shirts did the best here (87% fir drinking ware /ceramics, 86% for shirts), and electronics/computer items did the worst (31%). Every other product of the top 10 by impressions had at least 70% recall ability.
Receiving business promotional products increases people’s opinion of the business that does the giving in at least 30% of the people and by as much as 64%, on average, in the US, 11% had a significantly more favorable opinion and 30% had a somewhat more favorable opinion.
Sixty percent of the people did business with the business that gave them the promotional product (average across all products for the US), with recognition-awards/trophies/plaques and drinking ware/ceramics (includes mugs) at the top (71 and 70%, respectively) and health and safety products at the bottom (46%).
The survey does not address this, but it would be awesome if we knew how many of the people who did business with a company after they received a promotional product from them would not have done business with it had they not received a promotional product.
Are you convinced yet that using business promotional products makes sense? To me it seems like a no-brainer since they’re inexpensive and effective. Of course, the effectiveness varies from business to business, based on factors such as market segmentation, quality of product and personalization, product delivery methods, message (logo, logo + something else), etc.