Impressions Study

30
1 The Power of Promotional Products: Advertising Specialties Impressions Study

description

ASI Impressions study detailing the effectiveness of promotional products marketing

Transcript of Impressions Study

Page 1: Impressions Study

1

The Power of Promotional Products:

Advertising Specialties Impressions Study

Page 2: Impressions Study

2

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

Page 3: Impressions Study

3

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

Page 4: Impressions Study

4

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 www.asicentral.com/study

• 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

Page 5: Impressions Study

5

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.”

Page 6: Impressions Study

6

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

Page 7: Impressions Study

7

Objection 2

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

Page 8: Impressions Study

8

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

Page 9: Impressions Study

9

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.”

Page 10: Impressions Study

10

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

Page 11: Impressions Study

11

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?”

Page 12: Impressions Study

12

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

Page 13: Impressions Study

13

Objection 5

“I bet nobody really holds onto a promotional pen. They probably go right in the trash.”

Page 14: Impressions Study

14

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

Page 15: Impressions Study

15

Objection 6

“Other than maybe a T-shirt, my guess is that clients aren’t going to keep anything I give them.”

Page 16: Impressions Study

16

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

Page 17: Impressions Study

17

Objection 7

“Unless a promotional product is super high-end, which I can’t afford, or really attractive, nobody’s going to want to keep it.”

Page 18: Impressions Study

18

Solution 7—End-users keep items that are USEFUL

Page 19: Impressions Study

19

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.”

Page 20: Impressions Study

20

Solution 8—Bags are the most frequently used apparel item

Page 21: Impressions Study

21

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.”

Page 22: Impressions Study

22

Solution 9—Many Advertising Specialties Are Used Every Day

Page 23: Impressions Study

23

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?”

Page 24: Impressions Study

24

Solution 10—Promotional Products Deliver Significant Numbers of Impressions

Page 25: Impressions Study

25

Objection 11

“Money is tight right now. I’d love to buy something from you but I just can’t afford promotional products.”

Page 26: Impressions Study

26

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

Page 27: Impressions Study

27

Objection 12

“I’d rather put my marketing dollars into television ads. They’re much more cost-effective because they have a wider reach.”

Page 28: Impressions Study

28

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

Page 29: Impressions Study

29

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)

Page 30: Impressions Study

30

Educating theIndustry and End-Buyers• You’ll find coverage of the study results in all

7 ASI magazines and on ASI Radio• Results are available on www.asicentral.com/study

• ASI will conduct a Public Relations campaign in general business media

• Educational seminars at 2009 ASI Shows• Presentation for end-buyers for distributors