Sensible. Memorable. Affordable.

The PowerPowerof

Promotional Products

The PowerPowerof

Promotional Products

© PPAI 2009

What is a Promotional Product?

Items used to promote a product, service or company program including:

• advertising specialties • premiums• incentives • business gifts• awards • prizes • commemoratives• other imprinted or decorated items

Promotional Products: A $18.1 Billion Industry

Top Product Categories2. Wearables3. Writing Instruments4. Calendars5. Bags 6. Drinkware7. Desk/Office/Business

Accessories8. Recognition9. Other10. Sporting Goods11. Housewares

“Supermarket” Economy

Today’s consumers are offered a plethora of choices at every turn

Cutting Through The ClutterHow can you set your brand apart with promotional products?

Increase exposure

Increase impact

Increase influence

Increase relationship

The Ad Avoider(insert scary movie music)

A 2007 study conducted by Microsoft and Starcom found that 10 – 15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising, branding them “Ad Avoiders”

WHY? Because they can, that’s why!

Engage The Disengaged

Instead of the usual cocktail of print, TV and radio, consider adding a promotional product

twist.

Why Promotional Products?Promotional products are a sensory medium. Adding your message to a tangible product turns an ordinary message into a marketing experience your audience can smell, taste, see, hear and touch.

Sense-ible

Other Advantages of Promotional Products

• Audience Focused• Tangible and long-lasting• Impact easily measured • Easily distributed (viral)• Higher perceived value• Complements targeted marketing• Complements other advertising media

Added Perk… Promotional Products Are Memorable

Promotional products have the unique ability to build a relationship with 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.

Do You Remember…

• How a yellow wrist bandyellow wrist band raised awareness and money for cancer research?

• That t-shirtt-shirt you stood in line to get at the radio station?

• The mugmug you use, with the name of your favorite specialty shop where you buy your morning coffee?

• When one fast food restaurant sold out of kid’s meals because of a bean bag toybean bag toy?

You remember them, and so do others!

Numbers Don’t Lie(unless of course you cook the books …)

According to a recent study, conducted by L.J. Market Research at DFW International Airport:

• Nearly 80% of respondents who reported receiving a promotional

product in the last 12 months could recall the advertiser’s name on the item they received.

• Only 53.5% could recall the name of a single advertiser from a newspaper or magazine read in the past week.

• 52% of those surveyed reported doing business with the company after receiving the item and another 52% said their impression of the company became more favorable after receiving the item.

Synergy(promotional products even play well with others!)

New study proves the addition of promotional products actually increases favorability ratings toward ads among the same key 18-34 year old demographic group.

• The study showed that adding a promotional product to the media mix (print and television) generates favorable attitudes towards the brand, as well as increased brand interest (69 percent) and a good impression of the brand (84 percent).

• The results also showed that integrating a promotional product with television and print increased referral value by 52 percent and message credibility by 60 percent.

Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State University and the University of Texas at San Antonio

4 Steps to MaximizeMaximize

The Effectiveness of Promotional Products

Promotional products!

Identify your goals/objectives

• What kind of response am I looking for?

• What do I want to accomplish?

• What are all my product options?

• How much do I have to spend on the products?

• At what point will the response justify the budget?

STEP 1:

Enlist the expertise of a qualified promotional

consultant

(www.promoideas.org)

STEP 2:

Why use a Promotional Consultant?

• Beyond just selling products

• Vast product resources

• Latest trends, technologies and processes

• Experienced advice

• Saves you money

• Experts in the industry

Working with your Consultant, plan your overall promotional campaign

STEP 3:

An overall campaign should include and incorporate at least some the following considerations:

• Program/campaign theme

• Target audience

• Intended response

• Workable budget

• Realistic timeline

• Method of distribution

Plan your campaign

It will be important to choose/use a product that is consistent with these elements in order to achieve the best results.

Establish a workable budget

• How many different items will be needed? • How many of each item will be needed?• Who will be getting the item? • How many people will be getting the items? • Are there additional/extra costs? (set up, extra colors,

shipping, taxes, rush orders, etc.)

Note: As with any important purchase, don’t choose on price alone!

Plan your campaign

Develop a realistic timeline

• Consultation • Internal decision-making• Development of artwork • Production schedule, including artwork design

and set up • Proof approval• All required shipping

Plan your campaign

Determine an effective method for the distribution of your products

How you will get the products to your audience can help decide the kind of products you use, the material used to make the product… and could affect the price of the product.

Plan your campaign

Evaluate your campaign results • Did you meet your goals?• What worked? What didn’t work?• Did you accomplish anything you had not expected

or planned on?• How can you improve the next campaign?• What would you do differently next time?

STEP 4:

•Keys to a successful promotional campaigns

•Research and industry stats

•Award-winning case studies

•Search engine to locate a promotional consultant in your area

Additional Resource: www.promoideas.org

Promotional Products Association International(say that three times fast)

PPAI is the promotional products industry’s only international trade association offering education, technology, tradeshows and legislative support to it more than 7,500 global members comprised of those who make and sell promotional products. – Suppliers/Manufacturers:

manufacture, import, decorate products– Promotional Consultants:

consult with clients (marketers) to research, develop and deliver effective programs to achieve maximum results

Questions Questions