Document

Report
Your ASI # HERE
(
Ad Specialties
A Brand Advantage
)
Presented by:
To:
Date:
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What is an Ad Specialty?
• Also known as a promotional product,
an ad specialty is any item that can be
imprinted with a logo or slogan.
• T-shirts, mugs, pens and key tags are
popular examples, and just about anything
can be imprinted.
• Other unique examples include imprinted
plant leaves, toasters, and VISA or
music download card.
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Did you know …
• Wrigley started in 1891
selling soap and baking soda
• Gave gum with their logo
on it as promotional product
• Now a $5 billion
gum company*!
* www.wrigley.com
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The Ad Specialty Advantage
• Make an impression
• Stay top of mind
• Long lasting effect
• Higher perceived value and low
Cost Per Impression (CPI)
• Complements other advertising media
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Ad Specialties – Proven & Effective
• Generate goodwill
• Increase sales and leads
• Improve marketing Return on Investment (ROI)
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Advertising Specialty Institute (ASI) ROI Study
• 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
Advertising Specialties Impact and Exposures Study - October 2008 Final Report
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Ad Specialties Make An Impression
Among wearables, bags
were reported to be
used most frequently
with respondents
indicating that they
used their bags an
average of 9 times per
month. Bags also have
the highest number of
impressions in a month,
over 1,000.
Advertising Specialties Impact and Exposures Study - October 2008 Final Report
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Ad Specialties Stay Top of Mind
84% of respondents
were able to identify
the advertisers of the
majority of items received
62% of respondents have
done business with the
advertiser AFTER
RECEIVING the item
Advertising Specialties Impact and Exposures Study - October 2008 Final Report
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Ad Specialties Long Lasting Effect
The majority (81%) of
promotional product items
were kept because they
were considered useful.
Receivers of wearables
items were more likely to
keep these items because
they were considered
attractive.
*Results should be analyzed with caution due to low base size.
Advertising Specialties Impact and Exposures Study - October 2008 Final Report
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Ad Specialties Cost Per Impression (CPI)
Advertising Specialties deliver a better
CPI than virtually any other media.
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Ad Specialties Leave a Favorable Impression
42% of end-users have a MORE favorable impression
of an advertiser after receiving the item.
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Survey Results
• 62% have done business with the advertiser AFTER
receiving the item
– Only 53.1% of participants recalled the name
of an advertiser they had seen in a magazine
or newspaper.
• Of those who had not done business with the
advertiser that gave them the product, almost
one quarter stated that they were more likely to do
business with the company that gave them the item
• 42% of participants reported having a more favorable
impression of the advertiser since receiving the item.
Advertising Specialties Impact and Exposures Study - October 2008 Final Report
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Generating Customer Referrals
Using Ad Specialties
In a 1993 study by Baylor University, 20 Mary Kay
consultants participated in a study where half of
them distributed promotional gifts to customers and
the other ten offered no promotional items to their
customers. Both groups then asked customers
(200 in all) to refer names of acquaintances.
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The Results
The customers who
received ad specialties
were more willing to
provide leads than the
customers who didn’t
receive them.
A 1993 Study by Baylor University
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Ad Specialties Increase Referrals and Leads
Accompanying a request for referrals, an offer of an
ad specialty or an ad specialty incentive & sweepstakes
drew as many as 500% more referrals than an appeal
letter alone.
2005 Study by Louisiana State University and Glenrich Business Studies
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Print Media vs. Promotional Products Results
According to the 2004 Study
by L.J Market Research,
only 53.1% of participants
recalled the name of an
advertiser they had seen
in a magazine or newspaper
in the previous week.
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Ad Specialties Improve Ad Campaigns
A 1996 study by Dallas Marketing Group helped a
national tile distributor integrate the use of direct mail
and promotional products into a print advertising
campaign. One group of subscribers received only the
trade ad while other groups received a sales letter, a
promotional product, or a promotional product incentive
with the trade ad.
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The Results
The group who received
the trade ad plus a
calculator incentive
responded approximately
10% higher than those
who only received the
trade ad.
1996 study by Dallas Marketing Group
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Ad Specialties Improve
Direct Mail Marketing
According to a 1992 study by Silver Marketing Group,
the inclusion of an ad specialty to a mail promotion
increased the response rate by 50%.
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Direct Mail Results
The use of ad specialties
as an incentive to respond
generated four times
as many responses as a
sales letter alone.
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Ad Specialties Improve
Tradeshow Marketing
A 2004 study by Georgia Southern University
showed that including a promotional product
with a pre-show mailing or an offer of a
promotional product increases the likelihood
of an attendee stopping by a tradeshow booth.
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Tradeshow Marketing Results
• 71.6% of attendees who
received an ad specialty
remembered the name of
the company that gave
them the product
• 76.3% of attendees had a
favorable attitude toward
the company that gave
them the product
A 2003 Study by Georgia Southern University
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Ad Specialties Improve
Tradeshow Marketing
In a 1991 Study by Exhibit Surveys, Inc., invitations
to 4900 trade show registrants to promote traffic at
its booth. The researchers measured booth traffic,
post-show memory of having received the invitation
and goodwill toward the company.
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Trade Show Booth
Visitation Rate Results
A 1991 Study by Exhibit Surveys, Inc
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Summary
As your ad specialties provider, I am also your:
• Idea generator
• Marketing partner
• Brand consultant
I am here to help you improve your Marketing ROI with
ad specialties.
Please contact me today at xxx-xxx-xxxx or email me at
[email protected]
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