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Promotional products for years seemed to be about caps, pens and mugs. So, what has changed? Are promotional products really seen as a part of todays marketer strategies?
We have had to battle against the "hats and pens" mentality mostly because some marketers simply dont utilise promotional products correctly. If you are simply throwing your money at promotional products without any thought to what response you want to illicit from your target market or how to track the results, you are wasting your money.
Inexperienced marketers think of promotional products as an after thought, a give-a-way without any value. The best way to utilise a promotional product professional is to work closely with them early in the marketing process and ask them to offer what we call the Product Perspective to the marketing mix. If correctly utilised, this perspective can save companies thousands of dollars.
The Product Perspectives and the creativity coming out of the leaders in our industry are now driving above-the-line campaigns and in many cases for a fraction of the cost of utilising the creativity of an ad agency.
In short, what has changed is promotional product professionals are providing more creative for less investment. Compare the value of promotional products to other forms of advertisement and consistently research shows your marketing dollars go further with promotional products. Ref: Interview APPA CEO by
Trudy Willis
Reach:
71% of business travellers surveyed at an international airport recently reported having received a promotional product in the last 12 months.
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Moreover, 33.7% of this group had the item on their person. The item was promoting the givers logo repeatedly to the participant and their associates.
Recall:
76.1% of the respondents could recall the advertisers name on the product they have received in the last 12 months
In comparison, 80% of participants answered yes to reading a newspaper or magazine in the last week but only 53.5% of them could recall the name of a single advertiser.
Total Promotional Product Sales:
Sales in Australia : $1.56 Billion (an increase of 35% in the last 3 years)
Sales in New Zealand : $213 million (an increase of 30% in the last 3 years) |
