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Imprinted Promotional Products Yield Lowest Cost per Impression of any Advertising Medium

imprinted tote bags and bottles cost less per impression that TV and newspaperThe results are in… and the June/July 2008 survey of 618 businesspeople on behalf of the Advertising Specialty Institute prove that imprinted promotional products return the best return on investment of any advertising medium.

A summary of the conclusions of the report are:

•    Instant recall: More than 8 out of 10 (84%) respondents remembered the advertisers of the promotional products they’re received.

•    Very impressionable: 42% of respondents had a MORE favorable impression of an advertiser after receiving the item. And nearly a quarter (24%) said they are MORE likely to do business with the advertiser on the items they receive.

•    It’s all business: Most respondents (62%) have done business with the advertiser on a promotional product after receiving the item.

•    User-friendly: The majority (81%) of promotional products were kept because they were considered useful.

•    Staying power: More than three-quarters of respondents have had their items for more than 6 months.

•    Bag it!: 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. They also deliver the most impressions: Each bag averages 1,038 impressions per month.

•    Most impressive: The average CPI of an advertising specialty item is $0.004; as a result, marketers get a more favorable return on investment from advertising specialties than nearly any other popular advertising media.

With budgets tight this year, doesn’t it make sense to utilize a proven medium to keep your name and message in front of your clients and prospects?

Imprinted advertising specialties, from tote bags, pens, shirts, caps, USB’s, mugs and other imprinted gifts can help you to increase and maintain business during this tough economy.  While some of your competitors are cutting their promotional budgets or spending their money on more expensive forms of advertising, your company can gain top-of-mind market penetration for pennies per impression through proven promotional products—delivered in a way to maximize its impact.

Promotional specialties can be used as a gift with purchase, as part of a customer loyalty or incentive program, as a thank you gift or as part of a trade show campaign.

Choosing the right imprinted gift, and the proper distribution of it, can help you maximize sales and gain more referral business this year – at a fraction of the cost of other forms of advertising.


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Note: The survey was a series of interviews conducted in June/July 2008 in New York, Chicago, Los Angeles and Philadelphia regarding promotional products they had received. The purpose of the interviews was to understand how advertising specialties influence end-users’ purchasing decisions; determine the number of impressions of popular advertising specialties; and analyze the Cost Per Impression (CPI) of advertising specialties compared with other popular advertising media.   Further, during October 2008, an online panel survey was conducted among recipients of advertising specialties to augment the non-wearables sample from the in-person interviews. Results have been combined in the report where appropriate. There were 213 completed Web based interviews, for a total of 618 completed surveys for this study.  Respondents were asked if they had received any promotional products in the last 12 months. Most respondents were business/professional people (84%) and all were age 21 or older.

Research provided by the Advertising Specialty Institute, Copyright ©2008, All Rights Reserved.

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Robert Piller, experienced in green marketing campaigns and environmentally-friendly promotional products. His web site includes a comprehensive eco-friendly advertising specialty search, featuring over 250,000 eco promotional items in all price ranges, for anyone interested in going green.  The site’s handy search tool helps you easily find recyclable, biodegradable, organic or recycled imprinted promotional items in your price range and time frame. View the Go Green website at EcoMarketingSolutions.com and comment on his blog postings at GreenSpotBlog.com.

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