USA – Promotional products are versatile, the recipients keep them for a long time, they have a high reach, evoke sympathy and are more cost-efficient than most other advertising media. That is the outcome of the Global Advertising Specialties Impressions Study, which the American industry service provider, the ASI (Advertising Specialty Institute), published in mid-September.
More than 7,000 adult consumers in 21 worldwide metropolitan regions were questioned in face-to-face and online interviews. In addition to the results from twelve major cities in the USA and three Canadian metropolises, the current survey also comprises of data from Sydney, Paris, London, Madrid, Rome and Berlin.
Regarding the memorable impact of promotional products, the survey offered good news: 80% of the respondents were able to recall the company that presented them with the promotional product. 53% have a more positive image of the advertising company after receiving a promotional product. On average promotional products are used by the recipients for 6.6 months – and furthermore they often change hands several times. 71% of the respondents declared that the most important criteria for a product being kept by the recipient is its usefulness, followed by its attractiveness.
Beyond this, the survey determined a CPM (cost per mille) price for promotional products – limited to the US market – and compared this in relation to other advertising disciplines. Boasting a price of 0.4 Euro Cents per contact, the promotional product delivers a higher return on investment than advertising on TV (1.3), in magazines (1.3) and newspapers (0.5). Only radio spots (0.3) and online advertising (0.2) are more cost-efficient.
The interviewees were also asked about concrete products: They were asked to name three different items that they had received within the last twelve months. The result: Writing instruments and T-shirts head the rankings worldwide. Also popular: Bags, calenders, office accessories and headwear.