We’ve always said it—and, more importantly, we’ve always known it: promotional products are central to your customer relationships. More than brand building tools, promos that “speak” your brand cut through the clutter, get noticed, and make a lasting impression. ASI’s Global Ad Impressions Study unpacks the impact, effectiveness and overarching value promotional products bring to the table.
Did you know that 85% of people who have received a branded piece of apparel can recall the advertiser’s name? This stat alone means you absolutely must make apparel a part of your marketing budget this year (and you may want to consider increasing it). Your customers want these items, use these items and place a high value on these items—and, in turn, on you, your business and your relationship.
Let’s explore a few more takeaways from this research:
#1. The Power of the PEN
Don’t dismiss something as simple and ubiquitous as a branded pen. Nearly nine in 10 consumers report have and use promotional pens or other writing instruments, and 20% say they have a least 10. Considering each generates about 3,000 impressions over its nine-month life—and the fact that more than half of people say they’re more likely to do business with brands who share promotional writing tools—the low out-of-pocket cost makes this one a simple, strategic slam dunk.
#2. Bag it Up
Another must that’s equally simple—and equally loved? Bags. Seventy-three percent of consumers say they own a promotional bag, which they hang on to for close to a year. In that time, these bags generate 3,300 impressions—on a $5 bag, that’s a CPI (cost per impression) of less than $0.005. The icing on the cake? Studies show that 50% of consumers are more likely to do a business with a company that gave them the giveaway. We would imagine that this percentage increases if you find a bag that suites their style, taste and demographic.
#3. Fit to a “T” (shirt)
Not only do promotional shirts have the same CPI as bags, but they have a very long shelf life—nearly two-thirds of consumers keep branded shirts for more than a year, and close to half hang onto them for two-plus years. Considering 80% of the population owns at least one, that’s some serious bang for your proverbial buck.
One more major shirt perk? Their appeal with the all-important 18- to 34-year-olds. This is the way to go. Millennials in particular can’t get enough of this promotional item—the average 20/30 something owns five branded shirts. Need help determining the right size for a logo on custom t-shirts? Click here.
#4. And if it’s men you’re after…
Consider branded hats and headwear the shirts of the male segment—69% own promotional hats and one in three say they wear theirs weekly, if not more. That’s serious—and that’s leading to more than 3,400 promotional impressions per hat.
Better still, each branded hat creates a meaningful connection with consumers—nearly two in three say they hang onto the ones they receive “because they are attractive.” That’s a powerful statement and an incredible jumping off point for lasting engagement and advocacy.
#5. Power it up!
One of the newest must-have premiums of 2018 was the power bank —and 2019 is already proving this trend is here to stay. That said, just one in three consumers owns a promotional power bank, meaning the market is ripe for yours.
Even if recipients have one already, there’s nothing wrong with having a second (or third…). More than two in five people say they use their promotional power bank at least weekly. That means your will no doubt have a welcome home in their bag, car, desk drawer or carry-on bag. And because the average customer hangs onto their for two years or more, you’re getting tons of engagement for a very low price—bonus.
That, though, is just the beginning—and judging from this study, 2020 will be the year of the promotional premium. Get in touch to learn more and see what’s popping to the top of consumers’ must-have list this year, and how you can get ahead of the curve with these cutting-edge essentials.