Originally published by 4imprint
Advertisers spent more than $22 billion in 2015 on promotional products.[i] But, what did advertisers get out of those billions? Turns out, the marketing ROI (return on investment) is quite clear. From wooing new customers to staying top-of-mind with existing customers, promotional products work. Need more proof? Consider these jaw-dropping facts:
1. Advertisers spell success S-W-A-G.[ii]
Almost three-quarters of advertisers say promotional products helped make a campaign successful. That’s probably in part because 80 percent of consumers own at least one piece of swag. Hello, brand visibility!
2. Promotional products convert.
And, all those promotional products have a lot of influence. In fact, eighty-five percent of consumers did business with an advertiser after receiving a promotional product.[iii] Can you say marketing ROI?
3. Smiles start with promo products.
People love to have a little fun. And, that’s where promo products really hit their stride. When polled, 83% of consumers say they enjoy receiving promotional products.[iv] Clearly, those good vibes deliver.
4. Promotional products drive referrals.[v]
A Louisiana State University survey found offering a promotional product when asking for referrals generated 500 percent more referrals than asking for referrals without a promotional incentive. Sales + promotional products = match made in heaven.
5. Promotional items woo strangers.[vi]
Perhaps it’s because they invite prospective customers to stop for a quick conversation. Or, maybe it’s because they implant company names squarely in the minds of prospects. Promotional items help advertisers increase business with new clients by 11 percent. You can’t really exchange gifts with a stranger now, can you?
6. Promo products are the ultimate carrots.[vii]
Response rates to a mail promotion increase 50 percent with the inclusion of a promotional product. Incentivizing a response with a promotional product reduces the cost per response by 66 percent. Yes, you read that right! Promo products drive response rates up while driving the cost per response down. Those are results both marketers and accountants can get behind.
7. Promotional products leave coupons in the dust.[viii]
One company hands out a promotional product. Another company hands out a coupon. Which gets a better response? The not-so-surprising (to us) answer is the promotional product. In fact, promotional products recipients spent 27 percent more than coupon recipients over an eight-month time frame.
8. Promotional items lead in cost-per-impression.[ix]
If you’re wondering if you can afford to brand with promotional products, you’ll love these stats. Promotional products cost just 0.7 cents per impression. That’s far less than other advertising channels. To compare, newspaper ads cost 3.2 cents, prime-time TV ads cost 2.5 cents and national magazine ads cost 2.4 cents per impression. It makes sense to use the attention-getting power of promotional products in your advertising mix.
9. Promotional products outperform print ads.[x]
How long do those impressions last? Seventy-six percent of respondents recalled an advertiser on a promotional product received in the past 12 months. (Do you hear cheering? We do!) By contrast, 80 percent of consumers said they read a newspaper or magazine within the past week, but only about 53 percent could recall an advertiser’s name.
Promo products are powerhouses
Any way you slice it, promo products are marketing powerhouses. As the research above demonstrates, these handy little giveaways generate leads and turn prospects into customers. That’s a powerful punch.
Becky is 4imprint’s Marketing Manager for Public Relations and Content, and has been with 4imprint for 7 years. Becky writes about how promotional products can help organizations grow and spread their messages, as well as 4imprint news.
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