Perhaps it shouldn't come as a surprise that a study conducted for the Advertising Specialty Institute (ASI) found that promotional giveaways do a better job of grabbing the attention of consumers than print, radio or television ads. That being noted, key findings of the 600-person study included:
- Forty-two percent had a more favorable impression of an advertiser after receiving a free promotional items;
- Twenty-four percent said they are more likely to do business with an advertiser based on receiving a promotional giveaway;
- Eighty-one percent said they held onto promotional products because they were useful; Shopping bags were used most frequently, an average of nine times per month.
Timothy Andrews, president and chief executive of ASI, said promotional products have a low cost-per-impression and deliver a high return on investment.
"During a time when we're facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties (promotional products) now more than ever," Mr. Andrews told Brandweek. "Advertising specialties provide measurable results for a very reasonable investment."
Discussion Questions: What is the role of advertising specialties in retail marketing programs? How effective are specialties in generating ROI?