We wondered the same thing, so we did some research. According to a study conducted by ASI (Advertising Specialty Institute) Recipients View on Advertisers, “Eighty-six percent of U.S. recipients of promotional merchandise can identify the advertiser on the item.” With numbers like that, common sense would dictate specialty products should be considered as a key ingredient to any branding effort.
What’s Does This Mean for Your Organization?
• Promotional products are one of the best advertising avenues for corporate branding; they’re easy to do and cost effective.
• The more recipients use specialty products, the higher the advertiser recognition. For example, outerwear, which may be used daily during cold weather, (especially this year!) is ahead of the curve at 95% advertiser recognition
• Quality promotional products, with a perceived higher value, reflect positively on the advertiser. At one time, specialty products were often lower end quality. That’s not necessarily the case anymore. Top quality apparel, desk accessories, and writing utensils leave a lasting impression.
• Offering multiple specialty items to consumers adds to the advertiser’s recognition. It isn’t a one and done proposition. Products can be selected to fit the needs of the consumer, the time of year, or for any special event.
The Bottom Line
People remember promotional products at a high rate and if you don’t use them as part of your branding campaign you’re missing a golden opportunity. Today, branding has become one of those esoteric key words marketers use. Many advertising campaigns are created specifically to promote brand awareness. Most often branding initiatives include media advertising, social networking, and email marketing, but with 86% advertiser retention shouldn’t specialty products be part of your branding effort? If you’d like to learn more about using specialty products to promote a positive brand image give us a shout, we can help you even if it’s something brand new for you.