Are promotional Products a waste of money?
Promotional products have a lower cost per impression (CPI – the number of times the logo or promotional message is seen relative to cost) than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to spot radio and Internet advertising.
Yet the disparaging views expressed by the Public Relations Manager of Prime Media in a recent radio interview are ironically reinforced by the way the majority of people in this Industry conduct themselves!
Over 200 000 people listened to this interview, many of them your clients or potential clients – it is up to you to convince them that much of what they heard is unjustified!!
The cost-effectiveness of promotional products according to a recent study is that they are less expensive per impression than most other forms of media.
The investment in promotional products is modest, more targeted and more achievable for smaller businesses than other forms of advertising.
Promotional products have a lower cost per impression (CPI – the number of times the logo is seen relative to cost) than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to spot radio and Internet advertising.
The key message here is that promotional products deliver the same or a better return on investment (ROI) than other forms of media. But when one considers the prohibitive cost of producing radio or television commercials or the cash outlay to buy sufficient Internet advertising, promotional products offer the best value.
Promotional products can also be used to more closely target the intended message recipient than conventional mass media.
Further, even smaller companies can achieve as high an ROI as major corporations by using promotional products because even a modest investment delivers superior results.
And because the products are kept and used repeatedly, the advertisers are remembered, as is illustrated by the extremely high advertiser recall on most types of items.
In addition, the cost per impression is comparable or better than the cost of other forms of media, and even the smallest marketing budgets can achieve big-budget results using promotional products.
Unlike other forms of media, where the advertiser’s message is seen as an interruption in what the consumer is trying to do (ie: watch a TV programme or surf the Internet), promotional products are used by consumers to achieve a goal, like drink coffee, write or wear a shirt.
In conclusion, promotional products occupy a unique space in the advertising and marketing world.
Reprinted with permission of ASI®