Proof That Promotional Products Give The Best ROI

Promotional Products Come Out On Top

Promotional Products Come Out On Top

I’m constantly on the lookout for ‘proof’ of Return On Investment (ROI) from within my industry, the promotional gifts, giveaways and products market.

Where should you spend your marketing budget? Advertising? Maybe, but which type? TV, Radio, Press, Internet? The list is endless, and they ALL tell you that their medium is the most cost effective. So how can you drill down and find the medium thats going to be right for YOUR business? That’s the bottom line isn’t it? Which medium will be right for you? In business, everybody is after your money, and most of them make outragious claims on their promised service delivery:

  • Website creation: We’ll make sure your site is adored by all who view it, it will meet all of your expectations and make you rich beyond your wildest dreams (a little exagerated, but you catch my drift).
  • SEO (search engine optimisation): We’ll get your website onto page one Google. 
  • Marketing agencies: We’ll create an ad campaign that will bring queues of customers straight to your door.
  • PR (public relations): We’ll get you and your business the talk of the town.

I try really hard not to make spurious claims for my business offering. In fact, I often don’t have to say anything at all, many clients simply WANT to have something branded, they don’t even ask “what will be effective for my business”. Amazing, but true.

So when I find data that gives ‘proof’….. I jump all over it.

A recent survey published by the Advertising Speciality Institute (ASI) in the US claims that promotional products beat all forms of TV, radio and print advertising as the most cost-effective advertising medium available.

The ASI Impressions Survey measured the Cost Per Impression (CPI) for the different advertising mediums and promotional products came out on top. CPI = the number of times an advertising message is viewed, divided by the cost of delivering the message.

The perhaps suprising results are highlighted at the end of this article.

Writing instruments are still the most commonly-owned promotional product with 54 per cent of respondents owning them, followed by shirts, caps and bags.

Bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month. Bags also delivered the most impressions, with 1,038 impressions per month on average.

Other key findings were:

  • 84% of people remember the advertiser on a product they receive.
  • 81% of promotional products were kept because they were considered useful.
  • 76% of respondents have had their items for about seven months.
  • 62% have done business with the advertiser on a product after receiving it.
  • 42% have a more favourable impression of an advertiser after receiving a promotional product.
  • 24% indicate that they are more likely to do business with an advertiser on items they receive.

It’s a commonly held belief that in times of recession, marketing spend is often increased. However, it is fair to say that most companies cut back on non essential expenditure and are looking for greater value for money.  I believe this survey, although based on data from the US, (I’m in the UK), demonstrates you get more bang per buck from promotional gifts than from any other advertising medium.

If you are thinking of cutting back….. promotional gifts should be the last area to go.

        Medium                                   CPI

  1. Promotional Products                £0.007
  2. Radio advert                                   £0.008
  3. Newspaper advert                        £0.020
  4. TV advert                                         £0.029
  5. Magazine advert                            £0.040

8 Responses to “Proof That Promotional Products Give The Best ROI”

  1. Thanks for the information, waitig for future posts.

  2. Glad you found the study helpful, and obviously I agree that now is not the time to be cutting back on marketing of any type – particularly promo products.

  3. Hi dude!!!!!!!!!!!!
    Really Promotional Item helps to reinforce the company brand name.The reason behind this is that we may have liked the promotional products and then used them.Great Job…………..
    Keep It Up

  4. Promotional gifts and merchandise do really help with the marketing of ones business. One just has to market it to the right people, like you wouldn’t give a stay at home mother a USB stick you would rather give that to an IT guy. These gifts but your brand out there.

  5. I am with you on that Kim.
    Promotional Gifts are BRILLIANT because they can be specifically ‘targetted’ to your audience.
    That’s an issue that a lot of my clients don’t always get. They choose a promotional gift because ‘they’ like it, whereas they should be choosing one that will appeal to their targetted market sector.

  6. Richard

    Its funny how some people are so set in their ways that they are almost blind to what is in front of them, like you say they choose something that they like but in business you cant do that you have to see the BIGGER picture and see it from different angles and whats best to promote your business.


  7. Kim and Richard, you two are so right in your comments, I have found the same thing with clients what they think is great actually doesn’t suit the client they are targeting for their business.

  8. Cheers Kim/Sue
    We’re all on the same wave length here.
    I had a client say to me last week:
    C: I want some coasters
    Me: why?
    C: because my competitor is handing them out a trade shows so I want to.
    Me: are you planning on doing trade shows then?
    C: no
    Me: so how are you going to hand them out?
    C: don’t know

    All the wrong reasons eh??

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