All translations are provided for your convenience by the Google Translate Tool. The publishers, authors, and digital providers of this publication are not responsible for any errors that may occur during the translation process. If you intend on relying upon the translation for any purpose other than your own casual enjoyment, you should have this publication professionally translated at your own expense.
From The Editor-In- Chief
Marketing Cents
If you’ve been in sales long enough, you’ve heard every objection in the book, ranging from “I don’t have the budget” to “My dog doesn’t like promo products.” (Okay, maybe you haven’t heard that one before.) We’ve highlighted 10 common ones in this issue of Advantages, and writer Alex Palmer gives us 10 terrific responses for each. But I’d like to give you a little bit more ammunition to combat Objection #5 – “We don’t need any swag.” If you run across this objection, you’ve got a fantastic opportunity to educate a potential buyer about the power of promotional products compared to other forms of advertising media.
That’s where ASI’s Advertising Impressions Study comes in. Every two years, our research director Larry Basinait conducts a massive survey about businesspeople in cities in four countries to see exactly how they use promotional products, what they do with them after receiving them how many times they use them, and how many items they receive on a monthly items.
So, what does the survey reveal? In a nutshell, promotional products yield an average costper- impression of half a penny – an ROI that far surpasses other forms of advertising media, including prime-time television. That’s definitely a significant bang for a marketer’s buck.
Some other key findings from the study:
83% of businesspeople say they can identify the advertiser on a promotional item they own. How many people can say the same about a billboard they drove by a week ago, or a newspaper ad they saw last month?
Nearly half of respondents say their impression of an advertiser is more favorable after receiving a promotional item or gift from them.
The average promotional product is kept for about five-and-a-half months, and some items (like bags) are kept for nearly seven months, delivering more than 1,000 impressions per month.
Want to learn more? Check out asicentral.com/study and get the full results. Use the study, along with all of the fabulous case studies you’ve collected from Advantages, to convince your next prospect that promotional products rock.
|
