Unlike other forms of media, where an advertiser’s message is seen as an interruption in what a consumer is trying to do (i.e. watch TV or surf the Internet), ad specialties are used by consumers to achieve a goal, like drink coffee, write or wear a shirt.  Ad specialties (t-shirts, mugs, pens, calendars, etc.) also have a better cost-per-impression (.6 cents) than nearly every other advertising medium.  According to a recent study*:

  • The average promotional product is kept for 5.8 months.
  •  87% of consumers can name and remember the advertiser on the promotional items that they’ve kept.
  • 50% of US consumers own logoed writing instruments.
  • 43% of US consumers own a promotional shirt.
  • 66% of the respondents in the US said that when they receive a logoed item they don’t wish to keep, they give it to someone else.

Promotional products can help build your business through a number of innovative ways such as:

  • Product launches
  • Tradeshows and events
  • Direct mail campaigns
  • Brand awareness campaigns
  • Leave behinds for key sales appointments
  • Corporate and executive gifts
  • Recognition and incentive programs

Your target audience will be much more likely to keep a promotional product that is useful.  So, be sure to determine the goal of your campaign and the connection you want to establish with the intended recipients before selecting the right vehicle to deliver your message.

Research provided by the Advertising Specialty Institute, c2012