Never Underestimate the Power of the Branded Pen
We all know that the pen is mightier than the sword, but it also might be mightier than an advertisement when used as part of a promotional product strategy. That’s the assessment of the Advertisement Specialty Institute (ASI) after interviewing more than 450 consumers in major U.S. cities.
The research group found that advertising specialties — promotional products branded with company logos and messages — beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available. And that mighty pen could be the best ink your company receives. ASI reports that writing instruments are the most-recalled advertising specialty items, followed by shirts, caps and bags.
Pack Your Bags: Promo Products Travel Far
When planning a promotional products strategy, consider ways to complement your integrated marketing efforts with advertising specialty items. Here are some creative uses for promotional items:
At your next trade show or community event, give out reusable shopping bags branded with your logo, contact information and tagline. Even if the recipient doesn’t use it, changes are that bag will be passed along to someone who will carry it. Some studies show that up to 66 percent of promotional product recipients give away branded items to colleagues or friends, meaning that bag will travel far and provide your company with even more brand exposure.
The Award Reward
Instead of simply sending your best customers thank-you letters for their ongoing relationships with your company, create branded awards they could display in their offices. ASI found that recipients hold on to awards for 7.4 months on average, rewarding you with daily advertising and top-of-mind awareness.
Promotional product recipients value style. When unveiling a new company logo or product, extend your branding efforts by producing apparel, such as t-shirts or caps. Recall — the term used to define when a recipient remembers the advertiser printed on a promotional item — is nearly 100 percent on wearable items. And you get extra points for style. Receivers of branded clothing and accessories are more likely to keep these items if they consider them attractive.