Cost-effectiveness is a pursuit for any company, especially when it comes to marketing. The Internet has brought about many forms of cheap advertising media, but cheap doesn’t equate to cost-effective. It’s time to remind the marketing industry of the role of advertising specialties, more commonly known as promotional giveaways.
Cost-Effective CPI = Greater ROI
Comparative information taken from Nielsen Media shows that promotional specialties have the most cost-effective average cost per impression (CPI) when compared to other forms of ads. This leader board scores the ranks (in ad to CPI ratios):
Ad : CPI
- Advertising specialties : $0.004
- Spot radio : $0.005
- Syndicated TV ad : $0.006
- Cable TV ad : $0.007
- Newspaper ad : $0.0129
- Prime time TV ad : $0.019
- National magazine ad : $0.033
A research survey conducted by the Advertising Specialty Institute (API) highlighted statistical data on the efficiency of promotional giveaways. Company logos and brands on printed giveaways are an effective reminder of the business to 84% of the people who receive them. Better yet, they also elicit a feeling of favorable impression on 42% of the people they are given to.
Numbers Tell
So more than three-fourths of the people you hand a giveaway to remember your brand, and half of them would acquire a greater appreciation for your business. Not a bad return on investment (ROI), right? But it gets better. Additional statistics from the ASI survey gives hints on how to capitalize on advertising specialties.
Here are more numbers:
- 62% of respondents do business with an advertiser after receiving a giveaway from them.
- Another 24% said they are likely to do business with the advertiser.
- Useful promotional items are kept 81% of the time.
You don’t need to do the math, what it all means is simple:
- Promotional giveaways are on average cheaper than most of the other effective methods of marketing,
- They produce the most favorable ROI, results for your money,
- They render high recall on as much as three-quarters of recipients, making them remember your business better, and
- Within the recipient group they effectively help promote intent to purchase or avail of the advertiser’s services – they are proven to increase the chances of a sale.
Effective Print Giveaways to Start With
Some printed giveaways like catalogs, personalized calendars and custom notepads are among the most effective. If you want to try your hand at advertising specialties, start with notepads and calendars:
- A notepad is the perfect companion for a promotional pen. During the lifespan of these items, they will be passed on to an average of eight owners. That’s how long your promotional notepad will be advertising for you.
- A calendar is surprisingly cost-effective. As much as 94% of recipients are effectively reminded of the advertiser. A hefty 85% eventually end up doing business with the advertiser who gave them the calendars.
Promotional giveaways are time-honored marketing tactics that remain classic and effective regardless of modern innovation – capitalize on them now.
Recent Comments