In a recent study, people were asked how many items imprinted with a brand logo they currently had in their homes and/or offices. The answer is surprising!

The Popularity of Promotional Products is On The RISE!

During an ASI (Advertising Specialty Institute) study, thousands of in-person and online interviews were conducted in key cities around North America, Canada, Europe and Australia. These interviews have been used to gauge the reach of consumers’ perceptions of promotional products, their influence on buying decisions and their influence on the perception of the advertiser.

Consumers were asked which promotional products they currently owned. Promotional items were defined as items that include pens, T-shirts, drinkware, calendars or any items that have an advertiser’s logo on them. They are usually given away free by companies to consumers.

Interestingly, T-shirts are the item that is most often owned by promotional product recipients in followed by drinkware, writing instruments and outerwear. In fact, all promotional products have strong ownership, with one-quarter or more of recipients owning each.

Respondents were asked to rate up to three promotional items they had received in the last 12 months. Promotional items were defined as items that have a branded company logo or message from an advertiser on them; they are usually given away for free to consumers in hopes of positively influencing their purchasing preferences or their attitudes toward the advertiser. What was discovered is that items related to drinkware stood out in the top two or three of all promotional giveaway items.

One of the biggest trends in printed advertising promotional products are COASTERS!

Respondents were asked how long they keep a typical type of promotional item. Across all promotional products, the average was just over seven months, proving they have staying power! In the study, respondents were also asked how many logoed items they currently had in their homes and/or offices. The answer was a surprising 10 promotional products.

Consumers who receive ad specialty products will typically give them to someone else when they are finished with them, thus furthering the advertiser’s reach. In the U.S. and Canada, nearly two-thirds of ad specialties that are not wanted are given away. In fact, in most countries, more than half of consumers report that they will give away a product that they are finished with rather than throw it out.

Consumers want products that are, first and foremost, useful to them, especially when it comes to the more practical items such as drink COASTERS. Usefulness outweighs attractiveness by at least five to one. However, that’s not to say that attractiveness isn’t important. A well designed promotional item goes a long way in making a lasting impression. Corporate swag, or company merchandise giveaways as some might refer to it, starts with the right messaging, a great logo, and eye-catching graphics. But of course none of that is of any importance if the items are not useful to the end-user. Promotional items that have staying power are the ones that are the most practical.

Imprinted promo items are all about brand recognition. High quality thick and sturdy drink Coasters provide excellent opportunities for your brand to earn a permanent home in your customers daily routine. Especially if they are unique, like glow in the dark, or specialty inks that react to temperature changes. 

If you want your customers to use your branded promotional product for reference, then promotional COASTERS are the way to go.

Advertising specialties remain less expensive per impression than most other forms of advertising. The investment in ad specialties is modest, more targeted and allows for much greater levels of interaction with consumers than other forms of advertising.

As the chart on this page illustrates, promotional products have a lower cost per impression in the United States than prime-time television advertising, national magazine advertising and newspaper ads, and a similar CPI to radio and Internet advertising.

Also, consider that when consumers receive advertising specialties, they are often the exact market segment the advertiser is trying to reach. Banks aren’t simply mailing out their branded promo items to consumers of all ages from all areas, whether or not they have a branch there. Rather, they are giving out these items only to current or prospective customers in the geographic areas that they serve. This targeted approach to advertising is much more difficult, if not impossible, to achieve in other forms of mass market advertising.

Even more good news: Consider that the cost of producing a 30-second radio or television commercial is often out of reach for all but the biggest advertisers. Many would have their entire advertising budget eaten up before they even aired the commercial more than a few times. This isn’t true with advertising specialties. Companies from the smallest local businesses to the largest Fortune 100 companies have access to the best that the advertising specialty business has to offer.

Coaster Factory manufactures the most durable coasters available on the market with the longest lifespan.

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