Slide 1: The Power of Promotional Products:
Advertising Specialties Impressions Study
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Slide 2: A Groundbreaking Research Study From ASI
We’ll Reveal. . . • Statistics showing how advertising specialties influence end-users’ buying decisions • Powerful numbers that illustrate the staying power and number of impressions of popular advertising specialties • The Cost Per Impression of advertising specialties compared with other popular advertising media
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Slide 3: Survey Methodology
• A team of interviewers surveyed businesspeople in four metro areas: New York, Chicago, Los Angeles & Philadelphia • An online survey to additional end-users augmented the in-person survey • 618 completed surveys in all
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Slide 4: You Will Leave With. . .
• Solid ammunition to overcome 12 common end-buyer objections • Your own personal copy of the study which can be downloaded at www.asicentral.com/study • Techniques for using this valuable research to
– Reach new customers – Increase sales with existing customers – Firmly position promotional products as the most cost effective advertising medium in the minds of your clients
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Slide 5: Objection 1
“Why should I put my logo on a pen or keychain? Nobody remembers the name of the company that advertises on those tchotchkhes.”
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Slide 6: Solution 1—End-Users Remember the Brands on the Items They’ve Received
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Slide 7: Objection 2
“Is someone really going to change their opinion of me just because I sent them a pen? I doubt it.”
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Slide 8: Solution 2—42% of end-users have a MORE favorable impression of an advertiser after receiving the item
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Slide 9: Objection 3
“Sure, my client is going to love to take the free stuff I give him. But that won’t make him any more likely to do business with me.”
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Slide 10: Solution 3—Nearly 25% of end-users are MORE LIKELY to do business with the advertiser on the items they receive
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Slide 11: Objection 4
“Say I use a promotional product in a direct mail campaign. What assurances do I have that I’ll ever hear from the prospect again?”
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Slide 12: Solution 4—Most end-users have done business with the advertiser AFTER RECEIVING the item
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Slide 13: Objection 5
“I bet nobody really holds onto a promotional pen. They probably go right in the trash.”
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Slide 14: Solution 5—Writing Instruments Are The Most-Recalled Promotional Item
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Slide 15: Objection 6
“Other than maybe a T-shirt, my guess is that clients aren’t going to keep anything I give them.”
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Slide 16: Solution 6—The Typical Promotional Product is Kept for 7 Months
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Slide 17: Objection 7
“Unless a promotional product is super highend, which I can’t afford, or really attractive, nobody’s going to want to keep it.”
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Slide 18: Solution 7—End-users keep items that are USEFUL
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Slide 19: Objection 8
“Why should I waste my money on a tote bag? It probably only gets used one or twice at most – maybe some guy will grab it to wipe off his windshield or something.”
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Slide 20: Solution 8—Bags are the most frequently used apparel item
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Slide 21: Objection 9
“I need an advertising mechanism that will be in front of my prospects every day – that’s why I advertise in my local newspaper. Your products won’t do that for me.”
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Slide 22: Solution 9—Many Advertising Specialties Are Used Every Day
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Slide 23: Objection 10
“I need to invest my money in media that delivers real impressions. Now if you could show me how many impressions I’d get from a promotional product, I might consider buying one. But you can’t do that, can you?”
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Slide 24: Solution 10—Promotional Products Deliver Significant Numbers of Impressions
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Slide 25: Objection 11
“Money is tight right now. I’d love to buy something from you but I just can’t afford promotional products.”
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Slide 26: Solution 11-The Cost-Per-Impression of Advertising Specialties is a Fraction of a Cent
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Slide 27: Objection 12
“I’d rather put my marketing dollars into television ads. They’re much more costeffective because they have a wider reach.”
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Slide 28: Solution 12—Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media
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Slide 29: Cheat Sheet (Give This To Your Reps!)
• 84% of end-users can name the advertisers on the items they receive • 62% have done business with the advertiser AFTER receiving the item • End-users keep products for 7 months • The average cost-per-impression of a promotional product = $0.004 • The CPI for advertising specialties beats all forms of media (except billboards)
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Slide 30: Educating the Industry and End-Buyers
• You’ll find coverage of the study results in all 7 ASI magazines and on ASI Radio • Results are available on www.asicentral.com/study • ASI will conduct a Public Relations campaign in general business media • Educational seminars at 2009 ASI Shows • Presentation for end-buyers for distributors
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