1. Promotional Products
Industry Report
YES, IT REALLY WORKS!

2. Question 1
Why should I put my logo on a t-shirt or a
pen? Nobody remembers the name of
those companies anyway.

3. Because end-users do Remember!
In a study conducted by the Advertising Specialty
Institute, on average 82% of end-users
remember the brands on the items they received!

4. % of consumers who can recall
100%
the advertised brand
90% 94%
90% 89%
80% 85% 87% 85%
84% 84%
70%
69% 67% 69%
60%
50%
40%
30%
20%
10%
0%
Types of Items
Source: Advertising Specialty Institute 2009

5. Question 2
I know people will toss this stuff out after
receiving them.
Isn’t this a waste of money?

6. Products are normally kept
for 7 months!
The typical promotional product is kept for 7
months. Bags and wearable items are usually
kept for longer than 1 year.

7. Time of Possession
> 1 year < 1 month
19% 18%
2 to 3 Month
6 Months to 1 year 20%
26%
4 to 6 Months
17%
Source: Advertising Specialty Institute 2009

8. Question 3
Why should I use promotional products
when traditional marketing channels are so
much more efficient in delivery?

9. Because it saves you $$$!
In terms of cost per impression, promotional
products are much more cost effective
than traditional marketing channels

10. Cost per Impression of Various Marketing Channels
0.035
0.03
Cost per Impression ($)
0.025
0.02
0.015
0.01
0.005
0
Marketing Channels
Source: Advertising Specialty Institute & The Nielsen Company 2009

11. Question 4
Do promotional products really change
people’s perception of my business?

12. On average, 39% of them will
like you more!
Bags, Shirts and Caps will get you the
most amount of increased favorability from
your customers!

13. % of consumers who liked the advertiser more
100%
80%
60%
57%
53%
49%
40% 45% 44%
39%
35%
31% 30%
20% 23%
18%
0%
Source: Advertising Specialty Institute 2009

14. Question 5
Great, now they think highly of me. But how
does that translate into actual dollar value?

15. Because ads on promotional
products spread FAST!
More than 50% of consumers will do
business with the advertiser after receiving the
promotional product

16. % of those who transacted with the business after
receiving a promotional product
100%
80%
77%
72% 70%
60% 68% 67% 65% 64%
59%
52% 53%
40%
31%
20%
0%
Source: Advertising Specialty Institute 2009

17. Question 6
How can I ensure maximum exposure of my
promotional item?

18. Give them a good place
to keep it!
Majority of customers keep promotional items
for usage at home. A total of 84% keeps them
either at home or in the office. So, plan for
something that is versatile between the two
locations.

19. Places where Promotional Items are Kept
Person 10%
Car 6%
Office 28% Home 56%
Source: Advertising Specialty Institute 2009

20. Question 7
I do not want to do what everyone else is doing, How
can my promotional item stand out?

21. Be Extra-Ordinary!
The following study displays the percentage of
consumers who already possess promotional
item(s) in certain categories. If you want to stand
out, try and distribute something unique in
shape, design, size, etc.

22. Products Possessed
100%
80%
Percentage of those Surveyed
60%
54%
45%
40%
31% 29%
26%
23%
20% 17% 17%
4% 3% 3%
0%
Source: Advertising Specialty Institute 2009

23. Question 8
What can I do to prevent the promotional items I
distribute from the dumpster?

24. Give them a good reason to keep it!
Most people keep their gifts because it’s useful.
So try to maximize the utility customers
will receive from your gift.

25. Reasons for Keeping Promotional Products
100%
90%
91% 91%
89%
86%
80% 83%
77% 76%
70% 74%
69%
60%
50% 54%
Useful
Attractive
40% Other
39% 39% 38%
37%
30% 34% 33% 34%
30% 31% 31%
26%
20% 23% 22% 23%
20% 20%
17%
14% 15%
10% 12%
0%
Bags Writing Other Glassware Desk and Calendards Caps Shirts Recognition Recognition
Instruments Wearables and Office Jewelry Awards
Ceramics Accessories
Source: Advertising Specialty Institute 2009

26. Question 9
I need as much publicity as possible, what should I
give away as a promotional item?

27. Try something that your customers
will LOVE and
can offer you high exposure
Based on research, bags (lunch
bags, totes, backpacks, etc.) deliver the best
results.
However, do consider your audience, the
quantity you’d like to distribute and your budget.

28. Number of Impressions Delivered per Month
1200
1000 1038
800
600
476
400
365 363
294
200 251
227 221
64
0
Bags Caps Shirts Writing Desk and Office Glassware and Calendars Recognition Other
instruments Accessories Ceramics Awards Wearables
Types of Items
Source: Advertising Specialty Institute 2009

29. Etcetera…
 Conduct background research on your target
audience before deciding on a promotional product
 Understand your needs, marketing goals and
constraints
 Avoid making a decision simply because it worked for Bob
 Have a way to track your results so you know
what works and what doesn’t for future reference.
We can help you with that--just ask!

30. Need our help with your next step in marketing?
Give us a call at:
1.888.276.1655
Or send an email to:
Wendy@mclprol.com
Go Get’em Tiger!