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ASI Survey Shows Promotional Products are a Wise Marketing Tactic

International Trade Association releases annual study results

promo productsThe American Specialties Institute has released the findings from its annual study showing that promotional products remain one of the highest impact and most cost-effective marketing strategies that businesses can employ as they plan their 2015 budgets.

When given to a customer or a prospect, a logo'd item is usually kept for up to nine months. The repeated impressions of the company's logo result in an 85% recall factor of that business, and 36% of those individuals said they are likely to patronize that company in the future.

Among the most popular promotional products are calendars (kept for an average of 9 months), outerwear (7.3 months), drinkware (7.1), USB drives (6.9), bags (6.8), caps (6.0), desk/office accessories (6.0), shirts (5.8), health/safety items (5.5) and writing instruments (5.3).

Most individuals (77%) cited "usefulness" as the reason for keeping a promotional item. "Attractiveness" and "enjoyable to have" were the other popular reasons. When an individual does not keep the item, 63% say they give it to another person, so the recognition value of the company and its logo continues to accrue.

The results of the study show that the average cost of promotional products is $0.005/unit, which is a lower cost-per-impression than prime time television or magazine/newspaper ads and about the same as spot radio and Internet advertising.

This cost analysis of promotional products versus other advertising media shows that even small businesses can use logo'd items as a cost effective tool in their marketing budgets to achieve a high return on their investment.

"EmbroidMe's clients support the result of the ASI study," said an Embroidme Representative. "Our clients plan their marketing strategies with promotional products year after year, knowing this is a sound advertising tactic."

Read the complete ASI study