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State of the Industry: Promotional Products in 2014

promo-productsIn its annual promotional products usage survey, the American Specialties Institute reports the growth of promotional products in 2014. The survey touts promotional items as a key component of any brands marketing strategy, finding they prove to be not only impactful, but cost-effective. Promotional giveaways were seen to be kept by prospects and customers for up to nine months, garnering logo impressions with every use. The result was a reported 85% recall factor of the brand name, with 36% of those individuals saying they are likely to support that company in the future. Popular promotional products in order of longevity:

  • Calendars (kept for 9 months)
  • Outerwear (7.3 months)
  • Drinkware (7.1 months)
  • Bags (6.8 months)
  • Desk/Office Accessories (6 months)
  • Shirts (5.8 months)
  • Health/Safety Items (5.5 months)
  • Writing Instruments (5.3 months)

The most popular reason (given by 77% of individuals surveyed) for keeping a promotional item was its usefulness. Others cited an items attractiveness or stated it was simply enjoyable to have. Promotional items that arent kept are often, according to 63% of respondents, given away to another person; thereby continuing to promote brand awareness and prove a valuable investment. In a cost analysis of promotional products vs. other advertising media, the average cost of promotional products was a measly $0.005/unit. The resulting cost-per-impression is about the same as spot radio ads and is even lower than running ads in prime time television or print. This illustrates how giving away items featuring their logo is a cost effective marketing solution for small businesses as well as large corporations. Our predictions for promotional product trends in 2015 include a continuing surge in demand for custom tech gear and staple merchandise, such as sunglasses and eco-friendly bags. A few standout products in 2014 were flame-retardant gear, plastic wine glasses and etched wine glasses for fabulous customer appreciation gifts. We expect to see more recycled items produced and continued growth of green initiatives, as well as rechargeable batteries, stress relievers and the ever-popular custom pencils. Its been a great year in promotional marketing! Stay tuned for our review of the latest roll-outs after the convention in January.