When was the last time you watched a commercial on TV? Poured over an ad in a magazine or newspaper? Listened to a radio spot or didn’t click past an online ad? Chances are, like most people today, your answer to all this is “never”. Which is why the recent promo products news is so striking, especially if you’re trying to promote a product, build a business.
ASI (short for Advertising Specialty Institute) has released the results of this year’sÂ survey of consumers, asking them about the company advertising they saw and remembered. This is the 6thÂ year for this widely quoted,Â well regardedÂ research that involvesÂ in person interviews with businesspeople as well as students in cities in North America, Canada, Europe and even Australia.
This is key information for every business owner. Yet again, quality promo products bearing a company name or logo were recalled by 85% of the consumers in the survey. That’s far aboveÂ the other ways to reach an audience, like ads onÂ prime time TV or magazine and newspapers. Investments in these approaches bank on the idea that people will see, and remember the ad. If they don’t, the time, effort and money invested are a waste.
The cool thing about a promotional product is that it gets noticed every single day. SeenÂ by many, many pairs of eyes. Relied on again and againâ€¦ reinforcing an unspoken message of reliability of a business or product. It’s a subtle, but powerful message. What’s more, promo products did just as well in terms of cost per impression as advertising spots on radio and the internet.
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