Are you familiar with the “cost per impression (CPI)” term? Or you might have heard retailers using the term “the cost per wear”. An example: if you have purchased shoes for $200 and worn them 100 times for the next 3 years, the cost per wear is $2.00
How does it apply to tangible promotional products and gifts?
Let’s say you have spent $20 and given your client a beautiful notebook. The client uses it for 6 months, (around 180 days). Then the cost per impression is $0.11
Would you pay $0.11 for your BRAND to be top of mind?
Here are some interesting findings and data from ASI’s global survey.
The cost per impression (CPI) of promotional products can be as low as 1/10 of one cent – lower than nearly any other advertising medium – making it a great choice for smaller businesses lacking large advertising budgets.
Quality and utility are why people keep promo items – they’re being used on a daily basis, helping people at work, in school, on the field, on the go or at home. As a matter of fact, the average length of time a consumer keeps a promotional product is about one year. In terms of product categories, outerwear, umbrellas and T-shirts stick around the longest.
There’s a higher likelihood that consumers will do business with a company if they receive a promotional product. After all, 85% of worldwide consumers remember the advertiser that gave them branded apparel. Can you think of another advertising medium that reinforces branding like a promo product?
Every time someone uses a branded travel mug or looks at a calendar, that brand is making an impression on them. If it takes about 10 interactions with a brand to make an impression, imagine what 1,000 will accomplish.
Even though we’re in the midst of the internet age with everybody glued to their screens, consumers are nearly 2.5 times more likely to have a positive opinion of promotional products compared to online advertising. Furthermore, consumers under 55 prefer promo products over all other mediums for advertising, including newspapers, radio, magazines, television, internet and mobile.
The evidence is crystal clear that promotional products are an affordable and effective method of spreading the word about a business or brand.
Remember to be unexpected, creative and meaningful with your giving. Make the receiver feel one in a million not one of the millions.
What are your customers looking at or using when you are not there? How do you make your brand stay top of mind? Need some cool gifting or event ideas? Feel free to get in touch.
PS: “If we have data, let’s look at data. If all we have are opinions, let’s go with mine”. – James Love Barksdale