Promotional products only represent 7% of the overall advertising market share. To compare, online ads account for 24% of the market share while traditional broadcast ads account for a whopping 34%, almost one-third of all ads. So why are promotional products considered among the most cost-effective forms of advertising? Here’s the rundown on how promotional products stack up against online ads, broadcast spots, print ads, and mobile ads.
Promotional Products Deliver More Utility Than Other Forms of Advertising
Consumers appreciate promotional product marketing because they’re more than a call-to-action – promotional giveaways are valuable items that remain in regular use for months at a time. If you incorporate color into your promotional branding and choose stylish, trendy items to target certain demographics, you’ll maximize impressions for each affordable promotional product.
With an online PPC ad, you can track the click-throughs easily. However with promotional products, many marketers underestimate the amount of impressions they create. Just take a look at the numbers — promotional drinkware and desk accessories generate around 1,400 impressions throughout their lifetime. T-shirts and headgear? 3,400 impressions. As people continue to make use of these handy giveaways more and more people see your brand name, increasing your visibility.
Promotional Products Connect With More Customers Than Other Forms of Advertising
If you compare the reception to promotional products by generation, you’ll see they are viewed more favorably than other forms of advertising by millennials, generation Xers, and baby boomers. The non-obtrusive, helpful nature of promotional products endear all generations of consumers and connect with customers across large swaths of demographics.
According to the Promotional Products Association International (PPAI), 80% of recipients keep their promotional products. Compare this with 32% of consumers who watch entire online video ads and 52% of consumers who read entire magazine ads. A coffee mug or an outdoor chair simply doesn’t feel like a form of advertising — it’s an essential household item! This advantage allows promotional products to cultivate a positive association with your brand for recipients, as well as for people in public who see your promotional giveaways.
Consumers Actively Avoid Other Forms of Advertising
Simply put — consumers really want to avoid ads during their busy day. A record 91% of consumers consider ads more intrusive than they did just two to three years ago. 68% of consumers will skip video ads online, 66% will change the channel during commercial breaks, and more consumers are paying for ad-free services to avoid daily disruptions altogether.
Promotional products are a rare form of advertising that does not drive a consumer away from the message. Only 20% of consumers discarded promotional products in the last six months, and those instances are largely due to a lack of usefulness. When promotional products like tote bags or umbrellas serve a helpful function, they will remain in the recipient’s home for months.
Maximize Your ROI With Promotional Products
Planning a targeted promotional marketing strategy will keep your brand message in the homes and on the minds of customers you want to continue using your services and buying your products. Contact your HALO Account Executive to execute a promotional branding initiative that will maximize your marketing ROI.