Ad Specialties A Brand Advantage

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Ad SpecialtiesA Brand Advantage
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What is an Ad Specialty?

• Also known as a promotional product, an ad
  specialty is any item that can be imprinted with
  a logo or slogan.
• T-shirts, mugs, pens and key tags are popular
  examples, and just about anything can be
  imprinted.
• Other unique examples include imprinted plant
  leaves, toasters, and VISA or music download
  card.

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Did you know

• Wrigley started in 1891 selling soap and baking
  soda
• Gave gum with their logo on it as promotional
  product
• Now a 5 billion gum company!

www.wrigley.com
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The Ad Specialty Advantage

• Make an impression
• Stay top of mind
• Long lasting effect
• Higher perceived value and low Cost Per
  Impression (CPI)
• Complements other advertising media

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Ad Specialties Proven Effective

• Generate goodwill
• Increase sales and leads
• Improve marketing Return on Investment (ROI)

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Advertising Specialty Institute (ASI) ROI Study

• A team of interviewers surveyed businesspeoplein
  four metro areas New York, Chicago, Los Angeles
  Philadelphia
• An online survey to additional end-users
  augmented the in-person survey
• 618 completed surveys in all

Advertising Specialties Impact and Exposures
Study - October 2008 Final Report
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Ad Specialties Make An Impression
Among wearables, bags were reported to be used
most frequently with respondents indicating that
they used their bags an average of 9 times per
month. Bags also have the highest number of
impressions in a month, over 1,000.
Advertising Specialties Impact and Exposures
Study - October 2008 Final Report
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Ad Specialties Stay Top of Mind

• 84 of respondentswere able to identify the
  advertisers of the majority of items received
• 62 of respondents have done business with the
  advertiser AFTER RECEIVING the item

Advertising Specialties Impact and Exposures
Study - October 2008 Final Report
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Ad Specialties Long Lasting Effect

• The majority (81) of promotional product items
  were kept because they were considered useful.
• Receivers of wearables items were more likely to
  keep these items because they were considered
  attractive.

Results should be analyzed with caution due to
low base size.
Advertising Specialties Impact and Exposures
Study - October 2008 Final Report
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Ad Specialties Cost Per Impression (CPI)
Advertising Specialties deliver a better CPI
than virtually any other media.
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Ad Specialties Leave a Favorable Impression
42 of end-users have a MORE favorable impression
of an advertiser after receiving the item.
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Survey Results

• 62 have done business with the advertiser AFTER
  receiving the item
• Only 53.1 of participants recalled the name of
  an advertiser they had seen in a magazine or
  newspaper.
• Of those who had not done business with the
  advertiser that gave them the product, almost
  one quarter stated that they were more likely to
  do business with the company that gave them the
  item
• 42 of participants reported having a more
  favorable impression of the advertiser since
  receiving the item.

Advertising Specialties Impact and Exposures
Study - October 2008 Final Report
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Generating Customer Referrals Using Ad Specialties
In a study by Baylor University, 20 Mary Kay
consultants participated in a study where half of
them distributed promotional gifts to customers
and the other ten offered no promotional items to
their customers. Both groups then asked customers
(200 in all) to refer names of acquaintances.
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The Results
The customers who received ad specialties were
more willing to provide leads than the customers
who didnt receive them.
A Study by Baylor University
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Ad Specialties Increase Referrals and Leads
Accompanying a request for referrals, an offer of
an ad specialty or an ad specialty incentive
sweepstakes drew as many as 500 more referrals
than an appeal letter alone.
2005 Study by Louisiana State University and
Glenrich Business Studies
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Print Media vs. Promotional Products Results
According to the 2004 Study by L.J Market
Research, only 53.1 of participants recalled
the name of an advertiser they had seen in a
magazine or newspaper in the previous week.
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Ad Specialties Improve Ad Campaigns
A study by Dallas Marketing Group helped a
national tile distributor integrate the use of
direct mail and promotional products into a print
advertising campaign. One group of subscribers
received only the trade ad while other groups
received a sales letter, a promotional product,
or a promotional product incentive with the trade
ad.
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The Results
The group who received the trade ad plus a
calculator incentive responded approximately 10
higher than those who only received the trade ad.
A study by Dallas Marketing Group
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Ad Specialties Improve Direct Mail Marketing
According to a study by Silver Marketing Group,
the inclusion of an ad specialty to a mail
promotion increased the response rate by 50.
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Direct Mail Results
The use of ad specialties as an incentive to
respond generated four times as many responses
as a sales letter alone.
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Ad Specialties Improve Tradeshow Marketing
A 2004 study by Georgia Southern University
showed that including a promotional product with
a pre-show mailing or an offer of a promotional
product increases the likelihood of an attendee
stopping by a tradeshow booth.
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Tradeshow Marketing Results

• 71.6 of attendees who received an ad specialty
  remembered the name of the company that gave them
  the product
• 76.3 of attendees had a favorable attitude
  toward the company that gave them the product

A 2003 Study by Georgia Southern University
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Ad Specialties Improve Tradeshow Marketing
In a Study by Exhibit Surveys, Inc., invitations
to 4900 trade show registrants to promote traffic
at its booth. The researchers measured booth
traffic, post-show memory of having received the
invitation and goodwill toward the company.
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Trade Show Booth Visitation Rate Results
A Study by Exhibit Surveys, Inc
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Summary

• As your ad specialties provider, I am also your
• Idea generator
• Marketing partner
• Brand consultant
• I am here to help you improve your Marketing ROI
  with ad specialties.
• Please contact me today at 631-509-0076 or email
  me at richf_at_simplydynamic.com