Awards & Engraving

June '18

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A&E JUNE 2018 • a-e-mag.com 47 categories — such as, wearables, drinkware, writing instruments, desk/office accesso- ries, bags, calendars, USB flash drives, and health and safety items. And, the demand among the general buying public for these products is bur- geoning. Did you know… • Eighty-three percent of people receiving a promotional product admit to looking up the brand post- receipt and said, because of the gift, they are more likely to do business with those brands. • When asked to rate which adver- tising vehicles provide consumers with an incentive to take action, ad specialty-type promotional products were regarded as most effective over broadcast, online, print, and mobile ads across every generation, including millennials. • Eighty-one percent of consumers keep promotional products given to them for more than one year, and the average length of time a promotional product is kept is one to five years. Twenty-three percent of men may keep a product for 11 years or more, while 22 percent of women admit to keeping theirs for six to 10 years. • Nine in 10 recall the branding of a pro- motional product. Eight in 10 recall the messaging, and seven in 10 remember the "call to action." Let's explore the best practices and pitfalls to avoid when adding promotional products to your awards shop's offerings, shall we? INCREASED VISIBILITY No matter what you call them — branded items, giveaways, tchotchkes — promotional products and ad specialties have one thing in common: they have the proven effect of enhancing the image of and marketing strategy for any company incorporating them, either as a stand-alone or in conjunction with another piece. From various sponsored studies and surveys, some interesting conclusions have been drawn. The Promotional Prod- ucts Association International (PPAI) has coined the belief that there are Five R's of Promotional Products — five key metrics to assess the value and impact of promotional products on survey respondents: • Reach: do the items elevate the brand reach and deliver adequate exposure to recipients? • Recall: do the items produce instant and high brand recall to generate awareness? • Resonance: do the items resonate with recipients and create favorable brand awareness? • Reaction: do the items stimulate a reaction and influence a change in buying behavior? • Relativity: do the items gain rela- tivity compared to other advertising channels? Talk to other awards shops or businesses that have successfully added promotional products to their mix and learn from their experience. IMAGE COURTESY JOHNSON PLASTICS PLUS

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