Category Archives: The Future of Marketing

Reach and Recall – The power of Promotional Products!

The results are in and once again, Promotional Products carry more Reach & Recall value than other forms of traditional media. Check out this 2 minute video to see the results of the study. Note: There is background music on video, so adjust your speakers accordingly.

Half-a-Cent – Study finds that Promotional Products average a Cost Per Impression of only $.005

Beating out Radio, Newspaper and Television, Promotional Products score big with smart advertisers looking to make big time impressions on small time budgets.

A 2010 study was conducted with businesspeople in the New York, Chicago, Los Angeles, Philadelphia, London, Sidney, Toronto and Montreal metro areas to determine the value of media and the cost per impression made with the target audience.

The Conclusion? Promotional products have a lower “cost per impression” than nearly all forms of media.

 

 

What is an “impression”? 

An impression is created when a person sees or hears your brand image/message featured in some form of advertisement. Impressions are critical in the effort of creating brand awareness. The more a person sees your brand message, the higher the chance that they will one day do business with you.

Top 5 product categories which average the highest number of impressions..

#1. Bags – 1078 impressions per month

#2. Caps – 443 impressions per month

#3. Pens – 437 impressions per month

#4. Shirts – 344 impressions per month

#5. Calendars – 295 impressions per month

 

Calculating Cost Per Impression

 

Impressions are calculated by multiplying the number of times an item is seen/used by the number of people that saw or used that item and the brand message it carries.

As an example, let’s look at a branded Bic Pen costing the advertiser $.46 per per pen for 300 pieces, a total cost of $138.00 for this order.

Based on the findings of the study, writing instruments average 437 impressions per month, which would mean that this particular pen would have a $.001 cost per impression.

For the sake of argument, let’s calculate this example at half the amount of impressions, bringing it in at 218.5 per month. This equates out to $.002 per impression. Even at just 100 impressions per month, the cost only reaches 4 cents per impression!

So what happens if this advertiser gives out all 300 pens at an event and then decides to be conservative by calculating each pen at just 100 impressions in six months time.. This calculates out to 30,000 impressions at a cost of $0.0046 per impression. In 6 months time, the advertisers brand message was identified 30,000 times! All for $138.00 in branded Bic Pens!

What about that $35 branded shirt you’re wearing?

Did you realize that shirts average 344 impressions (views by others) per month? That equates to $.10 per impression after just one month. What happens to that number after 6 months? Your impressions average 2064 over 6 months and your cost drops to $.01 per impression.

Other findings from the study..

 

Top 5 types of promotional products used by those who participated in the study..

 

#1. Pens – 46%

#2. Shirts – 38%

#3. Calendars – 24%

#4. Bags – 23%

#5. Caps – 16%

 

Ability to identify the advertiser..

83% of those surveyed in the U.S. said they could name the advertiser on a promotional product that they had been given, with glassware (87%) and shirts (86%) having the highest recall.

Reasons for keeping an item..

75% of those surveyed said that the items usefulness is the primary reason they keep an item. The next highest reason was an items attractiveness, coming in at 27%.

Impressions of the advertiser..

41% of U.S. respondents indicated their impression of the advertiser was more favorable after receiving a branded promotional product.

 

Business after receiving a branded promotional product..

60% of respondents in the U.S. say that they have done business with the advertiser after receiving the branded promotional product.

Likelihood to do business in the future..

Among those who had not done business with the advertiser since receiving the item, 27% of U.S. respondents thought it likely that they would eventually do business with the advertiser.

 

Fate of items not planned to keep..

62% of respondents indicated that when given an item they do not intend to keep, they choose to give that item to someone else rather than throw it away.

 

Number of promotional products owned..

U.S. respondents have the most promotional products, averaging 9-10 items that contain and advertisers brand.

 

Importance of branded merchandise..

57% of respondents indicated that the brand name of a product is important, but only 18% consider them very important.

 

Gender & age marketing..

Males are more likely than females to own branded shirts and caps, while females are more likely to keep bags, writing instruments, calendars and health & safety products.

Those 45-54 years of age tend to keep the most items given to them (averaging 9.8 items) while those aged 22-34 tend to keep one less item than their more experienced counterparts.

 

The end result, promotional products not only have a great cost per impression, but they also get results. By using promotional products, small businesses are able to compete with their bigger budget competition and achieve a better result with less money.

Chris Morrissey is the Owner of Proforma Big Dog Branding, a premier provider of printing services, promotional products multimedia production and ecommerce solutions. To reach Chris: chris@bigdogbranding.com; http://www.bigdogbranding.com/.

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How Will Technology Affect marketing To Younger Generations?

Over the weekend, I saw a commercial where children were sitting around talking about how much they love to read. Instead of showing them flipping through the pages of an actual book, however, they were holding up Kindles! With recent studies showing that more toddlers can play a computer game (58%) than ride a bike, it’s time to face the fact that children growing up in our high-tech world are going to experience everything in a much different way than I and many other generations have. The Kindle commercial got me thinking – what does all of this mean for marketers?

The facts below illustrate key findings and how the information can be translated in a way that may help marketers to target younger generations as they come of age in this new, technology-centered world.

Fact: 58% of boys and 59% of girls can play a computer game or make a mobile call (28% boys, 29% girls). This means that the tech gender divide between boys and girls is almost nonexistent. Takeaway: There may be less gender stereotyping with online and mobile advertisements in the future. This may mean larger and more diverse markets for products and services that typically were marketed mainly to one specific gender in the past. Additionally, both men and women will be equally accessible through mobile and internet channels of communication.

Fact: More than half (51%) of six to nine year-olds use some type of children’s social network, including Webkinz and Club Penguin. Takeaway: Many individuals today still insist that social networking sites such as Facebook will die out over time. This fact, however, proves that social networks will continue to become an important form of communication for children in the future. The sense of community that they find through these sites, and the opinions and experiences that they find on there, means an even higher likelihood that friends, family and acquaintances in these networks will play large roles in how they perceive brands and products.

Fact: 7% of babies and toddlers have an email address created for them by their parents. Takeaway: It can be assumed that most children in this age will have several email accounts: a personal email set up by them or their parents, a school email address and possibly a work email address down the road. The personal email will always be the most important, and they will be maintaining these email accounts for a much longer time than any of us have so far. Because of that, email marketing will need to be eye-catching, relevant and infrequent in order to grab their attention. Otherwise, they’ll just learn to filter everything that they don’t want to see.

Fact: Almost half (47%) of eight and nine year-olds talk to their friends online. Takeaway: When’s the last time that you saw someone showing their friend something that they found in a newspaper? The days of sharing tangible news items are over. In our world, and in the world of future generations, information will continue to be transferred quickly from one person to another via online communication. This means that a brand’s online presence must not only be informational but entertaining as well in order for it to be shared. A good example of this is the Old Spice “The Man Your Man Could Smell Like” commercial, which has exceeded more than 45 million views on YouTube. At the end of the day, however, it is still a product advertisement.

Fact: The rise of the internet is strengthening our ability to scan information rapidly and efficiently. Children are becoming more skilled in where to find things and less skilled in actually remembering information. Takeaway: Future generations aren’t going to remember exactly where they see an advertisement online. They will, however, remember how to find it again if it sparks their interest! Providing valuable product information and creating engaging, memorable content will be the best way to grab the attention of future generations. Since younger generations will be used to quickly scanning sites for information, high quality, colorful images will play a very important role in how to draw them in.

Technology and communications are changing, and they will continue to change. Marketing to a younger generation will be a challenge. Will your business be ready for the generations to come?

Resources:

AVG Digital Diaries and The Huffington Post

http://www.proformablog.com/how-will-technology-affect-marketing-to-a-younger-generation/#more-5180