November 12, 2008
Survey Touts Effectiveness of Promotional Giveaways
Perhaps it
shouldn’t come as a surprise that a study conducted for the
Advertising Specialty Institute (ASI) found that promotional giveaways
do a better job of grabbing the attention of consumers than print, radio
or television ads. That being noted, key findings of the 600-person
study included:
- Forty-two percent had
a more favorable impression of an advertiser after receiving a free promotional
items; - Twenty-four percent said
they are more likely to do business with an advertiser based on receiving
a promotional giveaway; - Eighty-one percent said
they held onto promotional products because they were useful;
Shopping bags were used
most frequently, an average of nine times per month.
Timothy
Andrews, president and chief executive of ASI, said promotional products
have a low cost-per-impression and deliver a high return on investment.
“During a time
when we’re facing turbulent economic conditions, this research advises
marketers and business owners to invest in advertising specialties (promotional
products) now more than ever,” Mr. Andrews told Brandweek. “Advertising
specialties provide measurable results for a very reasonable investment.”
Discussion Questions:
What is the role of advertising specialties in retail marketing programs?
How effective are specialties in generating ROI?
BrainTrust
Recent Discussions
Discussion Questions
Poll
Some sort of giveaway or dollar-off discount goes a long way towards solidifying a brand in the mind of a consumer. Giveaways such as reusable bags or keychains act as an excellent reminder of a brand’s existence.
Max is right on. Promotional and product sampling should be part of a bigger brand strategy. They should be linked in some way to the product that makes sense and connects the dots in the consumers’ mind securing a mindful position for the brand.
However, it does strike me that the study is somewhat tilted. Personally, I throw away many, many, many more promotional items than I keep. And, even those that I keep (generally pens) give me no connection to the product or brand.
The cosmetic industry has been using promotional giveaways for years and with much success. Of course, the margins in their products give them the opportunity to give their consumer good premiums. That success also tells a cautionary tale. If you are going to give a premium away, be sure it has value. Just as sampling a poor product is a fast way to failure, giving away a disappointing premium will reflect badly on a brand. In fact, I believe a disappointing giveaway will do more harm than an appreciated premium will do good.
I agree with the panelists who suggest that a give away is more likely to produce a sale over another form of marketing (TV, Print or Radio).
Achieving a “test” buy of a product by a consumer is necessary for that person to decide if they like it. Free samples is one sure way to overcome the barriers in getting that first “test” with a consumer. At that point the consumers personal experience with the product will be the determinant factor in the next purchasing decision.
Consumers love free items, particularly in tough economic times. Whether sampling free product or giving away a reusable grocery bag, consumers will take whatever comes their way.
Product sampling is important because it puts the actual product in consumers’ hands. If they like it, they can buy it on the spot.
Promotional swag, if it is useful and/or makes a consumer feel good about using it, also creates a positive effect.
Both of these practices should be part of a bigger brand strategy to educate consumers about the brand, cause sampling and ultimately build loyalty.
I have not understood why more companies are not giving away reusable bags. It’s the perfect promotional item–it says you care about the environment, it puts something useful into consumers’ hands that’s irritating to buy, and it puts your logo into circulation far farther than just about anything else.
Aside from that, which I would also say is a fad with a relatively short shelf life, you have to take promotional give-aways with a grain of salt–because their success depends on the context or timing of the give-away. For example, you never see shampoo samples in the store, because that just turns what might have been a purchase into a “I’ll take it home and try it and if I like it, I might buy some next time.”
I think the best give-aways are ones that have synergy either with your products or your message, and present something useful to the recipient–so that they actually use it. Creating delight in a customer–no matter how you do it–is what makes for the affinity responses identified in the article. Give-aways are just one easy way to do that.
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Some sort of giveaway or dollar-off discount goes a long way towards solidifying a brand in the mind of a consumer. Giveaways such as reusable bags or keychains act as an excellent reminder of a brand’s existence.
Max is right on. Promotional and product sampling should be part of a bigger brand strategy. They should be linked in some way to the product that makes sense and connects the dots in the consumers’ mind securing a mindful position for the brand.
However, it does strike me that the study is somewhat tilted. Personally, I throw away many, many, many more promotional items than I keep. And, even those that I keep (generally pens) give me no connection to the product or brand.
The cosmetic industry has been using promotional giveaways for years and with much success. Of course, the margins in their products give them the opportunity to give their consumer good premiums. That success also tells a cautionary tale. If you are going to give a premium away, be sure it has value. Just as sampling a poor product is a fast way to failure, giving away a disappointing premium will reflect badly on a brand. In fact, I believe a disappointing giveaway will do more harm than an appreciated premium will do good.
I agree with the panelists who suggest that a give away is more likely to produce a sale over another form of marketing (TV, Print or Radio).
Achieving a “test” buy of a product by a consumer is necessary for that person to decide if they like it. Free samples is one sure way to overcome the barriers in getting that first “test” with a consumer. At that point the consumers personal experience with the product will be the determinant factor in the next purchasing decision.
Consumers love free items, particularly in tough economic times. Whether sampling free product or giving away a reusable grocery bag, consumers will take whatever comes their way.
Product sampling is important because it puts the actual product in consumers’ hands. If they like it, they can buy it on the spot.
Promotional swag, if it is useful and/or makes a consumer feel good about using it, also creates a positive effect.
Both of these practices should be part of a bigger brand strategy to educate consumers about the brand, cause sampling and ultimately build loyalty.
I have not understood why more companies are not giving away reusable bags. It’s the perfect promotional item–it says you care about the environment, it puts something useful into consumers’ hands that’s irritating to buy, and it puts your logo into circulation far farther than just about anything else.
Aside from that, which I would also say is a fad with a relatively short shelf life, you have to take promotional give-aways with a grain of salt–because their success depends on the context or timing of the give-away. For example, you never see shampoo samples in the store, because that just turns what might have been a purchase into a “I’ll take it home and try it and if I like it, I might buy some next time.”
I think the best give-aways are ones that have synergy either with your products or your message, and present something useful to the recipient–so that they actually use it. Creating delight in a customer–no matter how you do it–is what makes for the affinity responses identified in the article. Give-aways are just one easy way to do that.