When it comes to developing advertising and marketing campaigns, all businesses know that some methods work extremely effectively while other methods tend to fall flat. The question that is often troubling for many advertising and marketing specialists is: what makes a campaign succeed or fail?
Recent studies indicate that the answer might lay in the palm of your hand; when consumers can actually pick up a promotional product, look at it, take it home, and use it, they are nearly 500 percent more likely to take action than they would be with traditional advertising methods, such as print advertisements or banner ads, according to a study by research analyst Hope Hopkins.
Hopkins notes in her 2006 research that the recall rate of promotional products was higher than 76 percent while the recall rate of banner ads was only about 27 percent and about 54 percent for print and TV ads.
What does this research mean for advertisers? It might be wise to focus resources on producing more promotional products.
Last year, businesses spent about $18 million on promotional products alone. Based on a random survey of business travelers at DFW Airport, of those promotional products, about 71 percent of travelers reported receiving the product in the last 12 months and nearly 40 percent of them were actually carrying the product with them. 76 percent remember the name of the advertiser, compared to less than 54 percent of folks that remember the name of an advertiser that they saw in a print publication, such as a newspaper or magazine.
That memory recall actually translates into action too. About 52 percent of participants in the survey said they would do business with the advertiser on the promotional product and more than 52 percent reported having a favorable impression of the business. Even when a participant said they had not already done business with the advertiser, they said they planned to or were more likely to in the future.
Discountmugs.com wants to know: what are you waiting for? Get out there and start making those advertising dollars work for you today!
