The Power of Promotional
Products:
Advertising Specialties
Impressions Study
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A Groundbreaking Research Study
From ASI
We’ll Reveal. . .
• Statistics showing how advertising
specialties influence end-users’ buying
decisions
• Powerful numbers that illustrate the staying
power and number of impressions of popular
advertising specialties
• The Cost Per Impression of advertising
specialties compared with other popular
advertising media
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Survey Methodology
• A team of interviewers surveyed
businesspeople in 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
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You Will Leave With. . .
• Solid ammunition to overcome 12 common end-buyer
objections
• Your own personal copy of the study which can be
downloaded at www.asicentral.com/study
• Techniques for using this valuable research to
– Reach new customers
– Increase sales with existing customers
– Firmly position promotional products as the most cost
effective advertising medium in the minds of your
clients
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Objection 1
“Why should I put my logo on a pen or
keychain? Nobody remembers the name of
the company that advertises on those
tchotchkhes.”
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Solution 1—End-Users Remember the
Brands on the Items They’ve Received
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Objection 2
“Is someone really going to change their
opinion of me just because I sent them a
pen? I doubt it.”
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Solution 2—42% of end-users have a
MORE favorable impression of an
advertiser after receiving the item
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Objection 3
“Sure, my client is going to love to take the
free stuff I give him. But that won’t make
him any more likely to do business with me.”
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Solution 3—Nearly 25% of end-users are
MORE LIKELY to do business with the
advertiser on the items they receive
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Objection 4
“Say I use a promotional product in a direct
mail campaign. What assurances do I have
that I’ll ever hear from the prospect again?”
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Solution 4—Most end-users have done
business with the advertiser AFTER
RECEIVING the item
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Objection 5
“I bet nobody really holds onto a promotional
pen. They probably go right in the trash.”
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Solution 5—Writing Instruments Are The
Most-Recalled Promotional Item
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Objection 6
“Other than maybe a T-shirt, my guess is that
clients aren’t going to keep anything I give
them.”
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Solution 6—The Typical Promotional
Product is Kept for 7 Months
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Objection 7
“Unless a promotional product is super highend, which I can’t afford, or really attractive,
nobody’s going to want to keep it.”
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Solution 7—End-users keep items
that are USEFUL
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Objection 8
“Why should I waste my money on a tote bag?
It probably only gets used one or twice at
most – maybe some guy will grab it to wipe
off his windshield or something.”
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Solution 8—Bags are the most
frequently used apparel item
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Objection 9
“I need an advertising mechanism that will be
in front of my prospects every day – that’s
why I advertise in my local newspaper. Your
products won’t do that for me.”
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Solution 9—Many Advertising Specialties
Are Used Every Day
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Objection 10
“I need to invest my money in media that
delivers real impressions. Now if you could
show me how many impressions I’d get from
a promotional product, I might consider
buying one. But you can’t do that, can you?”
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Solution 10—Promotional Products Deliver
Significant Numbers of Impressions
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Objection 11
“Money is tight right now. I’d love to buy
something from you but I just can’t afford
promotional products.”
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Solution 11-The Cost-Per-Impression
of Advertising Specialties is a Fraction
of a Cent
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Objection 12
“I’d rather put my marketing dollars into
television ads. They’re much more costeffective because they have a wider reach.”
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Solution 12—Advertising Specialties
Deliver a Better CPI Than Virtually Any
Other Media
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Cheat Sheet
(Give This To Your Reps!)
• 84% of end-users can name the advertisers
on the items they receive
• 62% have done business with the advertiser
AFTER receiving the item
• End-users keep products for 7 months
• The average cost-per-impression of a
promotional product = $0.004
• The CPI for advertising specialties beats all
forms of media (except billboards)
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Educating the
Industry and End-Buyers
• You’ll find coverage of the study results in all
7 ASI magazines and on ASI Radio
• Results are available on www.asicentral.com/study
• ASI will conduct a Public Relations campaign
in general business media
• Educational seminars at 2009 ASI Shows
• Presentation for end-buyers for distributors
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