More BPMA Survey Results Analysis
Last month we highlighted the incredible and interesting findings of the BPMA research on promotional products. We did a second feature segmenting the results showing Why People Use Promotional Items. Today, we are going to analyze and dissect a portion of those findings that showed that promotional and branded items deliver equal or greater ROI than other advertising methods.
The graph shows the cost per impression for some of the most popular promotional items vs. radio, newspaper or television advertising. The important thing to remember with a cost per impression model is that when an ad for radio or television is over, it can be easily forgotten and a newspaper ad is thrown away or recycled, “out of sight, out of mind”. However 87% of recipients report to keep promotional products for longer than 12 months. Also consider the overall spend on competing advertising campaigns is much higher than the cost of a promotional product advertising campaign. Steven Barker, director at the BPMA states, “While radio and advertising hoardings have a relatively comparable cost per impression, they have a higher cost of entry than promotional items, requiring far larger sums to be spent to achieve this cost per impression.” Using promotional products as advertising has more reach and more influence than other traditional advertising methods since it elevates the brand in the eyes of customers and is more memorable, according to the research results.
Stephen Barker concludes: “The results of the survey unequivocally demonstrate the value that should be placed on promotional products as a key part of the marketing mix. Not only do promotional products make positive impressions on all those who see them, but the message is reinforced every time the product is used and contributes to the user’s needs and well being. No other form of media can give the advertiser such a close tie between the benefits to the user and the brand and message. The findings also provide information that can help marketers tailor their promotional products even more specifically in order to make their promotional spend still more effective.”
If you require further information or have any specific questions, don’t hesitate to give a member of our experienced team a call on 0800 0148 970 or simply email us today.
