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Stretching Your Promotional Dollars

In these tough economic times, everyone's looking for the most cost-effective way to get their message across. The reality, of course, is that most of us probably don't possess a Super Bowl-sized budget, but you still need to come up with a promotion for next month's product roll-out, trade show exhibit, direct mail program or customer service/retention campaign.

You want to talk return on investment? Consider these head-turning examples that'll make you look like a marketing genius in today's economically-challenged environment:

Recipients of a 50-sheet scratch pad will have a minimum of 50 exposures to the ad message written on it - each time they write something down, that's one impression. And if the notes are passed on, the number of exposures can double or triple. The cost-per-impression for a $1.00 notepad would be $.02 per impression.

Recipients of a calendar will be exposed to the ad message on it 2-3 times a day at home or 5-6 times a day at the office. Using 4 exposures a day as an average (and multiplying that times 365 days in a year), you get 1,460 impressions, which makes the cost-per-impression for a $3.00 calendar a mere $.02.

The ad message on a mug will be seen as often as 10 times a day, and mugs tend to be kept for years. For a $5.00 mug, the cost-per-impression would be roughly $.02 over a mug's two-year life span. Best of all, recipients hold the ad message in their hand and use it every day.

The bottom line: Promotional products provide an excellent return on investment because they are targetable and make an impact. Savvy marketers realize promotional products promote involvement, goodwill and give staying power to their promotions and brand-building advertising.

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