FOLLOW THE NUMBERS... THEY NEVER LIE

In building and establishing BRANDING-PROS, we have always tried to follow the numbers because they do not lie.  Consider the Rule of 72, the number 72 is divided by an interest percentage per period to obtain the approximate number of periods (usually years) required for the doubling of an investment. Do you want to known how well the economy is doing well follow the numbers (THEY NEVER LIE), housing starts, employment, inflation, GDP, CPI, industrial production, business sales & inventories, retail sales...  My point with this is not to be political but to point out the numbers never lie. 

As we meet with prospects & clients they are somewhat surprised to learn of the reach and impact of the promotional advertising product industry, according to the NUMBERS.  The promotional products industry is roughly an $18 BILLION industry, which places it ahead by dollar volume to most other advertising mediums.  If you are investing in what is considered "conventional" advertising mediums you definitely should be investing in promotional products, remember the numbers do not lie.  Why is the promotional advertising products industry so large to rival other advertising mediums?  Because promotional advertising products work!

Research shows that 71% of an audience consisting primarily of business people reported having received a promotional advertising product in the last 12 months.  Of this group, 34% had the item on their person.  76% of respondents could recall the advertiser's name on the promotional advertising product they had received in the last 12 months. In comparison only 53% of the same group could recall the name of a single advertiser they had seen in a magazine or newspaper in the past week.  52% of respondents did business with the advertiser after receiving the promotional advertising product.  52% of participants reported their impression was more favorable after receiving the promotional advertising product.  (source Alan Nelson, Ph.D. Louisiana State University) .

As we work with our clients and help them develop promotional product programs to help them meet their marketing objectives, we provide the instruction that we should follow the industry numbers to know the best path to follow, these numbers are:

·         Apparel accounts for 31%  ($5.6 Billion) of all promotional advertising products sold annually.  Embroidered business apparel that reflects a corporate image. Screen printed tee shirts promote specific events, products & functions.  Headwear, outerwear, underwear, neckwear that all aid to build a brand and provide a corporate image.  Just look in your closet and you are sure to see numerous branded apparel items.  These items serve to bring to memory events, products and services.

·         Writing Instruments account for 9% ($1.6 Billion) of all promotional advertising products sold annually.  Sound crazy doesn't it!  Consider this, the average pen is in use over 14 months.  During this 14 month period it will change  hands up to 7 times. This single pen if used just once a week will provide a positive impression 56 times, making the cost per impression extremely low, as compare to other advertising methodologies.  As the perceived value of a pen increases so does the time a specific person hangs on to it and it is in use for a longer period of time.

·         Calendars account for 8% ($1.44 Billion) of all promotional advertising products sold annually.  Most people in this day of I Phones, Blackberries and other electronic items still have hanging in their kitchens and offices.  I can count on going to parents home and seeing a calendar of the local mortuary, yes I can say it is Larkin Mortuary.  How is that for targeted marketing.

·         Bags account for 7% ($1.3 Billion) of all promotional advertising products sold annually.  Consider messenger bags, recyclable grocery totes (very trendy), back packs, duffel bags, weekend bags, gym bags, poly bags... They are used all over and have a great image area.

·         Drinkware accounts for 6% ($1.2 Billion) of all promotional advertising products sold annually.  Consider that hydration is a life's necessity and thus you have there great need for drinkable.  Coffee mugs, BPA free water bottles, glassware, beer mugs...  Look in your kitchen, your office at your gym and you will drinkable item after drinkable item that has been branded to promote a business, product or service. 

·         Office accessories - 5%, Recognition & Awards- 4%.

Remember in life and in advertising to follow the numbers, they never lie.