A grand opening, a new product launch, or trade show… they’re easily the short list of “go to” opportunities for branded merchandise and logo’d apparel. But smart marketers know, branded merchandise and promotional products should have a place in their overall marketing effort.
Still need convincing? The numbers speak for themselves, and so do your current and potential customers. In a worldwide survey by the Advertising Specialty Institute (ASI), folks who own a promotional product or piece of logo’d merchandise were able to recall the advertiser 85% of the time! No other form of advertising comes anywhere close. Sure, that’s incredible brand recall, but does it translate into sales? Sure does! More than one-third of those who received branded products said they’d be more likely to do business with the advertiser.
The secret to getting the most from this kind of marketing spend isn’t rocket science. It’s as simple as listening and understanding your customer. Promotional products with the most longevity – and thus the most opportunity for brand recall – are those the customer finds the most useful. It’s no wonder pens, shirts, bags, calendars and desk accessories continue be category leaders.
For the first time, Charlotte was included in the 2014 ASI study. Here’s what we learned about folks in our own hometown:
- Nearly two-thirds of Charlotte consumers report owning a promotional hat.
- 66% of Charlotte consumers who own a promotional calendar are more likely to do business with the advertiser.
- More than one-half of Charlotte consumers who own logo’d drinkware keep it because it looks good!
Use of branded merchandise and logo’d apparel continues to have some of the lowest cost-per-impression. That’s particularly big news for small businesses, where an entire marketing budget could be absorbed in producing a single video – with no money left to promote it. But even the biggest businesses know there’s value here. Here in the hometown of the big banks, healthcare, NASCAR, and then some, think about how many promotional products you’ve seen sporting their logos.
And if you can’t afford to blanket the market with your brand, you don’t have to. Thanks to their more “personal” appeal, logo’d merchandise and promotional products most often end up in the hands, on the desks, heads or shoulders of your actual customers – and those most likely to be your next ones. That kind of targeting is practically impossible with most any other type of advertising medium!
Start planning now to take advantage of the The Dunstan Group’s promotional products expertise. Call or email us to schedule a review of your marketing plans and how to incorporate branded merchandise and apparel into your 2016 strategy.