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Promo Focus
» Fifth level
Your Tangible Advertising Specialists
presented by:
Bob Balewicz
Phone.800.992.8862
Fax.800.551.3878
bob@promofocus.com
www.promofocus.com
1
2. About Promo Focus
About Us…
Promo Focus is proud to offer you a selection of 10,000+ promotional products as well as provide you with highly trained
specialists available for personal assistance. We recognize that it can be a daunting task to select the perfect tangible
advertising product to meet your specific objectives, that's why we suggest that you meet with us so we may analyze your
needs and make the most focused recommendations. We‘re here to instill confidence that your order will be handled with the
utmost attention to detail. Our art staff is available to create a mockup of your logo on various items prior to giving us the go
ahead. We can also make actual preproduction proofs before we run the order.
Since there is such a vast array of products we can source for you, do not hesitate to ask us to locate a product, we do
extensive custom product development. If you can dream it, we can make it!
Company Beliefs…
• We believe that we're lucky to be "here.“
• We believe that we're lucky to be Americans.
• We believe that it's our job to protect our planet.
• We believe that it's our job to protect and care for our fellow man.
• We believe that honest business practice brings it's own rewards.
3. "Your One Stop Marketing Shop"
Promo Focus is truly a single-source provider of all tangible advertising products and related
services. When you see what we can provide, you'll understand why we don't just 'sell' branded
premiums... nor do we have one catalog which could possibly contain all the providers we
represent.
The only way to do this correctly is to…
• sit with you for a complete needs analysis.
• conceptualize ideas and strategies.
• assist you in developing a budget on how much you wish to spend on your own self-promo.
• select the products.
• work your logo, slogan or anything into usable 'art‘ and get proofs.
• source, order and deliver products to you, your clients, tradeshow, special event or mailing house.
100% turn-key:
• In-house graphics department
• Strong operations team
• Fulfillment department
• Mailing house staff
• Support personnel
• Tens of thousands of suppliers
4. Because You Never Get A Second Chance…
Core Competencies
We are experts in our field
Twenty-five years of experience in office branding and over 20,000 satisfied customers.
Service
A one-point-of-contact office branding expert will help you every step of the way and turn-around your order in record time.
Quality to Make A First Impression
We have access to vast product research resources, including an extensive database which contains more than 500,000
products, in addition,First Impression? offer is hand-picked and meets our quality standards.
What Creates That every premium we
Strong vendor relationships
According to University of the best quality for the best first impressions are the result of:
Our buying power means Illinois Extension statistics, price.
• We go beyond just selling products
55% Appearance
• While it’s trueVoice
38% Tone of that you can buy a product anywhere, as an experienced consultant with a client-centric approach, we can
help you solve problems, plan a program and get results.
• 7% What You Say
We are in tune with the trends, including hot items and the newest products and processes
Our expertise can add creativity, your premium needs meansto your overall program to achieve your goals.
Partnering with Promo Focus for innovation and imagination our high-quality products and aesthetically refined branding
yieldtraining canimpact, ensuring you the most effective first and lasting impression.
Our the highest save you money in the long run
With us you will avoid unexpected and unbudgeted costs, we quote the total price up-front.
Accuracy
Our open lines of communication and strong supplier/manufacturer relationships means our custom premiums arrive
perfect and on-time.
5. Our Signature Colors:
Orange, Blue and GREEN
Promo Focus is committed to working with our vendors and employees to incorporate
environmentally friendly business practices into our daily operations. These measures benefit our
local community and society at large. It is the mission of Promo Focus to continually identify and
act on opportunities to minimize our impact on the environment.
Keeping our planet GREEN is a job in itself. So what do we do?
• We only use biodegradable shipping peanuts.
• We recycle all shipping materials sent to us that are not bio-degradable.
• We do not use plastics, bubble wraps or anything that is not recyclable. If sent these items, we recycle them ourselves.
• We recycle every bit of paper that enters our company environment, down to the smallest scraps.
• We recycle every bottle, can and plastic container that we get our hands on.
6. Use of Bio-DPS™ Products
Our GREEN providers offer fully biodegradable plastic products that look like normal plastic
products and have the same properties of plastic until placed into the waste stream. Best of all
these products are offered at comparable prices to regular plastic products, all without changing
the shelf life.
What is Bio-DPS™?
• Organic Compounds in the form of a pellet which, when combined with plastic resins, renders the end product biodegradable.
• Breaks down plastic into stable, organic matter by weakening the plastic structure and attracting communities of
microorganisms that can then digest it.
• 1-5 years to become fully biodegraded.
• Indefinite shelf life.
• Full preservation of mechanical properties.
• FDA Approved for contact with food. OSHA Approved as Non-Hazardous.
7. Our Guiding Principles
Our guiding principles are to always service you in a manner which is consistent with your top
strategic priorities. We pride ourselves on our customer-focused selling strategy.
The key to a fully integrated, reliable promotions approach starts with a good initial understanding
of where you are today, and where you need to be to be tomorrow.
Our Client Needs Analysis process is designed to capture key data to enable the provision of an
accurate proposal for a successful promotional campaign.
• Our goal is to provide useful and actionable information to help you focus on credible opportunities.
• The Client Needs Analysis provides the basis for applying knowledge, improved practices, and wise deployment of
promotional tactics to achieve the greatest return on investment.
• The data required for the Client Needs Analysis can be obtained in just an hour or so.
» Ultimately, Promo Focus does not want to talk about what you may or may not have available that we could bid on
until we gain a thorough understanding of how we can impact your business in the long-run.
• We always consider your industry market trends, in order to provide you with solutions that are tailored to your needs.
9. Target Audience Insights
“There are real neuropsychological changes
that occur when you get a gift,
even a ballpoint pen for God's sake.”
Dr. David Korn, as quoted in Business Week, October 23, 2006
Senior Vice-President, Association of American Medical Colleges
“…The advertising they come up with is truly inventive.
My favorite would be the box of facial tissues in my psychologist's office.
For a while it was covered in Lexapro propaganda,
now it's Cymbalta.
That's one heck of a qualified impression.”
As quoted on Furious Season Medical Blog, March 18, 2007
10. All The Cool People Are Doing It…
Last Year US Marketers spent $19.6 Billion on Tangible Advertising Products
2007 industry Sales increased 5.4% compared with 2006 figures… A New Record!
Especially in times of economic distress, businesses turn to promotional products.
The pressure is on to spend wisely. Marketers are held accountable for their ad spend, and
tangible advertising lends itself to targeted marketing and measurable investment versus other media.
Source: ASI (Advertising Specialty Institute), 2008
11. Impact of Varied Marketing Platforms
• Direct Mail
Direct mail has the highest impact of any medium. Your message reaches each recipient in a personalized way and at a
moment they have chosen to consider your message. The return on investment with direct mail is greater than television,
radio and print which are the most expensive advertising mediums per person reached.
• Television Advertising
Direct Mail… The Winner In Your Marketing Mix
Television also offers the advertiser an opportunity to speak to a captive audience. However, the heavy saturation of DVR
technology in American households means that 70% of DVR owners are fast-forwarding through your message 100% of the
time! Very high cost for very low ROI.
• The packaging of office branding products can evoke curiosity as well as increase direct mail
Radio Advertising
response rates.
Radio offers an improvement over print advertisements, particularly when targeting the commuter. The listener is captive to
the message unless they switch stations or turn the radio off. The popularity of competing platforms however, particularly in
In a study testing three groups who received either: (1) an envelope with a sales letter, sales collateral and postage-paid
modern vehicles equipped with iPod docks and satellite radios a premium, or (3) all ofis now reaching lessabove, delivered in
business reply card, (2) an envelope with similar contents plus means your message the contents listed people than it has
in box past.a die cut slot, instead of an envelope, researchers found…
a the with
•
• Outdoor use of dimensional mailers can significantly improve response rates over direct mail alone.
That the Advertising
Outdoor and transit advertisements are a dimensionalviewing. But, despite at a high visibility factor,higher than those who
» Those who received a premium in hard to avoid package responded the rate that was 57% no one spends any great
amount of time reading them.
received the same premium in an envelope.
• Newspaper Print Ads the dimensional package recipients were 75% higher than for the group who received only a
» Response rates for
Without taking the internet into account, newspapers are generally the cheapest way to reach a mass audience.
sales letter.
• However, newspapers carry many ads. It isimpactfor all but the largest display ads to get lost in the visual clutter.
Dimensional packaging made a significant easy on response rates.
• In any case, remember that newspapers are typically scanned by the reader. If an ad is seen at all, the headline
Conclusion: Direct Mail is less expensive than other platforms in your marketing mix and most effective.
will be glimpsed and the copy largely ignored.
Source: Promotional Products Association International, 2008
12. A Perfect 360o Degree Solution
• Advertising Campaigns
Premium mailings can dramatically improve response rates.
• Customer Goodwill
Premiums foster customer goodwill (positive attitudes and feelings) toward a company and its salespeople.
• Customer Referrals
Generate customer referrals using premiums.
• Direct Mail
Make a significant difference in direct mail response rates with the use of premiums.
• Employee Awards & Incentives
Awards and incentive programs improve performance and motivate employees.
• Repeat Business
Customers come back more frequently when you implement direct mail programs using premiums.
• Three Dimensional Direct Mail Packaging
Packaging of premiums can evoke curiosity, as well as increase direct mail response rates.
• Tradeshows and Special Events
71.6% of event attendees who received a promotional product remembered the name of the company that gave them the
product. 76% of attendees has a favorable attitude toward them!
13. Brand Advertisement Conduits
With the steep rise in competition among brands, Promo Focus knows it needs to present a never-
before-available range of promotional gifts and services. We only offer competent promotional
items. Evaluate your brand advertisement conduits by getting a closer view of the different
aspects of product benefits:
• Quality efficiency
The promotional business gifts have to be more quality efficient than the simple business gifts, for they shoulder the onus of
promoting a brand. Efficacy of quality should be observed on the three broad parameters - appearance, usefulness and
brand representation.
• Innovation
Evolution in the promotional business gift industry is something that needs to be keenly observed… be it in terms of visual
appeal, upgraded functionality or display of branding elements. Unless your tangible advertising is innovative, it will not be
readily accepted in the daily activities of your target audience.
• Crafted out of everyday commodity
We very well know that everyday commodities have an increased frequency of visual contact. When they are molded into
promotional goods, nothing is changed but a brand positioning happens in the memory of the users and the beholders.
• Durable
The extended life of promotional merchandise means an increasing number of existing and potential audiences are
addressed even after the immediate effect of the promotional campaign.
14. Enhancing Your Marketing Plan
As your vendor, Promo Focus will drive business appropriate tangible advertising products toward
your industry in a manner which supports your brand’s market shaping.
Market Shaping Market Building
Trial Advocacy Promotion
Education
Services Development
• Business appropriate premiums will enhance the development and implementation of effective marketing programs and
initiatives to support the brand team’s plans that increase ROI and build profitability.
• This mission will be guided by your objective to shape the market by using data, life cycle management, and core brand
messages to augment portfolio sales. Promo Focus capabilities will complement your market shaping team of key
opinion leaders who drive trial, advocacy, education and promotion.
15. Thought Starters…
• Public Relations
» A gift to the Press to go with the Press Pack.
» A small gift to visitors attending an opening day celebration or product launch.
• Product Launches
Clients need maximum exposure for a new brand in the Consumer or Trade Press, on TV or Radio at Exhibitions and so on.
Remind them not to forget the people who have made it possible - staff and suppliers! Send them a thank you message
with a gift to mark the occasion such as a:
» Note block cube. Printed with the new product details it will sit on a desk for a year or more.
» Mouse Pad. Where would we be without it! Big message area and cost effective.
• Conferences and Meetings
Make a conference or meeting a professional, well thought out event with branded:
» Delegate badges
» Conference folders, Notepads, Pens
• Exhibitions and Trade Shows
Exhibitions and trade shows are expensive to produce and manage, so it is vital to squeeze every bit of value out of it!
Encourage your clients to maximize the attendance at their table/booth by giving a small gift that "every customer to the
exhibition must have!“
• Fundraising Drivers and Expressions of Gratitude
• Retail and In-Store Promotions
• Employee Incentives and Rewards
How about personalized company stationery to reward staff? It isn't as expensive as you may think, but the
PERCEIVED VALUE is HIGH and much more thoughtful than a gift voucher!
17. Creation of Custom Campaigns
Successful marketing campaigns don't happen by chance. To realize goals, tangible advertising
programs must be carefully planned, taking into consideration the audience, budget and, of
course, the ultimate result to be gained.
Promo Focus will work with you to design a campaign custom to your needs and objectives
helping you…
• define a specific objective.
Whether the goal is to increase traffic at a tradeshow exhibit or to boost sales with current clients, the first step in any
campaign is to clarify the purpose of the program.
• determine a workable distribution plan to a targeted audience.
Distribution of a premiums is as important as the item itself. Research shows that a carefully executed distribution plan
significantly increases their effectiveness.
• work within your central theme.
Integrating a recognizable logo and color to all aspects of your marketing mix.
• select a premium that bears a natural relationship to your profession or communications theme.
We will only present items to you that are relevant to you and your target audience.
• choose items that are price and value appropriate.
No need to fall prey to the latest trends or fads. The most effective premiums are used as a cohesive, well-planned
campaign that don’t necessarily break the bank… just deliver appropriate perceived value.
18. Our Experience at Work:
Unilever Case Study
Objective:
• Launch Unilever Promise Spread, with cholesterol lowering additives, in a competitive marketplace which had become
inundated with competitors’ print advertising.
Target Audience:
• Cardiologists
Strategy:
• Target professionals via direct mail who will recommend the product.
Solution:
• Promo Focus suggested a box containing a compressed t-shirt with screen printed Promise Spread logo on front and
“Cardiologist Recommended” on back. A coupon book for the cardiologist to give to his/her clients as well as a description of
the product, FDA filings and additional collateral materials accompanied the tangible advertising.
• Promo Focus provided a turn-key solution for Unilever:
» Sourcing the distribution list.
» Production of product.
» Production of collateral.
» Mailing assembly.
» Distribution of 18,000 units (sealing, mailing labels, postage, etc.).
19. Our Experience at Work:
Sorrento Cheese
Objective:
• Secure free press exposure for Sorrento’s new string cheese with cholesterol lowering additives (“Healthy Heart”).
Target Audience:
• Food Critics, dietary consultants, health advisors etc. published in magazines, newspapers, etc.
• Major market grocery store consumers
Strategy:
• Provide a usable and visible Sorrento promotional product which evokes curiosity, learning and leaves a lasting impression.
Solution:
• Promo Focus imprinted the Sorrento logo on insulated bags with shoulder straps. Bag complete with insulated middle
section, and two exterior side pockets, one webbed.
» Insulated area packed with all three of the new ‘string cheese’ packs (as seen in food stores in cheese section).
» Frozen and reusable ‘chill packs’ are packed in with cheese.
» In one side pocket of bag, an imprinted pedometer.
» In other side pocket, an imprinted sports bottle.
» Hanging on imprinted carabiner is an imprinted USB key, with the Sorrento Healthy Heart Press Kit and all FDA
assertions / PI information, thereby giving another piece of branded and useful collateral that end user will have in
possession long after receipt!
• The custom Sorrento promotional items are packaged in a Sorrento branded white paper bag.
• Bag is hand-delivered to newspapers, magazines, grocery buyers, etc. in the tri-state area.
20. Our Experience at Work:
US Tea Council
Objective:
• Gain press coverage for the US Tea Council during “Hot Tea Month” (February).
Target Audience:
• Food critics, food columnists, tea/coffee specialty columnists/magazines, etc.
Strategy:
• Deliver a you-can’t-miss-me red hot tea mug to target audience.
Solution:
• Promo Focus sourced a specialized “Tea Traveler,” a polycarbonate travel/sports bottle which utilizes a built in tea steeper
which allows tea enthusiasts to use tea bags or real tea leaves to steep their tea.
» Red “Tea Travelers” were imprinted with the US Tea Council logo, packed into perfectly sized white mailing boxes, with
a box of tea next to it, and a press kit on top with branded cover art.
• Promo Focus downloaded the US Tea Council target database to its system and printed UPS shipping labels (saving at least
$5/box compared to USPS) and even printed the US Tea Council logo on the UPS shipping labels… an economical and turn-
key solution!
21. Our Experience at Work:
Diane Turton, Realtors
Objective:
• Reposition Diane Turton, Realtors as a green company by transitioning their current promotional store to eco-friendly stock
after the agency became the first in New Jersey to join the US Green Building Council.
Strategy:
• Replace as many existing Diane Turton stock items as possible beating previous prices paid for non-green items.
Target Audience:
• Potential home buyers and home sellers marketed to by Diane Turton, Realtors 20 sales offices and 500+ agents
• Diane Turton, Realtors agents and managers who use promotional products personally
Solution:
• Promo Focus met extensively with Diane Turton, Realtor’s Corporate Marketing Director to review current “store inventory.”
• Promo Focus provided pricing for every item Diane Turton, Realtors currently offers in an eco-friendly alternative.
• Promo Focus was able to meet or beat pricing on over 95% of previous non-green Diane Turton, Realtors vendors.
• Promo Focus currently replacing Diane Turton, Realtors store stock with branded items designed to reinforce Diane Turton,
Realtors new green brand positioning.
22. Client Testimonials
“Working with Promo Focus is always a pleasure.
Bob is target oriented and personable throughout the entire order process.
While offering a vast amount of knowledge in items, costs, and production time,
Promo Focus is able to keep the customer's goals and budget in mind.
Products are shipped promptly and always in excellent condition...
from start to finish, they’re great and easy to work with!”
Craig Blakaitis, Pollock
“Bob is our go-to guy for anything promotions oriented.
He has steadily provided creative ideas (instantly) for our client campaigns,
always considering the timeline and budget.
Because of their wealth of experience and reliability,
Promo Focus has become a highly valued partner of my marketing firm.”
Kevin McLaughlin, Principal, Resound Marketing
“I’m glad to hear that everyone (at Hawkins International PR) has been pleasant to work with –
I gave your name to Meg and Greta as well as some of the other ladies here…
it’s so easy to work with you that you really put your competition to shame.”
Anna Stanciof, Hawkins International PR
“Bob knew exactly what we were looking for,
provided us quickly with samples, recommended the better value products
and got the job done in no time and in perfect quality!”
Gert Semler, Hammel USA
23. It’s Who You Know…
By valuing our strong vendor relationships Promo Focus is able to offer our clients an unbeatable
edge over our competition. Preferred vendors will provide special pricing, free samples and volume
discounts in return for our loyal patronage. We note the 80/20 principle when stating that for our
clients, our vendors will bend over backwards; they will do whatever it takes to ensure our
satisfaction and, subsequently, yours.
We boast a long-term relationship with:
• Norwood Promotional Products
» One of the leading suppliers of premiums in the world marketing over 3000 premiums and hundreds of innovative new
products each year.
» A Counselor Magazine Top 25 Supplier.
» An environmentally friendly business.
• Vantage
» The largest supplier/embroiderer of over 150 styles of apparel in the country.
» Unrivaled reputation for high-quality products and excellent customer service.
• Kool Pak
» Kool Pak has been supplying insulated and non-insulated bags, beverage holders, coolers
and totes of all types for 25 years.
» Committed to supplying clients with the best quality products and award winning service.
24. Our Commitment to You
Personalized service with one-point-of-contact
and unrivaled commitment to quality!
With us your branding is determined by your needs and goals,
enhanced by our experience, creativity and recommendations that always
have your best interests at heart.
We invite you to review studies of tangible advertising
success stories in the Appendix portion
of this presentation.
27. Brand Image
The impressions consumers have of a company extend
well beyond the product or service the firm provides.
Brand image is a mental image that reflects the way a brand is perceived,
including all the identifying elements, the product or company personality,
and the emotions and associations evoked in the consumer’s mind.
28. Enhancing Brand Image
Tangible advertising products have a positive impact on brand image. Specifically, when
comparing people who receive a premiums from a company with others who do not.
Studies show that people who receive premiums have a significantly more positive opinion about a business through…
• more positive overall image.
» 52.1% of premium recipients report their impression is more favorable since receiving the item.
• more positive perception of the business.
• higher likelihood of recommending the business.
• higher likelihood of patronization.
» Premium recipients who had not done business with the advertiser are 50% more likely to do business with the
organization that gave them the item.
Source: Promotional Products Association International, 2008
29. Impact & Influence
Savvy marketer’s look for methods with reach, recall and low cost per impression –
Premiums measure up!
In a survey of business travelers at DFW airport…
Reach:
• 71% of an audience consisting primarily of business people reported having received a premium in the last 12 months.
» 33.7% of this group had the item on their person - a coveted location for advertising that gets seen regularly.
Recall:
• 76.1% of the respondents could recall the advertiser’s name on the product that they had received in the past 12 months… In
comparison, participants were also asked if they had read a newspaper or magazine in the past week. 80% of the
participants said yes, but only 53.5% of them could recall the name of a single advertiser.
Impression:
• 52% of respondents did business with the advertiser after receiving the premium.
• Of those who had not done business with the advertiser, almost half stated that they were more likely to do business with the
organization that gave them the item.
• The impression of the advertiser is important in building a brand. 52.1% of the participants reported their impression
was more favorable since receiving the item.
• In sum, tangible advertising products are powerful opinion change agents!
Source: Promotional Products Association International, 2008
30. Brand Exposure & Impressions
Frequent Exposure = Low Cost Per Impression:
• The frequency of premiums’ use is tantamount to advertising exposure.
» Of those who reported using the premium, 73% stated that they used it at least once a week.
» 45.2% used it at least once a day.
• In media measurement, the greater the frequency of exposure, the lower the cost per impression.
Repeated Exposure:
• 55% of participants generally kept their premium for more than a year.
• This means repeated exposure over a long period of time.
Pass-Along Exposure:
In a survey of business travelers, participants were asked what they do with premiums they do not plan to keep. Their
responses indicate the possibilities of pass-along exposure.
• 26% of participants reported that they give the item away to someone else.
• 45% file the item away.
• The 26% who give the product to someone else clearly provide ample pass-along exposure to the advertiser similar to that of
magazine advertising.
Source: Promotional Products Association International, 2008
31. Unique Rewards from Investment
With the increase of postal rates over the past several years and dwindling advertising and
premium budgets, many companies are tempted to reduce or eliminate investments into pre-
tradeshow mailings with premiums in tradeshow settings.
Is this a wise choice?
The results of an experiment conducted using the pre-registration lists of attendees for three different exhibitors at a
tradeshow indicates the answer is NO…
• 47.9 % of the attendees who stopped by the three booths had received a pre-show mailing.
• Of the recipients who stopped by the booths…
» the largest number (41%) received an offer for a free t-shirt.
» the next largest number (36%) received a postcard with a magnet imprinted with the exhibitor’s name.
» the group with the lowest response (23%) was the one that only received an invitation to stop by the booth.
• In summary, 78.2% more people responded with the t-shirt offer than a postcard mailing alone, and 56.5% more people
responded to a magnet than a postcard mailing alone.
Source: Promotional Products Association International, 2008
32. Enhance Advertising Campaigns
Office branding product mailings can dramatically improve response rates for campaigns involving
other media, such as print advertising.
In a study which integrated the use of direct mail and premiums into an existing print advertising campaign, response rates
were tracked for a known group of subscribers. Some subscribers received only a trade ad, while others also received a sales
letter, a premium, or a premium incentive.
• The trade ad alone received a .7% response.
• The addition of a personalized direct mail letter tripled the response rate to 2.3%.
• When a dimensionally packaged premiums (stress ball) was sent, along with information similar to the letter, the response
rate rose to 4.2% (83% higher than for the personalized letter).
• An impressive 9.55% response rate was obtained by sending out an eye-catching direct mail package that contained a
premium incentive (for a calculator).
• The calculator incentive package resulted in more than twice as many responses as the stress ball package, at one third the
cost. (Not inclusive of postage.)
• Of those respondents who were exposed to both the trade ad and some form of direct mail, two-thirds identified the direct
mail piece as having prompted their response.
Source: Promotional Products Association International, 2008
33. Foster Company Goodwill
Tangible advertising fosters customer goodwill (positive attitudes and feelings) toward a company
and its salespeople.
In a study which involved distribution of an educational sales letter combined with either: (1) a pocket calculator plus letter,
(2) a lower-priced highlighter pen plus letter, or (3) a letter only…
• Customers who received a premium expressed more good will toward the company and its salespeople than those who did
not receive a premium.
• The attitudes of those who received the calculator were consistently more positive than for those who received the less
expensive highlighter pen.
• Customers who received the pocket calculator or the highlighter pen rated the proficiency and ability of the sales
representatives as 34% and 16% (respectively) higher than those who received only a thank you letter.
• On questions relating to the customers’ personal feelings toward the company and its sales representatives, customers who
received the calculator scored 52% higher than the letter only group.
Source: Promotional Products Association International, 2008
34. Generate Customer Referrals
Tangible advertising helps encourage customers to provide you with the names of friends and
associates whom you can contact in the future.
In a study which involved two groups of purchasing consumers whom either received or did not receive a premium and were
then prompted to refer the names of acquaintances…
• Customers who received a premium were 14% more likely to provide leads than those who did not.
• Salespeople who gave premiums to their customers received 22% more referrals than salespeople who did not use
premiums.
• 40% of the salespeople who used the gifts commented on how well the gifts were received by their customers.
Source: Promotional Products Association International, 2008
35. Increase Direct Mail ROI
Office branding products when used in conjunction with a sales letter as an incentive to respond,
can make a significant difference in direct mail response rates. The use of premiums can also
significantly improve a business’ effectiveness in converting leads to sales appointments.
The findings of a direct mail study proved…
• Adding a premium to a direct mail campaign increased the response rate by 50%.
• The use of a premium as an incentive to respond generated four times as many responded as a sales letter alone.
• The use of a premium as an incentive to respond reduced the cost per response by two-thirds.
Source: Promotional Products Association International, 2008
36. Employee Awards & Incentives
Awards and incentive programs can improve performance and motivate employees to increase
sales, reduce accidents, boost productivity and give customers better service.
In a random survey of 1,500 people, asking their opinions regarding employee awards and incentives…
True: False:
• Employees like awards and incentives. • Employees are not interested in the awards or
• Employees are motivated to win the awards. incentives, so the program has no impact on their
behavior.
• Employees work hard to win the awards.
• Employees do not believe they have a chance to win an
• Employees encourage each other to work toward
award or incentive, so they don’t even try.
awards and incentives.
Source: Promotional Products Association International, 2008
37. Generate Repeat Business
Customers who receive premiums, on average, return sooner and more frequently, and spend
more money than customers who receive coupons.
In an eight-month study in which researchers tested whether premiums would outperform coupons in the area of repeat
business and sales…
• Over an eight-month period, new customers that received premiums spent 27% more than those who received coupons, and
139% more than those who received only a welcome letter.
• Premium recipients were also 49% more likely than coupon recipients and 75% more likely than letter recipients to patronize
the business in each of the eight months studied.
• In summary, new customers who received premiums spent more and were more regular customers than those who did not
receive premiums.
Source: Promotional Products Association International, 2008
