This document discusses how promotional products or "ad specialties" can benefit marketing efforts. Some key points made include: - Ad specialties make impressions, stay top of mind, have long-lasting effects, and provide a higher perceived value than other media at a lower cost per impression. - Studies show that recipients of ad specialties are more likely to do business with or refer the advertiser compared to those who did not receive a product. - Including an ad specialty can increase response rates to direct mail by 50% and draw 500% more referrals than an appeal letter alone. - Ad specialties help improve the effectiveness of other advertising campaigns, tradeshow marketing, and direct mail promotions.

1. Ad Specialties A Brand Advantage ( ) Presented by: Jay Shaplin Promotional Products Specialist

7. Ad Specialties Make An Impression Among wearables, bags were reported to be used most frequently with respondents indicating that they used their bags an average of 9 times per month. Bags also have the highest number of impressions in a month, over 1,000. Advertising Specialties Impact and Exposures Study - October 2008 Final Report

8. Ad Specialties Stay Top of Mind 84% of respondents were able to identify the advertisers of the majority of items received 62% of respondents have done business with the advertiser AFTER RECEIVING the item Advertising Specialties Impact and Exposures Study - October 2008 Final Report

9. Ad Specialties Long Lasting Effect *Results should be analyzed with caution due to low base size. The majority (81%) of promotional product items were kept because they were considered useful. Receivers of wearables items were more likely to keep these items because they were considered attractive. Advertising Specialties Impact and Exposures Study - October 2008 Final Report

10. Ad Specialties Cost Per Impression (CPI) Advertising Specialties deliver a better CPI than virtually any other media.

11. Ad Specialties Leave a Favorable Impression 42% of end-users have a MORE favorable impression of an advertiser after receiving the item.

13. Generating Customer Referrals Using Ad Specialties In a 1993 study by Baylor University, 20 Mary Kay consultants participated in a study where half of them distributed promotional gifts to customers and the other ten offered no promotional items to their customers. Both groups then asked customers (200 in all) to refer names of acquaintances.

14. The Results A 1993 Study by Baylor University The customers who received ad specialties were more willing to provide leads than the customers who didn’t receive them.

15. Ad Specialties Increase Referrals and Leads Accompanying a request for referrals, an offer of an ad specialty or an ad specialty incentive & sweepstakes drew as many as 500% more referrals than an appeal letter alone. 2005 Study by Louisiana State University and Glenrich Business Studies

16. Print Media vs. Promotional Products Results According to the 2004 Study by L.J Market Research, only 53.1% of participants recalled the name of an advertiser they had seen in a magazine or newspaper in the previous week.

17. Ad Specialties Improve Ad Campaigns A 1996 study by Dallas Marketing Group helped a national tile distributor integrate the use of direct mail and promotional products into a print advertising campaign. One group of subscribers received only the trade ad while other groups received a sales letter, a promotional product, or a promotional product incentive with the trade ad.

18. The Results 1996 study by Dallas Marketing Group The group who received the trade ad plus a calculator incentive responded approximately 10% higher than those who only received the trade ad.

19. Ad Specialties Improve Direct Mail Marketing According to a 1992 study by Silver Marketing Group, the inclusion of an ad specialty to a mail promotion increased the response rate by 50%.

20. Direct Mail Results The use of ad specialties as an incentive to respond generated four times as many responses as a sales letter alone.

21. Ad Specialties Improve Tradeshow Marketing A 2004 study by Georgia Southern University showed that including a promotional product with a pre-show mailing or an offer of a promotional product increases the likelihood of an attendee stopping by a tradeshow booth.

23. Ad Specialties Improve Tradeshow Marketing In a 1991 Study by Exhibit Surveys, Inc., invitations to 4900 trade show registrants to promote traffic at its booth. The researchers measured booth traffic, post-show memory of having received the invitation and goodwill toward the company.

24. Trade Show Booth Visitation Rate Results A 1991 Study by Exhibit Surveys, Inc