1. Sales Promotion
& Advertising
What are the differences between Ad
Specialties and Premiums

2. • What is an Ad Specialty?
(Imprinted Promotional
Product.)
• An Ad Specialty is an item that
can show your companies
name, address, phone and fax
number, web site and e-mail
and any promotional
information you want. It can
also say Thank You. It can be
March 23,2008 ASI media release
Sales Analysis 2

3. 2004 Sales:
$16.9 BILLION
2007 Sales:
$20 billion
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Sales Analysis 3

4.  Why the sales increase?:
 According to a survey taken of Industry
Distributors.
 Promotional products are becoming more
widely accepted and integrated into an
organization’s marketing mix.
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Sales Analysis 4

5.  An Ad Specialty promotional item helps
create awareness.
 An Ad Specialty item helps to build
relationships.
 An Ad Specialty item generates new and
repeat business.
 An Ad Specialty item can better position your
company.
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Sales Analysis 5

6.  A Premium is usually a give-a-way item
that generates goodwill.
 A Premium usually accompanies your
product or service.
 A Premium adds perceived value to your
product or service.
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Sales Analysis 6

7. 1. Generates good will amongst existing
customers and potential customers as
much as 50%.
2. Ad Specialties can increase referrals by
over 20%.
3. Ad Specialties creates new sales
opportunities because other people see
items you have distributed.
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Sales Analysis 7

8.  Ad Specialties used prior to a trade show
event can create additional booth traffic.
 Ad Specialties helps develop customer loyalty
and customer retention.
 An Ad Specialty item included with a direct
mail piece increases your chances the piece
will be opened and a sale will be made.
March 23,2008 ASI media release
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9.  How the study was conducted:
 Interviewers surveyed businesspeople in 4
metro areas. 618 face to face interviews
completed.
 New York
 Chicago
 Los Angeles
 Philadelphia
 An online survey to additional end-users
augmented the in-person survey.
March 23,2008 ASI media release
Sales Analysis 9

10.  Study Results:
 84% of recipients of advertising specialties
can identify the advertiser.
 42% of recipients have a more favorable
impression of the advertiser.
 62% of recipients did business with the
advertiser after receiving an item.
March 23,2008 ASI media release
Sales Analysis 10

11.  The average advertising specialty
is kept for 7 MONTHS.
 The average cost-per-impression
of a promotional product is $.004
March 23,2008 ASI media release
Sales Analysis 11

12.  Advertising Specialties deliver a more
favorable Cost-Per-Impression than other
media.
 Billboards: $.003
 Advertising Specialties: $.004
 Radio: $.005
 TV: Syndicated $.006, Prime Time $.019
 Newspaper ½ page $.019
 Magazine: $.033
 Source: ASI, Los Angeles Mobile Billboards.com The Nielsen Company.
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Sales Analysis 12

13.  Most Popular Product Categories.
 (Based on Industry Revenue)
 1) Shirts
 2) Bags
 3) Headwear
 4) Desk/Office Accessories
 5) Writing Instruments
 6) Other Wearables
 7) Glassware/Ceramics
 9) Health & Safety
 10) Electronics
March 23,2008 ASI media release
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14.  An Ad Specialty item is an effective way of
saying “THANK YOU” to your
customers.
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15.  Practically Speaking.
 Want your client to remember you every day? Then give him a gift that he’ll pull out on a
daily basis, whether it’s a great pen or a USB port that he can use regularly.
 Make It Personal.
 Send a gift that reflects your client’s personal interest. Leisman Insurance Agency sends
baby presents whenever one of their clients has a child.
 Watch the Budget.
 Some companies still put limits on how expensive a gift their employees can receive
($25 is a common cap) If your client works at one of those firms, you will need to watch
your gift budget.
 Gifts Aren’t Billboards.
 Yes, you want to get your message across that your company is valuable to your client,
but plastering your logo all over a gift is not a smart move. Rather than put off your
customer with glaring marketing messages, do it subtly with15 a accompanying card.
 Give Gifts Year Round.
 Giving gifts during the holidays is nice, but your company might stand out more if you
give gifts at other times of the year, such as Valentine’s Day or on the Fourth of July.
Send out corporate gifts in the middle of December so it will not get lost in the mad gift
giving shuffle.
March 23,2008 ASI media release
Sales Analysis 15

16.  KEEP IT SHORT AND SIMPLE.
 Name of the company.
 Company logo if available.
 Phone Number.
 E-mail address.
 Web Site.
 Address
 Fax Number.
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17.  Determine the market that you wish to reach.
How does the product benefit the recipient?
 Determine your budget for the promotion.
 The smaller the target market the more
expensive then Ad Specialty item can be.
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18.  Choose an Ad Specialty item that has a
PERCEIVED VALUE.
 Choose an Ad Specialty item that TRIGGERS
A RESPONSE or ACTION.
 Try to select an Ad Specialty item that is
complimentary to your business.
 Make the item you select a QUALITY item.
 Select the best method of distribution.
(Direct mail, face to face or at a trade
show.)
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19.  Use an attractive graphic or font when you
can.
 If you use more colors it will cost you more.
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20.  New customer thank you
 Old customer retention.
 New product introduction.
 Prospecting thank you.
 Direct mail insert.
 Long lasting coupon offer.
 Show gifts.
 Traffic builders.
 Employee gifts.
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Sales Analysis 20

21.  Incentives Mean Big Benefits For E-Mail
Campaigns.
 Incentives, including promotional products,
significantly increase the likelihood that Web
Surfers will open e-mails and click through
online ads, according to a new survey by
Advertising.com. An incentive worked much
better than a campaign which included more
frequent e-mails. The study done by the
Advertising.com’s Optigence research platform,
compared three campaigns that used incentives
to a campaign that used a bi-weekly newsletter
with no incentive. Study was based on 6.2 million
e-mails.
March 23,2008 ASI media release
Sales Analysis 21

22.  Results of Study:
1. An advertiser who used a downloadable coupon with a
monthly e-newsletter increased its open rate by 40%
and had a 398% better click-through rate than an
advertiser who offered nothing.
2. The advertiser who had daily and weekly e-mails and
offered sweepstakes entries and promotional products
saw an 86% increase in open rate and a 502% better
click-through rate then a “Plain-Jane” advertiser.
3. Another advertiser who sent out a one-time e-mail that
featured an instant-win game and a downloadable
coupon did best of all. Its open rate was up 133% and
the click-through rate bested the control-group
advertiser by a whopping 1143%.
March 23,2008 ASI media release
Sales Analysis 22