Why promotional products are more effective than advertising on TV, radio, or the Internet
Department store magnate John Wanamaker once noted that he knew 50% of his advertising dollars were wasted, he just wasn’t sure which 50%.
In the early 1970’s three major networks dominated television viewing. Today there are six, all eclipsed by cable and satellite systems which offer up to 500 stations. If you are typical, during your lifetime you will spend the equivalent of eight full years, 24 hours a day, watching television. That’s a lot of commercials to absorb.
Another negative is television programming is easily divorced from the commercial. A good example is “zapping,” where viewers immediately switch to another channel whenever any commercials come on, fast forward through recorded commercials, or hit the remote’s “mute” button, killing the sound so they don’t have to listen. And don’t forget that most TV watchers wait until commercials to go the bathroom, make a quick phone call, prepare a snack, etc.
Finally, have you ever scrambled to quickly jot down a phone number or website from a TV ad? Was that toll free number “800” or “888”? Was that website “.com,” “.net,” or “.org”?
We listen to radio even more than we watch television. The average household has five radios and 9 out of 10 people in this country listen to the radio more than three hours a day. That’s a lot of commercials zipping past our ears, begging to be remembered. But, will they? You know what goes on when people listen to the car radio: punching buttons, daydreaming, talking on the cell phone — most radio ads don’t even register with the average listener. Plus, once the ad airs, it’s gone forever.
Do you like unwanted pop-up ads? Are they annoying and time wasting? Case closed.
Five reasons why promotional products are a better way to advertise.
Commander can help you cut through all that advertising clutter in five important ways:
1. Precise targeting
Unlike television, radio and newspaper — which are “shotgun” media — direct mail enables you to target the people you want most. Additionally, you can tailor the promotional product and message to the specific desires or needs of your audience.
Promotional products have an obvious advantage in addition to their advertising function. Due to their usefulness, they become an everyday part of the customer’s environment . Because of this, they’re often placed in a spot where the recipient is exposed to the message over and over again, involving recipients in a way no other media can match.
The best time to advertise is right when people are ready to buy. Broadcast and print advertising hope to grab the attention of the small percentage of the audience in immediate need of a particular type of product or service. However, promotional products, by virtue of their lasting ability, patiently wait for the need to arise, quietly reinforcing the ad message while waiting. For example, a kitchen calendar for an exterminator or a refrigerator magnet for pizza delivery may not be noticed all the time. But when the need arises, each ad suddenly jumps forward with a suggestion of who to call.
People actually like promotional products. What other form of advertising can say that? Have you ever heard a radio station promote itself as having more ads and less music than other stations? Do people say “thank you” to advertisers for outdoor signs, TV commercials, internet pop-up ads or junk mail? No. But promotional products have gift-based goodwill built into every item given. And, the more accurately targeted and appropriately selected the gift is, the greater the opportunity for lasting goodwill.
5. Personal connection
Personally distributing a promotional product is the perfect opportunity to maximize one of it’s greatest strengths: The physical act of handing someone a gift personalizes the item and the relationship. For example, at a trade show, one of the least effective distribution methods is the “take-one” container. Such boxes of ad specialties create the sense that the items are simply cheap give-aways instead of small gifts selected for special people. Imagine how much more powerful the interaction would be if the box were kept under the counter and your trade show rep were to say, “I’d love for you to have one of our gift pens as a thank you for visiting our booth. Let me find one for you.” The item then becomes a tangible reminder of the relationship.
These five aspects of promotional products combine to produce a client relationship that is unmatched by any other advertising media.