December 2008


Hard Evidence For A Soft Economy
By Dave Vagnoni

Need some ammunition in the battle to get a portion of your clients’ advertising budgets in 2009? Our exclusive survey on the cost-per-impression of promotional products provides ample evidence of the power of the medium.

Do you deal with skeptical buyers? Of course you do, especially these days as clients are paying even closer attention to every marketing expense they make. But, answering their concerns and proving the value of the items you sell is a whole other battle. The key to winning that fight is information – data that truly proves the effectiveness of promotional products.

Well, here’s one stat for your arsenal: A new exclusive survey conducted by ASI has found that the average cost-per-impression of an ad specialty is $.004. Yes, there are two zeros before the four. It’s not a misprint.

“It’s great to see a number like that,” says Chet Budd, vice president of MPC Promotions (asi/258113). “Hopefully, clients will see more and more that promotional products are a good alternative to more expensive forms of advertising.”

With the economy in a recessionary state, every ad specialty distributor is looking for an edge in sales. Now could be an especially profitable time to sell clients on the value and impact of promotional products. Gabby Bruce, president of A2Z Specialty Advertising Inc. (asi/128470), believes promotional products should be the go-to way to advertise, particularly when bottom lines are sickly. “The promotional products business is the best targeting business there is,” says Bruce. “For the cost, why buy a radio spot that realtors, plumbers and everyone else will hear? If you want to reach realtors, bring an ad product right to the realtor.”

When you compare the costs of traditional print or over-the-air advertising, industry voices think promotional products offer a clear and worthwhile alternative, one that’s extremely impactful at a low cost-per-impression. “We’ve used that sales scenario and technique more frequently when sales have been lagging,” says Jeff Burnett, vice president of marketing at The Vernon Company (asi/50208). “We’ve used it especially with calendars, with a low per-impression cost, to get results.”

Tim Hasty, a Proforma (asi/300094) franchisee, has seen, even in a struggling economy, how using ad specialties can get results. “I have a client who works in the health care industry who’s seen his business jump 200% this year,” says Hasty. “Absolutely, promotional products can make a difference.”

Despite experienced opinions and statistic-backed success stories, it can still be tricky to convince skeptical buyers of the power of promotional products in uncertain financial times. But details of our exclusive survey can give distributors new sales ammunition to persuade prospects, even during an economic slump.

Click here to view the 12 common buyer objections, along with ways to refute them based on evidence provided by this survey.

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