Exclusive Survey: Promo Products Impact November Voters
ASI Estimates That $870M Will Be Spent On Ad Specialties
Nearly three-quarters of registered voters who responded to a new survey by the Advertising Specialty Institute say it's important that election-related promotional products are made in the United States. That's just one of the key insights revealed in the exclusive study, which analyzed the responses of 1,489 registered voters to try to understand how advertising specialties, including logoed and branded apparel, will influence voter opinion in this November's presidential election.
The election season is poised to mean big business for promotional products distributors and decorators of promotional apparel, as ASI estimates that $870 million will be spent on ad specialties, including $350 million for federal elections alone. According to the survey, more than two-thirds (67.4%) of respondents have taken an action as a result of receiving a promotional item, with more than half visiting a candidate's website.
Additionally, Democrats may be more eager to buy promotional products than Republicans: More than a third (36%) of Democrats have bought ad specialties, as opposed to 24% of Republicans. Consider, too, that nearly one-quarter of Democrats (and males) have donated money after receiving a promotional product, underlining the impact of ad specialties on fundraising efforts. "It's clear from ASI's election survey results that candidates need to pay close attention to how they brand their campaigns and get out their core messages, since what they choose to sell or give away can sway voters to pull a lever, give money – or choose the other guy," says Tim Andrews, ASI's president and CEO.
Further proving the influence that promotional products can have on voters, the ASI survey found that 34% of men and 24% of women are more likely to vote for a candidate after receiving a promotional item. The study also revealed that writing instruments appeal the most to Republicans and Independents, while Democrats favor shirts. To view complete details of the 2012 Election Survey, click here.