Posted by: brandextenders | May 28, 2010

Promotional Products Continue To Impress

Just what you need in your life is another acronym, right? This one is pretty common though in the advertising world and is “CPM” or cost-per-thousand. My assumption always was the “M” came from the Roman numeral for 1,000 although I have seen CPM defined as “cost-per-mile” which makes absolutely no sense to me so we’ll stick with cost-per-thousand here.

 When you buy an ad or some other form of advertising you should ask what the reach is; in other words how many people will read, hear, see or possibly touch your ad…its reach. In the “old days” you didn’t have many media choices and newspaper, radio or television were pretty much it. Today though there are hundreds of ways to target your market from website banner ads to mobile media, social media, cable TV, satellite radio, P.O.P. ads, walls in bathrooms in addition to the tradition radio, television and newspapers. So what offers the best CPM when you look over the sea of advertising choices? Based on a recent study by the Advertising Specialty Institute (ASI), outdoor billboards actually have the lowest CPM followed very closely by promotional products; those fun giveaways companies use to promote their brand. The CPM for promotional products is approximately $4.00 which breaks down to four hundredths of a cent (.004) each time someone sees or uses a product with your logo on it.

 In advertising, one of the holy grails is how often someone sees or hears a message and once again, promotional products can claim a huge advantage. The study shows the average promotional product is kept for seven months with writing instruments being kept the longest and used on average twice a day. Ceramics (that coffee mug you use everyday with the logo on it) and apparel (the Cutter & Buck golf shirt) also hang around for many months giving impression after impression for the brand not only to those who use the product, but others who see it being used or, in the case of apparel, worn.

The key with using promotional products to advertise your brand or business is to pick the right item. This is where a professional promotional products consultant can be invaluable in choosing something that fits your budget, is right for your target audience and has staying power to keep your brand in front of prospects and customers. Choosing the wrong product to give your target audience is like putting your radio commercial on a hip-hop station to reach customers who are country music fans. Although pens can be inexpensive they aren’t always the right answer for a tradeshow giveaway nor are coffee mugs. To find the right product for the right venue I ask my customers a lot of questions up front and then make suggestions based on the advertising goals they are looking to achieve and the budget they have to spend.

 So the next time you you’re using a logoed pen to sign a check, pouring coffee into a branded mug or wearing a really cool polo shirt with a tasteful logo embroidered on the sleeve remember the advertising power promotional products can offer to your own business.

 In addition to a low CPM, promotional products have also been proven to give end-users a favorable impression of the brand whose logo appears on the products as well as a respectable return on their investment. More on that in my next blog.

 With 24 years in promotional marketing, Steve Woodburn works with clients to develop creative and measurable solutions that solve their marketing needs using promotional products, uniform programs, online company stores, point-of-sale initiatives and rewards and recognition. He builds long-term relationships and becomes a trusted advisor and consultant his clients can turn to for all their brand extension needs.

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