What's in a Name?...Brand Identity

Being GREEN and Making a Difference

I am searching for a way to express my enthusiasm and excitement after returning from my business trip last week, where I attended our Industry’s largest trade show for Specialty Advertising, Promotional Products and Corporate Gifts. I feel energized after walking the two enormous show floors visiting nearly 2000 booths filled with new ideas and products for 2007. I feel a surge of creativity flowing, new ideas keep racing through my mind as I am developing different ways in which I can help my clients bring more value to their business relationships.

One major focus at the show was global initiatives ..... being socially responsible, environmentally friendly.... and saving our natural resources. There are companies using natural fibers and recycled fibers in fashionable apparel-- and some of the other items include paper used for stationery, bookmarks, business cards and bags that have seeds implanted in the paper..... so that they can be germinated and grown outside; and then there's the “Magic” bean plants (in branded planters) that had inspirational messages and wishes laser engraved on them so as the planted beans sprout, people can see their wishes growing.

In a world that is constantly changing we have to continue to learn, challenge ourselves, change and grow. I keep a wonderful saying on my desk, "We cannot direct the wind but we can adjust our sails". So as many of you who have clients who might be starting on new paths and new journeys.... such as buying their first home, to clients who are looking into ways in which they can see their investments grow.... to baby boomers who are starting on a new life journey, there are many wonderful ways you can show them your appreciation.....and give back to the environment at the same time.

It's in the Numbers!!

I repeatedly find the reaction from clients, new prospects and other business partners quite fascinating when I share with them successful case studies and statistics behind this $18 Billion Dollar industry known as The Promotional Products Industry*

All I can say is.........They must be doing something right!!!!

What are Promotional Products?

Promotional Products are items used to promote a product, service or company program, including advertising specialties, premiums, incentives, business gifts, awards, prizes, commemoratives and other imprinted or decorated items. Promotional Products are used to Brand YOU and YOUR COMPANY.

Here's just a few Industry Statistics.

Did you know that Promotional Products have a measured impact on a brand or company image ?

• A 2005 experimental study conducted by Georgia Southern University shows that recipients of promotional products have a significantly more positive image of a company than those who do not receive promotional products.
•For the study, the researchers selected as the test company a restaurant located in a college town a few miles from a university campus.
•The group receiving the promotional product was significantly more likely to recommend the business to others than the group that received nothing.
•The group receiving the promotional product had a more positive image as evidenced in their comments about the company than the non-recipient control group.

Effectiveness of Promotional Products at Trade Shows

•71.6% of attendees who received a promotional product remembered the name of the company that gave them the product
•76.3% of attendees had a favorable attitude toward the company that gave them the product.

Promotional Products have greater impact, exposure and influence than other media:

•71% of business travelers randomly surveyed at DFW Airport reported receiving a promotional product in the last 12 months
•33.7% of this group had the item on their person - a coveted location for advertising

Impression of the Advertiser

•52% of participants in the study did business with the advertiser after receiving the promotional product.
•Of those who had not done business with the advertiser that gave them the product, almost half stated that they were more likely to do business with the company that gave them the item
•52.1% of participants reported having a more favorable impression of the advertiser since receiving the item.

Frequency of Exposure / Lower Cost-Per-Impression

•73% of those who used the promotional product that they had received stated that they used it at least once a week
•45.2% used it at least once a day

The greater the frequency of exposure, the lower the cost per Impression
Repeated Exposure

•55% of participants generally kept their promotional products for more than a year.
•22% of participants kept the promotional product that they had received for at least six months.

Why People Keep Promotional Products

•75.4% of those who received a promotional product stated that they thought the item was useful
•20.2% kept the promotional product because they thought it was attractive

The value of Promotional Products is in their ability to carry a message to a well-defined audience. Because the products are useful to and appreciated by the recipients, they are retained and used, repeating the imprinted message many times without added cost to the advertiser.

*( Specialty Advertising, Corportate Gifts, Incentive and Recognition Awards are also included here).