When planning a multichannel marketing campaign, the combination of printing and promotional products might not immediately come to mind. However, the benefits of using these two powerful tools can boost your brand in unique ways that leave lasting impressions on your audience.
While marketing technology has advanced and enables sales organizations of any size to implement a sound digital strategy, sales teams continually ask for something dynamic and tangible to put in their prospects’ hands.
Ultimately, your goal is to provide an appealing experience that leaves people with a favorable impression of your brand so they will buy your products or services.
Here are a couple of easy-to-implement reasons why combining printing and promotional products is a great way to create lasting, impactful impressions on your customers and prospects.
People keep promotional products
From writing instruments and drinkware to reusable shopping bags and t-shirts, promotional products are frequently kept or passed on to colleagues, family and friends. In fact, the Advertising Specialty Institute1 found that these items, and many more, are kept an average of nine to 14 months.
Across the most popular categories, all products are kept by the original recipient or passed to someone else 76 percent of the time, and households own 30 promo products, on average. The most popular categories include:
- Outerwear, headwear, polo shirts and t-shirts
- Bags and umbrellas
- Mobile power banks and USB drives
- Desk accessories, writing instruments and calendars
Using promo items creates an experience for your prospects and customers that is memorable and is two and one-half times more likely to generate a positive opinion of your brand than mobile and Internet advertising.1
Print and promo leave positive impressions across generations
According to a study looking at physical communications and neuroscience2, consumers receiving offline advertisements recalled the brand or offer 75 percent of the time, compared to 44 percent for digital formats.
And it’s not just Boomers and Gen Xers who react positively to printed ads. Pitney Bowes found that 90 percent of millennials think direct mail is a reliable form of advertising and 57 percent of this generation have made purchases due to a direct mail offer3.
Combining print with your promotional products, such as a brochure or insert with a packaged promo item, can reach audiences of all ages effectively, as evidenced by the Advertising Specialty Institute’s findings on average branded items per household. Gen X and Millennials led the way, with an average of 34 and 30 items per household, followed by Boomers with 28.
It’s clear that having a mix of printed materials—such as direct mail, product inserts and specialty packaging—combined with branded promotional products not only augment digital marketing campaigns but have the potential to outperform newer channels.
Advertising Specialty Institute: Global Ad Impressions Study, 2019 Edition.
Canada Post/True Impact Marketing: Understanding the Impact of Physical Communications through Neuroscience. February 2015
Pitney Bowes: Six ways to connect with millennials.
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