As one of the premier suppliers of promotional products in Perth, we keep a close eye on industry news. We consider it our duty to keep up on all developments because it helps us deliver the best products to you at affordable prices.
The latest development in the industry is the release of a global promotional products study conducted in 2014. While the only Australian city involved in the study was Sydney, it is still important and relevant to Perth. The study covered cities in Australia, the US and Canada. It also involved the capitals of France, England, Spain, Germany and Italy, and even two cities in Mexico.
The study is called the Global Advertising Specialties Impressions Study. It was conducted by the Advertising Specialty Institute. Its goal was to compare costs of advertising impressions from promotional products to those in other forms of advertising. The ASI has been conducting studies since 2006. These were “rolled into” the current study.
The ASI study tracked results from many different kinds of promotional products. Information was gathered by online feedback and in-person interviews with students and businesspeople. The main topics of concern were the reach of promotional products, how they influenced the perception of the advertiser and how they influenced buying decisions.
The questions were basic:
- How many promotional products do you have?
- How are you using your promotional items?
- Why did you keep the items?
- What do you think of the companies who gave you promotional products?
Other questions were asked for various parts of the study. Feedback from many of our Perth area customers agrees with the numbers generated by this study. Here are some of the highlights.
Popularity of Promotional Products
Participants were asked to rate promotional items given to them in the previous twelve months, up to three items. In Sydney, 46% reported receiving writing instruments, 43% reported receiving shirts and 24% reported receiving bags. This is in line with the US, where the bulk of the study was conducted. 56% in the US reported receiving writing instruments, 48% received shirts and 34% received bags.
In Sydney, other promotional products were reported as follows: 34% office accessories, 32% caps and headwear, 31% calendars, 25% flash drives, 15% drinkware, 13% health and safety products and 9% outerwear.
Writing instruments are by far the most popular promotional products across the globe. In every English speaking country, writing instruments were the most popular giveaway items. In the US, which is similar to Australia, the cost per advertising impression from writing instruments was calculated at 1/10 of a cent.
Think about that: 1/10 of a cent for a high-quality advertising impression. Day in and day out, until the pen runs dry or the customer loses it.
48% of consumers in the US own shirts with logos on them. Of those who responded, 52% of the men and 46% of the women reported owning them. In Germany, the average recipient of a logoed shirt wears it at least once a week. In the Midwest region of the US, 95% of those who reported having logoed shirts remembered the name of the company that provided them.
In Sydney, bags generate more than 5,800 advertising impressions per bag. In San Diego, people who receive promotional bags keep them for two years or longer. Mexico is the country in which promotional bags are the most popular, with 38% of respondents reporting at least one.
We think the most important finding is that 61% of desk accessories received by office workers are kept in the workplace. Another important finding, those who receive desk accessories are likely to keep them for 14 months or longer.
We are surprised that the drinkware percentage was so low, because it is a lot higher than that here in Perth. In Mexico, over half of consumers own promotional drinkware. In the US, more than half of those who own promotional drinkware use it at least 2-3 times a week.
To learn more about how promotional items can help your Perth area business, call ImagePak Marketing today: (08) 92444 111.