What are the differences between Ad Specialties and Premiums

Sales Promotion & Advertising

• What is an Ad Specialty? (Imprinted Promotional Product.)

• An Ad Specialty is an item that can show your companies name, address, phone and fax number, web site and e-mail and any promotional information you want. It can also say Thank You. It can be designed to fit your customers demographics and can effect the impression a customer has about your company.

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Ad Specialty

2004 Sales:

$16.9 BILLION2007 Sales:$20 billion

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Ad Specialty

Why the sales increase?: According to a survey taken of Industry

Distributors. Promotional products are becoming more

widely accepted and integrated into an organization’s marketing mix.

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Ad Specialty

An Ad Specialty promotional item helps create awareness.

An Ad Specialty item helps to build relationships.

An Ad Specialty item generates new and repeat business.

An Ad Specialty item can better position your company.

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Ad Specialty Uses

A Premium is usually a give-a-way item that generates goodwill.

A Premium usually accompanies your product or service.

A Premium adds perceived value to your product or service.

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Premium

1. Generates good will amongst existing customers and potential customers as much as 50%.

2. Ad Specialties can increase referrals by over 20%.

3. Ad Specialties creates new sales opportunities because other people see items you have distributed.

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The Benefits of using Ad Specialty items.

Ad Specialties used prior to a trade show event can create additional booth traffic.

Ad Specialties helps develop customer loyalty and customer retention.

An Ad Specialty item included with a direct mail piece increases your chances the piece will be opened and a sale will be made.

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The Benefits of using Ad Specialty items.

How the study was conducted: Interviewers surveyed businesspeople in 4

metro areas. 618 face to face interviews completed.

New York Chicago Los Angeles Philadelphia An online survey to additional end-users

augmented the in-person survey.

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Advertising Specialty Study

Study Results: 84% of recipients of advertising specialties

can identify the advertiser. 42% of recipients have a more favorable

impression of the advertiser. 62% of recipients did business with the

advertiser after receiving an item.

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Advertising Specialties

The average advertising specialty is kept for 7 MONTHS.

The average cost-per-impression of a promotional product is $.004

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Advertising Specialties

Advertising Specialties deliver a more favorable Cost-Per-Impression than other media.

Billboards: $.003 Advertising Specialties: $.004 Radio: $.005 TV: Syndicated $.006, Prime Time $.019 Newspaper ½ page $.019 Magazine: $.033 Source: ASI, Los Angeles Mobile Billboards.com The Nielsen Company.

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Advertising Specialties

Most Popular Product Categories. (Based on Industry Revenue) 1) Shirts 2) Bags 3) Headwear 4) Desk/Office Accessories 5) Writing Instruments 6) Other Wearables 7) Glassware/Ceramics 9) Health & Safety 10) Electronics

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Advertising Specialties

An Ad Specialty item is an effective way of

saying “THANK YOU” to your customers.

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The Benefits of using Ad Specialty items.

Practically Speaking. Want your client to remember you every day? Then give him a gift that he’ll pull out on

a daily basis, whether it’s a great pen or a USB port that he can use regularly.

Make It Personal. Send a gift that reflects your client’s personal interest. Leisman Insurance Agency

sends baby presents whenever one of their clients has a child.

Watch the Budget. Some companies still put limits on how expensive a gift their employees can receive

($25 is a common cap) If your client works at one of those firms, you will need to watch your gift budget.

Gifts Aren’t Billboards. Yes, you want to get your message across that your company is valuable to your client,

but plastering your logo all over a gift is not a smart move. Rather than put off your customer with glaring marketing messages, do it subtly with15 a accompanying card.

Give Gifts Year Round. Giving gifts during the holidays is nice, but your company might stand out more if you

give gifts at other times of the year, such as Valentine’s Day or on the Fourth of July. Send out corporate gifts in the middle of December so it will not get lost in the mad gift giving shuffle.

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Rules of Gift Giving

KEEP IT SHORT AND SIMPLE. Name of the company. Company logo if available. Phone Number. E-mail address. Web Site. Address Fax Number.

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What should I say on my Ad Specialty item?

Determine the market that you wish to reach. How does the product benefit the recipient?

Determine your budget for the promotion. The smaller the target market the more

expensive then Ad Specialty item can be.

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How to choose the right Ad Specialty Item?

Choose an Ad Specialty item that has a PERCEIVED VALUE.

Choose an Ad Specialty item that TRIGGERS A RESPONSE or ACTION.

Try to select an Ad Specialty item that is complimentary to your business.

Make the item you select a QUALITY item. Select the best method of distribution.

(Direct mail, face to face or at a trade show.)

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Guidelines to remember when choosing an Ad Specialty item

Use an attractive graphic or font when you can.

If you use more colors it will cost you more.

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Tips

New customer thank you Old customer retention. New product introduction. Prospecting thank you. Direct mail insert. Long lasting coupon offer. Show gifts. Traffic builders. Employee gifts.

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Summary of Uses for Ad Specialties

Incentives Mean Big Benefits For E-Mail Campaigns.

Incentives, including promotional products, significantly increase the likelihood that Web Surfers will open e-mails and click through online ads, according to a new survey by Advertising.com. An incentive worked much better than a campaign which included more frequent e-mails. The study done by the Advertising.com’s Optigence research platform, compared three campaigns that used incentives to a campaign that used a bi-weekly newsletter with no incentive. Study was based on 6.2 million e-mails.

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The Benefits of using Ad Specialty items.

Results of Study:1. An advertiser who used a downloadable coupon with a

monthly e-newsletter increased its open rate by 40% and had a 398% better click-through rate than an advertiser who offered nothing.

2. The advertiser who had daily and weekly e-mails and offered sweepstakes entries and promotional products saw an 86% increase in open rate and a 502% better click-through rate then a “Plain-Jane” advertiser.

3. Another advertiser who sent out a one-time e-mail that featured an instant-win game and a downloadable coupon did best of all. Its open rate was up 133% and the click-through rate bested the control-group advertiser by a whopping 1143%.

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The Benefits of using Ad Specialty items.