Thursday, March 12, 2009

How effective is promotional swag?

What exactly is swag? Swag (Stuff We All Get) is corporate/branded merchandise given out for free to promote the company/brand. As a business owner, you probably have Tshirts, hats, etc that you give to your employees to wear at work, but have you ever thought about giving out your branded items to the public?

A recent study done by the Advertising Specialty Institute (ASI) found that swag generated a lower cost-per-impression rate over national magazine ads and prime time TV ads. They found that the cost-per-impression for promotional products was an average of $0.004, compared to $0.033 for national magazine ads and $0.019 for prime time TV ads.

The ASI not only found that swag had a lower cost-per-impression rate, but also found swag to be highly remembered by survey participants. The ASI surveyed 600 participants (who were mostly businesspeople over the age of 21) to recall swag received over the past year. Significant findings include:

-84% of participants remembered an advertiser based on a product they received.
-24% of participants revealed that they are more likely to do business with an advertiser based on swag they've received.
-Within the category of wearable swag, bags were reported to be the most frequently used items, with participants stating an average use of 9 times per month.

ASI president and CEO, Tim Andrews, said that "During a time when we're facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties now more than ever. Advertising specialties provide measurable results for a very reasonable investment."

Swag article

What kind of advertising do you use? Does it include swag? If not, would you consider adding swag as advertising? What is the return on investment for your current advertising?

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