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January 2007

New Study Shows Role of Promo Products

A new study, just released by the Promotional Products Association International (PPAI), empirically proves that promotional products are an effective ad medium and key to integrated marketing campaigns.

A study of 18-34 year olds, the most sought-after demographic group in terms of advertising dollars, was conducted exclusively for PPAI by researchers at Louisiana State University and the University of Texas at San Antonio. The study, which was performed in a controlled environment, measured:

1) the effectiveness of promotional products, and compared them to two other media - television and print

2) the synergistic effects of promotional products when used along with these other media

3) consumers' preferred medium for gathering information about a product or brand

Participants in the study were exposed to advertising for pizza via three mediums: television commercial, print ad and promotional product. A key finding of the study was that adding a promotional product to the media mix generated favorable attitudes toward the ad in all cases (up to 44%). And in some instances, the use of a promotional product as the advertising medium alone achieved maximum impact, up to 69% increasing brand interest and 84 % in creating a good impression of the brand.

Based on the results of the study, researchers found that while the print ad came in first overall, respondents preferred promotional products as an advertising medium rather than television ads.

• Respondents had a more positive attitude toward the ad when exposed to advertising via a promotional product rather than the television commercial (41% to 18%).
• They had a more positive attitude toward the product as a result of the promotional product rather than the television ad (20% to 16%).
• Message credibility was higher with the promotional product than with the television ad (54% to 33%).
• Intent to purchase was higher with the promotional product than with the television ad (25% to 17%).
• And the referral value was higher with the promotional product than with the television ad (26% to 16%).

The study conclusively demonstrates that promotional products:

• May be effectively employed as a stand-alone advertising medium.
• When added to the media mix, will effectively supplement other advertising media.
• Are a source of useful information.
• Can enhance impressions of both brand and product.
• Can contribute to the consumer intent to buy.

Stress Reliever Makes A Large Impression

Loctite Sumo Glue is a new, heavy-duty, universal glue with a name that emphasizes its bonding strength. Realizing the the sumo wrestler image is a powerful one, maker Hekel Consumer Adhesives Inc decided to include a sumo-themed promotional product in the press kits they recently created for the launch of the glue.

"In order to communicate the strength factor associated with the product, we wanted to personify the product as much as possible," says spokesperson Jennifer Kramer. "We were able to order sumo stress-reliever squeezies to which our Loctite logo could be applied."

The launch coincided with the 2006 National Hardware Show in Las Vegas last summer, so before the show, about 70 of the kits were sent to members of the media who were likely to attend. A cover letter asked the recipients to make an appointment to talk to reps during the show and to stop by the booth. "The feedback was overwhelming," Kramer says, "and as a result of the media relations efforts, we were able to meet with 58 media contacts and introduce them to all of Hankel's products."

In fact, the mailing worked so well that Henkel followed up by sending out 100 more kits to members of the press who hadn't gone to the show. "The sumo reminders were mentioned in almost every conversation we had with editors," Kramer says, "and served as the perfect reminder - not only to stop by our booth but that Sumo Glue was certainly the contender that was out-muscling the competition."

The branding began when the product name was selected, but really came to life by choosing a mascot that gave the promotion - and the product - a personality. If you want a campaign to be remembered, a mascot is one way to do it.

Did You Know?

If you missed our recent company overview issue, it's archived here.

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