If your goal is to increase your brand awareness, then you are looking to generate impressions. Impressions are any time an advertisement is seen by a consumer.
You know all those sappy commercial ads during the Super Bowl we secretly enjoy more than the game? Well, every time a commercial plays, that view is counted as one impression. Or how about the radio? Every time you overhear Subway’s “Five Dollar Foot Long” obnoxious jingle on the radio, that’s also counted as one impression. It sure is annoying, but effectively catchy.
Every time you reach for your favorite branded pen, (you know, the one you took from your Ritz Carlton hotel room last summer), that company receives one impression. And now that it’s your favorite pen, how many times are you reminded of your perfect stay? How many times have you told the story about their superb customer service? How many times have you offered others to use your beloved pen? Probably, a lot.
This is how promotional products make impressions. They keep that brand at the edge of your desk and within reach to continuously remind you they are there when you need them.
So which promotional products generate the most impressions?
Thanks to The Advertising Specialty Institute (ASI), we know the answer. In 2016, ASI conducted thousands of in-person and online interviews with people in key cities around North America, Europe and Australia. Their goal in this study was to measure the reach of these products, consumers’ perceptions of promotional products, their influence on buying decisions and their influence on the perception of the advertiser.
And my, did they succeed!
Outlined below are the top 5 promotional products that generate the most impressions. Starting in last place with…