Tag Archives: Advertising Effectiveness

Oklahoma Governor’s Promotional Products Spending Directive

Recently, Oklahoma Governor Mary Fallin issued an over-reaching directive that singles out and severely limits state spending on promotional products advertising for an indefinite period of time. While several media outlets, also funded by advertising revenue, reported on the ban, none considered or reported on the effectiveness of promotional products advertising or the wide-ranging ramifications it will have on all Oklahomans.

As the number one most effective advertising medium when it comes to driving consumers to take action, building loyalty and generating interest, promotional products must not be unfairly singled out and indiscriminately limited in scope and reach. In response, below is PPAI’s statement released to the media.


STATEMENT

IRVING, TX – December 11, 2017 – Promotional Products Association International today issued the following statement from PPAI President and CEO Paul Bellantone, CAE, in response to Oklahoma Governor Mary Fallin’s Executive Order 2017-37, which limits spending on promotional products advertising.

“Promotional Products Association International (PPAI) supports balanced budgets and the responsible use of taxpayer dollars; however, the promotional items deemed “nonessential,” according to the Executive Order 2017-37, are anything but. In fact, points raised in the order are exactly why promotional products are one of the most effective, cost-efficient and longest-lasting media used by advertisers, marketers and the State of Oklahoma.

The spending limits set forth by Executive Order 2017-37 unfairly target the promotional products industry and will diminish the ability of the state and its agencies to effectively and efficiently communicate and deliver essential programs and services like education, employment, health care, disaster relief, social services, fire and police protection to the citizens of Oklahoma by eliminating the most useful and tangible form of communication—promotional products.

Senator Kay Floyd of Oklahoma City, said it best:

‘The stress balls save veterans lives. And that stress ball is something that they can carry around with them, but it also has a hotline number or additional information that that veteran needs in order to get benefits or resources from the Department of Veterans Affairs.’

Compared to other media, promotional products advertising is preferred by consumers while other forms of media are often avoided or blocked. Promotional products are one of the fastest-growing and most cost effective advertising media, ranking seventh among traditional and digital media in annual expenditures at $22 billion. On an annual basis, promotional products contribute millions to the Oklahoma economy, with 416 companies providing more than 2700 jobs.

Promotional products are proven to be one of the most effective media available to advertisers. Because promotional products are tangible, useful and highly targeted to the audience they reach, 79 percent of consumers retain them for one to more than five years, and 88 percent recall the advertiser/message, delivering the highest rate of reach, recall and return on investment in the advertising industry.

Promotional products educate, recruit, highlight safety awareness, urge organ donations and encourage healthy living and lifestyle choices. Promotional products recognize and reward employee achievements and inspire action. Promotional products are used to celebrate milestones, sign legislation and reinforce life-saving messages. Promotional products are the most cost-effective method to communicate important messages to Oklahomans.

PPAI and the Oklahoma promotional products industry look forward to working with Oklahoma administration officials to better inform the state’s procurement processes and use of promotional products.”


CALL TO ACTION

The success of our industry depends on us making a strong, collective stand for promotional products as the best marketing tool and advertising medium for communicators. It is our shared responsibility to stand up for the industry because it’s good for consumers, advertisers and marketers and yes, governments. The promotional products industry facilitates communication, prosperity and relationships by helping connect organizations and businesses with their audiences in a tangible and meaningful way.

I ask you to take action to protect the interests of the promotional products industry. Included below are steps you can take now and in the future when these types of reports occur:

  1. Write the Governor and State Representatives today.
  2. Immediately share the news with PPAI by emailing stories/reports to PR@ppai.org
  3. Keep an eye out for rumors and threats to the industry’s credibility–if you hear of something, let us know.
  4. Advocate! Stand up for the industry that has been so good to you and to all of us—defend its good name.
  5. And finally, know the facts. They are strongly in our favor.

Tipping The Scale | Guest Post by PPAI Research Coordinator, Moumita Das

Tipping The Scales | PPB June 2017

Tipping The Scale ► PPAI PPB Article, June 2017

Whether you are a supplier, distributor or somewhere in-between, there is one thing that brings us together: we all believe in the power of promotional products as an advertising medium. I joined the PPAI team during the fall of 2015 as your research coordinator and quickly became a believer as well. Why? Because we had solid research to back our beliefs.

Our 2017 Consumer Study, released earlier this year, revealed that 83 percent of consumers said they are more likely to do business with a brand after receiving a promotional product. Yet the promotional products industry represents only seven percent of the world’s advertising spend. So, are companies getting a solid return on the 93 percent of advertising dollars spent outside the promotional products industry? The short answer is…no, not really.

The results, featured in this month’s PPB article, “Tipping The Scale: How Promotional Products Compete In A New Era Of Advertising,” might surprise you. When compared with traditional and emerging forms of advertising, promotional products clearly lead the field in terms of reach, recall and reaction.

Advertising is a science and we have the numbers to back the winning formula for our industry. I encourage each of you to take a few minutes to read this article, post it your blogs, forward it to your colleagues and share it with your clients. This data will help your clients prioritize their spending and help secure your place in their budget. Read an excerpt below and #GetInTouch today.

Moumita Das

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Tipping The Scale: How Promotional Products Compete In A New Era Of Advertising

PPB Feature | PPAI Exclusive Research

Brands spend billions of dollars each year on efforts aimed at influencing consumers by following a traditional marketing model. The U.S. alone accounts for an estimated $298 billion in ad expenditures annually and was recently named the world’s largest advertising market.

Developed in 1898 by one of advertising’s founding fathers, Elias St. Elmo Lewis, the traditional marketing model narrows the consumer decision-making process into four key stages: awareness, interest, desire and action (AIDA). This model helps marketing strategies steer the consumer through each stage of the decision-making process.

Historically, advertising has been considered the most creative influencer for brands—a belief that is protected and nurtured by many of the world’s leading ad agencies. Yet the world we live in today looks much different than it did in 1898. Now consumers have access to information to form their own opinions of brands.

They are constantly connected to a free flow of information and ideas. They have become a more informed group of consumers who are learning more, engaging faster and expecting convenience and speed in every aspect of life. And marketers who were once following a linear and much more predictable progression to deliver their messages are now placed in an oversaturated, erratic maze they must learn to navigate. The shifting consumer purchasing path is shaking up the competitive dynamics in nearly all industries, including advertising.

Marketers today must adjust to the new consumer expectations or they will be left behind. The end of the linear consumer journey can be pinpointed back to 2015 when Google introduced micro-moments, which give brands exactly one minute to be where the consumer is looking to meet their need. This drastically alters the way you approach consumers, but most importantly the way you understand them. Advertising strategies were once based on a gut feeling or on the person who made the most convincing argument; today, advertisers need to adopt consumer insights. There is no argument that this new era of advertising has created a headache for buyers and sellers of advertising, and for those responsible for measuring it.

Twenty years ago, the world was a far simpler place for brand advertisers: broadcast was king and online was an emerging fad. Since the turn of the century, there has been an explosion in the availability of data. From CRM systems to big data, companies have become increasingly data driven. Mobile advertising is the fastest growing medium, although broadcast still holds the greatest market share in ad spend (Figure 1). This is largely due to mobile’s integration of data and marketing strategy. Seismic shifts in technology during the past decade have created a cookie-crumb trail following consumers as they navigate their path to purchase.

They are on tablets while watching television. They use smartphones to price compare while they shop. Crumbs are dropped at every stop. This produces a granular, nearly infinite record of what consumers see and do, which in turn enables marketers to gain access to an unprecedented level of precision—a strategy many have turned to. This streamlined approach, however, treats advertising touchpoints as if each works in isolation, causing many marketers to get lost in an unlimited flow of unfiltered data.

Mapping The Modern Consumer | PPAI 2017 Consumer Study

PPAI 2017 Consumer Study: 83% Are More Likely To Do Business With A Brand After Receiving A Promotional Product

We live in a data-rich world, but it’s not necessarily information-rich. Customer demographics and buying patterns tell us the ‘what,’ but not the ‘why.’ To get ahead, marketers must dig deeper to capture a clearer understanding of consumers, their needs and desires. Understanding consumer insights and using numbers that truly quantify impact across platforms will be irresistible to advertisers who want the full story—and might just tip the scale as we know it.

Read the full article here.