FAQ - Promotional Products and VisABILITY
- What are imprinted promotional products?
- How are they used?
- Are they effective?
- Are they used heavily by nonprofits?
- Does VisABILITY have special expertise in serving the unique needs and values of nonprofit clients?
1. What are imprinted promotional products?
Useful and/or decorative merchandise adapted to serve as a communications vehicle by being imprinted with an organization’s name, message and/or logo.
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2. How are they used?
They are high-impact brand recognition products that are retained and make a lasting impression on the end-user. Many marketing programs, including nonprofit fundraising, consider them essential tools in building brand recognition and affinity. When used to induce a person to perform a specific act, like register with an organization or enroll in a program or make a charitable contribution, these imprinted promotional products are called premiums.
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3. Are they effective?
Yes. Here are examples of results from some of the research studies:
- People recall the name or logo on a promotional product they have received about 50% better than they can remember the name or logo of an advertiser in a print publication they had read in the past week (76% to 53.5% recollection).
- Of the people who receive the same imprinted item, 39 percent could recall the name of the advertiser as long as six months after they received it.
- A study by Baylor University found that imprinted products inserted in direct mail solicitations can boost response rates by up to 75 percent.
- Similar results from a study by Southern Methodist University: customers receiving promotional products reordered up to 18 percent sooner than those who received coupons and up to 13 percent sooner than those who received no incentive.
- A Southern Methodist University study conducted in three university communities found that selective distribution of promotional products outpulled school newspaper advertising by two-to-one.
- A month-long Baylor University study of sales contests in retail establishments indicates that periodic distribution of promotional products were cost-effective and outperformed non-stimulated contests by up to 50 percent.
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4. Are they used heavily by nonprofits?
The promotional products industry is approaching $20 billion annually. In combination, nonprofits, including medical and educational organizations, form the largest group of users.
Industry records indicate that the second largest user of imprinted branding products in the nation is the financial services sector (banks, credit unions, investment services, etc). The ranks of users then include (in order) manufacturing, insurance, automotive, government (all levels combined), entertainment and sporting events and media – broadcast/print and advertising/public relations agencies.
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5. Does VisABILITY have special expertise in serving the unique needs and values of nonprofit clients?
VisABILITY understands that thousands of studies confirm the effectiveness of imprinted products. Nevertheless, we want to bring a couple points to the attention of the nonprofit community. Our views are based on three aspects of our experience:
Aspect 1) we have supplied 16,000 nonprofit fundraising and marketing campaigns;
Aspect 2) over two decades we have monitored millions of dollars of fundraising research on nonprofit marketing and fundraising;
Aspect 3) we conducted our own national survey some years ago and received an astonishing 7,000 responses from contributors.
As far as we know, all research emphasizes the enormous leverage imprinted products can have on nonprofit marketing and fundraising. Nevertheless, following are the two points we believe are critical to our nonprofit clients – points we fear much of the research misses:
- Promotional products may increase public awareness and can have modest success in bringing new contributions and new memberships. Nevertheless, they are most powerful when used to induce action and enhance commitment from current constituents with an established relationship with your organization.
- Presentation is essential to the impact of any product imprinted with your organization’s graphics. It is up to you to craft the messages that make the item important, the messages that enhance its perceived value and tie the product to your organization and its mission. The product is static; your presentation gives it energy and appeal – and highlights the way the item reflects your constituent’s affinity for your work. It is that ability to reflect affinity that allows the product to pull contributions.
We can help you get the most out of your imprinted products. Several sections of The Nonprofit Toolbox explain best practices in selecting and presenting your premiums and promotional items.
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