1,000 marketers have voted the promotional products channel as one of the best ways to reach targeted audiences with a single campaign spend while contributing towards building a positive relationship.
The survey, conducted in November for the Promotional Products Association International, asked buyers to compare the medium against other sales and marketing channels such as TV ads, direct mail, newspapers, consumer magazines, trade publications, the Internet and social media on a number of key attributes.
Attributes measured included;
Long term memorability
Flexibility of spend
Encouraging loyalty
Reaching sudiences without annoying them
Driving traffic - in stores, shows, events
The best cost per thousand (CPM) for reaching specialty or niche audiences
Best CPM for mass audiences
Best possibilities for message customisation
The survey (conducted by Glenrich Business Studies and Louisiana State University), found respondents voting promotional products as the leading medium in five of those eight categories, losing out only on the two CPM attributes and the ability to customise messages.
Buyers gave the highest marks to promotional products as a way to make the most memorable impact on an audience with a single promotional spend, giving the channel a mean 3.8 points out of 5 on that score. They also gave promotional products a 3.9 rating for reaching an audience without risking offense or becoming a nuisance.
Asked to choose the most important from a list of attributes commonly linked to using promotional products in campaigns, the buyers said they considered “important” or “very important” the ability to reach target audiences efficiently, the flexibility to fit a medium to a budget, and the ability to promote loyalty or repeat business.
Another major new media player, the Huffington Post, is entering the pay per Tweet, aka sponsored Tweet space, as reported by AdAge and the World Advertising Research Center. http://bit.ly/6dAo8R
The key to success, says the Huffington Post: use sponsored tweets to provide relevant content and thus goodwill; don't try to hawk your products.
From AdAge:
"'Marketers will receive guidance on the best ways to join the conversations, said Greg Coleman, the site's president and chief revenue officer since September. An advertiser sponsoring a Twitter subject page around the World Series might interject with relevant baseball statistics -- just to earn a little good will and brand halo, he suggested. Or a health-care company sponsoring a Twitter page around health-care policy might post a paid Tweet 'to bring to fore the facts' but in a neutral way, he said.
'You cannot use the social engagement for the purposes of really hawking your products' Mr. Coleman said. "The advertiser is really put in a position where they need to add value to the conversation that's taking place.'"
What do you think? Who will be the first to use this offering from Huffington Post? Let us know your thoughts in the comment section below.
For more info on Sponsored Tweet developments, check out the rest of this blog as well as SearchandSocialMedia.com's post on ways to reach social media audiences with PPC and Pay Per Tweet tactics:
I will be heading out to ASE in NYC early tomorrow morning, should hit the big apple around 5pm or so.
I know a lot of people have contacted me about meetings and whatnot, but I’ve been really busy and haven’t been able to “schedule” everything with everyone ahead of time. If you want to meet
This is the final segment of a 3 part series that was inspired by a mastermind program I am participating in with Ali Brown who is my mentor in the world of online marketing.
Here’s the recap:
There are three ways to increase your income:
1. Increase your number of clients (fans).
2. Increase the frequency of purchase,
A real estate promotional service recently announced the real estate brokers specializing in lake real estate will be offered unlimited real estate advertising for a full year.
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