The most effective way to ensure the effectiveness of a promotional item is by measuring its Cost Per Impression (CPI). The CPI is the cost associated with getting a single view of an item. For example, a $1.00 branded pen. Imagine a person receiving the pen at a trade show who then places it in...

Choosing the right product can be tricky. A study conducted by the Advertising Specialty Institute (ASI) found that the average household in the U.S. owns close to 30 promotional products. This effectively means that out of 120 million households in America, there are over three billion promotional items being employed. The sad fact is that most of these items are tucked away in drawers and not getting lasting...

Achieving seven impressions with consumers isn’t easy. One of the most effective ways to accomplish this is by leveraging promotional products. According to a recent study from Promotional Products Association International (PPAI), 73% of consumers prefer promotional products over any other form of advertising including telemarking, emails and direct mail. The study also determined that 99% of...

In today’s hyper-competitive landscape, just having a premium brand is no longer the magic bullet. Marketing professionals must now learn to leverage the benefits of ‘effective frequency’ to fill their rooms. Effective Frequency relates to the number of times a consumer needs to be exposed to a brand before they act. Too few impressions and the message...

Branding began in ancient Egypt when farmers needed a reliable way to identify their cows from those of their neighbors. Eventually, they decided that using a white-hot iron to permanently mark their cattle was the best approach. Soon thereafter, consumers began to realize that the cows that supplied the best milk and meat typically had the same...