What do tractors, soft drinks, power tools, candy and motorcycles have in common -- besides being products manufactured for consumers (CPGs)?
Answer: John Deere, Coca-Cola, Stihl, Hershey’s and Harley Davidson all offer their loyal fans branded promotional products, merchandise and apparel for purchase.
Fueled by sales of t-shirts, caps and pens, branded promotional products, also known as ad specialties, make up a nearly a $20 billion dollar industry and are used by virtually every business in America. Promotional product sales have been rising for 5 years in a row, according to ASI (Advertising Specialty Institute) supplier and distributor sales reports. The industry is growing at over twice the rate of the US economy, says ASI.
The value they bring to brands includes increased brand recognition and reach, all at a cost per impression of $.006, a rate lower than the cost of advertising on TV, in magazines or newspapers.
Beyond advertising, some retailers and CPG’s