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MESSAGE FROM MICHELE |
Welcome to the fifth installment of ASI's newest e-newsletter, Promogram Canada.
We were happy to get such positive feedback from readers of the initial editions and plan to continue culling together industry news that affects ad specialty suppliers and distributors in the Canadian marketplace.
Please don't hesitate to e-mail me directly with any news pertaining to your company, such as mergers and acquisitions, new hires, awards and accolades received, creative client promotions or new product launches. You can reach me directly at (215) 953-3323 or mbell@asicentral.com.
Results From ASI's Exclusive Survey of Canadian Buyers
In a recent study of Canadian residents in Montreal and Toronto, ASI conducted surveys to gain an understanding of ad specialty use within the past year. The purpose of the interviews was to understand where items are kept, frequency of use, why the items were kept and to estimate the number of impressions the advertiser gets with them. Below are some of the highlighted points regarding ad specialty use in the Canadian marketplace.
- Nearly one-half (47%) of Canadian respondents had a more favorable impression of advertisers after receiving a promotional product. With only a 10% difference, 37% of Canadians were more likely (more so than other cities surveyed: London, Sydney, Los Angeles, Chicago and New York) to do business with an advertiser they had not previously done business with.
- One of the more popular products used in Canada is headgear/caps. Caps are worn 5.8 times per month: the most of any country! Caps also have a high contact number, averaging at 173 people per month.
- The three items most likely to be kept in Canada are writing instruments (44%), shirts (42%) and caps/headwear (22%). On average, over 140 people are likely to encounter a promotional shirt in a month.
- As far as which product makes the most impressions per month, Canadians favored caps once again, averaging at 1,007 impressions per month! Jackets generated 579 impressions per month, twice as many as in the U.S.
- Promotional products are usually kept and used in Canada for an average of 5.7 months. The longest-held product was calendars at 7.5 months, followed closely by caps at 7.2 months.
- Advertising specialties are less expensive per impression than any other media. The investment in advertising is modest, more targeted and achievable by smaller businesses than other forms of advertising. The average cost per impression is only 0.0039 in Canadian dollars.
- The majority of respondents (74%) indicated usefulness as the prominent reason behind keeping ad specialties. The second most popular reason for keeping products was due to their attractiveness.
- The study showed that 97% of Canadians are most familiar with advertisers on items like jackets, while 83% recognized advertisers by previous recognition received like awards and trophies.
- More than half of the respondents said they have done business with an advertiser after receiving an item. For the remaining respondents who had not done business with an advertiser after receiving a product, 37% still indicated they were likely to do business with the advertiser in the future.
- Promotional food items were owned more in Montreal than any other city; 94% of residents were able to identify the advertiser that sent out the item. Along with writing utensils, Montreal residents also favor shirts more than residents of other large cities. However, bags are more prevalent in Toronto by 13%, along with electronics and headwear.
- Toronto residents are also more likely to hold onto ad specialties - instead of throwing them away - than any other metro area. Half of Montreal's residents are more likely to give any unwanted items away to someone else.
- Residents in Toronto did not find it important that ad specialties come from well-known consumer brands. However, Montreal residents were split 50/50. Half indicated consumer brands were very important when receiving ad specialties, and the remainder said they were not important.
Nominate Now For Power 50 Honors
Counselor is now compiling its Power 50 list for 2011 - our recognition of the industry's most powerful individuals - and we're looking for feedback from you. Click here to see the list of last year's Power 50 and let us know whether you think the members are more or less influential today than they were a year ago. Or, if you know of someone who should be on the list but isn't, please write his or her name and company information in the space provided. Click here to take the survey and nominate new candidates for the 2011 Power 50.
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