backtoschoolIf you watched this year’s Super Bowl for more than the game, you know the power of advertising backed by money and research; companies pitch brands and slogans that attempt to leave a lasting effect on the consumer. Many like to believe those messages don’t have much impact, but evidence overwhelmingly points to the power of persuasion.

It may be subtle, but persuasion by advertisers shows levels of success that prove television, radio, mobile and the Internet can—and do—draw consumers to their brands. They must compete not only with each other across traditional media for the hearts, minds and dollars of the consumer, but they must compete with outside stimuli once the consumer walks away from the television, shuts down the computer or drives past a billboard.

One medium, that does leave a lasting impression, is promotional products.

Imagine being able to craft your message one time, and see that message spread to a large audience. Now imagine that message being delivered by a t-shirt, a pen or a beverage cup and your exposure multiples exponentially. Promotional products are designed for staying power, and industry research has proven their power as an effective advertising medium.

A study done by the Promotional Products Association International revealed new insights into promotional products’ value and effectiveness. Of those surveyed who could recall receiving a promotional product in the previous 12 months, 88 percent could recall the name of the advertiser and 85 percent have done business with an advertiser as a result of receiving an item.

The same study reports that 82 percent of respondents possess at least one and as many as 10 promotional items, with 81 percent keeping them because they are useful. What’s more, 53 percent said they use these products at least once a week and even more—47 percent—said they keep promotional products for more than a year.

What comes to mind when you think of the color PINK? How about a red lapel ribbon? Or a yellow wristband? Promotional products work because they leave a lasting impression in the hearts, minds and hands of recipients. The messages live on because the products are memorable, unique and personal. They are the only sensory medium that gives the consumer a tangible memory of a relationship to the brand. Promotional products are shown to build communities of like-minded consumers with a shared sense of brand loyalty.