Friday, November 14, 2008

The power of alternative media in uncertain times.

The Globe and Mail published an article today on the marketing power of promotional products in uncertain times. The survey by the Advertising Specialty Institute (ASI) referenced in the article can be found here.

It's no surprise that marketers are taking a hard look at the ROI they get from expensive TV, radio and print ads (defined as traditional media). There is no question that there is a role for traditional media, but it is much easier to cut when it represents such a large part of a marketer's ad budget.

Compare this with an effective promotional campaign. The overall budget on a promotional campaign is typically a fraction compared to that of a traditional ad campaign (Superbowl ad prices, anyone?). Promo campaigns can be focused on the target client and, best of all, the recipient gets to keep the advertising message, something that is not possible with traditional media. Swag - when done well* - offers significant advantages over traditional media because the marketer is able to create an emotional connection with their target client. I will never forget the reaction one of our clients had after receiving a piece of underwear we gave away at a tech conference. Hardly forgettable. Cost per impression? About $10. ROI on the overall promotion was 900% in 12 months (though we still get value from this campaign, 2 years after it was launched).

*see my earlier post about the difference between a well planned out swag campaign vs a poorly planned campaign. I acknowledge that a bad promotional campaign, like a bad ad campaign, is akin to throwing money away.