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Advertising item: what return on investment?

At a time when digital advertising has fallen to the top of the podium in terms of advertising investment, what about the advertising object? Is it still a ROIste investment? Does it still have a place in corporate communication campaigns?

Published on 15/01/2020

Ecology requires, dematerialization is well underway. A few months ago, Monoprix committed not to produce any more paper prospectuses. And because the scope of internet campaigns can be measured sharply, paper support is becoming obsolete. Yet, among all these communication media, there is one that is far from being neglected. Because he keeps himself, because he is always happy and because he has managed to make a special place in the heart of the customer: the advertising object.

Not only, it still pleases as much, 89% of the French have a positive perception of it, but above all, its memorization rate is twice as important as a poster campaign and three times more than a TV or radio campaign. Advertising is also the only medium that can be offered to its customers. It enjoys a significant virality by spreading the logo it displays throughout its life cycle. A custom mug, for example, is used an average of 15.9 times each month. Its lifespan is about 44.1 months during which it will be used 700 times. Not to mention the number of people who will have viewed its logo, at each of these 700 uses. This makes the goodies a particularly ROIste medium with a very low average cost per contact: 0.025 euros on average. The interest of the advertising is also that it penetrates the customer environment and invites itself into their daily lives. A key holder on their kit, a lighter for their cigarettes, a pen always at the bottom of the bag to sign their cheques... The more useful they are, the more they will send a positive signal in favor of the brand.

So when should advertising objects be used in your communication strategy? And for what purpose?

In the form of a visibility medium, the media object is a good way to develop brand awareness. It is a relevant medium to promote during a product launch or during an operation to increase brand awareness. The more qualitative the object, the longer its lifespan will be. Its scope will be multiplied. On the other hand, by choosing the object, a clear message can be broadcast about the brand. Offering customers bottled or pocket ashtrays is a way to show your commitment to a clean planet, for example,

It also helps build customer loyalty. On the one hand, because a customer always appreciates receiving a gift from a brand: this recognition will improve the image they have and encourage their loyalty to it. On the other hand, because this object will allow your brand to remember it every time the object is used

-Source: 2FPCO /CSA Research, September 2017

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