How To Determine The Value Of An Ad Specialty

How To Determine The Value Of An Ad Specialty

As you consider using Logo'd products for your next marketing promotions here are some things to consider as you look to evaluate your return on investment. The value for using Logo'd products programs extends beyone creating an incentive to purchase a product or service. Programs also creates brand loyalty as there is a lasting value to the impressions these products offer.

Here is some food for thought on measuring the extra value Logo'd products can offer. How do you estimate the number of times a company's message might be viewed over the life of a promotional product? The following is based on informal observation. Many assumptions have been made, so we have given a range that the cost per impression is likely to be.

Imprinted T-Shirts
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Assume a $6.00 t-shirt lasts 6 months to 18-months. Suppose the shirt is worn 1-2 times per month. Suppose an average of 10 and 100 people view the shirt. Then there will be between 10-200 impressions per month. Over the life of the shirt between 60 and 3,600 impressions. The cost per impression is between $.10 and $.0016 ; CPM (cost per thousand impressions) is $100 and $1.60.

Embroidered Caps
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Assume a $7.50 embroidered cap lasts 6 months to 18-months. Suppose the cap is worn 2-4 times per month. Suppose an average of 10 and 100 people view the cap. Then there will be between 20-400 impressions per month. Over the life of the shirt between 120 and 7,200 impressions. The cost per impression is between $.0625 and $.001; CPM (cost per thousand impressions) is $62.50 and $1.00.

Bumper Stickers
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Assume a $1.00 bumper sticker lasts 6 months to 12-months. Suppose an average of 5-20 people view the sticker. Then there will be between 150-600 impressions per month. Over the life of the bumper sticker there will be between 900 and 7,200 impressions. The cost per impression is between $.001 and $.00014; CPM (cost per thousand impressions) is $1 and $.14.

Mugs and Cups
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Assume a $5.00 mug lasts 12-24 months. Suppose an average of 3-10 people view the mug each day. Then there will be between 60-200 impressions per month. Over the life of the mug there will be between 750 and 2,500 impressions per year. The cost per impression is between $.006 and $.001; CPM (cost per thousand impressions) is $6 and $1.