Itâ€™s an age old question in business: How do I get more bang for my advertising and marketing dollars? In the world of marketing and advertising, impressions are everything. The more impressions you make, the more people and potential customers are exposed to your brand. The objective is to keep your cost per impression as low as possible while making as many impressions as you can afford.
When we talk about impressions, we are talking about the number of impressions made with your company logo or advertising message. Impressions are the number of people who watch a TV show, pass a billboard, read a newspaper ad, see your sign, etc. The concept is simple. The more impressions made the better chance your brand image will be seen and remembered by enough people who may do business with you and/or your company. It’s a numbers game — the more impressions, the better.
When we think of impressions we usually apply it to an advertising message or a editorial piece. Often overlooked is the number of impressions you can make simply by wearing your company logo on a shirt, hat or jacket or carrying it on a bag, knapsack or briefcase. How many times have you sat on a bus or train and seen another passenger carrying a briefcase with a company logo on it? If you commute every day, the answer is usually more than one person per day.
So how many impressions can an embroidered shirt make for your company?
Let’s do some simple math. Say you wear your logo apparel every day to work. In the course of your daily activities you encounter 50 people. That is 250 impressions a week or 12,500 impressions a year (250 x 50 weeks). Not bad.
An industry trade magazine recently conducted a study that asked people to keep an informal count of their contacts during a normal day. The goal was to see how many people (impressions) can be made by wearing logo apparel. The following is a typical example of their findings.
An owner of a financial services firm in Minneapolis reported a count of 346 impressions per day. Sounds like a lot but here’s the breakdown:
- 37 contacts while walking the dog in a local park
- 19 in the coffee shop
- 26 while in a conference meeting
- 43 while running errands
- 57 while making a presentation
- 164 at a kidsâ€™ basketball game.
Thatâ€™s 346 impressions a day, 1730 impressions a week and 86,500 impressions a year.
Now, here is the best part. Those impressions are very economical. An average price for an embroidered shirt is about $28. So you purchase five shirts for the hotter months and five for the colder months â€“ an investment of $280. At 86,500 impressions a year, each impression costs you just $.0032. Even if your impressions are half of the example (43,250), the investment per impression is still just $.0057 each. Talk to anyone in advertising and they will tell you that is a real bargain.
What if you outfit all of your employees and each employee encounters a similar number of people each day? That is a lot of impressions and a great marketing value. Think of giving your best customers a quality item tastefully decorated with your company logo.
We have a customer that uses decorated apparel as their primary from of marketing. Every employee received six dress shirts, four polo shirts, a light and heavy jacket and a briefcase all decorated with the company logo. This company has employees standing in line at City Hall every day, dressed in Brooks Brothers shirts with their company logo brightly displayed on each employee. Not only are these employees developing hundreds if not thousands of impressions per day, they are also eliciting attention from potential customers standing next to them in line.
Don’t underestimate the value of logo apparel to promote your brand. This example proves the point that logo apparel delivers a very good return on investment.
Gary Glenn spent the majority of his career in media communication and the advertising industry, working in radio and television stations around the country. In 1997 he moved to ABC/Disney as Director of Sales for the Chicago group of radio stations. In 2001 he left to co-found NewsWire One with the concept that internet technology could dramatically improve the process of corporate news distribution. After NewsWire One was acquired, Gary launched StitchMine Custom Embroidery, a premium quality service provider for business apparel and accessories. Contact Gary at firstname.lastname@example.org.