A little while back we walked through the ASI Global Ad Impressions Study and made the general case for putting your logo on something people actually want to keep. This is the first of a few follow-ups where we go product by product, and we’re starting with drinkware. Once you see the numbers, you’ll understand why.
Let’s start with the big one. According to the study, a promotional water bottle or tumbler racks up around 1,300 impressions over its lifetime, and it does it at roughly a penny each.
1,300 impressions, at about a penny each.
Better still, 77% of folks use their bottle at least once a week, and a full 80% hang onto it for more than a year. That’s a long time to have your name riding around in somebody’s hand.
80% keep it for more than a year.
And think about where a water bottle actually goes over the course of a week. The gym. The morning commute. The desk at work. The kid’s soccer game on a Saturday. There aren’t many advertising buys that follow someone through their whole life like that, and fewer still that do it without a renewal fee or a bidding war hanging over your head.
Here’s the part that really gets to the heart of it, though. When the study asked people why they held onto their drinkware, 87% said it was simply because it was useful, and that was the top answer by a mile.
87% keep it for one reason. It’s useful.
That’s the whole trick right there. Nobody keeps advertising – they keep things they use. And if you’ve done it right, your logo just comes along for the ride.
It does pay to choose well. The study found that people think even more highly of a company when the bottle is sustainable, made in the USA, or produced responsibly. A flimsy giveaway gets tossed in a drawer. A good one becomes the bottle somebody actually reaches for every day, which is exactly where you want your name to be.
If drinkware feels like a fit for your next campaign, take a look at our full range of promotional drinkware.
A good bottle keeps right on working long after you’ve handed it over. One sip at a time.