Friday, February 20, 2015

Promotion Products and Retention of Information

In a recent study that had a sample of 1005 consumers, 89% could recall the name of the advertiser on a promotional product that they received in the past 24 months.
That’s a pretty good result for the companies that invested in those promotion products. Cost per impression had to be great. One explanation for such results can be illustrated by the cone of learning. I first came across the “cone of learning” in college. It illustrates how people retain information based on different means of communication. You and I both have been in meetings, listening to a speaker, and only remembering blah blah blah. Granted, a good speaker can hold your attention better than Mr. Monotone, but the information presented is still slippery and does not stick. That's because the human mind only retains about 30% of what it receives verbally. Add effective visuals, in any form, to coincide with the verbal and, bingo, retention of information jumps to 50% of the information presented. We all have used the term “hands-on”. That is the next level of communicating, active receiving. With active receiving the audience uses senses beyond just hearing and visual. Now they are also touching, tasting or smelling as well. With the introduction of additional senses, retention of information hits a new level of around 70%. This is where I will mention the power of promotion products to help communicate a message. People are also, physically, receiving a representation of a message. They will remember this impression much more than if it were verbally communicated. We will save the psychology involved with receiving a gift for another blog post. In the meantime if you would like to review some good promotion product ideas, contact me at or call me at 423-877-0022. You can aldo drop by our web site at