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 firstname.lastname@example.org or call me at 423-877-0022. You can aldo drop by our web site at www.promoplans.com