Pub. 1 Issue 2

26 www.glancda.org O ver the past several years, dealers have been forced to make difficult choices in prioritizing which marketing and adver- tising channels to use to help build their brand with consumers. As a result, many dealers have chosen to cut promotional item spending as a way to cut expenses and shift limited resources to other brand-building tools. However, study after study show that promotional items are an essential part of any retailer’s marketing and advertising strategy. These products continually deliver results in helping re- tailers, including dealerships, quickly and cost-effectively claim their space in the hearts and minds of consumers. Consumers benefit, too, when they view branded items as useful. With that inmind, here are answers to three common questions dealers ask about offering promotional products to consumers: ™ Don’t consumers just throw promotional items away when they get home? No, they don’t. It’s easy to dismiss branded items as “trinkets and trash” that will disappear as soon as the nearest waste can is found. However, research shows most consumers will keep promotional items they consider use- ful, such as tote bags and writing instruments. 1 In fact, Useful Promotional Products Deliver Value for Advertisers and Consumers This article first appeared in the Jan. 2, 2013, weekly e-newsletter from Dealer Marketing Magazine. Reprinted with permission.