According to Mayo Clinic, the two symptoms of amnesia include:
1) Difficulty in learning new information.
2) Difficulty in remembering past events.
Both of these symptoms are terrible, especially if you are a marketer. When advertising, you never want your recipients to suffer from amnesia-like symptoms. The same is true when giving out promotional products.
However, with many of the disruptive types of advertising such as radio ads, TV ads, and internet ads, consumers are not remembering those advertisers.
Why? For many reasons. For TV ads, they are muting the television or fast forwarding through ads. For radio ads, they are scanning other stations to find music or meaningful talk radio so they don’t have to be exposed to ads. For internet ads, they are using ad blockers. For those ads they can’t block or skip, consumers have learned to subconsciously block those ads, therefore, they are not remembering them.
Disruptive advertising causes a selective amnesia.
Switching advertising mediums, thinking about the last time someone gave you a good quality promotional item, did you try to block them? Chances are you graciously accepted the gift, which left you with a feeling of gratitude.
Promotional Products are the opposite of amnesia.
Technically, the opposite of amnesia would be eidetic memory, also known as photographic memory. In no way am I claiming promotional products will lead to a photographic memory, but, I am claiming the memories created by a strategic promotional products campaign will be found on the spectrum much closer toward the eidetic memory side rather than the amnesia side.
Promotional Products Association International (PPAI) did a Consumer Study in 2017, which yielded some very interesting statistics to go along with my theory that promo promotional are the opposite of amnesia. Check out the results below when Millennials, Generation Xers, and Baby Boomers were asked to recall past branding, messaging, or call to actions from promotional products they had received in the past.
These results are incredible. Nearly 90% recalled the brand who gave them promotional products. That’s getting pretty close to eidetic memory.
When analyzing your marketing dollars spent, promotional products are a great value. I dare you to find a better way to spend advertising money to propel your brand and create lasting memories.
If your advertising is causing amnesia, be sure to get in touch. We have a cure.