Do Promo Products Work? ASI Data and What It Means for Australia

Every year, the Advertising Specialty Institute (ASI) surveys thousands of people across the United States to determine what truly works in promotional marketing. Here in Australia, we can learn from this research — from branded pens and apparel to drinkware and tech accessories. 

In 2023, ASI did an Ad Impressions Study. This research confirms what many of us in the industry already know: promotional products continue to outperform almost every other marketing channel in terms of reach, recall, and return on investment. 

Now, while these statistics are based on U.S. data, they serve as an excellent mirror for what we see here at Cubic Promote across Australia. Let’s unpack the highlights and explore their implications for businesses in Australia. 

What the ASI 2023 Report Found?

The ASI study examined how long people retain promotional products, how frequently they are used, and the impressions those items create. 

Here’s a quick summary of the big takeaways: 

What stands out most is the incredible cost-effectiveness. ASI found that promotional products generate thousands of impressions for just a few cents per view — beating digital ads, radio, and TV in both reach and retention. 

How This Relates to Australia 

While the ASI study was conducted in the United States, the same behavioural patterns also appear across Australian audiences. 

When we conducted our own Sydney-based survey at Cubic Promote, we found that 79% of people still had their last promotional item, and 65% had kept it for over a year — numbers that align with ASI’s findings. 

That tells us something important: 

Across different English-speaking markets, the psychology of why people keep and love promotional products remains the same, but it doesn’t. It all comes down to usefulness, design quality, and emotional connection. 

Top Performers: U.S. vs Australia 

We’ve compared the ASI data with our own customer feedback to show how these items perform in each region: 

No matter the country, practicality wins. 

Items people use daily — such as bottles, pens, and bags — are the ones that quietly keep your logo in front of them for months or even years. 

Why Promotional Products Still Outperform Digital Ads 

The ASI report found that the average cost per impression (CPI) for promotional products is less than one-tenth of a cent — significantly lower than the cost of digital advertising. Here is a table of results from the ASI study. 

And here’s the kicker — while an ad disappears in seconds, a promotional product sticks around. Every pen, bottle, or tote bag delivers repeat exposure to your brand for months, sometimes years. In other words, the longer the product lasts, the cheaper every impression becomes. 

What Australian Marketers Can Learn?

If you’re a marketing or procurement manager in Australia, there are a few clear takeaways from the ASI study — and from what we see here at Cubic Promote every day: 

1. Focus on everyday usefulness.
   -Products that make life easier — such as pens, mugs, bottles, and totes — are used repeatedly and kept for longer. 
2. Lean into eco-conscious options.
   -Australians value sustainability even more than their U.S. counterparts. Products like RPET bottles and bamboo stationery receive more appreciation and are used for a longer period. 
3. Design for emotion, not just function. 
   -A clever slogan, premium feel, or creative packaging boosts retention and recall. 
4. Calculate value beyond cost.
   -It’s not just about price per unit — it’s impressions per unit that genuinely matter. A $2 pen used 1,000 times outperforms a $5 mug used twice.
5. Keep it personal.
   -Local branding, cause-based designs, and event-specific giveaways make a more substantial impact — something uniquely crucial in Australia’s community-driven business culture.

The Bottom Line 

The ASI Ad Impressions Study proves what Cubic Promote has seen for years: tangible, useful products drive long-term brand engagement. 

Whether you’re giving away branded pens at a Sydney expo, drink bottles on the Gold Coast, or custom tote bags for a Melbourne charity, the formula for impact is the same — give people something they’ll actually use. 

And while the ASI data comes from the U.S., the trends are universal. 

In Australia, the love for functional, quality, and eco-friendly branded items is just as strong — if not stronger. 

So, yes — promotional products still work, and they’re not slowing down anytime soon. 

About the Author

Charles Liu

Owner

Charles Liu is the Founder and a recognised authority in the promotional products industry in Australia. With over 17 years of experience, he has guided Cubic Promote to work with over 10,000 Australian organisations. His specialty is helping Aussie companies select the right products that stay within their budget. He also specialises in sourcing and assisting brands and government agencies in selecting corporate gifts for VIPs and high-profile clients. A regular contributor to industry blogs, Charles shares his expert insights on using promotional products to achieve business goals. Charles’s deep understanding of industry trends and strong supplier relationships make him a trusted figure in the sector, continually influencing the development of promotional product strategies that deliver tangible, measurable results.