When selecting promotional products, companies should evaluate from multiple dimensions to identify those that best fit their needs. What are the best long-lasting promo items for visibility? Should you choose the most popular products or the most cost-effective ones? This is a critical question, as the right products significantly impact brand exposure and return on investment (ROI).
According to PPAI research, a well-designed, premium promotional item with strong branding has only five seconds to win over recipients—otherwise, it's tossed in the trash. Studies from ASI and All In One Merchandise reveal clear differences in retention time and exposure frequency among promo items. Only highly practical, frequently used products deliver maximum value. To assess long-term visibility, evaluate from three key dimensions: product impressions, consumer retention time, cost per impression (CPI), and return on investment (ROI).
1: Product Impressions (Exposure Frequency)
What is brand visibility? In ASI's research, "impressions" refer to the total potential visible touches a promotional product generates over its lifecycle—the cumulative times a branded or logoed item is "seen, used, or displayed" by consumers.
How to Boost Brand Visibility? Per ASI's 2023 study, categories like drinkware, T-shirts, outerwear, umbrellas, USB drives, and headwear are consumer favorites. Branded outerwear generates 7,856 impressions over its lifetime, while drinkware yields 3,162, and T-shirts achieve 5,053. When distributed to high-potential clients or targeted audiences, each impression holds greater commercial value, elevating ROI.
| Category | Impressions Over Lifetime |
| Drinkware | 3,162 |
| Outerwear/Fleece | 7,856 |
| Umbrellas | 1,760 |
| T-Shirts | 5,053 |
| Power Banks | 870 |
| Polo Shirts | 2,106 |
| Bags | 1,940 |
| Performance Wear | 2,336 |
| USB Drives | 851 |
| Desk Accessories | 2,314 |
| Handwear | 3,380 |
| Writing Instruments | 2,436 |
| Calendars | 673 |
| Health Products | 640 |
2: Consumer Retention Time
What is consumer retention time? It measures the average duration a promotional product is held, used, or displayed by consumers. A custom pen might last 6 months to 1 year; a logoed T-shirt could be worn 2-3 years; totes or water bottles may see repeated use for 1-2 years or more. ASI's 2023 study shows 61% of consumers keep branded outerwear for at least 2 years, and 47% retain T-shirts for 2+ years.
Longer retention means more brand exposures, building cumulative memory. Each use or sighting reinforces branding and increases future repurchase potential.
| Category | % Keeping/Using for At Least 1 Year (or 2 Years Where Noted) |
| Drinkware | 63% (≥1 year) |
| Outerwear/Fleece | 61% (≥2 years) |
| Umbrellas | 54% (≥2 years) |
| T-Shirts | 47% (≥2 years) |
| Power Banks | 51% (≥2 years) |
| Polo Shirts | 62% (≥1 year) |
| Bags | 43% (≥2 years) |
| Performance Wear | 59% (≥1 year) |
| USB Drives | 44% (≥1 year) |
| Desk Accessories | 58% (≥1 year) |
| Handwear | 56% (≥1 year) |
| Writing Instruments | 52% (≥1 year) |
| Calendars | 62% (≥1 year) |
| Health Products | 36% (≥1 year) |
Long-retention items like apparel, totes, or notebooks suit long-term branding; short-retention but high-frequency items like small giveaways, candy, or keychains fit short-term events or conferences.
3: Cost Per Impression (CPI)
What is CPI? Cost per impression (CPI) is the cost of one ad exposure. For example, spending $1,000 on custom canvas totes, used by 200 people 200 times each, yields 40,000 impressions. Promo items' CPI can be as low as 0.1 cents—far below most ad media—making them ideal for small businesses with limited budgets.
CPI helps buyers gauge exposure costs in target audiences. As a core metric, advertisers prioritize low CPI for broad reach over click-through or conversion rates. Promo items act as long-term ad carriers, so focus on CPI for branding.
Below are CPI data for popular promo items to assess ad value:
| Category | CPI Example |
| Drinkware | 1/3 cent ($10 insulated mug) |
| Outerwear/Fleece | <1/2 cent ($30 half-zip fleece) |
| Umbrellas | ~1/2 cent ($10 travel umbrella) |
| T-Shirts | 1/5 cent ($10 super-soft T-shirt) |
| Power Banks | <1 cent ($8 power bank) |
| Polo Shirts | <1 cent ($15 cotton polo) |
| Bags | 1/10 cent ($2 non-woven tote) |
| Performance Wear | <1 cent ($20 moisture-wicking polo) |
| USB Drives | ~1/2 cent (1GB USB) |
| Desk Accessories | <1/2 cent ($10 accessory) |
| Handwear | <1/4 cent ($8 baseball cap) |
| Writing Instruments | <1/10 cent ($1 metal pen) |
| Calendars | 1.5 cents ($10 12-month calendar) |
| Health Products | 1 cent ($5 travel kit) |
4: Return on Investment (ROI)
What does ROI mean? What does ROI stand for? For any marketer or business owner, identifying the highest-ROI product categories is crucial. Return on investment (ROI) measures the ratio of funds invested in promo items to resulting benefits, gauging effectiveness. For instance, $1,000 on custom totes yielding $5,000 in additional sales equals 400% ROI. All In One Merchandise's blog lists ROI indices for promo items.
| Category | ROI Index |
| Drinkware | 380 |
| Outerwear/Fleece | 108 |
| Umbrellas | 88 |
| T-Shirts | 65 |
| Power Banks | 60 |
| Polo Shirts | 47 |
| Bags | 34 |
| Performance Wear | 32 |
| USB Drives | 28 |
| Desk Accessories | 25 |
| Handwear | 22 |
| Writing Instruments | 15 |
| Calendars | 12 |
| Health Products | 10 |
Beyond ROI and CPI, ASI's latest research highlights a key trend: growing corporate focus on environmental responsibility. More companies integrate eco-promo items into marketing, building positive ties with clients, employees, and stakeholders while advancing green actions. PPAI's 2024 sales report shows sustainable promo products' market share rising, signaling demand growth. ASI notes "eco-friendliness" as a top buyer factor. Selecting aligned promo items boosts image/reputation and delivers high ROI in strategies. Integrating high-ROI items maximizes budget efficiency, enhances brand awareness, and fosters long-term client relationships.
High-Demand Product Case Studies:
- Custom Bamboo Travel Insulated Tumbler: High utility and retention; per ASI, 63% keep drinkware ≥1 year.
- Custom Baseball Cap: Headwear excels in retention (56% ≥1 year per ASI).
- Custom Metal Stylus Pen: Common PPAI category—low cost, flexible customization, high usage frequency.
- Custom Travel Bag: 43% retain ≥2 years (ASI); strong utility, large print area, high exposure value.