The Surprising Power of Promotional Products

When veterans’ nonprofit group Disabled American Veterans sends a mailing for contributions, Dr. Robert Cialdini, professor emeritus of psychology and marketing at Arizona State University, said, it gets an 18 percent response rate. When the same letter is sent with personalized address labels, which cost about eight cents, the response rate goes up to 35 percent. “For the cost of the address labels they get almost a doubling of return,” he said. “It’s very powerful rule and very small things can trigger it.”