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I must confess:\u00a0 Refrigerator magnets are my all-time favorite promotional products.\u00a0 Alas, those inexpensive versatile items get little respect.<\/p>\n
Are they wildly creative?\u00a0 No.\u00a0 Are they typically unique?\u00a0 Not really.\u00a0 Do they boast a high perceived value.\u00a0 Nope.\u00a0 But do they work?\u00a0 Absolutely.<\/p>\n
It\u2019s not that they necessarily generate immediate response.\u00a0 The power of the fridge magnet is in its keepability and, yes, affordability.\u00a0 As promo products go, those items are comparatively dirt cheap to purchase, hand out, or mail.\u00a0 But more important is their messaging capability.<\/p>\n
If some business sends you a fridge magnet in a plain ol\u2019 #10 envelope, you\u2019ll open the package to get to the gift inside.\u00a0 You may have already guessed what the surprise is, but you\u2019ll rip open the envelope anyway.<\/p>\n
Will you read the enclosed letter or flyer?\u00a0 Maybe. \u00a0But if you\u2019re like most people, you\u2019ll keep the magnet.<\/p>\n
And where will you put it?\u00a0 Chances are you\u2019ll stick it on your refrigerator, which in most households is the family bulletin board and address book.\u00a0 In fact, many often refer to that \u201cmessage board\u201d to find the phone number of a particular business.<\/p>\n
You know the information is there, because you see it every time you go to or walk by your fridge.\u00a0 In other words, that magnet is a 24\/7 billboard.<\/p>\n
It\u2019s also incredibly cost effective.<\/p>\n
Say a business sends out fridge magnet mailers at a cost of $2.00 each (creative, production, list, fulfillment, postage).\u00a0 You put the magnet on your fridge and then see it an average of three times per day.\u00a0 That\u2019s roughly 1,000 impressions per year.<\/p>\n
However, your spouse or domestic partner does the same.\u00a0 As a result, your little billboard is producing 2,000 impressions yearly…for a cost per placement of just $2.00.\u00a0 You do the math.<\/p>\n
So the next time someone mentions fridge magnets, don\u2019t treat the idea like it\u2019s a Rodney Dangerfield.<\/p>\n","protected":false},"excerpt":{"rendered":"