June 22nd, 2010 Posted in Uncategorized | No Comments »
Some award winning promotional product case studies provided courtesy of PPAI. Hope they give you some good ideas! - Contact http://www.logoprinters.com for other ideas and the best prices on promotional products in the business!
Association for Manufacturing Technology
Award Level: Gold
Industry Category: Non-Profit & Related Businesses
Promotion Amount: Less than $10
Industry Name: Trade and Industry Associations
Objective: Developing Tradeshow Traffic
Strategy & Execution: Using polybags and a well-chosen promotional item, the Association for Manufacturing Technology put the word on the streets—to be more precise, ¾ of the parking lot. Targeting approximately 100,000 individuals, the association placed polybags containing car sunshades on the side view mirrors of every car in the parking lots of manufacturing facilities in the Chicago and Detroit areas. This approach tapped a previously untouched segment of industry individuals since most publications and other print advertising is typically targeted at management. The sunshade bore the International Manufacturing Technology Show 2004 logo and was accompanied by IMTS 2004 registration materials. Consider the double promotional benefit: the sunshade, when in use, further advertised the show. Registration in groups of four or more was encouraged with the promise of a free IMTS 2004 cap, available on-site from the show store.
Results: As a direct result of this grassroots promotion, pre-registration for the show was up 2.5 times the anticipated numbers. Expecting only 3,000 free caps to be requested, the association had to order 5,000 more by the end of the pre-registration deadline.
Mercy College
Award Level: Gold
Industry Category: Non-Profit & Related Businesses
Promotion Amount: $10 or More
Industry Name: Schools
Objective: Building An Image
Strategy & Execution: At the conclusion of a breakfast presentation to state legislators, Mercy College distributed a custom-designed “Mystique” mug. When servers added hot coffee, the mug revealed an artist’s rendition of the new campus design. The mugs were also distributed during a presentation to the New York City Council where various other groups were also submitting requests for funding. Later in the promotion, a tin of chocolate chip cookies was introduced as a follow-up/reminder item. The tin featured an aerial view of the campus and was distributed to the same target audiences to reinforce the plea for financial assistance. The creative design of the items, combined with offering coffee and treats at key moments during long days of hearing one presentation after another, was the right combination. The mugs were warmly received and many legislators even asked how they could buy more!
Results: Through a combination of capital state funding from Governor Pataki, capital city funding from the Bronx Borough, the college Board of Trustees and corporate donations, Mercy College was able to secure $8.7 million in donations prior to its entrance into the “public phase” of the campaign.
SIDS and Kids
Award Level: Gold
Industry Category: Non-Profit & Related Businesses
Promotion Amount: Less than $10
Industry Name: Charities
Objective: none listed
Strategy & Execution: SIDS and Kids is Australia’s largest not-for-profit organization, raising money and awareness of Sudden Infant Death Syndrome. A red, plastic, clown-type nose is the central item on Red Nose Day, the annual, national fundraising day. The point of the day is awareness through smiles and fun, but many people are reluctant to wear the uncomfortable plastic nose. This year, however, it got a makeover, and the nose evolved into a comfortable foam one. It received a companion piece, too—a red Velcro™ dot for attaching to garments, computers, etc. Additional promotional items were lapel pins, high-value designer pens, button badges and, following the success of last year’s mascot, the new Bee Safe Bear. A huge assortment of second tier products such as small versions of the bear, coffee mug sets, caps, shirts and hats created a healthy supply of promotional products for the public to purchase. This multi-layered campaign launched nationwide in Australia and required precision planning and an incredible level of detail and organization.
Results: The program was a huge success no matter how you measure it. Online sales, weekly retail sales, donations—every goal was exceeded and all figures from the previous years were topped. Participation was up, interest and awareness are at an all-time high and plans are well underway for Red Nose Day 2005.
Award Level: Silver
Industry Category: Services
Promotion Amount: Less than $10
Industry Name: Marketing and Advertising
Objective: Developing Tradeshow Traffic
Strategy & Execution: Booker Promotions developed an end-user show with the goal of demonstrating the need for creativity, a clear marketing objective and expertly selected promotional items. The theme of this particular show was an easy-going southern-style barbeque. Supporting the theme and distinguishing itself from the rest of the day’s mail was an invitation in the form of a can of baked beans. Other items in the mailing were a pig-shaped jar opener (which the recipient was instructed to redeem for a prize at the show), a corn butterer (recipients were challenged to guess what it was) and a paper placemat (containing directions to the show and other pertinent information). Upon arrival, attendees received several other items¾decorated plush pig, large tote bag, pen and notebook¾that captured the flavor of the meeting. The entire campaign was relatively inexpensive, perfectly supporting the meeting’s message¾creativity and an understanding of your message are the core of a successful promotion.
Results: With an attendance goal of 25 percent of the mailing, attendees topped that by 12 percent. Eighty-six percent of the attendees registered online, driving scores of clients to the website for further product review. In addition, many clients appreciated the value of the promotion and purchased the “can” idea for their own programs.
ING Funds
Award Level: Silver
Industry Category: Financial Institutions
Promotion Amount: Less than $10
Industry Name: Finance Companies
Objective: Promoting Branch Openings
Strategy & Execution: Targeting 6,000 top-producing brokers and 5,000 potential broker agents, a series of three direct mail pieces were created and shipped during the final quarter of 2003. Combating the flood of flat mail pieces, these three items were of an irregular dimension and shrink-wrapped to an information card. Paper binoculars encouraged recipients to “take a closer look.” A paper watch reminded them it was “time to invest” and a personalized Post-It® note mailer suggested that potential brokers “take note” of this great new investment opportunity. The program was thrifty and uncomplicated, but the yield was incredible.
Results: Prior to the mail campaign, 81 brokers sold the featured Foreign Global Investment Fund. Immediately after the mailings, that number grew to 497. Today, 1,270 brokers are selling the fund, and that figure is still growing. During the period most directly affected by the campaign, the Fund had an astonishing 700 percent growth in assets under management, an increase that translates into more than $30 million.
CompUSA
Award Level: Silver
Industry Category: Retailers
Promotion Amount: $10 or More
Industry Name: Computer Software and Hardware Stores
Objective: Introducing New Products/Services
Strategy & Execution: Using a race theme to attract new sponsorship, CompUSA invited upper-level management and executives from targeted corporations to an all-day event beginning at the Texas Motor Speedway. At the track, potential sponsors enjoyed the exhilarating Richard Petty Driving Experience. The invitation also included two nights at the nearby Doral Tesoro Resorts and an awards dinner after a day at the track. The event was unforgettable, but the promotional campaign that made it a success was even better. Invitations arrived in the form of a one-inch thick, hinged metal tin. Inside the tin was a pair of racing gloves, miniature racing flags and a plastic ticket holder on a lanyard. All the items were wrapped in black and white checkered tissue paper—a clever choice that further supported the theme. The outside of the tin featured the CompUSA racing logo, and the entire piece was tied with a checkered ribbon sporting a personalized hangtag. Start your engines for a successful campaign!
Results: After the well-received, successful promotion, CompUSA saw one company elevate its sponsorship package to $500,000. Other new sponsorship packages worth an additional $1.5 million are currently being negotiated.
Courtyard by Marriott
Award Level: Silver
Industry Category: Retailers
Promotion Amount: $10 or More
Industry Name: Hotels and Motels
Objective: Promoting New Facilities
Strategy & Execution: During a recent renovation, this Courtyard by Marriott hotel launched a tasty campaign to offset the expected drop in business. With exposed sheet rock, hanging plastic, construction crews and no restaurant, guest satisfaction was a struggle. When it was time to reopen, the hotel was anxious to lure decision makers to the property to show off the new renovations. The theme, “What’s Cooking With Courtyard?” lasted 12 weeks and was supported by the delivery of several food-related gifts. More than 200 decision makers received a series of items: spatula, pizza cutter, cake server, ice cream scoop, etc. Each item introduced a new service or feature and was accompanied by a card and the message, “Here’s what’s cooking at Courtyard now.” Certain client offices even received food with the gift (pizza with the pizza cutter and ice cream with the scoop). Ten separate mailings kept clients on their toes wondering what would come next. The campaign’s success showed in the overwhelming attendance at the grand re-opening.
Results: Hoping 150 clients would attend, the Courtyard by Marriott was thrilled to welcome nearly 250 decision makers to the event. Accounts are up, business is solid and better than ever.
Donor Network of Arizona
Award Level: Silver
Industry Category: Non-Profit & Related Businesses
Promotion Amount: $10 or More
Industry Name: Charities
Objective: none listed
Strategy & Execution: Coinciding with Donate Life Month, the Donor Network of Arizona launched a campaign targeting 250 media outlets across the state of Arizona. Media personnel received invitations to a kick-off breakfast as well as bright green Post-It® notes to remind them about the breakfast. The invitation also included a calendar of organ donation events scheduled for the remainder of the month. Every subsequent week of the month, these media representatives were sent promotional items to keep the donation drive events foremost in their minds. An imprinted hula-hoop accompanied a picture of a young donor recipient hula-hooping. A floating globe liquid note holder carried the globe-imprinted message, “To the world, you may be one person, but to one person, you may be the world.” Additional mailings and items rounded out the campaign and reminded the public that organ donations are only recognized if they are processed through the website. Checking a driver’s license box is not enough.
Results: The Donor Network tracked 72 news stories emphasizing the importance of organ and tissue donations. Viewers and readers were told how to go online to become donors. Nearly 2,700 people signed up in April—and 235 in one day! The total for the month was approximately 1,000 more new donors than during each of the previous months.
Weyforth-Haas Marketing, Inc.
Award Level: Bronze
Industry Category: Services
Promotion Amount: $10 or More
Industry Name: Marketing and Advertising
Objective: Opening New Accounts
Strategy & Execution: In the commercial engine market, school bus fleets are a lucrative account but a difficult segment to infiltrate. With an attention-getting mailer that featured a shrink-wrapped compass, Caterpillar established its new engine as a means of “finding your way out of the forest of new emissions regulations.” The mailing was simple, clean and clever. The real clincher was the promise of a high-value, name brand Global Positioning Satellite (GPS) unit, hand-delivered to prospects who scheduled a personal sales presentation from Caterpillar. The GPS unit was imprinted with the familiar CAT logo and proved to be a highly sought-after item, especially by those in the industrial transportation industry.
Results: The mailing yielded a 48-percent response rate with a 16-percent conversion to sale. These numbers become even more impressive when we realize that a minimum sale to this audience is $1.3 million!
June 22nd, 2010 Posted in Good Stuff To Know | No Comments »
Contributed to Top7Business.com by Nathan Allen
Promotion products are every day items that are printed with your company logo, slogan, web site address, or any other message you want to promote. The first thing that comes to most people’s minds are printed t-shirts… but there are many other items you can use to make your company stand out from the crowd. The following are seven simple ways you can use promotional products on the Internet.
- Promote Your Company’s Website — This is the first thing that comes to most people’s minds when they think of how they should use promotional products. But some people over look this. Every item you choose to promote your business should include your web site address on it.
- Find Promotional Items That Fit Your Niche — You can always find certain items that will compliment your type of business – items that you know your customers will use often! For Example: If you sell bicycles, it would be a good idea to include a free water bottle that has your logo on it every time someone purchases a bicycle. If you have an online drug store, you could give away pill organizers with your sites name and web address printed on them.
- Free Contests and Drawings — A great way to get more people to sign up for your newsletter is to hold monthly, weekly, or daily contest drawings. The winner of the drawing would receive a promotional product with your URL on it. Since everyone loves to win stuff, more people would be willing to give you their email address. And if you make the product something that relates to your business, the people who sign up are more likely to be targeted.
- Motivate Customer to Buy More — You can use promotional products to entice your customers to buy more products than they normally would have. How? By bundling multiple products a long with a promotional item. For example, instead of your customer buying 1 ebook, you also offer them a package deal of two ebooks and a free promotional item.
The promotional product can even be something related to the products you’re bundling it with. If you’re selling weight loss information, why not use a “step counter as a bonus? If you’re selling cookbooks, offer an apron. There are hundreds of products that you can put your logo on… find one that compliments your products!
- Reward Your Best Affiliates — Consider thanking your top affiliates by giving them a promotional product. This shows them that you truly appreciate the fact that they promote your products. You can send gifts to your affiliate partners when they reach a certain goal, or you can give gifts to your top affiliates during the holidays. By rewarding your affiliates, you build a stronger relationship with them. They will thank you by continuing to promote your business.
- Thank Your Loyal Customers — Just like thanking your top affiliates, you should also consider thanking loyal customers. You can express gratitude to customers that repeatedly by your products, customers who buy your high-ticket items, or both! Promotional items remind your clients that the relationship you share with them is important to you.
- Create a Competitive Advantage — Because of increased competition, it’s getting tougher than ever to compete online. You can use promotional items as a way to show your customers that you are different than your competitors. Instead of appearing as “just another company”, you can demonstrate that you are unique. When someone receives a promotional item from you they are more likely to remember you over your competition.
Find over 4,000 selections of promotional items for your business at http://www.logoprinters.com
June 16th, 2010 Posted in Good Stuff To Know | No Comments »
2/25/2010 – A late 2009, two-part study designed by Promotional Products Association International (PPAI) and fielded through independent research company MarketTools, Inc. evaluated a cross-section of the American consumer population about television, print, online and promotional products advertising. The study surveyed more than 1,000 consumers who recalled receiving a promotional product in the past 24 months.
The first part of the study, titled “Effectiveness Of Promotional Products As An Advertising Medium,” focused solely on promotional products and evaluated the action, reaction and relationship of products and their recipients. The study found that:
- 94 percent could recall a promotional product they had received in the past two years
- 89 percent could also recall the advertiser
- 83 percent reported that they liked receiving promotional products
- 48 percent would like to receive promotional products more often
- 69 percent generally keep the promotional product
The study also looked at which promotional products are most popular and where popular items are kept. According to consumers, the top five items that would motivate them to take a particular action and/or lead them to have a more favorable impression of the advertiser were food baskets, MP3 players, clocks/watches, digital picture frames and luggage. Consumers also reported the kitchen and the office as the two most common places to display these items. To see more of study one, click HERE.
The second part of the study, titled “Promotional Products and Other Media” compared promotional products to mainstream media (television, print and online advertising) and evaluated their reach, as well as the consumer recall and reaction to each.
REACH
When compared to the extensive reach of television, there is an obvious disadvantage in this area for print, online and promotional products advertising. However, promotional products were the only media, despite this disadvantage, that showed staggering results in recall and reaction, areas that are often dependent on reach for success.
Nearly half of those surveyed reported receiving more than three promotional products within the past 12 months, while 56 percent reported seeing 11 or more television commercials, 50 percent reported seeing three or more print advertisements and 53 percent reported seeing one online advertisement all within a two-week timeframe.
RECALL
Promotional products—compared to TV, print and online advertising—consistently delivered on higher recall rates of the company/brand, the product/service or both.
An evaluation was conducted to see how many respondents could remember both the advertiser/company and the product/service/message advertised and in the case of promotional products, the product received, as well. The study found that:
- 83 percent could recall the brand/company advertised
- 75 percent remembered the product/service
- 80 percent clearly identified the type of promotional product
- 74 percent could recall the company/brand and the product/service/message advertised
- 69 percent could remember all three aspects
REACTION
This section asked consumers which particular action they took after viewing and/or receiving the advertisement. The study found that:
- Consumers made a purchase after receiving a promotional product (20.9 percent) more often than after viewing a print ad (13.4 percent), TV commercial (7.1 percent) or online ad (4.6 percent).
- More than half of promotional products recipients had a favorable impression of the advertiser, as opposed to 33.2 percent who had seen a print advertisement, 27.7 percent who had watched a TV commercial and 11.9 percent who had seen an online advertisement.
- Nearly 60 percent of consumers reported using the promotional product several times, while 7.6 percent let someone else use the item and 4.4 percent passed the product on to someone else.
- 14.7 percent of participants reported contacting the promotional products advertiser—a reaction rate nearly three times greater than other media, which generated a 3-5 percent response.
- When respondents were asked if they had or had not taken action after seeing the advertisement, TV viewers topped the “had not” list with nearly half (46.4 percent) saying they were not moved to action, followed closely by 41.1 percent for print media and 33.2 percent for online advertisements. Only 23.1 percent of promotional products recipients reported not taking any action.
http://www.LogoPrinters.com is an accredited member of The Promotional Products Association International, and recognized as the Original Promotional Products Superstore!
To see more of study two, go to www.ppai.org/NR/rdonlyres/BA94A823-E0A8-4E32-A2BC-6D3912D4D45A/0/09EffectProProAsAdMed_PowerTool.pdf.
PPAI, the promotional products industry’s only international not-for-profit trade association, offers education, tradeshows, business products and services, mentoring, technology and legislative support to its more than 7,500 global members. Promotional products are an $18.1 billion industry and include wearables, writing instruments, calendars, drinkware and many other items, usually imprinted with a company’s name, logo or message. PPAI created and maintains the UPIC (Universal Promotional Identification Code), the industry’s only free identification system and universal company database. For more information about Promotional Products Association International (PPAI) to go www.ppai.org or call 972-258-3040.
June 15th, 2010 Posted in Good Stuff To Know | No Comments »
Using Small Promotional Items To Market Your Business
These days we are all looking for creative ways to advertise and market our home businesses. One of the ways you can do this is by offering free small promotional items or giveaways. I like to use these for in-person visit when I am out in my community locally here in my home town.
What can you use? I use many things depending on the time of the year and if we are running specials on certain products. The items you use should be inexpensive to keep your costs down. Here are some suggestions:
Pens, Pencils, Markers, 4 Packs of Crayons, Pocket Protectors, Mouse Pads, Business Card Magnets, Window Clings, Stickers, Mini Erasers, Kitchen Gadgets, Childrens Temporary Tatoos, Mini Bubbles, Preprinted Recipe Cards, Key Chains and Key Fobs, Samples of your products and so forth.
I like to turn all of my business cards into magnets. Some of them I use a decorative hole punch and punch a hole in the corner of my business card. I then attach the magnet to the backside being careful to not cover the hole. I then buy decorative ribbon or raffia at my local craft store. I can then tie my magnetic business card onto pens, pencils, citrus peelers, lettuce corers, recipe cards and things similar to those type of items.
I also buy in bulk zip close plastic bags that measure approx. 3 inches by 6 inches in size. If you buy them in bulk from a wholesale company you can get them pretty inexpensively. I then insert my magnetic business card and include one or some of the following items: mini magnets, mini erasures, stickers, recipe cards, mini post-it note pads, key chains, a business coupon etc.
You can also print out your business info onto a self stick label and apply it to the front side of the zip close bag and then insert a sample of your product that you are trying to market. When I do samples, I include samples of our gourmet spices, dips or marinades. I punch a corner hole and tie on a recipe card with a recipe that they can use the enclosed sample with. You can also do this if you sell bath soaps, bath salts, mini tea light candles, etc.
Now, What do you do with all of these promotional items that you have prepared? You can use them while you are out in your community doing your errands and promote your business at the same time! You can also use them as give-aways to those who attend your home parties. They are also great to use if you participate in any of the online Mommy Filler Pack Swap Programs!
When you go to the bank, include one with your bank deposit for the bank teller. Better yet, go inside the bank and hand out a few to all of the bank tellers and customers! When you dine out, leave one on the table with your tip for your waitress/waiter. I also give them to all of the store cashiers when I hand them my payment for my purchases! When I go to the postal office to do shipping, I also hand them out to the postal clerks and customers who are waiting in line! If you stay at a hotel/motel, leave one daily for your maid along with her tip! You can hand them out every where you go!
To make myself into a walking billboard for my business, I made a canvas tote bag that I purchased for $3.00 at our local craft store! I decorated the outside with fabric paints with business slogans related to my home business. I then fill it up with my catalogs, order forms, business cards and my promotional giveaway items! I dont leave home without it! If you sell clothing, jewelry, perfume or anything that you can personally wear, make sure you wear it when you go out so that others can see your products!
There are many ways you can promote your business on a daily basis. I hope my ideas have started the creative idea process within you!
Visit http://logoprinters.com for great deals on promotional products!!!
Article courtesy Shelly Hill
Shelly Hill has been working from home since 1989 in Direct Sales. You can visit Shelly online at: http://www.classybusinesswomen.com or visit Shelly’s Recipe Blog at http://wahmshelly.blogspot.com
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July 2nd, 2009 Posted in Good Stuff To Know, Uncategorized | No Comments »
Submitted by Elaine Wong to BRANDWEEK.com
As marketers continue their debate over the next great advertising medium, a new study released today by the Advertising Specialty Institute found it’s not TV, print or radio that gets consumers’ attention, but good old promotional swag.
This includes coffee mugs, pencils, retractable solar-powered flashlights or any other product bearing a company logo. Promotional products made up a $19.6 billion industry in 2007, per the ASI. Through surveys conducted both online and in-person in major cities, such as New York and Los Angeles, the institute also found that promotional products generate a cost-per-impression average of $0.004, compared to $.033 for national magazine ads or $0.019 for prime time TV ads.
The surveys asked 600 participants (who were mostly businesspeople over the age of 21) to recall promotional swag received over the last 12 months. Key findings include:
• 84 percent of consumers remembered an advertiser based on a product they received.
• 42 percent had a more favorable impression of an advertiser after receiving a promotional product.
• Nearly one quarter (24 percent) indicated they are more likely to do business with an advertiser based on items they receive.
• The majority of respondents (62 percent) have done business with an advertiser after receiving a product.
• Writing instruments are the most commonly owned tchotchkes, with 54 percent of respondents owning them, followed by shirts, caps and bags.
• Most (81 percent) promotional products were kept because they were considered useful.
• More than three-quarters of respondents have kept their items for about seven months.
• Among wearables, bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month.
• Bags deliver the most impressions, with 1,038 impressions per month on average.
ASI president and CEO Timothy Andrews said the findings indicate that promotional products yield a higher ROI, along with very low cost-per-impression, compared to other advertising media. Moreover, items received this year still generated a high recall rate among recipients, leading to greater purchase intent.
“During a time when we’re facing turbulent economic conditions, this research advises marketers and business owners to invest in advertising specialties (promotional products) now more than ever,” Andrews said. “Advertising specialties provide measurable results for a very reasonable investment.”
LogoPrinters.com has literally thousands of great ideas to maximize the ROI on your next promotional marketing campaign. Let us put our thinking caps on for you!
May 28th, 2009 Posted in Press Releases | No Comments »
One of our preferred lines, and one that we are a gold level distributor for, Miami-based Bullet Line, a member of the Polyconcept North America, the only multinational supplier in the promotional products industry, announced the launch of a program to produce all orders in 24 hours, an accomplishment the company touts as an industry first.
Effective May 27, 2009, all complete orders received by Bullet Line by 5:00 p.m. EST will be shipped the following business day. Only orders for embroidery and deboss are exceptions to the guaranteed, 24-hour production time. The one-day turn applies to all orders and is completely free. In addition, the Bullet Line next-day turnaround is backed by a guarantee of 25 percent off your next order if the complete first order does not ship in 24 hours.
“Even though Bullet Line initiated rush service in the industry it has become clear over the last couple of years that our rush offering was no longer competitive in the market,” said Bob Herzog, president of Bullet Line. Herzog continued, “Instead of simply adjusting our rush service to meet the competition, we decided to redefine speed of fulfillment for the industry just as we did when Bullet Line introduced rush many years ago.”
“To accomplish this goal we conducted an exhaustive analysis of our processes, equipment and work flows,” added Herzog.
“As we conducted this analysis we realized that we had the potential to redesign our company to produce every order, from every customer, in 24 hours, all the time. We decided to move forward and we made the necessary investments in software, factory equipment and warehouse systems to ensure that we could deliver on our promise,” he concluded.
Chuck Ertzberger, vice president of manufacturing, commented, “In today’s environment end-users have short decision cycles and orders can be lost in a matter of hours. We concluded that speed was the single most important enhancement that we could make to our service.” Ertzberger, formerly the vice president of manufacturing at New Kensington, Pennsylvania-based Leed’s, was instrumental in the development of the Leed’s SureShip program.
Ertzberger added, “In addition to what we did to implement the SureShip program at Leed’s, we will also be using some of the same processes and tools that several members of our management team used at previous careers while at FedEx. I am confident that we will set a new standard for 24-hour service in the industry.”
View over 500 custom imprinted products available with 24 Hour Service from Bullet Line: http://tinyurl.com/24HourService
May 19th, 2009 Posted in Good Stuff To Know | No Comments »
Using promotional products to establish and spread awareness of your corporate brand is not merely a matter of selecting an item that suits your fancy (or your budget) and slapping your company name and contact info on it. Branding is an art, and in order to maximize your marketing dollar, there are 5 essential qualities that the promotional items you design and distribute should contain.
To be effective, promotional products should be:
1. Clear: There is no room for ambivalence in marketing. People should not have to hunt for your brand identity on your promotional items. However you distinguish yourself from the pack – be it a logo, a slogan, a color-scheme, etc., or any combination thereof – it should be prominent placed right up front where it can’t be missed. In other words, it should be obvious.
2. Simple: Similarly, don’t disguise your brand identity in a confusing and chaotic swarm of colors, shapes, words, images, etc. Pick something simple that people can easily recall, and chances are…they will.
3. Accessible: Esoteric images, words, and concepts only work if your target market is esoteric. For everybody else, you’re going to want the brand image you present on your promo products to be easily understood by your target audience. Just like you don’t want them to have to hunt for your brand, neither do you want them to have to struggle to figure out what the heck it means.
4. Valuable: The promo item itself must provide inherent value to your target audience (for example, you wouldn’t give out jackets to nudists now, would you?). And on a more subtle, subconscious level–each of the branding decisions you make should convey value to your audience as well. Make your promotional product relevant to its intended user and the promotional products themselves will be as much a part of your corporate branding as its design.
5. Verbal: The more of your audience’s sense you engage, the likelier it will be that they’ll remember you and, ultimately, be drawn to do business with you. That’s why the visual and tactile elements of a promo item aren’t quite enough to get the job done. You also want to choose carefully the words you imprint on the object as well. Choose something catchy, that people will enjoy getting stuck in their heads.
April 13th, 2009 Posted in Good Stuff To Know | No Comments »
Submitted by Jill Lazar:
As the economic climate remains grim, have you noticed that more people are jumping onto the ‘relationship’ bandwagon? This recently came to my attention while meeting with a new company to discuss how our businesses could help each other. All they talked about was their business, and after about an hour they finally asked; “Well what do you do?” That was the wakeup call for me.
It’s great to know that many people are reaching out to work with you, and connecting and networking with other businesses are essential for building a successful business. However, I wonder that if the economy was in a better state, would people still be willing to work together? Once we are out of the recession, will those same businesses still see the value in forming relationships and networking with other companies?
It seems that everyone is using the word relationship, (the “R” word) these days, but I don’t think many businesses really get it. Building a relationship with other businesses isn’t simply about saying it, but that there is real, genuine effort behind it. Relationships that are built on mutual agreements, understanding and an honest connection that benefits both parties involved are the ones that survive through both bad and good economic times. Nurturing a relationship takes time, and it doesn’t happen with just one phone call or one meeting.
Another situation where I witnessed the “R” word phenomena was during an event to showcase businesses in the event industry. One of the vendors there was clearly upset and after about 15 minutes of ranting and complaining, she says, “We need to work together and build a strong relationship.” It left me wondering if she really meant it, or was just saying it for the sake of ‘relationship building.’
The reason my business has been so successful so far is because of the sold business relationships and connections I’ve made with other vendors and business owners. While I do agree that we should be working together, pooling our resources and collaborating on projects and ideas, I also think it’s important to team up with companies that aren’t just looking for a quick fix. Companies that are looking for a partnership through the long haul will be the ones that truly are the best fit for your business. If you are the type of business owner who keeps hearing the word ‘relationship’, you need to step back and take a real look into the other company’s approach and genuineness behind it. You must also share some of the responsibility of this relationship. Ask yourself if you feel a solid connection and are truly engaged with the other business owner, and interested in what they do. If you are not, this won’t be a relationship that will be worth pursuing for the long-term.
Business relationships must be seen as long-term investments. Both parties must be willing to invest the time and effort into promoting and helping the other business as needed, and sometimes, the other company may simply not be the right fit. If the company’s objectives and goals are similar to your own, there’s a good chance that the relationship will benefit both parties.
A few important questions to ask, include:
· Do you have similar target markets?
· Will the relationship be short or long-term?
· How can both businesses benefit from working together?
· What are your short and long-term goals?
· Are expectations for the relationship clear?
Importance of Co-Branding and Partnerships
Co-branding in this economy increases your chance of business success because it prompts both parties to work collaboratively in order to reach their goals. A 2005 survey of 154 senior marketing executives underscored the findings of the McKinsey study “Turning Adversity into Advantage: Does Proactive Marketing during a Recession Pay Off?”that was published in the International Journal for Research in Marketing. The report pointed out that companies who took the initiative to develop solid marketing strategies had a significant competitive advantage. Co-branding is just one proactive marketing strategy that could help your business succeed for the long-term.
If you are a small business, partnering with a bigger company is essential for long-term success. The advantage you provide for the bigger company comes down to the fact that you don’t have the big budget, and have a very out-of-the-box, even grassroots approach. They can help you get the increased visibility you need for your target market, while leveraging your team for resources they may not have in house. If you partner with a mid-large size company, their reputation and status will help you push your business forward. In both cases, your goal should be to provide the larger company with creative ideas on ways to cut costs and be more efficient with their time and resources. Give them a chance to see your passion for the industry and your ability to look past the economic climate as you reach out to your core customers in a way that is most desirable to them. You need to work on convincing them that working with you will help cut costs and provide value for their organization.
If you are the mid- to large-sized company, you have the upper hand because of your resources, reputation and brand name. Working with a small business can help you gain a fresh perspective and insight on finding quality leads instead of quantity, and fine-tuning your business operations so that you are using a more personalized approach. In most cases, a small business has fewer clients than a mid to large-sized business, has smaller funds, and may be much more focused on nurturing intimate relationships with your target market. This is an excellent opportunity to learn about your target customers from the perspective of a business who truly understands their clients on a personal level.
To Partner or Not to Partner?
Here are some more tips when considering if you should or shouldn’t build a relationship with another company:
1. Do some research. Learn as much as possible about the company you are interested in working with, or any companies that are pursuing you for a partnership. Find out what their goals are, how they have cultivated leads so far, and what type of track record they have with customers and clients. Remember that any business that has a poor track record will reflect negatively on your own business if you chose to partner with them.
2. Prioritize your goals. Define exactly what you hope to accomplish by working with this other business, and what they may want from you. Make sure they truly are the right fit for your company, because you will need to work on aligning your goals and objectives with theirs in order for the partnership to be a successful one.
3. Develop co branded events. Joining forces with another business to organize events and initiate event marketing strategies is an excellent way to promote both companies and expand. There’s definitely strength in numbers, so consider ways in which you can develop a strategy for event promotions.
4. Make sure the other business is ready to actively promote your business. Both businesses must have a clear understanding about expectations of the relationship or you won’t be able to reap the benefits of the partnership. Map out the details in writing if you need to as an informal agreement so you are both clear on what you both need and want.
5. Make sure you have the resources to manage the process internally. You may need to restructure some parts of your management program or marketing strategy to accommodate for the partnership. Make sure your company is prepared for the change, and restructure parts of the organization as needed.
Partnerships can be very beneficial during an economic downturn, and you’ll need a strategy to initiate and maintain the relationship for the long-term. Take the initiative to seek out business relationships that are built with solid goals and are truly genuine. Doing so will increase your chances of business success and provide you with much more leverage and resources in this competitive marketplace.
Submitted by Jill Lazar. Jill is the marketing associate event planner for Atrion Networking Corporation in Warwick Rhode Island. She is also the co-owner of Everything Events. She prides herself on building relationships with local vendors and providing the ultimate event experiences to her clients. Jill enjoys traveling, out-of-the-box ideas, and never likes to say or hear the word “no”.
April 6th, 2009 Posted in Cool New Stuff! | No Comments »
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