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Six Steps To Developing a Promotional PlanSuccessful promotional campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained.
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Oh, No! Don't Say Giveaway!We get lots of phone calls from companies looking for products to give to customers, prospects, or even employees in an effort to market themselves. Many of them already have an idea what they want, based on their previous efforts, what they've seen others do, or perhaps a tight budget (we're all familiar with that scenario). “We're going to a trade show, and always give out pens to visitors,” we're told. The assumption is that anything with their name on it will serve as a reminder of their brand, and somehow influence people to buy their product. We agree that branding is important, but how about a little deeper thinking? Let's understand the difference between a giveaway and a promotion. A giveaway is a one-way street. If you're standing in front of your booth and handing everyone who passes by a 25-cent pen, you may just as well be handing them quarters. That cheap pen is most likely to be tossed in a drawer, given to the kids, or thrown away. (Maybe the quarters would be more meaningful!) Of course, you don't really think that they're going to be compelled to do business with you as a result of either giveaway. A promotion is a two-way street. It starts with thinking about what you want your prospect or customer to do, then deciding what to do to influence them in that direction. Something of value is exchanged for something else of value. It doesn't even have to be of equal value, as long as the value is meaningful to both parties. For example, a financial planner might give out an imprinted booklet on money management to those who fill out a short interest form. As a result, he'll have useful information about prospects who might have both the interest in his services and the ability to pay for them. He'll pay more for the booklets than for a cheap pen, but they'll only be given to real prospects. Without spending any more money, the targeted promotion will bring measureable results. Our friend Michael Crooks, a promotional consultant in Michigan, tells a story of a breeder of toy poodles who was thinking about giving out pens at a show, simply because he had seen others do it. A little questioning revealed that poodles who have grown over 10" tall become ineligible for show competition. After some creative re-thinking, a promotion developed featuring an imprinted ruler that, along with his contact information, said “Breeder of Champion Toy Poodles, call me when your dog gets too tall.” Suddenly, the product became relevant to the marketing goal. And of course, it was only given to people who trained toy poodle for shows. That's targeted promotional marketing. Instead of a giveaway, let's develop a promotion! It's what we do best. |
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How to have a Show Stopper at your next Trade ShowAnybody can give away pens, key chains, and T-shirts at a trade show. But it's how you use these products to interact - and even play - with show attendees that makes them linger in your booth rather than pass it by. Lear Corporation had a new web site it wanted to unveil at the Specialty Equipment Marketing Association Show in Las Vegas. Lear creates seat systems, electronic products and electrical distribution systems for car manufacturers. Their booth was set up with computers loaded with a presentation. But it's a bit of a challenge to get people to stop walking the show floor and sit down for a computer presentation. So a slogan and matching promotional product were chosen that generated traffic. The simple slogan: “Take a Closer Look.” The item: a magnifying glass. The most satisfying and surprising aspect was how many people took the item and just kept walking, but then looked down and read “Take a Closer Look.” Many of them stopped in their tracks, paused, and came back. The promotion helped the company generate 20% more leads than the previous year's show.Stihl Inc., the power tools manufacturer, always has a line of people waiting to get in. During the three-day World of Concrete show, they awarded about 3,500 promotional products, including shirts, hats, key chains and mugs, all imprinted with the Stihl logo. Visitors all try to “win” one item or another by spinning a prize wheel. “The ‘Wheel of Steel’ gets people into our booth,” says Stihl event marketing specialist Brad Sorgen. “Some people are hoping to win a shirt, other people are hat folks. Obviously, people try to win the bigger-ticket items over the smaller ones.” Before anybody can spin the wheel, says Sorgen, they have to take a five-question test. Hostesses and salespeople hand out the tests while people stand in line. It's really a primer on whatever products Stihl is promoting at the show. “People may be interested in the freebies,” Sorgen says, “but while we have them in line, the quiz piques their interest about our products. Plus, we get all of their contact information.” Sorgen estimates that his company gains about 30% more traffic - including a great number of new leads - whenever they use the wheel at a trade show. The important thing to remember is that a promotion, whether for a trade show or some other purpose, should be a two-way street if it is to be effective. Exchange something of value to you for something of value to your visitor. Last month's feature article discussed this in more detail. In case you missed it, read Don't Say Giveaway here. If trade shows are on your calendar, make sure the product and program go together. We can help. |
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Hand Sanitizers - did you know. . .?Hand sanitizers have been an effective and popular promotional product for a few years. Our customers have used them to put their names in front of their customers in all kinds of different situations, in every shape and form imaginable. There are pens, sprayers, squeeze bottles, pump bottles, wipes, and more. The positive association with good health can be great for branding. Naturally, we've seen greatly increased interest the past few months due to the very real concern about the H1N1 flu virus. But there may be a few things you don't know. There are many different formulations for sanitizers, but they break down into two categories: alcohol and SAB. According to the CDC, alcohol-based sanitizers can be as effective as hand washing with soap and water in killing germs and protecting against bacterial infection. (Yes, hand washing is considered the best option, but sometimes it is not convenient.) Concentrations of alcohol in products on the market can vary from 65% down to as little as 40%. The CDC has concluded from its tests that a minimum of 60% alcohol is required for a sanitizer to be effective in killing germs. It's important to check what you're buying to be sure. Discount products may be too weak to do any good. Another concern is that alcohol-based sanitizers are highly flammable. Those with a concentration over 62% cannot be shipped by UPS or FedEx, due to their safety regulations. Therefore, there are few products on the market for promotional purposes that exceed 62%, though they are occasionally seen. This is because the higher concentrations, sometimes used in hospitals, must be shipped by truck, which requires large quantities to keep costs down. The CDC recommends using enough sanitizer that it takes 15 seconds of rubbing to evaporate. (Once they evaporate, they've done their job.) That is generally a dime-sized dollop, more than many people use. Less than that is considered ineffective. Also, with prolonged use, alcohol-based sanitizers tend to dry out the skin. Some formulations offset this with the addition of moisturizers. You may see aloe and other additives advertised, but be careful as these are often found in products with less than 60% alcohol. Rather than risk exposure to children, flammability, or drying of the skin, some people may prefer to use SAB-based sanitizers. Never heard of that? Well, probably not by that name. But it's actually the most common over-the-counter antiseptic sold. SAB (Surfactant, Allantoin, Benzalkonium Chloride) is the active ingredient in Bactine. Hand sanitizers made with SAB are not flammable, and offer 2-4 hours of protection after application. In contrast to alcohol-based products, they actually become more effective with repeated use. There are appropriate situations for using both types. To make sure your marketing works best for you, call us to discuss your needs. We're happy to advise you. |
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The Three Stages of Trade Show MarketingTrade show season has begun again, so many of our clients are looking at their calendars and making plans for an effective approach to this most important component of their annual marketing. That means taking a big- picture view. There are three stages: pre-show marketing, the show, and post-show follow-up. The least important part of your trade show is the actual trade show. What's that again? Too often, all the focus gets placed on the show itself. But trade show success lies in the pre-marketing and post-show follow-up. First, ask yourself if the reason you are exhibiting at trade shows is to create brand awareness for your company’s products and services. If the response is yes (as it is for many), then maybe you should think a little deeper. Simple brand awareness is not competitive enough for today’s approach to building business. Get aggressive! Shoot higher! What you should be shooting for is brand preference. Let's tailor a trade-show experience that will exceed your expectations. That experience to position this “brand preference place” is a Before – During – and After experience. And all three components of assuring a successful trade show involve branded promotional products.Before the ShowThe most important aspect of the Before component is to identify who your target audience is for the show. Not how many badges you want to scan, but which specific buyers/customers and companies you want to attract into your booth. You know who these people are. No, they're not “everyone in your database!” Sure, there might be some nice surprises among them but don't expend all your energy there. Create a mailing list and craft promotional solutions to entice those special folks to come to your booth during the show. Send a personal invitation tied to a branded microfoil helium balloon so it floats out of the box when they open it. Send the case for an expensive pen requiring them to bring it to the booth and get it filled with that excellent writing instrument. There are dozens and dozens of clever ways to create Before-show buzz. Focus your show budget on this smaller audience – the audience that will impact their sales – rather than the great masses grabbing handfuls of stick pens out of a bottomless bowl. Put more effort and money into the pre-show invitations and then follow up on the mailing with personal calls. Ask potential conference attendees if they got the mailing and would like to schedule a specific appointment in the booth, filling the days of the show with these appointments. The goal is 25 or 50 amazing meetings, most of which will result in sales, new clients and strengthened relationships. During the ShowNext is that least important segment, During the show. OK, it may be the least important segment, but now is the time. Make the booth memorable with fun apparel for the staff, interesting décor or themes, and ways to grab attention. One of the most successful booths in my experience had a theme of “It’s A Jungle Out There”. The three-part pre-show mailings focused on jungle animals and clever copy. At the show, the booth was decorated with trees and bushes rented from a local garden shop; the staff was in pith helmets and shorts; there was a sound loop of jungle noises playing in the background; and mini-plush tigers and lions were given to all who attended a booth meeting (note: not just walked into the booth, but viewed a presentation). Each hour on the hour, giant plush jungle animals were awarded in a drawing, the prizes to be shipped back to the winners’ homes by the client. It looked very different from every other booth at that show – and it was the one booth that everyone remembered. After the ShowFinally, work on the After-show experience. Send each booth meeting-appointment attendee a thank-you gift and then follow up on that mailing with another personal phone call and a call to action. The scenario we see all too often is this. The account executive has invested time and money and sweat into the show, worked it hard, met people who seemed interested and said they’d call, left their contact info and then ... they don’t follow-up. They don’t send that sample or follow-up on the quote they e-mailed from the show floor. They don’t verbalize this, but it’s almost as if their position is, “I put in the time and the money and the effort ... You said you were interested. You should be calling me!” But it doesn’t work like that. They won’t call. They have to be reminded. Be pro-active, because this is where true show success is found. |
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8 Tips for More Successful Trade ShowsWalk around any trade show and you will be able to collect a bag full of trade show promotional items all designed to promote business. Everyone enjoys receiving a gift. Gift giving creates a favorable impression. It can build goodwill, be an incentive, communicate a message, and create awareness. However, how many promotional gifts do an effective job? If you're about to be on the other side as an exhibitor, you may want to consider the following 10 ways to master the tradeshow giveaway game:
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Go GreenWith 70 percent of the Earth covered in water, it's a wonder we don't say "go blue." But "go green" is how the environmental movement was branded. So take a cue from earth lovers and tie in to the good feelings of environmentalism. International Earth Day is observed yearly on March 20, with the U.S. counterpart shortly behind on April 22. Do your part to clean up this place. Here are a few ideas for products that can carry your message while helping the environment: Grow together. A Bag-That-Blooms is the perfect way to celebrate the environment. It's a recyclable garden bag and mailing piece - all in one! USPS approved, it contains soil mix, nutrients and the seeds of your choice, and it weighs less than two ounces. Recipients just open the bag and add water and sunlight to see a garden that will bloom right inside the bag for months. Bag it up. Who knew recycling could look so good? Bright and colorful, Spectrum Bags are made from 25 percent post-consumer recycled materials. Bags are available in 26 colors. Save Money. Talk about coming full circle. The recycled piggy bank is made of retired currency! Also available made from denim scraps and yellow pages. Nothing goes to waste! A recycling message is included in the imprint area. One color imprinted on two sides with additional colors available: pink, purple, red or white. Earthbound. Created using natural materials, Earth Journals are the ideal tool for teaching and encouraging energy conservation and recycling to individuals or groups. These guides are bound to help create a plan of action and record progress. Each has 50 sheets of quality opaque writing paper with either an 18-page section of energy-related information or a 16-page section of recycling-related information. Choice of 8.5-by-11 or 7-by-10. |
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Five Steps to Success with Cause MarketingCause Marketing is becoming increasingly popular as a means for businesses to build a positive reputation while helping out a worthwhile charity. If a company's products and market align well with a known local or national charity, then that's a good place to start. But there are many examples of successful partnerships that developed simply because the business recognized the worthiness of a cause, and wanted to help out. The positive associations of the brand with the cause will always bring benefits to the sponsoring company. The most effective promotions take a lot of planning, so we advise starting at least two months in advance, if not more. There are so many worthy causes, it shouldn't be hard to find one that resonates. It might be heart disease, diabetes, aids, substance abuse, or one of the many cancers. Check charitywatch.org for ratings of charities. Since October is Breast Cancer Awareness month, and we suggested two months of planning, what follows uses examples relating to breast cancer, but they apply to any cause at any time. Step One Step Two Step Three Step Four Step Five There you have it! Your organization made a contribution to a worthy cause, and gained invaluable public recognition while doing it. If you followed these steps, you built your business along the way. That's what they call a win-win! If you'd like to try it, give us a call and we'll be glad to help. |
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Three Ways to Improve Your Recognition ProgramIf you're evaluating your company's recognition program, the first place to start is by thinking about the goals of the program. It needs to be closely aligned with the company's overall goals. At the most severe point of the recent recession, many businesses designed recognition programs around saving expenses. As business has begun to slowly improve, smart managers are rewarding activities that bring in new business. It should not, of course, be limited to sales people, but rather should be inclusive of customer service reps or others in the office whose work can help to increase revenue. The second thing to remember is that the best recognition programs are not just driven from the top. Rewards can be given to employees at any level, so why not let them be initiated from any level? Wachovia Bank, which recently merged with Wells Fargo, has had a peer-based program for 10 years. Any employeee can recognize any other employee for exemplary work. One million employees have been rewarded since it began, and the new management team is not about to change the popular and successful program. Con Agra recently began a peer program, and more than 500 people were nominated for rewards in the first six months. The rewards amounted to name brand meerchandise including Apple and LG Electronics. “Those on the front lines often catch people doing great things even more often than a manager might,” according to spokesman Roy Sanderson. Number three is to thing short term as well as long term. Traditional incentives are long term — things like year-long sales goals or annual achievement awards. But if you don't find a way to reward new employees, you're missing a good bet. During the first 90 days, employees might be wondering whether they like the company enough to make a career of it. Thay can be asking themselves if they feel valued. That's an ideal time to show them that you care. Some companies present a welcome basket to new employees, and managers check in every 30 days or so with another branded item, perhaps a company mug or desk clock. This provides a good chance to visit and see how the employee is doing, and pays big dividends down the road. Wages and salary are just one piece of the package. Remembering these elements of effective recognition programs can help any company to achieve its goals. If you'd like to investigate how this can work for you, give us a call at APTCO. |
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Five Steps to Success with Cause MarketingCause Marketing is becoming increasingly popular as a means for businesses to build a positive reputation while helping out a worthwhile charity. If a company's products and market align well with a known local or national charity, then that's a good place to start. But there are many examples of successful partnerships that developed simply because the business recognized the worthiness of a cause, and wanted to help out. The positive associations of the brand with the cause will always bring benefits to the sponsoring company. The most effective promotions take a lot of planning, so we advise starting at least two months in advance, if not more. There are so many worthy causes, it shouldn't be hard to find one that resonates. It might be heart disease, diabetes, aids, substance abuse, or one of the many cancers. Check charitywatch.org for ratings of charities. Since October is Breast Cancer Awareness month, and we suggested two months of planning, what follows uses examples relating to breast cancer, but they apply to any cause at any time. Step One Step Two Step Three Step Four Step Five There you have it! Your organization made a contribution to a worthy cause, and gained invaluable public recognition while doing it. If you followed these steps, you built your business along the way. That's what they call a win-win! If you'd like to try it, give us a call and we'll be glad to help. |
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FTC To Regulate GreenwashingWe're glad to hear this news. As “green” has evolved to mean so much more than a color, a majority of consumers and businesses have taken an interest in environmental responsibility. Everywhere you look, there are examples of marketing with an eco-friendly focus. Unfortunately, this has also led to exaggerated claims and downright distortion. In an effort to protect consumers from exaggerated advertising claims, the Federal Trade Commission (FTC) is considering tight regulations on how marketers use words like “recyclable,” “biodegradable” and “carbon neutral.” The rules, also known as Green Guides, could affect more than 300 environmental seals of approval on current products, possibly making those environmentally-friendly claims in violation of government standards. Besides updating those standards, the rules would also more clearly define how companies can back up their claims of environmental sustainability. The updated regulations will continue a recent trend of more aggressive enforcement of eco-friendly-related advertising. During the past two years, the FTC has brought seven environmental advertising enforcement actions, compared to zero during the prior eight years. While the FTC cannot compel companies into adopting more eco-conscious policies, the agency is permitted by law to stop marketing fraud. The FTC is specifically targeting greenwashing, the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product in order to increase its sales. The most notable case of alleged greenwashing occurred last year when the FTC accused Kmart of listing paper plates as biodegradable. The plates, the government argued, would not typically decompose in solid waste facilities where most garbage is found. Kmart eventually agreed to alter its “biodegradable” claims in its marketing. Before the FTC begins enforcing the new rules, the agency will first publish the Green Guides in the Federal Register and institute a comment period. The FTC is expected to announce the updated regulations in September 2010, likely issuing the most substantial change to Green Guides in more than a decade. Government regulators can't catch every violator, nor should they. It's up to every consumer to give a little thought and ask questions before buying. Remember the three stages: reduce, re-use, recycle. If a re-usable grocery bag replaces hundreds of disposable ones, that's certainly a good thing. But consider that some of those bags are not actually made from recycled materials. That sounds like a missed opportunity. To make sure you're not missing any opportunities, give us a call. |
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Magazine Publishing Enjoys IncreaseMagazines, like newspapers, have faced a challenging market the past few years. Many have been forced to close as both subscriptions and advertising revenue have declined, while printing costs have remained relatively static. Much of the reason for this is completely independent of the general economic downturn; rather, it results from changes in technology and lifestyle. The industry has responded with new approaches to the market, and achieved some positive results. On July 13, the media blog Gawker declared, “Magazines Are Back! (Temporarily),” pointing to the recent, bullish numbers from Publishers Information Bureau. The organization reported that magazines had enjoyed year-over-year growth in ad pages and revenue during the second quarter of 2010, which had not happened since the fourth quarter of 2007. Revenue in the second quarter was up 5.7% over the same period in 2009, to $5.2 billion, while ad pages gained 0.8%, to 43,427. Adding to this good news was MediaFinder's announcement that, calculating all magazine closures and new title launches, there had actually been a net gain of three magazines in the first six months of 2010 – vs. a net loss of 92 titles in the same period of 2009. While there may not yet be big changes in how much is being spent on marketing, there have been more qualitative shifts in magazine marketing. Specifically, they are increasingly unlikely to be called “magazines” at all. “If there's one overall theme, it's a shift from promoting an individual magazine offering to selling the whole brand,” says Josh Gordon, president of Smarter Media Sales, who also runs www.adsalesblog.com. As competition has required print magazines to branch out into websites, digital editions, podcasts, live events and more, the brand extensions have also opened up the advertising opportunities. “The portfolio that salespeople have to sell has gotten very diverse with new content and online,” he says. With this new diversity, magazine brands may also find it easier to make good use of promotional products. To get new subscribers, The New Yorker has been offering a free branded umbrella to those who commit for one year. Wired has been giving subscribers branded portable speakers with an iPod dock. Both Glamour and Vogue offer exclusive handbags (Vogue's is a stylish black, Glamour's a more colorful light red), while GQ offers a men's black messenger bag, branded with the magazine's logo. Online subscriptions also lend themselves to effective use of online premiums, such as digital downloads including music and ringtones. Special added-value books are popular, as well. Runner's World offers a free “Runner's Training Log,” while Architectural Digest gives away a “Celebrity Homes” and a “Before & After” booklet. Naturally, these rewards are custom branded. All these products illustrate the flexibility and marketing potential of today's successful magazine brands. Yet they also point to the reality that while the media landscape shifts to ever-greater immediacy and speed, magazines continue to rely chiefly on the long-term loyalty of subscribers. “Publishers are always thinking about what will happen a year from now – whether they give away a digital edition, a coffee mug or a magazine, it's to drive long-term subscriptions,” says Gordon. “All people doing promotions could take a page from publishers. Instead of viewing promotions as an ongoing series of desperate acts, they have a forced discipline, always having to look at the next six months, 12 months.” That's sound advice, and certainly a message we often repeat to our clients. Never just look for something new to give away. Formulate your marketing objective, then craft the promotion that will lead you there. |
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Five Secrets of Direct Marketing Nobody Tells You1. Data is kingThe quality of your list will directly correlate to the results of your campaign. First, it is important to make sure the data is “clean”, ensuring that your pieces are able to be delivered through the postal stream. Secondly, the audience you choose can make or break the campaign. The people who are most likely to respond to your campaign are those who have already purchased from you. Therefore, it is important to make sure they are included in your campaign with as much relevant data as possible. Additionally, it is worth a look at those previous customers to see if you can identify any trends so you can better determine who your next customer will be. 2. It's not easyIf it was easy then everyone would do it well. Truth is, although many people do utilize direct marketing campaigns, few do it well. Direct marketing takes some experimenting in order to understand your particular market and the best way to market to them. Plus, understanding all of the postal regulations and discounts available can be extremely confusing. Find an experienced partner that you trust to help guide you through the process — like us! 3. Have a call to actionTo assume your clients/prospects know how to contact you is a mistake. Be direct, give them a good reason for contacting you, and provide options to do so. Many people prefer to call while others would rather email you. Give them the power to choose. Also, when you give people a reason to act now, they are more likely to respond than if they think they can get that same offer at any time. 4. Consider the mediumDirect marketing uses a variety of mediums, including postcards, fliers, catalog distribution, promotional letters, card decks, and mobile marketing tools like QR codes. This flexibility allows direct marketers to provide interactivity, measurability and still be able to take advantage of new technologies. However, it is critical to consider the medium you are using before building your campaign. Letters sent to a home or business should be personalized and relevant for the consumer, whereas a flyer put in a door is understandably generic. Additionally, by only utilizing one medium you could be missing a large number of potential customers who will never see your message. An integrated approach, utilizing multiple media, will be more effective. 5. Think benefits, not featuresYour customer is more interested in knowing how your product or service is going to benefit them, rather than what it is made of. This does not mean leaving out descriptive features altogether, just focusing your message to be about the benefits your customers will enjoy. Appeal to their emotions. Think about sausage. We don't want to know how or what it is made out of, rather we want to know how it tastes. |
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18 Creative Ways to Recognize EmployeesAccording to a Maritz Research study, employees who participate in creative recognition programs at work are five times more likely to feel valued, 11 times more likely to feel committed and seven times more likely to stay in their jobs. Still not convinced a recognition program is worth the investment? “On average, it costs a year’s salary to replace an employee,” says Ken Lloyd, organizational behavior consultant and author of 151 Quick Ideas To Recognize And Reward Employees. Here are 25 creative ways to recognize employees today – and ensure that they don’t jump ship. 1. Erect a wall of fame for top performers. Choose a highly visible wall in a public area of the office and post the photos, names and accomplishments of employees who exceed goals or reach key milestones. Give a gift card or another small reward to whoever makes the wall. 2. Don’t wait five years to celebrate an anniversary. “At most companies, the highest employee turnover occurs between day one and year three,” says Charles Elton, co-author of The Carrot Principle. Pepsi makes newer employees feel valued by giving them logoed bottle-cap keyrings on their first day, engraved pens on their second anniversaries and a crystal Pepsi bottle on their third. All gifts are accompanied by cards and messages from the CEO. 3. Use the power of the press. “Company newsletters provide excellent opportunities for recognition,” Lloyd says. “Employees enjoy reading words of praise and they appreciate the efforts managers take to write personalized articles.” 4. Recognize employees’ family members. Have a stellar sales rep that’s constantly traveling? Elton recommends sending a food basket or logoed gift directly to spouses or partners with a note from the CEO that says, “Thanks for taking care of all of the big things at home so [fill in name here] can be on the road.” 5. Send high performers back to school. Recognize key players by offering them in-house training, off-site seminars and college courses, advanced degree programs, certification courses, peer counseling sessions and advanced management training. 6. Award lapel pins to top achievers. “The Hard Rock Café gives out so many milestone and recognition pins that it takes waitstaff up to an hour to put them on, and they come to work looking like Russian Generals,” Elton says. “But they’re willing to do it because they’re proud to wear them.” 7. Give winners a choice. Hold a sales or customer service contest and let winners choose from a selection of prizes to make sure they get what they really want. Include trendy items that winners might not already have, like solar-powered charging stations, customized iPod skins and watches loaded with features, like mini flashlights. 8. Use the power of technology. Tout employee achievements Web chats, Internet message boards and any other company communications. As an example, Home Depot broadcasts via satellite episodes of “Breakfast with Bernie and Arthur,” (a meeting with the company’s chairman and CEO which celebrates employee achievements, among other things) to employees at all store outlets. 9. Reward brilliant ideas. Periodically ask for suggestions to improve a process or save money. Reward the best ideas with logoed merchandise or gift certificates. 10. Do something unexpected. On the Friday of a productive week, stop everything and hold a bowling contest in the company warehouse, complete with prizes for the best bowler. 11. Give promotions the fanfare they deserve. Part of the fun of getting a new title is the congratulations that come from peers. Take care to make a big deal of promotions. As an example, American Express stages celebrations where executives hand out new business cards and leather portfolios to the person being promoted. 12. Don’t be afraid to get a little goofy. The most popular performance award at Synovus Financial Corporation – a $30 billion firm – is a tacky pink flamingo with a bow tie that employees proudly display in their cubicles. The flamingo award comes with a luncheon, $100 cash and a paid vacation day, but employees say the bird is the real prize. 13. Use scrapbooks to make a retirement memorable. Everyone can get in on the fun of gathering photos and memories, including customers. Put it all in a big book and give it to the retiree at a celebratory event as a special memento. 14. Let employees nominate their peers. Don’t let managers choose who should receive all the awards. Empower employees to catch their coworkers doing something good – and hand out rewards to the peers they nominate. 15. Have seasonal kickoff parties. Is summer your busy season? Kick it off with an indoor “pool party.” Spread sand around, play Caribbean music, spread out beach chairs and give employees logoed beach towels and sun visors. 16. Solicit clients’ help. Bring in your sales reps’ favorite clients for awards ceremonies and recognition events. Let clients present an award and say why their rep deserves it. 17. Leverage your PR efforts. Get employees’ achievements even more exposure by sending press releases to the local media, touting staffers’ good work. 18. Give gifts on unique holidays. Forgo the annual end-of-year gifts and reward employees at offbeat times of the year, like on March 9 – “I Want You to Be Happy Day.” |
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The Changing Face of Asian ImportsThe promotional products used in our marketing programs are overwhelmingly imprinted in the USA, but most are manufactured in China and surrounding companies in the far east. This is also true of most apparel, from imprinted and embroidered corporate apparel to the clothes we find in the most familiar retail outlets. We've come to accept this as a formula that keeps prices low. We tend to try to overlook the fact that this situation results from the low wages paid to factory workers in that part of the world. Over the course of much of 2010, there have been a number of changes. The fourth quarter saw significant wage increases as workers demanded a living wage. Employees are increasingly vocal and militant in their protests, and these are not limited to China, but are occuring in Cambodia, Bangladesh, and other countries in the region. Further negotiations will surely lead to higher production costs. A second, and somewhat related, trend has been a raft of factory closings. Many thousands of Chinese factories shut down during 2010, making it a “producers’ market” as far as establishing garment pricing (Supply vs. Demand). In addition to the production / supply issues, the industry is faced with unrelenting cost increases on raw materials. Cotton prices remain at all time highs with additional increases sure to come, with no relief in sight until 2012. Pakistan, one of the world's largest producers of cotton, experienced a decrease in production of about 10% last year due to bad weather. The switch to polyester as an alternative price sensitive fabric was short lived and has now been dramatically impacted as well, leaving no choice but to watch raw material costs soar. Finally, transportation costs, closely tied to oil prices, have increased significantly. While local delivery services such as UPS and FedEx have kept their annual increases to a modest 5-7%, ocean shipping has seen the largest increases. Those costs aren't seen as shipping costs because they're built into the wholesale cost of goods. The problem stems from slashed inventories last year when retailers and suppliers ordered less product, leading to many carriers being dry-docked. “Business was so bad in '08 and '09 that people cut down on their ordering and the freightliners cut their capacity,” said Randy Chen, owner of import company Impex. “So everybody's cutting containers and freightliners when all of a sudden business picked up unexpectedly.” Because of the drop in capacity, Chen says a standard shipment from China to a North American port can now take more than a month longer than it used to. Adding to the problem is the practice of “slow steaming,” which has become common among carriers. As the name suggests, freightliners have been largely traveling at slower speeds, trying to increase fuel efficiency. What does this mean? You need an experienced and dedicated promotional advisor more than ever before. Careful advance planning is key to successful marketing. There are always alternatives to explore —just don't try to navigate these waters on your own.
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How To Turn A Booth Into A Viral Marketing MachineVirus. What a word! Loaded. It used to pertain strictly to disease - the human kind. Then we began to think of our computers as living. So we ascribed all sorts of human characteristics to them. Including the vulnerability. Malicious programs written with the intention of bringing a computer to its knees began to spread like, well, a virus, and thus the word took on a new and very distasteful meaning. But in the same way that bad could mean good in the 70's, there's another side here. The first time someone passed along a link to a youtube video, viral marketing was born. The message took on a life of its own. Of course youtube is just one example. In essence, viral marketing is any kind of campaign that encourages and facilitates the passing along of the message to others. Done right, it's incredibly powerful. As we see in the growth of social media, people like to tell their friends about something wonderful they came across. Customers become advocates for companies that have an interesting message. Trade shows are a favorite topic here because we help companies to exhibit effectively. We've written frequently about the common mis-use of promotional products. Of course, we strongly advocate for promotional products as one of the best advertising mediums available, but only when they're used right. It's also very easy to waste a lot of money simply giving stuff away. So we were pretty excited to come across an idea that combines the best of both worlds - promotional products and viral marketing. If you could hand a product to a prospect at your booth, and have them spend the rest of the day sending other prospects your way, you'd probably want to know how, right? We can do that. But we'll have to know a little more about you and your trade show goals. Give us a call at 800-204-4600 or send an email, and we'll get started. |
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10 Marketing Clichés We Don't Need To Hear AgainYou have to wonder sometimes about what advertisers were thinking! We've compiled a list of some of the most overused and empty phrases from the world of advertising. The way some of these words are strung together, you'd think the copywriter was being paid by the number of words. Not that there are so many words, but that so many of them don't add any meaning. Here's our top 10 list:
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The Royal Wedding - A Promo Product BonanzaThe wedding of England's Prince William and Catherine Middleton, which practically the whole world knows took place on April 29, has been almost impossible to miss in London for the past few months, and one of the main reasons is the huge number of souvenirs and promotional products that fill shops on nearly every highly trafficked block. While austerity and budget cuts have become the norm in England, the wedding has given tourists a timely reason to visit and locals a reason to spend. The moment the engagement of the two was announced, manufacturers began churning out mugs, plates and commemorative pens. Neil Saunders, consulting director of retail researchers Verdict, predicted to The Telegraph that the sale of royal wedding merchandise could top £26 million [$42.5 million]. Interest in the event was global; in fact, foreign journalists far outnumbered the British press. Walking through the streets of London, visitors come across everything from William & Catherine compacts, commemorative tea tins, ashtrays and shot glasses to pens, cookie tins, book marks, reusable bags, car flags, and yes, condoms. A few examples are shown to the left. Some promotions offer a more irreverent take on the event, such as a commemorative plate reading “Thanks for the free day off,” a “Keep Calm and Marry On” poster, and “Kiss Me Kate” beer. While many of these items have been sold are through retail channels, many businesses have found a number of other opportunities to capitalize on an event of such national and international interest. According to Annette Scott, CEO of the British promotional product trade association PROMOTA, “products such as flags, pens, hats, mugs and badges are perfect at community parties or business events." James Biggin, co-owner of Yorkshire-based Steel City Marketing has seen quite a bit of interest, with clients buying up branded paper crowns, handflags and decorated bunting to incorporate into events they are hosting to correspond with the celebration. But while the prices for William and Kate merchandise can run as high as £1,800 for an 18k white gold replica of Kate's engagement ring, Biggin has primarily seen interest in less-expensive offerings. “It's been bits and bobs really, the very low-end price range stuff,” he said. “Clients want to focus on things that they can give away to kids at their events.” Nevertheless, the event provided a wonderful opportunity for affinity marketing, and the association will continue for some time even though the wedding is over. Within the UK, everyone must adhere to branding guidelines that limit what can appear on the souvenirs, such as only using approved images of the royal couple and the official Coat of Arms. Perhaps the biggest restriction for distributors is that merchandise using royal photographs or insignia must be “free from any form of advertisement.” Not unlike strategies used to avoid fees for usage of licensed products in the U.S., private brands are often combined with generic wedding and British imagery, rather than the official photos of the Royal couple. For example, a business buying handflags for a royal wedding event often used a Union Jack flag with a central space for the business logo. The association is still there, and connects the business to the event in a positive way. With consumer interest in the event remaining high in the U.S. and around the world, there are still plenty of promotional opportunities ahead. A related form of marketing involves connecting a brand to a popular cause. For some ideas on that, click here. |
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Promotional Products Still Leading Other MediaAs the economy slowly continues its recovery, marketers are making careful decisions about the best use of marketing budgets. A recent study from the Advertising Specialty Institute compared the exposure of the major forms of advertising media. Similar to a study completed in 2008, this one from late 2010 looked at network TV, national magazines, radio spots, internet, billboards, and more. This time the survey looked beyond the U.S. to global markets in Canada, Great Britain, and Australia. As advertising agencies are well aware, a key metric of campaigns is the cost per impression. Advertisers typically want their message seen by as many as possible, but not everyone has a Super Bowl budget. Once again, it showed that one of the most targeted marketing vehicles was also lowest in cost per impression (CPI) - Promotional Products or Advertising Specialties. These specimens of physical advertising came in with a CPI of only $0.005. More importantly, unlike radio ads where the listener is unknown, ad specialties are given directly to a selected target audience. That allows for direct measurement of the return on investment (ROI). Having said that, it's also possible to simple give stuff away in an undisciplined attempt at “brand awareness.” But APTCO can help you to go well beyond that a craft an effective and measureable promotion. The complete study reveals that the typical promotional bag is seen over 1000 times per month, that electronic items are kept the longest, and that branded items are much more likely to be passed along than to be thrown away. They're the gift that keeps on giving. To see the complete study, which includes comparisons by gender, age, and other demographics, click here. |
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Benefits and Pitfalls of Custom Flash DrivesUSB Flash Drives are continuing to grow as a popular medium that is, in many cases, actually replacing print. Many a conference handout has moved from paper booklets to CD's and now, to thumb drives or memory sticks. They're a perfect fit for the green movement, as a replacement to paper. As memory capacity increases, prices on the smaller sizes (i.e., yesterday's big sizes) have dropped. Just a couple of years ago, 1GB to 2GB seemed large. Now we're seeing 4 to 8GB as common, with much larger capacities available as needed. Any of these are ample for most pdf catalogs, white papers, Powerpoint presentations, and similar sales materials. The extra capacity is what makes the difference to the recipient, who will likely use the drive for personal files, including music and video files, which tend to be more hungry for space. The more space, the more attractive the drive as a promotional premium. The lifeblood of a flash drive is the memory chip, so it's important to know something about what goes on in that marketplace. You never see it because it's buried inside the housing. Memory chips are classified into 4 grades.
Another common trick used by unscrupulous suppliers is accomplished with hidden software that make a drive appear to have a much larger capacity than it actually does. A 128MB drive can be made to appear to hold 1GB. Only when one tries to copy files do they learn that they won't really fit. The best protection from all this nonsense is to purchase from a reputable supplier who offers a lifetime warranty. A few other considerations:
For much more on promotional flash drives, visit www.yourflashdrives.com. |
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Don't Spoil Your Promotional SuccessBack in May, we teased you with a story about a promotion that combined a unique promotional product with a clever viral marketing technique to achieve a huge increase in trade show booth traffic. We've seen this method bring triple the number of visitors to a booth. But now it's time for the rest of the story. Too often, we see companies offer some kind of attractive prize to one lucky winner. There are proven ways to increase traffic and contest entries. Then comes the end of the day when 1000 people gather to see if they will win. Somebody is about to be very, very happy. The crowd applauds the winner, and in a flash, it's over. What next? 999 losers, that's what! Not really a positive impression for the company brand. All the great energy that built up in anticipation of the drawing can be gone just like letting the air out of a balloon. A tremendous success could turn into an epic failure in that moment. We seen that scenario repeated too many times to count. But it's so easy to fix. What has been created is a great marketing opportunity. Everyone can be a winner. While you have their attention, surprise them with something that will enhance the connection you've already made. What would you like to have happen next? A visit to a retail store? A signup on your website? A pen, letter opener, or even a simple coupon can lead them to take the next step in your relationship. Remember, even when there's one big winner, everyone else should be a winner in some way. That way, the booth exhibitor will be the biggest winner! |
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Do You Treat Direct Mail This Way?Let's face it. In this age of internet marketing, postal mail suffers from the Rodney Dangerfield complex - it just can't get any respect. When you bring in the daily mail, if you're like most people, you don't take long to sort through it. The marketing pieces in the stack will only get more than a glance about 20% of the time. If they survive that first pass, only highlights like headlines, pictures and captions will grab fleeting attention. Scanning replaces reading. That quick scan will eliminate about half right on the spot. Of the 10% that remain, another half will stumble on some little detail and toss the piece into the trash. Now the advertiser is down to 5% who might actually think about the offer that landed in the mailbox. Is it any surprise that direct bulk mail typically only gets 1-2% positive response? Of course, all this generalizing applies to true bulk mail - a generic piece mailed to a large list. A more targeted and personalized mailing will generate a much higher response. It doesn't take a lot of improvement over 1% to create a real return on investment, even with higher unit costs. But for now, let's look at four steps that should be considered in order to improve even a standard direct mail piece.
By following these four steps, you can do your part to improve on the 98% rate of direct mail pieces heading to the trash can. If you'd like to explore how direct mail can benefit your business, contact us here at APTCO. |
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Consumers Want Their Calendars The Traditional Way: In PrintPromotional Products Association International (PPAI; ppai.org) the not-for-profit association for more than 8,000 members of the $16 billion promotional products industry, has published studies revealing electronic/digital lagging far behind print calendars in consumer preferences both at work and home. Despite a heavy reliance on computers and cell phones, nearly 80 percent of survey respondents said they prefer printed calendars for scheduling and record-keeping and more than 60 percent said they have at least one advertising calendar in their home or office—a promotional product which accounted for $1.12 billion in revenue in 2009. Additionally, 82 percent said they enjoyed receiving advertising calendars, which further substantiates the advertising calendars’ place alongside other mainstream promotional items. “In an ever-increasing technological age, it’s important to know that the printed calendar—specifically the advertising calendar—is still very relevant, very wanted. Our survey of consumer usage will help professionals in the promotional products industry make sense of this evolving, yet stalwart marketplace by providing hard data on the impact of habits and preferences," said Saritha Kuruvilla, PPAI's research manager. The results are quite surprising as they come out at the same time as smartphones and electronic calendars are growing exponentially. Home vs. Work The average number of printed calendars in households today is 3.12 versus 3.98 in 1981. The kitchen remained the prime location with 75 percent of respondents reporting they had a printed calendar there, followed by the home office as the most popular location for 55 percent of respondents. The average number of printed calendars per business was 2.10. In 1981, the average was 2.56. Thirty-seven percent of respondents had at least one calendar at work, 63 percent had between two and nine printed calendars at work and one percent had more than 10.
And, despite the wide variety of calendars available in today’s market, the wall calendar still remains the preferred choice as 67 percent of respondents prefer it over others, including computer and cell phone calendars. The findings from Calendar Usage In The Workplace and Calendar Usage In U.S. Households come from a two-part online survey of consumers, drawn from a nationally representative panel of home and business users, more than 1,000 respondents each. To ensure the survey questions explored the appropriate trends and issues, they were developed in partnership with the Calendar Advertising Council working in the calendar-publishing marketplace. |
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Avoid Random Acts of MarketingAvoiding Random Acts of Marketing is a key recommendation of the latest “State of Marketing” report from the Chief Marketing Officer Council, a 6,000 member global association. CMO's participating in the latest edition of the annual survey found that a majority of businesses have budgeted modest increases in marketing for 2011. The report goes into excrutiating detail by breaking down marketing into the various components of online advertising, mobile, print media, and so forth. Like many such reports, the sheer number of statistics can me mind-numbing. The main thrust of the report brings to mind the familiar quote from marketer John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” With all the new options out there for advertising, it's tempting to try a bit of this and a bit of that. CMO Council executive director Donovan Neale-May summarizes, “Today's successful marketing organization is unifying its extended ecosystem, aligning more effectively with business and sales groups and integrating campaign components to drive efficiency and more measurable outcomes.” In other words, how about trying some advertising that has measurable results? At APTCO, we help companies of all sizes with promotional marketing. Since promotional products have one of the lowest costs-per-impression of all advertising, we get a lot of requests for imprinted items. It's surprising how often the thinking hasn't gone any farther than that. “We need some pens (mugs, caps, tote bags, flash drives) with our logo on them.” Really? We can do that. But how about making this something more? How will you distribute them? To whom? What would you like them to do after receiving the item? Wouldn't you like a way to know if they actually do that? Don't be guilty of commiting “Random Acts of Marketing.” Let APTCO tie your efforts together into a targeted campaign with measureable results. |
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Seven Ways To Keep Calendar Promotions From Being BoringLow tech. Old hat. You've heard it all. With smart phones expected to reach 50% market penetration this year, surely the paper calendar is a dying breed. Not really. Even if appointment reminders are finding their way onto our electronic friends, there's plenty of functionality and value in printed calendars. Here are a few tips to getting the most from these popular promotions.
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10 Ways to Boost Booth Traffic1. Get your own prospects 2. Make your booth advertise itself 3. Use a winning layout 4. Attract quality traffic 5. Give the right promotional gift 6. Select and train booth personnel 7. Get friendly with organizers 8. Use technology to capture information 9. Do something different 10. Consider sponsorship opportunities |
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Coming Soon - the Biggest Cause Marketing MonthIs there a marketing manager anywhere who hasn't heard that October is Breast Cancer Awareness Month? There are countless charitable causes that claim a month, a week or a day to try to capture the public's attention. Raising awareness even a little can make a big difference to people in need. Judging by our holiday trivia section at the end of each month's newsletter, you can see that some of these border on the frivolous. Well, OK, some cross the border. But in terms of serious causes, Breast Cancer Awareness Month trumps them all, even cardiovascular disease, which kills ten times as many women as breast cancer. Thank the ubiquitous pink ribbon, a universally recognized symbol, which has led to many spin-offs. Cause marketing can be an effective marketing strategy, but it can also backfire if not done well. Consumers are resentful if they perceive that a company is just taking advantage of public sympathy, while the main goal of increasing sales seems paramount. Make sure that whatever cause you decide to embrace for a marketing partnership, that you make clear the contribution you are making from each sale. A sizable public contribution, tied to an event, brings very favorable publicity. If a percentage of sales or profits are to be donated, state how much that is. Consumers want to know that they are making a difference by doing business with your company. Any reduced profits in the short term will be offset by growth in the long term. You can do well by doing good. For 5 tips to successful cause marketing, review our article from last year on the subject. A couple of years ago we profiled a very successful campaign by Mott's. But local charities can be just as effective as national ones, perhaps even more effective. So join those supporting a cause that fits your company. Next month will be full of opportunities (just look at all the pink choices), but so will the whole year. We'd love to help you to executive a successful campaign. |
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Corporate Wellness Incentives Reduce CostsCorporate wellness programs that offer employees rewards can help significantly reduce the cost of health care, according to a new report released a few weeks ago. Data shows that wellness incentive programs result in company savings-to-cost ratios of more than $3 saved on health care costs for each $1 invested. “Less than one in five employees will participate in wellness programs that do not offer rewards,” said Rodger Stotz, spokesperson for the Incentive Research Foundation (IRF), which published the report. “This changes dramatically when incentives are offered – four in five will participate. Clearly all businesses should consider this when looking at their wellness efforts.” The report, which examines existing research and case studies regarding workplace wellness programs, also cites the success of specific companies. For example, IRF research shows Johnson & Johnson saves an estimated $9 million to $10 million in health care costs every year as a result of its wellness program. Data also shows Citibank realizes a health care cost savings of up to $4.73 for each dollar it spends through its health management program. Finally, IRF says Union Pacific Railroad's medical self-care program achieved cost savings of $2.78 for every dollar invested by reducing inappropriate emergency room and outpatient visits. “The U.S. is spending about $2.5 trillion per year on health care,” Stotz said. “As much as 75% of that is spent on preventable conditions, so the potential savings through preventative health care measures that include workplace wellness programs could be as high as $1.9 trillion per year. And this doesn't even consider productivity gains or worker quality of life improvements.” According to the IRF report, 93% of large companies (5,000+ employees) already sponsor some form of a worksite wellness program. Further data cited by IRF shows 61% of current purchasers of vendor-supported programs view wellness incentives as a “must have” within their organizations and 89% predict a trend toward more similar initiatives. If your company needs to implement a wellness program, or improve the one you have, give us a call at APTCO. Our flexible, online programs feature custom catalogs that let your employees choose the brand name premium that they prefer, ensuring the highest rates of participation. |
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Survey Proves Effectiveness of Promotional ProductsHow do recipients feel about receiving a promotional product? What purpose do they think the item serves? What actions do they take? These are crucial questions every advertiser should know and understand, as the answers can have a dramatic impact on their ROI. Answers were provided in a recent survey from MarketTools, Inc. Consumers are inundated with advertising messages and the challenge for businesses is find a way to cut through the clutter and to not only reach their target audience, but to resonate with them. And, according to survey respondents, promotional products do just that. Respondents were asked to think of a promotional product they’d received in the past two years and to recall the specific product, the advertiser and the message: a whopping 76.2% recalled all three key pieces of information. Promotional products are powerful, both as effective forms of communication and as useable, necessary tools. The following results reveal just how seamlessly promotional products integrate into life, impacting the daily routines of the recipients.
Further, the survey showed that:
In an interesting twist, consumers were asked if they would pick up a promotional product given by an advertiser at an event. Only 3% said they would not. But while 23% said they would pick it up no matter what it was, 3 times that many (69%) said they would take it if they found it useful. So you might want to think about functionality when choosing a product for your campaign. Of course, as we frequently remind our readers, it's even more important to tie the product to a marketing objective and message. |
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Hand Sanitizers an Effective Cure for Physician MarketingColorado Springs Health Partners is a multispecialty group practice with more than 90 physicians, 20 mid-level practitioners, and about 600 support staff operating 11 facilities. Their many specialties include family physicians, pediatricians, cardiologists, surgeons, neurologists, ophthalmologists and podiatrists, to name a few. As part of their marketing outreach, they are a fixture at local health fairs and a regular contributor toHand Sanitizers an Effective Cure for Physician Marketing local events including March of Dimes’ fundraisers, Race for the Cure, Relay for Life and more. They see community outreach as a primary means of raising and maintaining brand awareness. They understand that the medium they select needs to be relevant to their image and business purpose. Not to say that the most popular items like mugs, pens, and t-shirts have never been used, but they're not the best match for the company image, or for the image of the events they typically sponsor. Hand sanitizer bottles proved to be the perfect fit. You may be surprised to see the many new formats available for sanitizers. There are small bottles attached to a key chain or caribiners, pocket sprayers, and executive pens which are actually sprayers in disguise. Antibacterial products come in liquid, foam, or gel form. They can be seen clipped to badge holders at trade shows, a place where there's an abundance of hand shaking. If hand sanitizers seem to fit into your marketing needs, make sure you're aware of the different types. We can help you sort it out. Our customers have used them to put their names in front of their customers in all kinds of different situations, in every shape and form imaginable. There are many different formulations for sanitizers, but they break down into two categories: alcohol and SAB. For a primer on those differences, check out this article.
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