Tag Archives: Promotional Advertising

Ad Good As It Gets

A study reported in the January 2010 issue of Promotional Products Business (PPB) tells us that consumer like and want “stuff with your logo on it” and that they remember the nice folks who give them what they want.

This study of American consumers, done in 2009 by Promotional Products Association International (PPAI) revealed that 82 percent of consumers exposed to promotional products advertising within a one-year period recalled the company or brand advertised, AND 75 percent could remember the advertising message.

“Promotional products had a far greater recall rate for these advertising consumers when compared to ads they saw or read on television, print media and online advertising in the immediate past two-week period. What’s more, 83 percent of consumers reported that they liked to receive promotional products. (PPB)

While these are impressive recall numbers, what is really exciting is the reaction consumers had to the advertising.  In other words, what actions did they take after receiving the promotional products?

Twenty percent of consumers reported making a purchase within one year after receiving the promotional product, while only 13.4 percent had made a purchase after seeing a print ad in the immediate past two weeks, 7.1 percent had made a purchase after seeing a TV ad in the immediate past two weeks and 4.6 percent made a purchase after seeing an online ad in the immediate past two weeks. (PPB)

What promotional products really excel at though, is in influencing the overall impression of the advertiser, This study reports that  52.6 percent of consumers had a favorable impression of the advertiser after being exposed to promotional product advertising whereas that same favorable impression was received by only 27.7 percent consumers exposed to TV advertising, 33.2 percent of consumers exposed to advertising via print media and 11.9 percent of advertisers exposed to online advertising.

What is the point? When you advertise with promotional products at least 4 things happen, all of them good;

1) The recipient remembers you

2) The recipient wants and appreciates the advertising

3) They will feel positive about you and your company

4) 20% of them will buy from you in the next year

When it comes to advertising, it doesn’t get much better than that!

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Filed under Promo Ideas, Trends, Uncategorized

Processing the EXPO

The PPAI EXPO has come and gone. It is a hectic week, filled with plenty of new information to process. It always takes me about 2 months to fully grasp what I have see and learned during the week. However, here are two quick observations I want to share with you.

1) The environmental “green” movement is alive and well, but losing its momentum. This particular aspect, the “friend of the environment” aspect of marketing a business will continue to be important and should be considered in any PR campaign. However, due to the lack of coherent standards in the marketplace and the growing skepticism of the public towards “green” claims, I believe that the period of explosive growth in the “eco-friendly” campaigns is over for the forseeable future. Besides, it is expensive to be “green”.

2) Integrating Web 2.0 ( “social media”) into marketing for small business via tangible promotional advertising continues its steady growth. Many of the “new” ideas are simply reworking tried & true promotions from the past and adapting them to find ways to encourage consumers to interact with a company’s persona on the web. Moving forward, I believe this aspect of promotional marketing will provide small businesses an opportunity to develop and grow in their on-line presence, which is where the future of marketing is, right now.

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Filed under Professionalism, Promo Ideas, Social media, Trends

Its almost 2010. Let’s get engaged!

Promotional products can be one of the pillars of your social media strategy in 2010.

Engagement is a fairly new marketing term which you will hear more about in 2010. Engagement is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a companies’ brand or products.

Social Media is one of the pillars of engagement. By developing an on-line presence and reputation, you can create a positive feedback loop between you and your customer. Engagement, in its simplest form, is a conversation between you and your customer. But the question remains, how do you start the conversation and then keep it going?

Marketers have come to accept that there are four engagement methods including Platform (TV; online), Context (program; webpage), Message (ad or communication), and Experience (store/event). It is a good thing for all marketers that promotional products manage to fulfill all four of these methods.

  1. Platform – The physical presence of a product in their pocket, purse, auto or on their desk, etc.
  2. Context – The actual giving or presenting of the product to the targeted consumer.
  3. Message – The brand, logo or message that is imprinted on the product.
  4. Experience – (This is where it gets REALLY good) The on-going use and enjoyment of the product (and your message)

If your marketing plans for 2010 include a social media strategy (and they should), be sure part of the strategy includes promotional products. They can become an effective part of your overall strategy.

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Filed under Promo Ideas, Social media

In Their Kitchen

Promotional ProdKitchenucts Association International (PPAI) recently asked 1,005 average American consumers how many promotional products they had in their kitchen. The response? Overwhelming …

More than three-quarters of the group (828 people) had at least one promotional product in their kitchen, while the bulk reported having anywhere between two and 11 or more. But, here’s the part you can really sink your teeth into: The product/advertiser recall was through the roof! A whopping 86% could name not one, but two promotional products in their kitchen, while 50% of those could name the corresponding advertisers.

So, what’s the takeaway? If you are looking for a low-cost way to say “thank you” this holiday season, think “kitchen.”

This time of the year, the kitchen becomes the center of the home for family meals and friendly gatherings. Put your company name or logo on centerstage during the holidays.  Something as simple as a hot pad or as elegant as long stem wine flutes, there are many great ways to express your appreciation to those who are important to your business. The bonus factor in kitchen promotions is that these same customers will interact with your brand for years to come.

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You Can Never Have Too Many Answers

How do you keep a fish from smelling?

1) Cook it as soon as you catch it.

2) Freeze it.

3) Wrap it in paper.

4) Keep a cat around.

5) Burn incense.

6) Leave it in water.

7) Cut its nose off.

Which idea works for you? The first idea will work just fine, but which idea really catches your imagination? Which one shows imagination?

Th above question and answer comes from the classic text on creativity “A Kick in the Seat of the Pants” by Roger von Oech. It illustrates a common problem we all experience in our creative endeavors, our tendency to stop generating ideas once we find “the” answer or “the” idea that will work. This is a carry over from our traditional education which taught us that there is only one “right” answer to a problem. As we can see from the short illustration above, there can be many answers to a problem, some as good as another and some which approach the problem from a different perspective.

One key to generating good ideas is to generate many ideas from which to choose. David Williamson is a poet, artist and speaker who facilitates creativity workshops for education and industry all over the US. One of David’s workshop exercises involves coming up with at least 25 answers to any one question. What we find is that there are about 7 to 10 easy answers to any question. The next 15 answers will most likely be nonsensical or irrelavant, but one of them may be an elegant breakthrough which solves your problem from a totally different perspective.

Next time you have a problem to solve, try stating the problem in the form of an question and then come up with 25 different answers to that question. You may be surprised at what you find in those answers.

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Filed under Creativity

A Light in the Darkness

She had been driving for what seemed like the entire day. The weariness that comes from being “busy” but not really accomplishing anything had settled on her like someone had thrown a leaden shawl around her shoulders. No matter how she turned her head or arranged herself in the car seat, the ache in her neck and between her shoulder blades would just not go away.

Even though she had made the meetings on time and had said all of the right things, she didn’t feel much satisfaction. All of her training, all of the preparation had not helped her deal with the negative attitudes she had encountered that day. Some days she wondered exactly why she put up with this crap. The traveling, the bad diet, the ever escalating expectations of her boss. Her feelings toward this job had changed from an initial impression of opportunity to a dread-filled vision of one huge dead end sign.

Her thoughts were now fixated on dinner, followed by a date with a deep tub filled with hot water and lots and lots of bubbles.

She let her mind wander, drifting along with the Sinatra tune playing on the radio. Suddenly, she felt a huge thump and immediately her car began to leap and buck, the wheel pulling suddenly into the oncoming traffic lane. It took about 3 seconds for her to regain control of the car and for her to realize what had happened – a flat tire on the front left of her car. What next!

Once control of the car was affirmed in her mind, she eased the car over onto the shoulder of the road. What to do now? Her mind raced back to what she had learned in drivers training, so far back in the past. She could hear her father’s voice in her head – “Make sure you pull far enough off the road, so you don’t get hit by some knucklehead not paying attention”.

After she had pulled over, far over off the road, she made the call on her cell phone. The AAA guy was sympathetic, but it would take him over two hours to get out to her. Perfect! Here she was, on the side of the road, in the dark with sore feet, sore neck and now a sore disposition.

It was then she remembered the road side emergency kit she had gotten as a “Thank You” gift from her insurance agent. She went to the trunk and looked inside of the nicely logoed plastic case. There, she found a flashlight (one of those nice ones that stands up on own), jumper cables, first aid supplies and emergency road markers (to warn oncoming drivers). Also, there in the kit were instructions on how to change a tire safely!

Suddenly feeling empowered, Sally made a quick decision – she wasn’t waiting for any stinking tow truck! She dutifully put the lighted emergency road hazard markers out, read the tire change instructions and went to work.  Using the flashlight to illuminate the work area, she had the blown tire off and the temporary spare on within 10 minutes. Within 15 minutes of the original blown tire, she was back on the road and on her way home.

Thanks to the thoughtfulness of her insurance agent, what could have been a major hassle turned into the best thing that could have happened to her.

“He is a really great guy”, she thought, “how can she ever thank him?”  “I know” her thoughts continued “I’ll give him my insurance business for the rest of my life”:)

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Filed under Facing Adversity, Promo Ideas

Play cards, catch a crook

ColdCaseCardOnce again, promotional products demonstrate their problem solving power.

Take an ordinary deck of playing cards. Print the details of 52 unsolved crimes on the face of the cards. Distribute these decks of cards to all 515 police departments and sheriff offices within Minnesota, as well as 75 countywide jail and annex facilities. In addition, send over 10,000 decks to Minnesota state prison inmates. Wait for the tips to come in. And they are coming in.

The neat thing about this project is that it puts the information about these cold cases right into the faces of people who are most likely to be able to help catch a crook. Other crooks. This is a good example of targeting the proper market. Except in this example, the customer is not buying, they are selling… information.

This is a great example of a creative use of an everyday, ordinary product. One that we produce millions of every year. However, this is just one example of thousands of products that are used everyday carrying an important message. Maybe the next great idea will carry your message. We will never know until we try. How about we start today?

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Filed under Creativity, Promo Ideas