Promotional Products in the Digital Marketing Age
AMA B2B SIG
March 14, 2013
Topics of Discussion
• Promotional Products Overview
• Direct Mail and Driving Online Engagement
• Building Your Social Media Following with Promotional
Products
• Personalizing Promotional Products
• Using Promotional Products to Drive Leads at Events
• Managing Promotional Products through Marketing Resource
Management Systems
• What to Look for in a Vendor
Promotional Products Overview
• Something useful or creative that will keep your company top of mind
• Reflection of your brand
• Breadth of product options – balloons to TV’s
Direct Mail and Online Engagement
• Average B2B direct
mail response rate
(house list, letter size)
– 4.28% (DMA 2010)
• Average B2B
dimensional mailer
response rate (house
list) – 8.51% (DMA
2010)
Direct Mail and Online Engagement
• Tactics:– Mail an item to attract attention; include a
PURL / QR code to sign-up online for appointment, quote or demo
– Mail a video; include a PURL / QR code to sign-up online for appointment, quote or demo
– Mail a box; in order to qualify for premium product offer sign-up online via PURL / QR code for appointment, quote or demo
Direct Mail and Online Engagement
• Example –
MarketHUB+ iPad mailers
• Typically part of
continuity
• Offer sent to executives
in box
• PURL to sign up online
for a live demo to receive
an iPad
Build Social Media Following
• Use promotional products as prizes in social media contests
• Example: offer a branded gift card for likes, follows, retweets, etc.
Personalizing Promotional Products
• Targeted content can be loaded onto branded USB drives
• Apparel and accessories can be monogrammed
Drive Leads at Events
• Mail offer for premium product to attendees – PURL / QR code to pre-register online for demo, quote, appointment at booth
• Email reminder just before event to come to booth to qualify
• Track people that come to booth
• Email reminder on the last day of the event
• Draw winner
Sales Kick-Off Events
• Create a sales kick-off kit to…
– Equip sales with branded promotional products for distribution
– Motivate / reward sales with branded accessories
Managing Promotional Products
• Manage marketing materials and
campaigns especially in
coordination with a distributed sales
force
• Materials can be customized by
sales which are then automatically
routed to corporate for brand and
regulatory compliance review prior
to distribution
• Sales channels can easily enroll in
turnkey campaigns created by
marketing
Marketing Resource Management Systems
Managing Promotional Products
• Corporate marketing can assign co-op funds to sales channels
• Promotional products can be made available to sales through the system
• Sales can:
– Place orders for products
– Create and order kits including products
• Corporate can track inventory and spend
What to Look for in a Promotional Products Vendor
• Quality and variety of products
• Kitting capabilities
• Fulfillment capabilities
Summary
• Use promotional products to
– Drive on-line engagement
– Grow social media following
– Drive leads at events
• Consider Marketing Resource Management solutions to manage promotional products
• Seek promotional products vendors who can provide kitting and fulfillment services
Thank you!
See our selection of promotional products at:
www.docustarpromo.com
