how to harness the power of promotional products with scott walode, ceo, exhibitcraft

How to Harness the Power of Promotional

Products

A ProFest 2013 PresentationWednesday, April 24, 2013

atExhibitCraft Headquarters

Wayne, NJ

www.ExhibitCraftNJ.com (973) 686-9393

Come To Your SensesCome To Your Senses

• Can you taste an apple on your Apple ?• Can you feel soft on Microsoft ?• Can you smell the roses on Flowers.com ?• Can you hear the news in the newspaper?• Do you recall the last billboard you saw ?

• Dimensional EngagementDimensional Engagement• More relevant today than yesterday, in a digital age people will crave a tangible dimensional experience with your brand.


What Mad Men Can DoWhat Mad Men Can Do

What Promo Consultants Can DoWhat Promo Consultants Can Dowww.ExhibitCraftNJ.com (973) 686-9393

A 2007 study conducted by Microsoft and Starcom A 2007 study conducted by Microsoft and Starcom

10 – 15% of adults between the ages of 17 and 35 go 10 – 15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising, out of their way to dodge traditional advertising,

branding them branding them ““Ad Avoiders”Ad Avoiders”

Advertising Times – Are A Advertising Times – Are A ChangingChanging


AAwarenesswareness InterestInterest

DesireDesire ActionAction

This core strategy engagesengages the target’s mind, advances your objectives and incites them to the desired end.

A Different Business ModelA Different Business Model

Fundamental Advertising Strategy


Agency Core Competencies

The Promotional AgencyThe Promotional Agency• Core competency is

delivering the creative concept and executing the campaign.

• Rarely a fee for the creative and remuneration is built into the execution.

• Work applies to a variety of business needs and applications.

The Advertising AgencyThe Advertising Agency• Core competency is

delivering the creative concept, and executing the campaign.

• Fee for every element of development and execution.

• Their work concentrates in sales and marketing of goods and services.


Comparison Chart


Advantages• Audience Focused• Tangible and long-lasting• Impact easily measured • Easily distributed (viral)• Higher perceived value• Complements targeted marketing• Complements other advertising media


ResourcesResources• Over 5,000 manufacturers worldwideOver 5,000 manufacturers worldwide• Over 2,000 exclusive manufacturersOver 2,000 exclusive manufacturers• Five star rated sourcesFive star rated sources• Global sourcing capabilitiesGlobal sourcing capabilities• On-line search engines not available to the publicOn-line search engines not available to the public• Product designers & engineers in every substrateProduct designers & engineers in every substrate• Hundreds of dedicated artists & creative talentHundreds of dedicated artists & creative talent• Warehouse and fulfillmentWarehouse and fulfillment• Company storesCompany stores


AAPPRECIATEPPRECIATERRECOGNIZEECOGNIZEMMOTIVATEOTIVATEEEDUCATEDUCATE

A.R.M.E.R.A.R.M.E.R.Promotional Agencies Engage Your Key AssetsPromotional Agencies Engage Your Key Assets

RREINFORCEEINFORCEwww.ExhibitCraftNJ.com (973) 686-9393

HUMANHUMANRESOURCESRESOURCES

SALESSALES

COMMUNITYCOMMUNITY

PRODUCTIONPRODUCTION

CONSUMERCONSUMER

COMMUNITYCOMMUNITYPR PR

EventsEvents GoodwillGoodwill

ShareholdersShareholders

MARKETINGMARKETINGAdvertising Advertising Promotion Promotion PremiumPremium

CONSUMERCONSUMERLoyaltyLoyaltyDemandDemand

SatisfactionSatisfaction

SALESSALESKey AccountsKey Accounts

VolumeVolume LoyaltyLoyalty

PRODUCTIONPRODUCTIONSafetySafety

ProductivityProductivityZero DefectsZero Defects

HUMANHUMANRESOURCESRESOURCES

RecruitmentRecruitment RetentionRetentionWellnessWellness

MARKETINGMARKETING

Promotion Marketing Engagement RingPromotion Marketing Engagement Ring


Promotions Build Trade Show TrafficPromotions Build Trade Show Traffic


Seven “Deadly Sins”

1. Failing to Craft a Trade Show Plan with Quantifiable Objectives.

2. Neglecting to Develop a Detailed Trade Show Budget.

3. Limiting Time to Produce Your Booth, Printed Materials, and Promotional

Items.

4. Not Training Booth Staff.

5. Collecting Inconsistent or Incomplete Lead Information.

6. Waiting Too Long or Not Doing Lead Follow-up.

7. Failing to Complete a Show Evaluation.


13

Booth Traffic• The average person is inclined to make a

preliminary decision as to whether to stop in your booth or not 15 feet before getting to your booth.

Source: (Center for Exhibit Industry Research)

• People attract people

• Promotions attract people

• Pre-show attracts people 14

Premiums & Promotions Influence PromotionsPremiums & Promotions Influence Promotions

Dealer LoaderDealer Loader

Consumer PremiumConsumer Premium

In PackIn Pack

On PackOn Pack

In The MailIn The Mail


Premiums & Promotions Build Brand LoyaltyPremiums & Promotions Build Brand Loyalty


• In May of 2008 a colorfully decorated tin serving tray featuring a partially clad young woman as the central image sold at Morphy Auctions for $16,100.

• Morphy’s also auctioned a lithographed tin Coca-Cola tray illustrated with a ‘Gibson Girl’ drinking a glass of Coca-Cola

dating to the 1890s for $12,075 in September, 2008.• Older calendars, vending machines, and clocks represent just a few of the other Coca-Cola collectibles selling for a pretty penny these days. Source: About.com

Long Term Exposure & Long Term Exposure & ValueValue


What is a Promotional What is a Promotional Product?Product?

Items used to promote a product, service or company program including:

• advertising specialties advertising specialties • premiumspremiums• incentives incentives • business giftsbusiness gifts• awards awards • prizes prizes • commemorativescommemoratives• other imprinted or decorated itemsother imprinted or decorated items


***Numbers Don’t Lie Numbers Don’t Lie ***

2009 study, conducted by PPAI and fielded through MarketTools, Inc.

More than half of consumers have a favorable impression of the advertiser on a

promotional product

20% of consumers make a purchase after receiving a promotional product

83% of consumers could recall an advertiser from a promotional product

8 out of 10 people like receiving promotional products, , while 7 out of 10 people

find online advertising annoying


***Synergy ***

2006 study proves the addition of promotional products actually increases favorability ratings toward print and television ads

Adding a promotional product to the media mix (print and television) increased brand interest (69 percent) and a good impression of the brand (84 percent).

Integrating a promotional product with television and print also increased referral value by 52 percent and message credibility by 60 percent.

Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State University and the University of Texas at San Antonio


Promotional products even play well with others!

Thank You!Connect with us on


Visit our TWO online catalogs• Promotional Products Catalog


Visit our TWO online catalogs• Branded Apparel Catalog


Contact UsIf you’d like to learn more about

how you can incorporate promotional products

into your marketing mix, contact

ExhibitCraft at (973) 686-9393 or [email protected].


How big is the promotional products industry?

$5.01$5.12$6.22 $7.01

$8.04

$9.49

$11.88

$13.18

$14.94

$17.85

$16.55$15.62

$16.34$17.31

$18.01$18.78

$19.44

0

2

4

6

8

10

12

14

16

18

20

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

In Billions Of Dollars

2007 SALES BY PROGRAM CATEGORY (2006 in parentheses)

Source: 2007 PPAI Product and Program Category Surveys

Employee Relations & Events 13.80% (8.46%)

Trade Shows 10.68% (11.36%)

Brand Awareness 12.84% (8.87%)

Dealer Distributor Programs 6.16% (7.73%)

Public Relations 7.05% (8.75%) New Customer/Account

Generation 9.98% (7.61%)

New Product/ Service Introduction 5.78% (5.29%)

Employee Service Awards 5.44% (5.43%)

Not-For-Profit Programs 8.16% (5.89%)

Internal Promotions 6.30% (3.47%)

Customer Referral 6.76% (2.33%)

Safety Education/Incentive 2.78% (3.04%) Marketing Research

1.53% (1.36%)

Other 2.73% (1.84%)

Note: (Business Gifts as a category has been eliminated in 2007)

2007 SALES BY USAGE CATEGORY (2006 Figures in parentheses)

Wearables 30.71% (30.78%)

Writing Instruments 10.39% (9.95%)

Calendars 5.51% (6.47%) Drinkware 6.32%

(5.64%)

Bags 7.05% (5.81%)

Desk/Office/ Business Accessories 6.19% (6.28%)

Recognition/Awards/Trophies/Jewelry 3.55% (3.56%)

Other 2.32% (2.34%)

Textiles 2.25% (2.05%)

Sporting Goods 2.57% (2.95%)

Magnets 2.37% (2.23%)

Housewares 2.35% (2.64%)

Computers 3.31% (2.28%)

Automotive 2.48% (2.31%)

Clocks & Watches 1.62% (1.87%)

Buttons/Badges/ Ribbons 1.82% (2.26%)

Stickers & Decals 2.07% (2.58%)

Electronics 1.69% (1.74%)

Games 2.21% (2.49%)

Food 1.75% (1.91%)

Personal 1.68% (1.86%)

Source: 2007 PPAI Product and Program Category Surveys

2007 SALES BY PRODUCT CATEGORY (2006 Figures in parentheses)

how to harness the power of promotional products with scott walode, ceo, exhibitcraft

Self Improvement

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traditional advertising

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trafficpromotions build

marketing of goodsand

creative andremuneration

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