how to harness the power of promotional products
DESCRIPTION
This presentation was given at ProFest 2012, Promotional Products Tradeshow in Wayne, NJ. The presenter and Master Advertising Specialist, outlines how you can harness the power of promotional products and add them into your marketing mix, particularly at trade shows.TRANSCRIPT
How to Harness the Power of Promotional Products
Presented by Joel SchaefferWednesday, April 25, 2012ExhibitCraft Headquarters
Wayne, NJ
www.ExhibitCraftNJ.com (973) 686-9393
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?
Can you remember the Super Bowl commercial ?Can get a hole in one with postcard ?
Can you promote a brand by wearing a magazine ?Do you recall the last billboard you saw ?
Dimensional EngagementMore relevant today than yesterday, in a digital age people
will crave a tangible dimensional experience with your brand.
Come To Your Senses
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What Mad Men Can Do
What Promo Consultants Can Dowww.ExhibitCraftNJ.com (973) 686-9393
A 2007 study conducted by Microsoft and Starcom
10 – 15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising,
branding them “Ad Avoiders”
Advertising Times – Are A Changing
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Awareness Interest Desire Action
Fundamental Advertising Strategy
This core strategy engages the target’s mind, advances your objectives and incites them to the desired end.
A Different Business ModelThe Advertising Agency
The core competency is delivering the creative concept, and executing the campaign. There is a fee for every element of
development and execution. Their work concentrates in sales and marketing of goods and services.The Promotional Agency
The core competency is delivering the creative concept and executing the campaign. There is rarely a fee for the creative
and remuneration is built into the execution. Their work applies to a variety of business needs and applications.
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Service Ad Agency
ProvidesFee
Promo AgencyProvides Fee
Creative YES NO
Campaign YES NO
Design YES NO
Sourcing YES NO
Production Supervision
YES NO
Global Sourcing NO NO
Satisfaction NO NO
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Advantages
Audience FocusedTangible and long-lasting Impact easily measured Easily distributed (viral)Higher perceived valueComplements targeted marketingComplements other advertising
media
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Resources• Over 5,000 manufacturers worldwide• Over 2,000 exclusive manufacturers• Five star rated sources• Global sourcing capabilities• On-line search engines not available to the public• Product designers & engineers in every substrate• Hundreds of dedicated artists & creative talent• Warehouse and fulfillment• Company stores
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APPRECIATERECOGNIZEMOTIVATEEDUCATE
A.R.M.E.R.
Promotional Agencies Engage Your Key Assets
REINFORCE
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HUMANRESOURCE
S
SALESCOMMUNITY
PRODUCTION
CONSUMER
COMMUNITYPR
Events Goodwill
Shareholders
MARKETINGAdvertising Promotion Premium
CONSUMERLoyaltyDemand
Satisfaction
SALESKey Accounts
Volume Loyalty
PRODUCTIONSafety
ProductivityZero Defects
HUMANRESOURCES
Recruitment RetentionWellness
MARKETING
Promotion Marketing Engagement Ring
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Promotions Build Trade Show Traffic
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12
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 Information6. Waiting Too Long or Not Doing Lead Follow-up.7. Failing to Complete a Show Evaluation.
Seven “Deadly Sins”
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13
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. (Trade Show Bureau)
• People attract people• Promotions attract people• Pre show attracts people
Booth Traffic”
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Creative Consulting
Program Developme
nt
Program Manageme
ntGraphic
Custodian
Global Sourcing
Supplier Identificati
on & Selection
Production Supervisio
nGuided Delivery
CPSAState & Federal
ComplianceInventory control
Re Order Benefits
Dispute Resolution
Brick & Mortar
Satisfaction
Guarantee
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Premiums & Promotions Influence Promotions
Dealer Loader
Consumer Premium
In Pack
On Pack
In The Mail
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Premiums & Promotions Build Brand Loyalty
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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. (About.com)
Long Term Exposure & Value
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What is a Promotional Product?
Items used to promote a product, service or company program including:• advertising specialties • premiums• incentives • business gifts• awards • prizes • commemoratives• other imprinted or decorated items
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***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
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***Synergy ***(promotional products even play well with others!)
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
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Thank YouIf you’d like to learn more about
how you can incorporate promotional productsinto your marketing mix, contact
ExhibitCraft at (973) 686-9393 or [email protected].
Twitter: @ExhibitCraftFacebook: facebook.com/ExhibitCraftYoutube: youtube.com/ExhibitCraft
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