postion promotional products as a preferred advertising medium
DESCRIPTION
How to Sell Promotional Products As An Advertising Medium explains the strengths of the medium compared to other measured medium. The medium is measured in terms of frequency, reach, target ability and cost per impression.TRANSCRIPT
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Posi%on Promo%onal Products As a Preferred Adver%sing Medium
Paul A. Kiewiet MAS CIP CPC [email protected]
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Are Promo%onal Products an Adver%sing Medium?
Adver%sing is a form of communica%on intended to persuade an audience (viewers, readers or listeners) to
purchase or take some ac%on
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Learning Objec%ves • The four criteria that define effec%ve
adver%sing. • The three factors that increase
adver%sing reten%on and memorability.
• The ques%ons you need to ask your customers before recommending a product.
• Who is your compe%%on? • How to choose the right promo%onal
products for the adver%sing campaign.
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Adver%sing effec%ve is based on four criteria
• adver&sing frequency: The number of &mes an average person in an adver&ser’s target audience is exposed to an ad over the period of an adver&ser’s media schedule.
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Promo%onal Products = Low CPI
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Effec%ve ads are measured by Reach
• adver&sing reach: The es&mated total number
of target audience individuals or homes exposed to an ad at least once over the period of an adver&ser’s media schedule.
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The third criteria is Targeted
• Targeted adver%sing is the ability of the medium to reach a specific audience defined by demographics, psychographics, and behavioral variables.
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Targeted: Carry a message to a well-‐defined audience.
Seniors Kids And everyone in between
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4. Cost Per Impression
• Cost per impression ($) = Adver%sing cost ($) ÷ Number of Impressions (#)
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Cost Per Impression (CPI or CPM)
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The 3 R’s of Reten%on of Adver%sing Messages
! Relevance: The message must relate to the lifestyle, needs, values or aspira%ons of the target audience.
! Repe&&on: The audience must be exposed to the message mul%ple %mes for the recipient to retain it.
! Reward: The message must promise to create pleasure or reduce pain, save money or increase income or in some way reward the recipient.
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Recognizing Individual Passions
• Relevance • Repe%%on • Reward
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Sell Like an Adver%sing Pro • You’re not selling a product.
• You’re selling a solu%on.
• You’re selling them their own image and branding.
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If you want be_er answers, ask be_er ques%ons.
• What are your objec%ves?
• Who do you want to reach?
• How do you want to make them feel?
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To find out what your customer needs, ask the right ques%ons.
• What was your most successful adver%sing and marke%ng campaign?
• What was your worst?
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Find the Pain. Be the Aspirin.
• What’s the biggest barrier to achieving your goals?
• What keeps you up at night?
• What’s your biggest struggle with your top accounts?
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And 3 Not To Ask. Yet.
• How many do you need?
• When do you need them?
• How much are you willing to spend?
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Media Method 2010 2011 % Direct Mail 47.8 50.1 4.8% Television 45.2 45.1 -.02% Internet 26.0 31.7 21.8% Point of Purchase 23.0 24.2 4.8% Cable TV 21.3 22.9 7.8% Newspaper 22.6 20.7 -9.2% Consumer Magazines 20.1 20.1 0.0% Event Marketing 17.2 18.1 5.5% Promotional Products 16.6 17.7 7.2% Radio 17.3 17.4 1.0% Business Magazines 7.4 7.7 3.8% Billboards 6.1 6.4 4.9% Product Placement 3.8 4.0 5.2% Mobile Phone Advertising .06 1.6 148% Totals 274 288 5%
Your Media Compe%%on and Sales Comparisons
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Forms of Adver%sing -‐ Newspaper
• Time Focus – great for sales
• Geographic target • Older Audience • Short ad life
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Forms of Adver%sing -‐ Magazine
• Four color • Targeted • Can communicate details
• Frequency • Pass along
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Forms of Adver%sing -‐ Radio
• :10, :15, :30 and :60 seconds
• Fragmented
• Drivers, Office Workers • Satellite Radio • Affilia%on with – genre, – host, – community
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Forms of Adver%sing -‐ TV • :30, :60 second ads • Infomercials • Mass – SuperBowl • Niche – Food Network • Fragmented • Upwards of 85 channels
• DVRs, OnDemand, PPV
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Cable TV
• Local adver%sing on diverse offerings of programming.
• Low cost for ads • Low produc%on costs • Targeted
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Forms of Adver%sing -‐ Outdoor
• Loca%on, Loca%on, Loca%on
• Short a_en%on • Direc%onal for a_rac%ons
• Commuters, travelers, locals
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Forms of Adver%sing -‐ Mobile • Loca%on based • Younger audience
• The USA is about 10 yrs behind Japan and 5 yrs behind Europe
• Opt-‐in only • Very personal
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Forms of Adver%sing -‐ Internet
• Banner Ads • Pay Per Click • Contextual • Affiliate • Email • Behavioral • Websites • Videos
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Coordina%ng Promo%onal Products with Other Media: Online
• Offer promo%onal products as a gin for
– Op%ng in for newsle_er – Taking a survey – Visi%ng a website – Online sweepstakes – Deliver online promo codes
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Coordina%ng Promo%onal Products with Mobile Media
• Gin for op%ng-‐in • As a delivery device for
mobile codes
• As an incen%ve for responding to a mobile ad. (Next 50 visitors get a tee-‐shirt).
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Coordina%ng Promo%onal Products with Print Adver%sing
• Make ads measurable
• Gin with new subscrip%ons • Match code or symbol
• Ad Spo_er Promo%ons • Con%nuity of message from
ad to event
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Coordina%ng Promo%onal Products with Radio Adver%sing
• Create a measureable promo%on
• Extend on-‐air personality • Develop sense of community
• Create involvement events – ie boss of the week.
• Recreate sound branding. • Get outside of the studio
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Coordina%ng Promo%onal Products with Outdoor Adver%sing
• Extend an image
• Add ROI measureability • Incen%ve for direc%onal ad
(men%on this ad and receive a free travel mug with your beverage)
• Auto-‐related promo%onal products.
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Coordina%ng Promo%onal Products with Television Adver%sing
! Make it measureable
! Dimensional characters, spokesmen, symbols – plush, miniatures.
! Add missing senses cues – taste, touch, smell
! Extend visual and audio messages.
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Finding Extra Budget Money
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Co-‐op Adver%sing
• Co-‐op is a cost-‐sharing arrangement in which manufacturers and suppliers provide financial assistance for customers' adver%sing programs.
• Co-‐op adver%sing works in a number of ways. For example, a retailer can buy goods from a manufacturer and accrue co-‐op funds based on the amount of purchase. Those funds can be returned in the form of a cash rebate, a credit to the retailer's account, or in products.
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Strengths of Promo%onal Products • Name a medium that moves people to say “Thank You”
• Other media “interrupt” Ours “engages”
• Our media is the beginning of a rela%onship!
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Engaging the Senses Of all the advertising and promotional media, only Promotional Products touch all five senses:
Sight
Sound
Taste
Touch
Smell
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The Medium of Engagement
• An industry born to touch people. – A printer – A slow week – A clumsy kid – A bright idea
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Tangible and Long Las%ng
! Your calendar ! Watch ! Your favorite tee shirt ! Your favorite cap ! Coffee Mug
! Pen ! Journal ! Golf Ball (well, maybe not
quite as long-‐las%ng)
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Easily Distributed
! Direct Mail
! In-‐store ! Trade Show ! Person to Person ! Display ! Experien%al ! Event Marke%ng
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Complements Other Adver%sing Media
• Bring other media to life.
• Extend memories of posi%ve encounters with a brand.
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Crea%ve
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It’s not what a product does, it’s what a product means.
• Tangible, • memories, • meaning, • passion, • affilia%on with a cause.
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Establish Promo%onal Products as a Powerful Strategic Adver%sing Medium 1. Don’t sell junk. Leave money
on the table. You can pick it up later.
2. Come in with a notebook and pen, come back with an adver%sing plan to reach the right audience, with the right message, at the right %me.
3. Explain why your solu%on can solve their problem.
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Sell Our Strengths
• Frequency • Targetability • Low Cost Per Impression
• Sell reach in terms of collateral exposure.
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Become an Adver%sing Professional
• Ask the right ques%ons
• Search for solu%ons • Know your medium
• Prescrip%on without diagnosis is malprac%ce!
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If you would like to discuss further, please contact me at:
Paul A. Kiewiet MAS CIP CPC
269-‐806-‐4489 [email protected]
www.create2bgreat.com Follow me on Twi_er, LinkedIn, Facebook
@paulkiewiet
For a free monthly newsle_er – call or email me.