Postion Promotional Products As a Preferred Advertising Medium

transcript

Posi%on Promo%onal Products As a Preferred Adver%sing Medium

Paul A. Kiewiet MAS CIP CPC paul@brandkiwi.com

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

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.

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.

Promo%onal Products = Low CPI

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.

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.

Targeted: Carry a message to a well-‐defined audience.

Seniors Kids And everyone in between

4. Cost Per Impression

•  Cost per impression ($) = Adver%sing cost ($) ÷ Number of Impressions (#)

Cost Per Impression (CPI or CPM)

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.

Recognizing Individual Passions

•  Relevance •  Repe%%on •  Reward

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.

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?

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?

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?

And 3 Not To Ask. Yet.

•  How many do you need?

•  When do you need them?

•  How much are you willing to spend?

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

Forms of Adver%sing -‐ Newspaper

•  Time Focus – great for sales

•  Geographic target •  Older Audience •  Short ad life

Forms of Adver%sing -‐ Magazine

•  Four color •  Targeted •  Can communicate details

•  Frequency •  Pass along

Forms of Adver%sing -‐ Radio

•  :10, :15, :30 and :60 seconds

•  Fragmented

•  Drivers, Office Workers •  Satellite Radio •  Affilia%on with –  genre, –  host, –  community

Forms of Adver%sing -‐ TV •  :30, :60 second ads •  Infomercials •  Mass – SuperBowl •  Niche – Food Network •  Fragmented •  Upwards of 85 channels

•  DVRs, OnDemand, PPV

Cable TV

•  Local adver%sing on diverse offerings of programming.

•  Low cost for ads •  Low produc%on costs •  Targeted

Forms of Adver%sing -‐ Outdoor

•  Loca%on, Loca%on, Loca%on

•  Short a_en%on •  Direc%onal for a_rac%ons

•  Commuters, travelers, locals

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

Forms of Adver%sing -‐ Internet

•  Banner Ads •  Pay Per Click •  Contextual •  Affiliate •  Email •  Behavioral •  Websites •  Videos

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

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).

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

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

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.

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.

Finding Extra Budget Money

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.

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!

Engaging the Senses Of all the advertising and promotional media, only Promotional Products touch all five senses:

The Medium of Engagement

•  An industry born to touch people. – A printer – A slow week – A clumsy kid – A bright idea

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)

Easily Distributed

! Direct Mail

! In-‐store ! Trade Show ! Person to Person ! Display ! Experien%al ! Event Marke%ng

Complements Other Adver%sing Media

•  Bring other media to life.

•  Extend memories of posi%ve encounters with a brand.

Crea%ve

It’s not what a product does, it’s what a product means.

•  Tangible, •  memories, •  meaning, •  passion, •  affilia%on with a cause.

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.

Sell Our Strengths

•  Frequency •  Targetability •  Low Cost Per Impression

•  Sell reach in terms of collateral exposure.

Become an Adver%sing Professional

•  Ask the right ques%ons

•  Search for solu%ons •  Know your medium

•  Prescrip%on without diagnosis is malprac%ce!

If you would like to discuss further, please contact me at:

Paul A. Kiewiet MAS CIP CPC

269-‐806-‐4489 paul@brandkiwi.com

www.create2bgreat.com Follow me on Twi_er, LinkedIn, Facebook

@paulkiewiet

For a free monthly newsle_er – call or email me.