From Commodity To Captivation: Examining Headwear As An ... · 2/7/2012 2 COMMODITY Definition of...

Tony KarlicekHeadwear Professionals

MAS - 1 pt Monday, January 02, 2012

5:00 pm - 6:00 pm

From Commodity To Captivation: Examining

Headwear As An Advertising Medium

Brought to you by:

The views and opinions expressed by presenters or others who have provided materials to and for this meeting are not necessarily those of PPAI. PPAI assumes no responsibility for, nor endorses any of the comments,

recommendations or materials that are provided.

2/7/2012

1

CAPTIVATIONCAPTIVATION

COMMODITY

COMMODITY

??

COMMODITYDefinition of COMMODITY

1 :an economic good: asa : a product of agriculture or miningb : an article of commerce especially when delivered for shipment <commodities futures>c : a mass‐produced unspecialized product

2/7/2012

2



2 : a good or service whose wide availability typically leads to smaller profit margins diminishes the importance of factors (as brand name) other than price



2 : a good or service whose wide availability typically leads to smaller profit margins diminishes the importance of factors (as brand name) other than price

3 : one that is subject to ready exchange or exploitation within a market

COMMODITY

2/7/2012

3

COMMODITY

COMMODITYR.O.I.

COMMODITYR.O.I.

Perceived value

2/7/2012

4

Function

COMMODITYR.O.I.

Perceived value

CAPTIVATIONCAPTIVATIONFunction

COMMODITYR.O.I.

Perceived value

2/7/2012

5

*Impressions Study, ASI Power Summit, November 2008

31% of those that owned a promotional product, owned a baseball cap*.



2/7/2012

6

Those folks wore that cap 6 times / month!*


of those saw between 25‐50 people while wearing that cap!*



2/7/2012

7



How many impressions?


2/7/2012

8

Impressions per month (72 caps x 476 impressions)


Impressions per year (34,272 impressions per month x 12)



2/7/2012

9



for 72pcs (@ $5.00c)Take $360 / 411,264…


Cost per impression

2/7/2012

10



PROFIT – ORDER MONTHLY


PROFIT – ORDER BI‐WEEKLY

2/7/2012

11


PROFIT – ORDER WEEKLY


1008pcs @ $2.50c


1008pcs @ $2.50c

2/7/2012

12


476 impressions per month


476 impressions per month X 1008 pcs


476 impressions per month X 1008 pcs X 12 months =

2/7/2012

13



5,797,696 impression / year



5,797,696 impression / year ($2520)


PROFIT – ORDER 1008pcs

2/7/2012

14


PROFIT – ORDER 1008pcs /month


PROFIT – ORDER 1008pcs ‐ weekly


2/7/2012

15


412,000 impressions


412,000 impressions / brand endorsements


412,000 impressions / brand endorsements Per month at a cost of

2/7/2012

16


412,000 impressions / brand endorsements Per month at a cost of



Perception = Reality

2/7/2012

17


Perception = RealityEnd user pays about $20‐$30 for a cap


Perception = RealityEnd user pays about $20‐$30 for a capSell them a $25.00 item for $5.00


Perception = RealityEnd user pays about $20‐$30 for a capSell them a $25.00 item for $5.00Pull $20.00 out of thin air

2/7/2012

18

This means your 400,000+ impressions are not just impressions, but ENDORSEMENTS –TESTIMONIALS saying ‘I identify with this company/product’.

No other advertising medium delivers the same power without the use of spoken word.

Now, lets look the versatility of this advertising medium.

2/7/2012

19

Most reputable domestic decorators can get 4‐6 logos or messages onto a cap in less than two weeks.

Where do the logos go?

Frontf lLeft Temple

Right TempleBack ArchStrap (print)Peak top (print)

• There are many different styles of caps offered throughout the industry to suit nearly EVERY demographic.

2/7/2012

20

2/7/2012

21

2/7/2012

22

2/7/2012

23

2/7/2012

24

2/7/2012

25

• Pick the ideas you like and can identify with.

• Keep these as your ‘Go To Styles’

• Photograph them, have the concepts on file to send to your capPhotograph them, have the concepts on file to send to your cap supplier to have visuals made.

• It can be easy – just be a little organized.

• This way you can go from –– ART – CONCEPT – VISUAL – ORDER – PROFIT

2/7/2012

26

• Most suppliers offer virtual samples / visual mock‐ups.

U th ti t l– Use these as proactive tools

– Order taker vs. Sales Professional

– Allows you to strengthen your relationship with your client

– Furthermore, you will be known for your ideas rather thanyour products.

2/7/2012

27

• Cater to your customer’s laziness:

–All the work is done.

–Make it seem effortless for your customer.

–Anyone who approaches them will make them do work.

• If your customer does not have art, you can often visit their website, right‐click the logo, and save it to the desktop.

• Here is the starting point (Remember the Jelly Bean Concept?):

2/7/2012

28

Culligan sells through a series of dealers (think Evian, Poland Spring, g g ( , p g,Deer Park, Desani, you get the idea).

Dealers are offered this cap via brochure at a subsidized price, which helps Culligan CorporateDealers use them at tradeshows, customer leave behinds, and when prospecting.Annual usage 2009 – 7400pc total initial order plus two repeats.It is WOW cap – people may not wear it – but they will talk about it – and that is almost better.

Budget:

Stitch Count

Set up Fees

Time

Lead Time

2/7/2012

29

Baseball cap is left behind after an appraisal or finished job in the following fields of work:

Automotive Work above $300.00Dealer (Beverage / Food / Retail Reseller)Lawn care / Tree CareHome InspectionReal EstateCarpet/Flooring workRemodel workA/V InstallationTire Installation

Day CampsLandscaping UniformLandscaping UniformRestaurant UniformMechanics UniformNew Employee Welcome packageTradeshow GiveawayGrocery Store UniformGym membership gift

We have seen the proof in the power of the cap as an advertising medium.

We have examined profit.

We have examined versatility.

We have examined concepts.

We have examined specific markets that buy corporate headwear.

2/7/2012

30

You are a sales professional who presents ideas, solutions, and you proactively develop and enhance your relationship with your client

Propose concepts that achieve the goals of increasing p p g gconversations about a brand and increasing exposure by increasing the number of impressions.

By doing this you differentiate yourself from your competition by not selling things, but offering solutions to increase brand awareness, tell your customers ‘story’, and enhance their brand image.

Your suppliers want you to succeed –

EVERY product is an advertising medium meant to tell a story, headwear CAN be just another logoed item – but it does not HAVE to be.

You do not have to be a creative wizard ‐ most suppliers have artists on staff to make you look like a star and help you close the deal!

Best of Luck in 2012!Make it your BEST year in HEADWEAR SALES

&&

Your Clients!

CAPTIVATECAPTIVATE

Date post:	18-Jul-2020
Category:	Documents
Upload:	others
View:	0 times
Download:	0 times

From Commodity To Captivation: Examining Headwear As An ... · 2/7/2012 2 COMMODITY Definition of...

Documents