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:

Sight

Sound

Taste

Touch

Smell

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    

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