Posi%on Promo%onal Products As a Preferred Adver%sing Medium
Paul A. Kiewiet MAS CIP CPC [email protected]
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 [email protected]
www.create2bgreat.com Follow me on Twi_er, LinkedIn, Facebook
@paulkiewiet
For a free monthly newsle_er – call or email me.
