This presentation was given at ProFest 2012, Promotional Products Tradeshow in Wayne, NJ. The presenter and Master Advertising Specialist, outlines how you can harness the power of promotional products and add them into your marketing mix, particularly at trade shows.

1. How to Harness the Power of
Promotional Products
Presented by Joel Schaeffer
Wednesday, April 25, 2012
ExhibitCraft Headquarters
Wayne, NJ
www.ExhibitCraftNJ.com (973) 686-9393

2. Come To Your Senses
Can you taste an apple on your Apple ?
Can you feel soft on Microsoft ?
Can you smell the roses on Flowers.com ?
Can you hear the news in the newspaper?
Can you remember the Super Bowl commercial ?
Can get a hole in one with postcard ?
Can you promote a brand by wearing a magazine ?
Do you recall the last billboard you saw ?
Dimensional Engagement
More relevant today than yesterday, in a digital age people will crave a
tangible dimensional experience with your brand.
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3. What Mad Men Can Do
What Promo Consultants Can Do
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4. A 2007 study conducted by Microsoft and Starcom
10 – 15% of adults between the ages of 17 and 35 go out of
their way to dodge traditional advertising, branding them
“Ad Avoiders”
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5. Fundamental Advertising Strategy
Awareness Interest Desire Action
This core strategy engages the target‟s mind, advances
your objectives and incites them to the desired end.
A Different Business Model
The Advertising Agency
The core competency is delivering the creative concept, and executing the
campaign. There is a fee for every element of development and execution.
Their work concentrates in sales and marketing of goods and services.
The Promotional Agency
The core competency is delivering the creative concept and executing
the campaign. There is rarely a fee for the creative and remuneration
is built into the execution. Their work applies to a variety of business
needs and applications.
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6. Service Ad Agency Promo Agency
Provides Fee Provides Fee
Creative  YES  NO
Campaign  YES  NO
Design  YES  NO
Sourcing  YES  NO
Production  YES  NO
Supervision
Global Sourcing  NO  NO
Satisfaction NO  NO
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7. Advantages
 Audience Focused
 Tangible and long-lasting
 Impact easily measured
 Easily distributed (viral)
 Higher perceived value
 Complements targeted marketing
 Complements other advertising media
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8. Resources
• Over 5,000 manufacturers worldwide
• Over 2,000 exclusive manufacturers
• Five star rated sources
• Global sourcing capabilities
• On-line search engines not available to the public
• Product designers & engineers in every substrate
• Hundreds of dedicated artists & creative talent
• Warehouse and fulfillment
• Company stores
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9. Promotional Agencies Engage Your Key Assets
APPRECIATE
REINFORCE
MOTIVATE
RECOGNIZE
EDUCATE
A.R.M.E.R.
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10. Promotion Marketing Engagement Ring
SALES
Key Accounts
Volume
Loyalty COMMUNITY
PR
MARKETING Events
Advertising Goodwill
Promotion Shareholders
Premium
SALES
COMMUNITY
MARKETING
CONSUMER HUMAN HUMAN
Loyalty RESOURCES
CONSUMER RESOURCES
Demand
Recruitment
Satisfaction
Retention
PRODUCTION Wellness
PRODUCTION
Safety
Productivity
Zero Defects
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11. Promotions Build Trade Show Traffic
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12. Seven “Deadly Sins”
1. Failing to Craft a Trade Show Plan with Quantifiable Objectives.
2. Neglecting to Develop a Detailed Trade Show Budget.
3. Limiting Time to Produce Your Booth, Printed Materials, and
Promotional Items.
4. Not Training Booth Staff.
5. Collecting Inconsistent or Incomplete Lead Information
6. Waiting Too Long or Not Doing Lead Follow-up.
7. Failing to Complete a Show Evaluation.
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12

13. Booth Traffic”
The average person is inclined to make a preliminary decision as to
whether to stop in your booth or not 15 feet before getting to your
booth.
(Trade Show Bureau)
•People attract people
•Promotions attract people
•Pre show attracts people
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13

14. Creative Program Program Graphic
Consulting Development Management Custodian
Supplier
Global Production Guided
Identification
Sourcing Supervision Delivery
& Selection
State &
Inventory Re Order
CPSA Federal
control Benefits
Compliance
Dispute Brick & Satisfaction
Resolution Mortar Guarantee
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15. Premiums & Promotions Influence Promotions
In Pack
On Pack Dealer Loader
In The Mail
Consumer Premium
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16. Premiums & Promotions Build Brand Loyalty
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17. Long Term Exposure & Value
In May of 2008 a colorfully decorated tin serving tray featuring a partially clad
young woman as the central image sold at Morphy Auctions for $16,100.
Morphy‟s also auctioned a lithographed tin Coca-Cola tray illustrated with a
„Gibson Girl‟ drinking a glass of Coca-Cola dating to the 1890s for $12,075 in
September, 2008. Older calendars, vending machines, and clocks represent just
a few of the other Coca-Cola collectibles selling for a pretty penny these days.
(About.com)
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18. What is a Promotional Product?
Items used to promote a product, service or
company program including:
• advertising specialties
• premiums
• incentives
• business gifts
• awards
• prizes
• commemoratives
• other imprinted or decorated items
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19. ***Numbers Don‟t Lie ***
2009 study, conducted by PPAI and fielded through MarketTools, Inc.
 More than half of consumers have a favorable impression of the advertiser on a
promotional product
 20% of consumers make a purchase after receiving a promotional product
 83% of consumers could recall an advertiser from a promotional product
 8 out of 10 people like receiving promotional products, while 7 out of 10 people
find online advertising annoying
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20. ***Synergy ***
(promotional products even play well with others!)
2006 study proves the addition of promotional products actually increases favorability
ratings toward print and television ads
 Adding a promotional product to the media mix (print and television) increased brand
interest (69 percent) and a good impression of the brand (84 percent).
 Integrating a promotional product with television and print also increased referral value
by 52 percent and message credibility by 60 percent.
Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State
University and the University of Texas at San Antonio
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21. Thank You
If you’d like to learn more about
how you can incorporate promotional products
into your marketing mix, contact
ExhibitCraft at (973) 686-9393 or sales@dcnj.com.
Twitter: @ExhibitCraft
Facebook: facebook.com/ExhibitCraft
Youtube: youtube.com/ExhibitCraft
www.ExhibitCraftNJ.com (973) 686-9393