This document discusses how promotional products and tangible advertising can enhance brand image and positively impact companies. It provides examples of how premiums increase brand awareness and favorability. The document also outlines Promo Focus's experience creating customized marketing campaigns that consider objectives, target audiences, budgets, and themes. It highlights the company's long-term vendor relationships and commitment to client satisfaction.

1. Presented By
Presented By
June 19, 2008

2. About Promo Focus
A Message from Bob Balewicz…
So, how did I get here? Over a twenty-five year period, I built a successful Real Estate career, including the
nurturing of a little Corporate Relocation company from local to nationwide contender... 'self promo' marketing plans
played a big part in 'getting me in the door.' As an 'end user' I learned what works and what doesn't... how to efficiently
spend my marketing dollars... how to 'deliver' and the importance of 'delivery' in the proper 'vehicle'...
Why am I in this business? I love sharing my experience in 'prospecting,' from meeting with you to determine 'target
audience,' to working on a budget, to sourcing the products, to 'art,' 'production'....and finally to see the smile on
your face when your prospects thank you for thinking of them or for successfully launching a new product!
Company Beliefs…
• We believe that we're lucky to be "here.“
• We believe that we're lucky to be Americans.
• We believe that it's our job to protect our planet.
• We believe that it's our job to protect and care for our fellow man.
• We believe that honest business practice brings it's own rewards.

3. "Your One Stop Marketing Shop"
Promo Focus is truly a single-source provider of all tangible advertising products and related
services. When you see what we can provide, you'll understand why we don't just 'sell'
branding products... nor do we have one catalog which could possibly contain all the
providers we represent.
The only way to do this correctly is to…
• sit with you for a complete needs analysis.
• work up ideas and concepts.
• work with you to develop a budget on how much you wish to spend on your own self-promo.
• select the products.
• work up the 'art‘ and get proofs.
• source, order and deliver products to you, your clients, tradeshow, special event or mailing house.
100% turn-key:
• In-house graphics department
• Strong operations department
• Fulfillment house staff
» A division of Promo Focus, Diva Packaging, is the result of Founder Cynthia Coppola's own
"thinking outside the box“ moment when she decided that she wanted to bring a new energy,
creativity, and opportunity to users of recycled paperboard products
• Suppliers
• Support Staff

4. Core Competencies
 We are experts in our field
Twenty-five years of experience in office branding and over 20,000 satisfied customers.,
 Service
A one-point-of-contact office branding expert will help you every step of the way and turn-around your order in record time.
 Quality
We have access to vast product research resources, including an extensive database which contains more than 500,000
products, in addition, every premium we offer is hand-picked and meets our quality standards.
 Strong vendor relationships
Our buying power means the best quality for the best price.
 We go beyond just selling products
While it’s true that you can buy a product anywhere, as an experienced consultant with a client-centric approach, we can
help you solve problems, plan a program and get results.
 We are in tune with the trends, including hot items and the newest products and processes
Our expertise can add creativity, innovation and imagination to your overall program to achieve your goals.
 Our training can save you money in the long run
With us you will avoid unexpected and unbudgeted costs, we quote the total price up-front.
 Accuracy
Over 99.5% of our custom premiums arrive perfect and on-time, with a guarantee to prove it.

5. Our Signature Colors:
Orange, Blue and GREEN
Promo Focus is committed to working with our vendors and employees to incorporate
environmentally friendly business practices into our daily operations. These measures benefit
our local community and society at large. It is the mission of Promo Focus to continually
identify and act on opportunities to minimize our impact on the environment.
Keeping our planet GREEN is a job in itself. So what do we do?
• We only use biodegradable shipping peanuts.
• We recycle all shipping materials sent to us that are not bio-degradable.
• We do not use plastics, bubble wraps or anything that is not recyclable. If sent these items, we recycle them ourselves.
• We recycle every bit of paper that enters our company environment, down to the smallest scraps.
• We recycle every bottle, can and plastic container that we get our hands on.

6. Use of Bio-DPS™ Products
Our GREEN providers offer fully biodegradable plastic products that look like normal plastic
products and have the same properties of plastic until placed into the waste stream. Best of
all these products are offered at comparable prices to regular plastic products, all without
changing the shelf life.
What is Bio-DPS™?
• Organic Compounds in the form of a pellet which, when combined with plastic resins, renders the end product
biodegradable.
• Breaks down plastic into stable, organic matter by weakening the plastic structure and attracting communities of
microorganisms that can then digest it.
• 1-5 years to become fully biodegraded.
• Indefinite shelf life.
• Full preservation of mechanical properties.
• FDA Approved for contact with food. OSHA Approved as Non-Hazardous.

7. Our Guiding Principles
The Promo Focus promise means to always service you in a manner which is consistent
with your top strategic priorities. The Novo Nordisk® commitment to the Triple Bottom Line -
social responsibility, environmental soundness, and economic viability - is a philosophy that
we will use as guiding principles when servicing you.
Promo Focus pledges to always consider the Triple Bottom Line.
• Social Responsibility
We will work to enhance your improvement of social performance by setting high objectives and integrating social,
human rights and health and safety considerations into our daily business.
• Environmental Soundness
Promo Focus has an established business plan that integrates environmental and bioethical considerations into our
daily business.
• Economic Viability
Custom office branding campaigns delivered by Promo Focus for Novo Nordisk® will always
consider your high objectives for growth and value creation and delivery of competitive
performance in these areas.

8. Objectives
The Promo Focus objective is to provide Novo Nordisk® a secure, reliable and quality vendor
who will…
• continue building exposure for the powerful Novo Nordisk® brand through the use of tangible
advertising.
• always consider the Triple Bottom Line.
All Promo Focus offerings are environmentally friendly.
• always be, stay and provide Novo Nordisk® business appropriate, medically relevant office branding
solutions.
• offer market shaping ideas driven to doctors.
• furnish creative staff incentives and rewards.

9. Presented By

10. Target Audience Insights
“There are real neuropsychological changes
that occur when you get a gift,
even a ballpoint pen for God's sake.”
Dr. David Korn, as quoted in Business Week, October 23, 2006
Senior Vice-President, Association of American Medical Colleges
“…The advertising they come up with is truly inventive.
My favorite would be the box of facial tissues in my psychologist's office.
For a while it was covered in Lexapro propaganda,
now it's Cymbalta.
That's one heck of a qualified impression.”
As quoted on Furious Season Medical Blog, March 18, 2007

11. A Perfect 360 o Degree Solution
• Advertising Campaigns
Premium mailings can dramatically improve response rates.
• Customer Goodwill
Premium foster customer goodwill (positive attitudes and feelings) toward a company and its salespeople.
• Customer Referrals
Generate customer referrals using premiums.
• Direct Mail
Make a significant difference in direct mail response rates with the use of premiums.
• Employee Awards & Incentives
Awards and incentive programs improve performance and motivate employees.
• Repeat Business
Customers come back more frequently when you implement direct mail programs using premiums.
• Three Dimensional Direct Mail Packaging
Packaging of premiums can evoke curiosity, as well as increase direct mail response rates.
• Tradeshows, Special Events and Market Shaping
Pharmaceutical office branding is big business. An estimated 90% of the $21 billion the industry
spends on marketing is directed straight at physicians. Premiums will increase traffic to your
tradeshow booth.

12. Unique Rewards from Investment
With the increase of postal rates over the past several years and dwindling advertising and
premium budgets, many companies are tempted to reduce or eliminate investments into pre-
tradeshow mailings with premiums in tradeshow settings.
Is this a wise choice?
The results of an experiment conducted using the pre-registration lists of attendees for three different
exhibitors at a tradeshow indicates the answer is NO…
• 47.9 % of the attendees who stopped by the three booths had received a pre-show mailing.
• Of the recipients who stopped by the booths…
» the largest number (41%) received an offer for a free t-shirt.
» the next largest number (36%) received a postcard with a magnet imprinted with the exhibitor’s name.
» the group with the lowest response (23%) was the one that only received an invitation to stop by the booth.
• In summary, 78.2% more people responded with the t-shirt offer than a postcard mailing alone, and
56.5% more people responded to a magnet than a postcard mailing alone.
Source: Promotional Products Association International, 2008

13. Enhancing Your Marketing Plan
As a Novo Nordisk® vendor, Promo Focus will drive business appropriate tangible advertising
products toward the medical field in a manner which supports Novo Nordisk® market shaping.
Market Shaping Market Building
Clinical Trial Advocacy Medical Medical
Services Development Education Promotion
• Doctor driven business appropriate premiums will enhance the development and implementation
of effective marketing programs and initiatives to support the diabetes portfolio brand team’s plans
that increase ROI and build profitability.
• This mission will be guided by your objective to shape the market by using cutting-edge scientific
information, life cycle management, and core brand messages to augment portfolio sales. Promo
Focus capabilities will complement your market shaping team of key opinion leaders who drive
advocacy, publications, and promotional medical education for healthcare professionals.

14. Presented By

15. Pharma & Premium Understanding
Pharmaceutical drug sales reps need to have a wide selection of memorable office branding
products that comply with Pharmaceutical Research and Manufacturers of America (PhRMA)
guidelines, while still getting the impact and memorable effect (and orders) they're after.
Promo Focus understand the limitations PhRMA places on premiums:
• Price cap (less than $100)
• Products must be relevant to the practice of medicine
• Products must directly enhance the practice of medicine

16. Creation of Custom Campaigns
Successful marketing campaigns don't happen by chance. To realize goals, tangible
advertising programs must be carefully planned, taking into consideration the audience,
budget and, of course, the ultimate result to be gained.
Promo Focus will work with you to design a campaign custom to your needs and objectives
helping you…
• define a specific objective.
Whether the goal is to increase traffic at a tradeshow exhibit or to boost sales with current clients, the first step in any
campaign is to clarify the purpose of the program.
• determine a workable distribution plan to a targeted audience.
Distribution of a premiums is as important as the item itself. Research shows that a carefully executed distribution plan
significantly increases their effectiveness.
• work within your central theme.
Integrating a recognizable logo and color to all aspects of your marketing mix.
• select a premium that bears a natural relationship to your profession or communications theme.
We will only present items to you that are relevant to you and your target audience.
• not to pick an item based solely on uniqueness, price or perceived value.
No need to fall prey to the latest trends or fads. The most effective premiums are used
in a cohesive, well-planned campaign.

17. Our Experience at Work:
Unilever Case Study
Objective:
• Launch Unilever ‘Promise Spread,’ with cholesterol lowering additives, in a competitive marketplace which had become
inundated with competitors’ print advertising.
Strategy:
• Target professionals via direct mail who will ‘recommend’ the product.
Target Audience:
• Cardiologists
Solution:
• Promo Focus recommended a box containing a compressed t-shirt with screen printed ‘Promise Spread’ logo on front
and ‘Cardiologist Recommended’ on back. A coupon book for the cardiologist to give to his clients as well as a
description of the product, FDA filings and additional collateral materials accompanied the tangible advertising.
• Promo Focus provided a turn-key solution for Unilever:
» Sourcing the distribution list.
» Production of product.
» Production of collateral.
» Mailing assembly.
» Distribution of 18,000 units (sealing, mailing labels, postage, etc.).

18. Client Testimonials
“I’m glad to hear that everyone here has been pleasant to work with –
I gave your name to Meg and Greta as well as some of the other ladies here…
it’s so easy to work with you that you really put your competition to shame.”
Anna Stanciof, Hawkins International PR
“Bob is our go-to guy for "anything" promotions oriented.
He has steadily provided creative ideas (instantly) for our client campaigns, always considering the
timeline and budget.
Because of Bob's wealth of experience and reliability,
Promo Focus has become a highly valued partner of my marketing firm.”
Kevin McLaughlin, Principal, Resound Marketing
“Working with Robert is always a pleasure.
He is target oriented and personable throughout the entire order process.
While offering a vast amount of knowledge in items, costs, and production time,
Robert is able to keep the customer's goals and budget in mind.
Products are shipped promptly and always in excellent condition...
from start to finish, it's great and easy to work with Robert!”
Jenn Shetsen
“Robert knew exactly what we were looking for,
provided us quickly with samples, recommended the better value products
and got the job done in no time and in perfect quality!”
Gert Semler, Hammel USA

19. Strong Vendor Relations
Valuing our vendor relationships offer our clients an unbeatable edge over our competition.
Preferred vendors will provide special pricing, free samples and volume discounts in return
for our loyal patronage. We note the 80/20 principle when stating that for good customers,
our vendors will bend over backwards; they will do whatever it takes to ensure our
satisfaction and the satisfaction of our clients.
We boast a long-term relationship with:
• Norwood Promotional Products
» One of the leading suppliers of premiums in the world marketing over 3000 premiums and hundreds of
innovative new products each year.
» A Counselor Magazine Top 25 Supplier.
» An environmentally friendly business.
• Vantage
» The largest supplier/embroiderer of over 150 styles of apparel in the country.
» Unrivaled reputation for high-quality products and excellent customer service.
• Kool Pak
» Kool Pak has been supplying insulated and non-insulated bags, beverage holders, coolers
and totes of all types for 25 years.
» Committed to supplying clients with the best quality products and award winning service.

20. The Norwood / Promo Focus Team

21. Who Are You Wearing?

22. Our Commitment to You
Personalized service with one-point-of-contact
and unrivaled commitment to quality!
With us your office branding is determined by your needs and goals,
enhanced by our experience, creativity and recommendations that always
have your best interests at heart.

23. Presented By

24. Brand Image
The impressions consumers have of a company extend
well beyond the product or service the firm provides.
Brand image is a mental image that reflects the way a brand is perceived,
including all the identifying elements, the product or company personality,
and the emotions and associations evoked in the consumer’s mind.

25. Enhancing Brand Image
Tangible advertising products have a positive impact on brand image. Specifically, when
comparing people who receive a premiums from a company with others who do not.
Studies show that people who receive premiums have a significantly more positive opinion about a
business through…
• more positive overall image.
» 52.1% of premium recipients report their impression is more favorable since receiving the item.
• more positive perception of the business.
• higher likelihood of recommending the business.
• higher likelihood of patronization.
» Premium recipients who had not done business with the advertiser are 50% more likely to do
business with the organization that gave them the item.
Source: Promotional Products Association International, 2008

26. Impact & Influence
Savvy marketer’s look for methods with reach, recall and low cost per impression – Premiums
measure up!
In a survey of business travelers at DFW airport…
Reach:
• 71% of an audience consisting primarily of business people reported having received a premium in the last 12 months.
» 33.7% of this group had the item on their person - a coveted location for advertising that gets seen regularly.
Recall:
• 76.1% of the respondents could recall the advertiser’s name on the product that they had received in the past 12
months… In comparison, participants were also asked if they had read a newspaper or magazine in the past week.
80% of the participants said yes, but only 53.5% of them could recall the
name of a single advertiser.
Impression:
• 52% of respondents did business with the advertiser after receiving the premium.
• Of those who had not done business with the advertiser, almost half stated that they were more
likely to do business with the organization that gave them the item.
• The impression of the advertiser is important in building a brand. 52.1% of the participants
reported their impression was more favorable since receiving the item.
• In sum, tangible advertising products are powerful opinion change agents!
Source: Promotional Products Association International, 2008

27. Brand Exposure & Impressions
Frequent Exposure = Low Cost Per Impression:
• The frequency of premiums’ use is tantamount to advertising exposure.
» Of those who reported using the premium, 73% stated that they used it at least once a week.
» 45.2% used it at least once a day.
• In media measurement, the greater the frequency of exposure, the lower the cost per impression.
Repeated Exposure:
• 55% of participants generally kept their premium for more than a year.
• This means repeated exposure over a long period of time.
Pass-Along Exposure:
In a survey of business travelers, participants were asked what they do with premiums they
do not plan to keep. Their responses indicate the possibilities of pass-along exposure.
• 26% of participants reported that they give the item away to someone else.
• 45% file the item away.
• The 26% who give the product to someone else clearly provide ample pass-along exposure
to the advertiser similar to that of magazine advertising.
Source: Promotional Products Association International, 2008

28. Enhance Advertising Campaigns
Office branding product mailings can dramatically improve response rates for campaigns
involving other media, such as print advertising.
In a study which integrated the use of direct mail and premiums into an existing print advertising
campaign, response rates were tracked for a known group of subscribers. Some subscribers received
only a trade ad, while others also received a sales letter, a premium, or a premium incentive.
• The trade ad alone received a .7% response.
• The addition of a personalized direct mail letter tripled the response rate to 2.3%.
• When a dimensionally packaged premiums (stress ball) was sent, along with information similar to the letter, the
response rate rose to 4.2% (83% higher than for the personalized letter).
• An impressive 9.55% response rate was obtained by sending out an eye-catching direct mail package
that contained a premium incentive (for a calculator).
• The calculator incentive package resulted in more than twice as many responses as the stress ball
package, at one third the cost. (Not inclusive of postage.)
• Of those respondents who were exposed to both the trade ad and some form of direct mail, two-thirds
identified the direct mail piece as having prompted their response.
Source: Promotional Products Association International, 2008

29. Foster Company Goodwill
Tangible advertising fosters customer goodwill (positive attitudes and feelings) toward a
company and its salespeople.
In a study which involved distribution of an educational sales letter combined with either: (1) a pocket
calculator plus letter, (2) a lower-priced highlighter pen plus letter, or (3) a letter only…
• Customers who received a premium expressed more good will toward the company and its salespeople than those who
did not receive a premium.
• The attitudes of those who received the calculator were consistently more positive than for those who received the less
expensive highlighter pen.
• Customers who received the pocket calculator or the highlighter pen rated the proficiency and ability of the sales
representatives as 34% and 16% (respectively) higher than those who received only a thank you letter.
• On questions relating to the customers’ personal feelings toward the company and its sales representatives, customers
who received the calculator scored 52% higher than the letter only group.
Source: Promotional Products Association International, 2008

30. Generate Customer Referrals
Tangible advertising helps encourage customers to provide you with the names of friends and
associates whom you can contact in the future.
In a study which involved two groups of purchasing consumers whom either received or did not
receive a premium and were then prompted to refer the names of acquaintances…
• Customers who received a premium were 14% more likely to provide leads than those who did not.
• Salespeople who gave premiums to their customers received 22% more referrals than salespeople who did not use
premiums.
• 40% of the salespeople who used the gifts commented on how well the gifts were received by their customers.
Source: Promotional Products Association International, 2008

31. Evoke Curiosity
The packaging of office branding products can evoke curiosity as well as increase direct mail
response rates.
In a study testing three groups who received either: (1) an envelope with a sales letter, sales collateral
and postage-paid business reply card, (2) an envelope with similar contents plus a premium, or (3) all
of the contents listed above, delivered in a box with a die cut slot, instead of an envelope, researchers
found…
• That the use of dimensional mailers can significantly improve response rates over direct mail alone.
» Those who received a premium in a dimensional package responded at a rate that was 57% higher than those
who received the same premium in an envelope.
» Response rates for the dimensional package recipients were 75% higher than for the group who received only a
sales letter.
• Dimensional packaging made a significant impact on response rates.
Source: Promotional Products Association International, 2008

32. Increase Direct Mail ROI
Office branding products when used in conjunction with a sales letter as an incentive to
respond, can make a significant difference in direct mail response rates. The use of premiums
can also significantly improve a business’ effectiveness in converting leads to sales
appointments.
The findings of a direct mail study proved…
• Adding a premium to a direct mail campaign increased the response rate by 50%.
• The use of a premium as an incentive to respond generated four times as many responded as a sales letter alone.
• The use of a premium as an incentive to respond reduced the cost per response by two-thirds.
Source: Promotional Products Association International, 2008

33. Employee Awards & Incentives
Awards and incentive programs can improve performance and motivate employees to increase
sales, reduce accidents, boost productivity and give customers better service.
In a random survey of 1,500 people, asking their opinions regarding employee awards and
incentives…
• True:
Employees like awards and incentives. • False:
Employees are not interested in the awards or
• Employees are motivated to win the awards. incentives, so the program has no impact on their
behavior.
• Employees work hard to win the awards.
• Employees do not believe they have a chance to win an
• Employees encourage each other to work toward
award or incentive, so they don’t even try.
awards and incentives.
Source: Promotional Products Association International, 2008

34. Generate Repeat Business
Customers who receive premiums, on average, return sooner and more frequently, and spend
more money than customers who receive coupons.
In an eight-month study in which researchers tested whether premiums would outperform coupons in
the area of repeat business and sales…
• Over an eight-month period, new customers that received premiums spent 27% more than those who received
coupons, and 139% more than those who received only a welcome letter.
• Premium recipients were also 49% more likely than coupon recipients and 75% more likely than letter recipients to
patronize the business in each of the eight months studied.
• In summary, new customers who received premiums spent more and were more regular customers than those who did
not receive premiums.
Source: Promotional Products Association International, 2008

35. Bob Balewicz
Promo Focus
Phone.800.992.8862
Fax.800.551.3878
bob@promofocus.com
www.promofocus.com
Presented By