The document discusses how to harness the power of promotional products for marketing purposes. It provides tips on how promotional products can engage target audiences in a tangible way and complement other forms of advertising. The promotional products industry is large, with over $17 billion in annual sales in the United States according to statistics presented. Common types of promotional items distributed include wearables, writing instruments, bags, and calendars.

1. How to Harness the
Power of Promotional
Products
A ProFest 2013 Presentation
Wednesday, April 24, 2013
at
ExhibitCraft Headquarters
Wayne, NJ
www.ExhibitCraftNJ.com (973) 686-9393

2. Come To Your SensesCome 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?
• Do you recall the last billboard you saw ?
• Dimensional EngagementDimensional Engagement
• More relevant today than yesterday,
in a digital age people will crave a
tangible dimensional experience with your brand.
www.ExhibitCraftNJ.com (973) 686-9393

3. What Mad Men Can DoWhat Mad Men Can Do
What Promo Consultants Can DoWhat Promo Consultants Can Do
www.ExhibitCraftNJ.com (973) 686-9393

4. A 2007 study conducted by Microsoft and StarcomA 2007 study conducted by Microsoft and Starcom
10 – 15% of adults between the ages of 17 and 35 go out of10 – 15% of adults between the ages of 17 and 35 go out of
their way to dodge traditional advertising, branding themtheir way to dodge traditional advertising, branding them
““Ad Avoiders”Ad Avoiders”
Advertising Times – Are A ChangingAdvertising Times – Are A Changing
www.ExhibitCraftNJ.com (973) 686-9393

5. AAwarenesswareness InterestInterest DesireDesire ActionAction
This core strategy engagesengages the target’s mind, advances your objectives
and incites them to the desired end.
A Different Business ModelA Different Business Model
Fundamental Advertising Strategy
www.ExhibitCraftNJ.com (973) 686-9393

6. Agency Core Competencies
The Promotional AgencyThe Promotional Agency
• Core competency is delivering
the creative concept and
executing the campaign.
• Rarely a fee for the creative and
remuneration is built into the
execution.
• Work applies to a variety of
business needs and applications.
The AdvertisingThe Advertising
AgencyAgency
• Core competency is
delivering the creative
concept, and executing the
campaign.
• Fee for every element of
development and execution.
• Their work concentrates in
sales and marketing of goods
and services.
www.ExhibitCraftNJ.com (973) 686-9393

7. Comparison Chart
www.ExhibitCraftNJ.com (973) 686-9393

8. Advantages
• Audience Focused
• Tangible and long-lasting
• Impact easily measured
• Easily distributed (viral)
• Higher perceived value
• Complements targeted marketing
• Complements other advertising media
www.ExhibitCraftNJ.com (973) 686-9393

9. ResourcesResources
• Over 5,000 manufacturers worldwideOver 5,000 manufacturers worldwide
• Over 2,000 exclusive manufacturersOver 2,000 exclusive manufacturers
• Five star rated sourcesFive star rated sources
• Global sourcing capabilitiesGlobal sourcing capabilities
• On-line search engines not available to the publicOn-line search engines not available to the public
• Product designers & engineers in every substrateProduct designers & engineers in every substrate
• Hundreds of dedicated artists & creative talentHundreds of dedicated artists & creative talent
• Warehouse and fulfillmentWarehouse and fulfillment
• Company storesCompany stores
www.ExhibitCraftNJ.com (973) 686-9393

10. AAPPRECIATEPPRECIATE
RRECOGNIZEECOGNIZE
MMOTIVATEOTIVATE
EEDUCATEDUCATE
A.R.M.E.R.A.R.M.E.R.
Promotional Agencies Engage Your Key AssetsPromotional Agencies Engage Your Key Assets
RREINFORCEEINFORCE
www.ExhibitCraftNJ.com (973) 686-9393

11. HUMANHUMAN
RESOURCESRESOURCES
SALESSALES
COMMUNITYCOMMUNITY
PRODUCTIONPRODUCTION
CONSUMERCONSUMER
COMMUNITYCOMMUNITY
PRPR
EventsEvents
GoodwillGoodwill
ShareholdersShareholders
MARKETINGMARKETING
AdvertisingAdvertising
PromotionPromotion
PremiumPremium
CONSUMERCONSUMER
LoyaltyLoyalty
DemandDemand
SatisfactionSatisfaction
SALESSALES
Key AccountsKey Accounts
VolumeVolume
LoyaltyLoyalty
PRODUCTIONPRODUCTION
SafetySafety
ProductivityProductivity
Zero DefectsZero Defects
HUMANHUMAN
RESOURCESRESOURCES
RecruitmentRecruitment
RetentionRetention
WellnessWellness
MARKETINGMARKETING
Promotion Marketing Engagement RingPromotion Marketing Engagement Ring
www.ExhibitCraftNJ.com (973) 686-9393

12. Promotions Build Trade Show TrafficPromotions Build Trade Show Traffic
www.ExhibitCraftNJ.com (973) 686-9393

13. 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.
www.ExhibitCraftNJ.com (973) 686-9393
13

14. 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.
Source: (Center for Exhibit Industry Research)
• People attract people
• Promotions attract people
• Pre-show attracts people 14

15. www.ExhibitCraftNJ.com (973) 686-9393

16. Premiums & Promotions Influence PromotionsPremiums & Promotions Influence Promotions
Dealer LoaderDealer Loader
Consumer PremiumConsumer Premium
In PackIn Pack
On PackOn Pack
In The MailIn The Mail
www.ExhibitCraftNJ.com (973) 686-9393

17. Premiums & Promotions Build Brand LoyaltyPremiums & Promotions Build Brand Loyalty
www.ExhibitCraftNJ.com (973) 686-9393

18. • 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.
Source: About.com
Long Term Exposure & ValueLong Term Exposure & Value
www.ExhibitCraftNJ.com (973) 686-9393

19. What is a Promotional Product?What is a Promotional Product?
Items used to promote a product, service or company
program including:
• advertising specialtiesadvertising specialties
• premiumspremiums
• incentivesincentives
• business giftsbusiness gifts
• awardsawards
• prizesprizes
• commemorativescommemoratives
• other imprinted or decorated itemsother imprinted or decorated items
www.ExhibitCraftNJ.com (973) 686-9393

20. ***Numbers Don’t LieNumbers 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
www.ExhibitCraftNJ.com (973) 686-9393

21. ***Synergy ***
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
www.ExhibitCraftNJ.com (973) 686-9393
Promotional products even play well with others!

22. Thank You!
Connect with us on
www.ExhibitCraftNJ.com (973) 686-9393

23. Visit our TWO online catalogs
• Promotional Products Catalog
www.ExhibitCraftNJ.com (973) 686-9393

24. Visit our TWO online catalogs
• Branded Apparel Catalog
www.ExhibitCraftNJ.com (973) 686-9393

25. Contact Us
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@exhibitcraftnj.com.
www.ExhibitCraftNJ.com (973) 686-9393

26. How big is the promotional products industry?

28. 2007 SALES
BY PROGRAM
CATEGORY
(2006 in parentheses)
Source: 2007 PPAI Product and Program
Category Surveys
Employee Relations
& Events 13.80%
(8.46%)
Trade Shows
10.68% (11.36%)
Brand Awareness
12.84% (8.87%)
Dealer Distributor
Programs 6.16%
(7.73%)
Public Relations
7.05% (8.75%)
New Customer/Account
Generation 9.98% (7.61%)
New Product/ Service
Introduction
5.78% (5.29%)
Employee Service
Awards 5.44%
(5.43%)
Not-For-Profit
Programs
8.16% (5.89%)
Internal Promotions
6.30% (3.47%)
Customer Referral
6.76% (2.33%)
Safety
Education/Incentive
2.78% (3.04%) Marketing Research
1.53% (1.36%)
Other
2.73% (1.84%)
Note: (Business Gifts as a category has
been eliminated in 2007)
2007 SALES BY USAGE
CATEGORY (2006 Figures in
parentheses)

29. Wearables 30.71%
(30.78%)
Writing Instruments
10.39% (9.95%)
Calendars 5.51%
(6.47%) Drinkware 6.32%
(5.64%)
Bags 7.05%
(5.81%)
Desk/Office/
Business
Accessories 6.19%
(6.28%)
Recognition/Awards/
Trophies/Jewelry
3.55% (3.56%)
Other 2.32%
(2.34%)
Textiles 2.25%
(2.05%)
Sporting Goods
2.57% (2.95%)
Magnets 2.37%
(2.23%)
Housewares
2.35% (2.64%)
Computers
3.31% (2.28%)
Automotive
2.48% (2.31%)
Clocks & Watches
1.62% (1.87%)
Buttons/Badges/
Ribbons 1.82% (2.26%)
Stickers & Decals
2.07% (2.58%)
Electronics 1.69%
(1.74%)
Games 2.21%
(2.49%)
Food
1.75%
(1.91%)
Personal
1.68%
(1.86%)
Source: 2007 PPAI Product and Program
Category Surveys
2007 SALES BY
PRODUCT CATEGORY
(2006 Figures in parentheses)