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What a cheap promotional product can teach you about fast-tracking your online marketing
1.
Online Lead Generation What
marketing men know for years about the most cost effective, value for money, promotional product ........ that you need to find out and apply to online lead generation © 2013 www.un-unsubscribe.com
2.
Question? (the answer
is in the picture) What’s the most cost effective, value for money, promo item that gets your company logo viewed the most? © 2013 www.un-unsubscribe.com
3.
UNIT COST _________ Cost per
logo “impression” = A x B A = number of people reached B = number of views See if you can figure out the answer? Here are some clues to help you. © 2013 www.un-unsubscribe.com
4.
Clue one: Sky
Banner Has great reach but poor views as it lasts a short time © 2013 www.un-unsubscribe.com
5.
Clue two: Motorway
Billboard Fantastic reach and huge number of views if it is up for a long period © 2013 www.un-unsubscribe.com
6.
Clue three: TV
Advertising Has greatest reach and views ..... but also the most expensive. © 2013 www.un-unsubscribe.com
7.
Traditional advertising too
expensive How can you get your company logo seen by the greatest number for the least money? © 2013 www.un-unsubscribe.com
8.
76% recall brand
name 71% got promo item in last 12 months 34% had product on them! 56% kept product for over a year 76% said product was useful to keep Some final facts to help with the answer Australian Promotional Products Association (APPA) surveyed travelers at airports. © 2013 www.un-unsubscribe.com
9.
The answer The humble
pen. Surprise? Remember, it’s about “Reach” and “View” © 2013 www.un-unsubscribe.com
10.
Everyone uses a pen A
high quality pen is valued and used often So the pen (i.e. your logo) can get a great number of views or impressions. © 2013 www.un-unsubscribe.com
11.
Let’s say 1000
pens cost $4.00 each The pen is used 5 times a day It’s kept for a year, so per pen views 5 times x 5 days x 44 weeks $4000 gives 1,100,00 views Cost per view $0.0036 © 2013 www.un-unsubscribe.com
12.
Branded promotional products
work They’re a proven, cost effective way of marketing your company to a large audience that takes little work. © 2013 www.un-unsubscribe.com
13.
Spoil your prospects What does
branded promotional items have to do with online lead generation? © 2013 www.un-unsubscribe.com
14.
Conversation Starter Giving a
gift promotes a feeling of wanting to return the kind gesture It’s known as The Law of Reciprocity 52%* receiving a promo item end up doing business with that company L.J. Market Research * © 2013 www.un-unsubscribe.com
15.
“ 176% increase in
tradeshow traffic to a stand that handed out promotional items. Exhibit Surveys Inc. Reach: a high quality promo item... ... grabs attention and can reach people who otherwise would not come to your stand © 2013 www.un-unsubscribe.com
16.
Class is permanent Conventional
advertising is short-lived Useful products are kept resulting in long term exposure Classy, quality promo items never stop collecting impressions because they are used constantly © 2013 www.un-unsubscribe.com
17.
Repetition, Repetition, Repetition Repeated
exposure = brand recognition A quality promo item is more likely to be seen time and time again 39%* of promo item receivers in the last 6 months remember the company Schreiber & Associates * © 2013 www.un-unsubscribe.com
18.
Reach audience other
methods can’t T-Shirts: are a living, breathing walking billboard A quality golf polo shirt can reach an audience far beyond Which would you wear more often? A cheap branded golf polo or a Hugo Boss branded one? © 2013 www.un-unsubscribe.com
19.
Free stuff are
shared A quality promo item gets talked about. Recipients share the story of how they got the item. So your company gets talked about 62%* recipients give away their promo item. This increases reach and views. * Advertising Speciality Institute © 2013 www.un-unsubscribe.com
20.
Going beyond target
boundary Promotional items are mobile and agnostic. As such, they are not limited by boundaries, be they geographic, demographic, religion, race, nationality or gender. So it can reach a customer outside of your ‘target’ boundary. © 2013 www.un-unsubscribe.com
21.
Now, let’s apply
what we know about promo items to online marketing © 2013 www.un-unsubscribe.com
22.
Conversation Starter What can
you give away online that will allow you to start a conversation with your visitor. Remember ... 52%* receiving a promotional item end up doing business with that company L.J. Market Research * © 2013 www.un-unsubscribe.com
23.
“ 176% increase in
tradeshow traffic to a stand that handed out promotional items. Exhibit Surveys Inc. To reach prospects better, faster Your online giveaway must GRAB ATTENTION, HAVE APPEAL and be of HIGH QUALITY. © 2013 www.un-unsubscribe.com
24.
Class is permanent,
form is temporary Your online giveaway must be top-class. A top-class giveaway will be kept for use time and again. A top-class giveaway is more likely to be passed on. It can go viral and boost your website’s search ranking. © 2013 www.un-unsubscribe.com
25.
Repeated exposure =
brand recognition Don’t stop at one online giveaway. Figure out how to give away more without devaluing the eventual sale. Remember this statistic .... 39%* of receivers of a promotional item in the last 6 months remember the company Schreiber & Associates * © 2013 www.un-unsubscribe.com
26.
Remember the T-shirt
from earlier? Would your perfect customer be proud to wear your polo shirt? In other words, would they be proud to rave about your online giveaway? A quality online giveaway can reach an audience far beyond What are you doing to get your prospect to “wear” your giveaway! © 2013 www.un-unsubscribe.com
27.
Who’s talking about
you? (think social share) A quality online giveaway gets talked about. It is more likely to be social shared (Twitter, Linkedin, Facebook, Pinterest, YouTube etc). Remember this 62%* recipients give away the promotional item and don’t throw it away. So, more reach & views. * Advertising Speciality Institute © 2013 www.un-unsubscribe.com
28.
Without borders Top-class online
giveaways cross States, counties, and international borders. It can reach a customer outside of target boundary. © 2013 www.un-unsubscribe.com
29.
Let’s look at
the maths again i.e. ROI Cost per UNIT COST _________ logo or = A x B Impression How long to produce a top-class giveaway? You are the expert in your subject. So, a day? Okay ... 2 days max. © 2013 www.un-unsubscribe.com
30.
If your website
gets 100 subscribers per month Your subscriber views your giveaway once a week Your subscriber tells another 5 people about your giveaway So, the number of views from one subscriber = (1+5) subscriber x 44 weeks = 264 views © 2013 www.un-unsubscribe.com
31.
If your website
gets 100 subscribers per month 100 subscribers per month = 316,800 views per year Cost (in time) = 2 days x 8 hrs x 60 mins = 960 mins Cost per view = 0.00303 mins per view ISN’T THIS A VERY EFFECTIVE AND EFFICIENT USE OF YOUR TIME IN TERMS OF PROMOTIONAL MARKETING! © 2013 www.un-unsubscribe.com
32.
Let’s do some comparisons ©
2013 www.un-unsubscribe.com
33.
Networking Cost (time) per impression
is very high Tends to be the same faces. Few referrals. Each meeting takes up 3 hours. © 2013 www.un-unsubscribe.com
34.
Main problem with leaflets? They
tend not to be useful because they are usually out and out sales leaflets Leaflets ok if promoting an offer Time and money to deliver 10,000 leaflets? Do people keep leaflets or do they Google? © 2013 www.un-unsubscribe.com
35.
Paper May Be
Thin, But eBook is in A great giveaway still needs a ‘push’ A great giveaway doesn’t go viral without some initial ‘push’, aka ‘outbound’ marketing. © 2013 www.un-unsubscribe.com
36.
Do you test
your messages and articles for APPEAL? Outbound Marketing is email, blog syndication or social-share. Wouldn’t it be great if you could test your messages for appeal and attention-grabbing before you send them? © 2013 www.un-unsubscribe.com
37.
Well, you can
for FREE Sign up for a FREE Trial www.un-unsubscribe.com Use it for Linkedin, Twitter, FB, Blogs and YouTube Check for attention-grabbing headline and message appeal Fine tune your messages (works for landing pages too) Check for engaging message body that leads to action © 2013 www.un-unsubscribe.com
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