What a cheap promo item can teach you about online lead generation

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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
Sunday, 21 April 13

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?
Sunday, 21 April 13

See if you can ﬁgure out the answer?
Here are some clues to help you.
Cost per logo “impression” =
A x B
UNIT COST
_________
A = number of people reached
B = number of views
Sunday, 21 April 13

Clue one: Sky Banner
Has great reach but poor views as it lasts a short time
Sunday, 21 April 13

Clue two: Motorway Billboard
Fantastic reach and huge number of views
if it is up for a long period
Sunday, 21 April 13

Clue three: TV Advertising
Has greatest reach and views .....
but also the most expensive.
Sunday, 21 April 13

Traditional advertising too expensive
How can you get your company logo seen by the
greatest number for the least money?
Sunday, 21 April 13

Some ﬁnal facts to help with the answer
Australian Promotional Products Association (APPA)
surveyed travelers at airports.
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
Sunday, 21 April 13

The humble pen. Surprise?
Remember, it’s about “Reach” and “View”
The answer
Sunday, 21 April 13

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.
Everyone
uses a pen
Sunday, 21 April 13

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
$4000 gives 1,100,00 views
5 times x 5 days x 44 weeks
Cost per view
$0.0036
Sunday, 21 April 13

Branded promotional products work
They’re a proven, cost effective way of marketing your company to
a large audience that takes little work.
Sunday, 21 April 13

What does branded promotional items
have to do with online lead generation?
Spoil your
prospects
Sunday, 21 April 13

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
Sunday, 21 April 13

Reach: a high quality promo item...
... grabs attention and can reach people who otherwise would not
come to your stand
176% increase in tradeshow trafﬁc to a
stand that handed out promotional items.“ Exhibit Surveys Inc.
Sunday, 21 April 13

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
Sunday, 21 April 13

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
Sunday, 21 April 13

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?
Sunday, 21 April 13

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
Sunday, 21 April 13

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.
Sunday, 21 April 13

Now, let’s apply what we know about promo items to
online marketing
Sunday, 21 April 13

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
Sunday, 21 April 13

To reach prospects better, faster
Your online giveaway must GRAB ATTENTION, HAVE
APPEAL and be of HIGH QUALITY.
176% increase in tradeshow trafﬁc to a
stand that handed out promotional items.“ Exhibit Surveys Inc.
Sunday, 21 April 13

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.
Sunday, 21 April 13

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
Sunday, 21 April 13

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!
Sunday, 21 April 13

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
Sunday, 21 April 13

Without borders
Top-class online giveaways
cross States, counties, and
international borders.
It can reach a customer
outside of target boundary.
Sunday, 21 April 13

How long to produce a top-class giveaway?
You are the expert in your subject.
So, a day? Okay ... 2 days max.
Cost per
logo or
Impression A x B
UNIT COST
_________
Let’s look at the
maths again
i.e. ROI
=
Sunday, 21 April 13

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
Sunday, 21 April 13

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!
If your website gets 100 subscribers per month
Sunday, 21 April 13

Cost (time) per impression is very high
Tends to be the same faces. Few referrals (pass-on impressions).
Each meeting takes up 3 hours.
In
comparison
Networking
Sunday, 21 April 13

Leaflets ok if promoting an offer
Time and money to deliver 10,000 leaflets? Do people keep
leaflets or do they Google?
Main problem
with leaflets?
They tend not to be useful
because they are usually
out and out sales leaflets
Sunday, 21 April 13

A great giveaway still needs a ‘push’
A great giveaway doesn’t go viral without some initial ‘push’, aka
‘outbound’ marketing.
Paper May Be Thin, But
eBook is in
Sunday, 21 April 13

Outbound Marketing is email or social-share.
Do you test
your messages
for APPEAL?
Wouldn’t it be great if you could test your emails for appeal and
attention-grabbing before you send them?
Sunday, 21 April 13

Well, you can for FREE
Check for attention-grabbing
headline and message appeal
Check for engaging message
body that leads to action
www.un-unsubscribe.com
Sign up for a FREE Trial
Use it for Linkedin, Twitter, FB,
Blogs and YouTube
Fine tune your messages
(works for landing pages too)
Sunday, 21 April 13

What a cheap promo item can teach you about online lead generation

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What a cheap promo item can teach you about online lead generation