Promotional products are an effective advertising medium providing frequency, reach, target ability and a low cost per impression. Learn how to sell the like an advertising professional.

1. 1/27/14
Posi+on
Promo+onal
Products
As
a
Preferred
Adver+sing
Medium
Paul
A.
Kiewiet
MAS
CIP
CPC
paul@brandkiwi.com
Learning
Objec+ves
•
The
four
criteria
that
define
effec+ve
Are
Promo+onal
Products
an
Adver+sing
Medium?
Adver+sing
is
a
form
of
communica+on
intended
to
persuade
an
audience
(viewers,
readers
or
listeners)
to
purchase
or
take
some
ac+on
Where
does
adver+sing
fit
into
the
sales
funnel?
adver+sing.
•
The
three
factors
that
increase
adver+sing
reten+on
and
memorability.
•
The
ques+ons
you
need
to
ask
your
customers
before
recommending
a
product.
•
Who
is
your
compe++on?
•
How
to
choose
the
right
promo+onal
products
for
the
adver+sing
campaign.
Which
issues
can
promo+onal
products
address?
Adver+sing
effec+ve
is
based
on
four
criteria
• adver&sing
frequency:
The
number
of
&mes
an
average
person
in
an
adver&ser’s
target
audience
is
exposed
to
an
ad
over
the
period
of
an
adver&ser’s
media
schedule.
1

2. 1/27/14
Promo+onal
Products
=
Low
CPI
Effec+ve
ads
are
measured
by
Reach
• adver&sing
reach:
The
es&mated
total
number
of
target
audience
individuals
or
homes
exposed
to
an
ad
at
least
once
over
the
period
of
an
adver&ser’s
media
schedule.
The
third
criteria
is
Targeted
• Targeted
adver+sing
is
the
ability
of
the
medium
to
reach
a
specific
audience
defined
by
demographics,
psychographics,
and
behavioral
variables.
Targeted:
Carry
a
message
to
a
well-­‐defined
audience.
Seniors
4.
Cost
Per
Impression
Kids
And everyone in
between
Cost
Per
Impression
(CPI
or
CPM)
• Cost
per
impression
is
derived
from
adver+sing
cost
and
the
number
of
impressions.
• Cost
per
impression
($)
=
Adver+sing
cost
($)
÷
Number
of
Impressions
(#)
2

3. 1/27/14
The
3
R’s
of
Reten+on
of
Adver+sing
Messages
! Relevance:
The
message
must
relate
to
the
lifestyle,
needs,
values
or
aspira+ons
of
the
target
audience.
! Repe&&on:
The
audience
must
be
exposed
to
the
message
mul+ple
+mes
for
the
recipient
to
retain
it.
! Reward:
The
message
must
promise
to
create
pleasure
or
reduce
pain,
save
money
or
increase
income
or
in
some
way
reward
the
recipient.
Sell
Like
an
Adver+sing
Pro
• You’re
not
selling
a
product.
• You’re
selling
a
solu+on.
• You’re
selling
them
their
own
image
and
branding.
To
find
out
what
your
customer
needs,
ask
the
right
ques+ons.
• What
was
your
most
successful
adver+sing
and
marke+ng
campaign?
• What
was
your
worst?
Recognizing
Individual
Passions
• Relevance
• Repe++on
• Reward
If
you
want
becer
answers,
ask
becer
ques+ons.
• What
are
your
objec+ves?
• Who
do
you
want
to
reach?
• How
do
you
want
to
make
them
feel?
Find
the
Pain.
Be
the
Aspirin.
• What’s
the
biggest
barrier
to
achieving
your
goals?
• What
keeps
you
up
at
night?
• What’s
your
biggest
struggle
with
your
top
accounts?
3

4. 1/27/14
Your
Media
Compe++on
and
Sales
Comparisons
And
3
Not
To
Ask.
Yet.
• How
many
do
you
need?
• When
do
you
need
them?
• How
much
are
you
willing
to
spend?
-.02%
Internet
26.0
31.7
21.8%
Point of Purchase
23.0
24.2
Cable TV
21.3
22.9
7.8%
Newspaper
22.6
20.7
-9.2%
Consumer Magazines
20.1
20.1
0.0%
Event Marketing
17.2
18.1
5.5%
Promotional Products
16.6
17.7
7.2%
Radio
17.3
17.4
1.0%
Business Magazines
7.4
7.7
3.8%
Billboards
6.1
6.4
3.8
4.0
5.2%
.06
1.6
148%
Totals
Media Method
%
274
288
5%
4.8%
4.9%
Forms
of
Adver+sing
-­‐
Magazine
• Four
color
• Targeted
• Can
communicate
details
• Frequency
• Pass
along
Forms
of
Adver+sing
-­‐
Radio
– genre,
– host,
– community
4.8%
45.1
Mobile Phone Advertising
• :10,
:15,
:30
and
:60
seconds
• Fragmented
• Drivers,
Office
Workers
• Satellite
Radio
• Affilia+on
with
50.1
45.2
Product Placement
• Time
Focus
–
great
for
sales
• Geographic
target
• Older
Audience
• Short
ad
life
2011
47.8
Television
Forms
of
Adver+sing
-­‐
Newspaper
2010
Direct Mail
Forms
of
Adver+sing
-­‐
TV
:30,
:60
second
ads
Infomercials
Mass
–
SuperBowl
Niche
–
Food
Network
Fragmented
Upwards
of
85
channels
• DVRs,
OnDemand,
PPV
•
•
•
•
•
•
4

5. 1/27/14
Cable
TV
Forms
of
Adver+sing
-­‐
Outdoor
• Loca+on,
Loca+on,
Loca+on
• Short
acen+on
• Direc+onal
for
acrac+ons
• Commuters,
travelers,
locals
• Local
adver+sing
on
diverse
offerings
of
programming.
• Low
cost
for
ads
• Low
produc+on
costs
• Targeted
Forms
of
Adver+sing
-­‐
Mobile
• Loca+on
based
• Younger
audience
• The
USA
is
about
10
yrs
behind
Japan
and
5
yrs
behind
Europe
• Opt-­‐in
only
• Very
personal
Coordina+ng
Promo+onal
Products
with
Other
Media:
Online
• Offer
promo+onal
products
as
a
giq
for
– Op+ng
in
for
newslecer
– Taking
a
survey
– Visi+ng
a
website
– Online
sweepstakes
– Deliver
online
promo
codes
Forms
of
Adver+sing
-­‐
Internet
•
•
•
•
•
•
•
•
Banner
Ads
Pay
Per
Click
Contextual
Affiliate
Email
Behavioral
Websites
Videos
Coordina+ng
Promo+onal
Products
with
Mobile
Media
• Giq
for
op+ng-­‐in
• As
a
delivery
device
for
mobile
codes
• As
an
incen+ve
for
responding
to
a
mobile
ad.
(Next
50
visitors
get
a
tee-­‐
shirt).
5

6. 1/27/14
Coordina+ng
Promo+onal
Products
with
Print
Adver+sing
•
•
•
•
•
Make
ads
measurable
Giq
with
new
subscrip+ons
Match
code
or
symbol
Ad
Spocer
Promo+ons
Con+nuity
of
message
from
ad
to
event
Coordina+ng
Promo+onal
Products
with
Outdoor
Adver+sing
• Extend
an
image
• Add
ROI
measureability
• Incen+ve
for
direc+onal
ad
(men+on
this
ad
and
receive
a
free
travel
mug
with
your
beverage)
• Auto-­‐related
promo+onal
products.
Finding
Extra
Budget
Money
Coordina+ng
Promo+onal
Products
with
Radio
Adver+sing
• Create
a
measureable
promo+on
• Extend
on-­‐air
personality
• Develop
sense
of
community
• Create
involvement
events
–
ie
boss
of
the
week.
• Recreate
sound
branding.
• Get
outside
of
the
studio
Coordina+ng
Promo+onal
Products
with
Television
Adver+sing
! Make
it
measureable
! Dimensional
characters,
spokesmen,
symbols
–
plush,
miniatures.
! Add
missing
senses
cues
–
taste,
touch,
smell
! Extend
visual
and
audio
messages.
Co-­‐op
Adver+sing
• Co-­‐op
is
a
cost-­‐sharing
arrangement
in
which
manufacturers
and
suppliers
provide
financial
assistance
for
customers'
adver+sing
programs.
•
Co-­‐op
adver+sing
works
in
a
number
of
ways.
For
example,
a
retailer
can
buy
goods
from
a
manufacturer
and
accrue
co-­‐op
funds
based
on
the
amount
of
purchase.
Those
funds
can
be
returned
in
the
form
of
a
cash
rebate,
a
credit
to
the
retailer's
account,
or
in
products.
6

7. 1/27/14
Strengths
of
Promo+onal
Products
• Name
a
medium
that
moves
people
to
say
“Thank
You”
• Other
media
“interrupt”
Ours
“engages”
• Our
media
is
the
beginning
of
a
rela+onship!
Engaging
the
Senses
Of all the advertising
and promotional
media, only
Promotional Products
touch all five senses:
Sight
Sound
Taste
The
Medium
of
Engagement
• An
industry
born
to
touch
people.
– A
printer
– A
slow
week
– A
clumsy
kid
– A
bright
idea
Touch
Smell
Tangible
and
Long
Las+ng
! Your
calendar
! Watch
! Your
favorite
tee
shirt
! Your
favorite
cap
! Coffee
Mug
! Pen
! Journal
! Golf
Ball
(well,
maybe
not
quite
as
long-­‐las+ng)
Easily
Distributed
! Direct
Mail
! In-­‐store
! Trade
Show
! Person
to
Person
! Display
! Experien+al
! Event
Marke+ng
7

8. 1/27/14
Complements
Other
Adver+sing
Media
Crea+ve
• Bring
other
media
to
life.
• Extend
memories
of
posi+ve
encounters
with
a
brand.
It’s
not
what
a
product
does,
it’s
what
a
product
means.
•
•
•
•
•
Tangible,
memories,
meaning,
passion,
affilia+on
with
a
cause.
Sell
Our
Strengths
• Frequency
• Targetability
• Low
Cost
Per
Impression
• Sell
reach
in
terms
of
collateral
exposure.
Establish
Promo+onal
Products
as
a
Powerful
Strategic
Adver+sing
Medium
1. Don’t
sell
junk.
Leave
money
on
the
table.
You
can
pick
it
up
later.
2. Come
in
with
a
notebook
and
pen,
come
back
with
an
adver+sing
plan
to
reach
the
right
audience,
with
the
right
message,
at
the
right
+me.
3. Explain
why
your
solu+on
can
solve
their
problem.
Become
an
Adver+sing
Professional
• Ask
the
right
ques+ons
• Search
for
solu+ons
• Know
your
medium
• Prescrip+on
without
diagnosis
is
malprac+ce!
8

9. 1/27/14
If
you
would
like
to
discuss
further,
please
contact
me
at:
Paul
A.
Kiewiet
MAS
CIP
CPC
269-­‐806-­‐4489
paul@brandkiwi.com
www.create2bgreat.com
Follow
me
on
Twicer,
LinkedIn,
Facebook
@paulkiewiet
For
a
free
monthly
newslecer
–
call
or
email
me.
9