2/20/15  

How to Sell Promotional Products As the Preferred Advertising Medium

Paul A Kiewiet MAS+

Are Promotional Products an Advertising Medium?

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action

Learning Objectives • The four criteria that define effective advertising. • The three factors that increase advertising retention and memorability. • The questions you need to ask your customers before recommending a product. • Who is your competition? • How to choose the right promotional products for the advertising campaign.

1  

2/20/15  

Where does advertising fit into the sales funnel?

Which issues can promotional products address?

Advertising effective is based on four criteria •  advertising frequency: The number of times an average person in an advertiser’s target audience is exposed to an ad over the period of an advertiser’s media schedule.

2  

2/20/15  

Promotional Products = Low CPI

Effective ads are measured by Reach •  advertising reach: The estimated total number of target audience individuals or homes exposed to an ad at least once over the period of an advertiser’s media schedule.

The third criteria is Targeted •  Targeted advertising is the ability of the medium to reach a specific audience defined by demographics, psychographics, and behavioral variables.

3  

2/20/15  

Targeted: Carry a message to a well-defined audience.

Seniors

Kids

And everyone in between

4. Cost Per Impression •  Cost per impression is derived from advertising cost and the number of impressions. •  Cost per impression ($) = Advertising cost ($) ÷ Number of Impressions (#)

Cost Per Impression (CPI or CPM)

4  

2/20/15  

The 3 R’s of Retention of Advertising Messages ! Relevance: The message must relate to the lifestyle, needs, values or aspirations of the target audience. ! Repetition: The audience must be exposed to the message multiple times 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.

Recognizing Individual Passions •  Relevance •  Repetition •  Reward

Sell Like an Advertising Pro •  You’re not selling a product. •  You’re selling a solution. •  You’re selling them their own image and branding.

5  

2/20/15  

If you want better answers, ask better questions. •  What are your objectives? •  Who do you want to reach? •  How do you want to make them feel?

To find out what your customer needs, ask the right questions. •  What was your most successful advertising and marketing campaign? •  What was your worst?

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?

6  

2/20/15  

And 3 Not To Ask. Yet. •  How many do you need? •  When do you need them? •  How much are you willing to spend?

Your Media Competition and Sales Comparisons 2010

2011

Direct Mail

47.8

50.1

4.8%

Television

Media Method

45.2

45.1

-.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

Product Placement

3.8

4.0

5.2%

4.8%

4.9%

Mobile Phone Advertising

.06

1.6

148%

Totals

274

288

5%

Forms of Advertising - Newspaper •  Time Focus – great for sales •  Geographic target •  Older Audience •  Short ad life

7  

2/20/15  

Forms of Advertising - Magazine •  Four color •  Targeted •  Can communicate details •  Frequency •  Pass along

Forms of Advertising - Radio •  :10, :15, :30 and :60 seconds •  Fragmented •  Drivers, Office Workers •  Satellite Radio •  Affiliation with –  genre, –  host, –  community

Forms of Advertising - TV •  •  •  • 

:30, :60 second ads Infomercials Mass – SuperBowl Niche – Food Network •  Fragmented •  Upwards of 85 channels •  DVRs, OnDemand, PPV

8  

2/20/15  

Cable TV •  Local advertising on diverse offerings of programming. •  Low cost for ads •  Low production costs •  Targeted

Forms of Advertising - Outdoor •  Location, Location, Location •  Short attention •  Directional for attractions •  Commuters, travelers, locals

Forms of Advertising - Mobile •  Location based •  Younger audience •  The USA is about 10 yrs behind Japan and 5 yrs behind Europe •  Opt-in only •  Very personal

9  

2/20/15  

Forms of Advertising - Internet •  •  •  •  •  •  •  • 

Banner Ads Pay Per Click Contextual Affiliate Email Behavioral Websites Videos

Coordinating Promotional Products with Other Media: Online •  Offer promotional products as a gift for –  Opting in for newsletter –  Taking a survey –  Visiting a website –  Online sweepstakes –  Deliver online promo codes

Coordinating Promotional Products with Mobile Media •  Gift for opting-in •  As a delivery device for mobile codes •  As an incentive for responding to a mobile ad. (Next 50 visitors get a tee-shirt).

10  

2/20/15  

Coordinating Promotional Products with Print Advertising •  Make ads measurable •  Gift with new subscriptions •  Match code or symbol •  Ad Spotter Promotions •  Continuity of message from ad to event

Coordinating Promotional Products with Radio Advertising •  Create a measureable promotion •  Extend on-air personality •  Develop sense of community •  Create involvement events – ie boss of the week. •  Recreate sound branding. •  Get outside of the studio

Coordinating Promotional Products with Outdoor Advertising •  Extend an image •  Add ROI measureability •  Incentive for directional ad (mention this ad and receive a free travel mug with your beverage) •  Auto-related promotional products.

11  

2/20/15  

Coordinating Promotional Products with Television Advertising ! Make it measureable ! Dimensional characters, spokesmen, symbols – plush, miniatures. ! Add missing senses cues – taste, touch, smell ! Extend visual and audio messages.

Finding Extra Budget Money

Co-op Advertising •  Co-op is a cost-sharing arrangement in which manufacturers and suppliers provide financial assistance for customers' advertising programs. •  Co-op advertising works in a number of ways. For example, a retailer can buy goods from a manufacturer and accrue coop 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.

12  

2/20/15  

Strengths of Promotional Products •  Name a medium that moves people to say “Thank You” •  Other media “interrupt” Ours “engages” •  Our media is the beginning of a relationship!

Engaging the Senses Of all the advertising and promotional media, only Promotional Products touch all five senses: Sight Sound Taste Touch Smell

13  

2/20/15  

The Medium of Engagement •  An industry born to touch people. –  A printer –  A slow week –  A clumsy kid –  A bright idea

Tangible and Long Lasting ! Your calendar ! Watch ! Your favorite tee shirt ! Your favorite cap ! Coffee Mug ! Pen ! Journal ! Golf Ball (well, maybe not quite as longlasting)

Easily Distributed ! Direct Mail ! In-store ! Trade Show ! Person to Person ! Display ! Experiential ! Event Marketing

14  

2/20/15  

Complements Other Advertising Media •  Bring other media to life. •  Extend memories of positive encounters with a brand.

Creative

It’s not what a product does, it’s what a product means. •  •  •  •  • 

Tangible, memories, meaning, passion, affiliation with a cause.

15  

2/20/15  

Establish Promotional Products as a Powerful Strategic Advertising 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 advertising plan to reach the right audience, with the right message, at the right time. 3.  Explain why your solution can solve their problem.

Sell Our Strengths •  Frequency •  Targetability •  Low Cost Per Impression •  Sell reach in terms of collateral exposure.

Become an Advertising Professional •  Ask the right questions •  Search for solutions •  Know your medium •  Prescription without diagnosis is malpractice!

16  

2/20/15  

If you would like to discuss further, please contact me at: Paul A. Kiewiet MAS+ CIP CPC 269-806-4489 [email protected] www.create2bgreat.com Follow me on Twitter, LinkedIn, Facebook @paulkiewiet For a free monthly newsletter – call or email me.

17