Are Promotional Products an Advertising Medium?

Transcription

1 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 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

3 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

4 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

5 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

6 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

7 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 Media Method % Direct Mail % Television % Internet % Point of Purchase % Cable TV % Newspaper % Consumer Magazines % Event Marketing % Promotional Products % Radio % Business Magazines % Billboards % Product Placement % Mobile Phone Advertising % Totals % Forms of Advertising - Newspaper Time Focus great for sales Geographic target Older Audience Short ad life 7

8 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

9 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

10 Forms of Advertising - Internet Banner Ads Pay Per Click Contextual Affiliate 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

11 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

12 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

13 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

14 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

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

16 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

17 If you would like to discuss further, please contact me at: Paul A. Kiewiet MAS+ CIP CPC Follow me on Twitter, LinkedIn, For a free monthly newsletter call or me. 17