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How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft
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How to Harness the Power of Promotional Products with Scott Walode, CEO, ExhibitCraft

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Presented by Scott Walode, President and CEO of ExhibitCraft at the 2nd annual ProFest, promotional products tradeshow. This brief presentation will give you a primer on the promotional products …

Presented by Scott Walode, President and CEO of ExhibitCraft at the 2nd annual ProFest, promotional products tradeshow. This brief presentation will give you a primer on the promotional products industry and how to expand your business using these powerful tools. The second presentation is also available on our YouTube Channel, "Build Your Brand," presented by Leslie Silverman, Promotional Products Project Manager at ExhibitCraft.

The ExhibitCraft ProShop is dedicated to providing the most comprehensive selection of promotional products and promotional items. The company offers customizable products such as corporate apparel, premiums, giveaways, tote bags, pens, magnets, and more. A wide variety of promotional products and gifts are available through the ExhibitCraft ProShop. For more information, please visit www.ExhibitCraftNJ.com.

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  • Spend a minute or so talking about each…
  • Versus just 33% for print, 27% for TV and 11% for online advertisers Versus just 7% who do so after seeing a commercial Versus just 68% for TV, 60% for print and 31% for online ads
  • Transcript

    • 1. How to Harness thePower of PromotionalProductsA ProFest 2013 PresentationWednesday, April 24, 2013atExhibitCraft HeadquartersWayne, NJwww.ExhibitCraftNJ.com (973) 686-9393
    • 2. Come To Your SensesCome To Your Senses• Can you taste an apple on your Apple ?• Can you feel soft on Microsoft ?• Can you smell the roses on Flowers.com ?• Can you hear the news in the newspaper?• Do you recall the last billboard you saw ?• Dimensional EngagementDimensional Engagement• More relevant today than yesterday,in a digital age people will crave atangible dimensional experience with your brand.www.ExhibitCraftNJ.com (973) 686-9393
    • 3. What Mad Men Can DoWhat Mad Men Can DoWhat Promo Consultants Can DoWhat Promo Consultants Can Dowww.ExhibitCraftNJ.com (973) 686-9393
    • 4. A 2007 study conducted by Microsoft and StarcomA 2007 study conducted by Microsoft and Starcom10 – 15% of adults between the ages of 17 and 35 go out of10 – 15% of adults between the ages of 17 and 35 go out oftheir way to dodge traditional advertising, branding themtheir way to dodge traditional advertising, branding them““Ad Avoiders”Ad Avoiders”Advertising Times – Are A ChangingAdvertising Times – Are A Changingwww.ExhibitCraftNJ.com (973) 686-9393
    • 5. AAwarenesswareness InterestInterest DesireDesire ActionActionThis core strategy engagesengages the target’s mind, advances your objectivesand incites them to the desired end.A Different Business ModelA Different Business ModelFundamental Advertising Strategywww.ExhibitCraftNJ.com (973) 686-9393
    • 6. Agency Core CompetenciesThe Promotional AgencyThe Promotional Agency• Core competency is deliveringthe creative concept andexecuting the campaign.• Rarely a fee for the creative andremuneration is built into theexecution.• Work applies to a variety ofbusiness needs and applications.The AdvertisingThe AdvertisingAgencyAgency• Core competency isdelivering the creativeconcept, and executing thecampaign.• Fee for every element ofdevelopment and execution.• Their work concentrates insales and marketing of goodsand services.www.ExhibitCraftNJ.com (973) 686-9393
    • 7. Comparison Chartwww.ExhibitCraftNJ.com (973) 686-9393
    • 8. Advantages• Audience Focused• Tangible and long-lasting• Impact easily measured• Easily distributed (viral)• Higher perceived value• Complements targeted marketing• Complements other advertising mediawww.ExhibitCraftNJ.com (973) 686-9393
    • 9. ResourcesResources• Over 5,000 manufacturers worldwideOver 5,000 manufacturers worldwide• Over 2,000 exclusive manufacturersOver 2,000 exclusive manufacturers• Five star rated sourcesFive star rated sources• Global sourcing capabilitiesGlobal sourcing capabilities• On-line search engines not available to the publicOn-line search engines not available to the public• Product designers & engineers in every substrateProduct designers & engineers in every substrate• Hundreds of dedicated artists & creative talentHundreds of dedicated artists & creative talent• Warehouse and fulfillmentWarehouse and fulfillment• Company storesCompany storeswww.ExhibitCraftNJ.com (973) 686-9393
    • 10. AAPPRECIATEPPRECIATERRECOGNIZEECOGNIZEMMOTIVATEOTIVATEEEDUCATEDUCATEA.R.M.E.R.A.R.M.E.R.Promotional Agencies Engage Your Key AssetsPromotional Agencies Engage Your Key AssetsRREINFORCEEINFORCEwww.ExhibitCraftNJ.com (973) 686-9393
    • 11. HUMANHUMANRESOURCESRESOURCESSALESSALESCOMMUNITYCOMMUNITYPRODUCTIONPRODUCTIONCONSUMERCONSUMERCOMMUNITYCOMMUNITYPRPREventsEventsGoodwillGoodwillShareholdersShareholdersMARKETINGMARKETINGAdvertisingAdvertisingPromotionPromotionPremiumPremiumCONSUMERCONSUMERLoyaltyLoyaltyDemandDemandSatisfactionSatisfactionSALESSALESKey AccountsKey AccountsVolumeVolumeLoyaltyLoyaltyPRODUCTIONPRODUCTIONSafetySafetyProductivityProductivityZero DefectsZero DefectsHUMANHUMANRESOURCESRESOURCESRecruitmentRecruitmentRetentionRetentionWellnessWellnessMARKETINGMARKETINGPromotion Marketing Engagement RingPromotion Marketing Engagement Ringwww.ExhibitCraftNJ.com (973) 686-9393
    • 12. Promotions Build Trade Show TrafficPromotions Build Trade Show Trafficwww.ExhibitCraftNJ.com (973) 686-9393
    • 13. Seven “Deadly Sins”1. Failing to Craft a Trade Show Plan with Quantifiable Objectives.2. Neglecting to Develop a Detailed Trade Show Budget.3. Limiting Time to Produce Your Booth, Printed Materials, andPromotional Items.4. Not Training Booth Staff.5. Collecting Inconsistent or Incomplete Lead Information.6. Waiting Too Long or Not Doing Lead Follow-up.7. Failing to Complete a Show Evaluation.www.ExhibitCraftNJ.com (973) 686-939313
    • 14. Booth Traffic• The average person is inclined to make apreliminary decision as to whether to stop inyour booth or not 15 feet before getting to yourbooth.Source: (Center for Exhibit Industry Research)• People attract people• Promotions attract people• Pre-show attracts people 14
    • 15. www.ExhibitCraftNJ.com (973) 686-9393
    • 16. Premiums & Promotions Influence PromotionsPremiums & Promotions Influence PromotionsDealer LoaderDealer LoaderConsumer PremiumConsumer PremiumIn PackIn PackOn PackOn PackIn The MailIn The Mailwww.ExhibitCraftNJ.com (973) 686-9393
    • 17. Premiums & Promotions Build Brand LoyaltyPremiums & Promotions Build Brand Loyaltywww.ExhibitCraftNJ.com (973) 686-9393
    • 18. • In May of 2008 a colorfully decorated tin serving tray featuring apartially clad young woman as the central image sold at MorphyAuctions for $16,100.• Morphy’s also auctioned a lithographed tin Coca-Cola trayillustrated with a ‘Gibson Girl’ drinking a glass of Coca-Coladating to the 1890s for $12,075 in September, 2008.• Older calendars, vending machines, and clocks representjust a few of the other Coca-Cola collectibles sellingfor a pretty penny these days.Source: About.comLong Term Exposure & ValueLong Term Exposure & Valuewww.ExhibitCraftNJ.com (973) 686-9393
    • 19. What is a Promotional Product?What is a Promotional Product?Items used to promote a product, service or companyprogram including:• advertising specialtiesadvertising specialties• premiumspremiums• incentivesincentives• business giftsbusiness gifts• awardsawards• prizesprizes• commemorativescommemoratives• other imprinted or decorated itemsother imprinted or decorated itemswww.ExhibitCraftNJ.com (973) 686-9393
    • 20. ***Numbers Don’t LieNumbers Don’t Lie ***2009 study, conducted by PPAI and fielded through MarketTools, Inc. More than half of consumers have a favorable impression of the advertiser on a promotionalproduct 20% of consumers make a purchase after receiving a promotional product 83% of consumers could recall an advertiser from a promotional product 8 out of 10 people like receiving promotional products ,, while 7 out of 10 people find onlineadvertising annoyingwww.ExhibitCraftNJ.com (973) 686-9393
    • 21. ***Synergy ***2006 study proves the addition of promotional products actually increasesfavorability ratings toward print and television ads Adding a promotional product to the media mix (print and television) increased brandinterest (69 percent) and a good impression of the brand (84 percent). Integrating a promotional product with television and print also increased referralvalue by 52 percent and message credibility by 60 percent.Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana StateUniversity and the University of Texas at San Antoniowww.ExhibitCraftNJ.com (973) 686-9393Promotional products even play well with others!
    • 22. Thank You!Connect with us onwww.ExhibitCraftNJ.com (973) 686-9393
    • 23. Visit our TWO online catalogs• Promotional Products Catalogwww.ExhibitCraftNJ.com (973) 686-9393
    • 24. Visit our TWO online catalogs• Branded Apparel Catalogwww.ExhibitCraftNJ.com (973) 686-9393
    • 25. Contact UsIf you’d like to learn more abouthow you can incorporate promotional productsinto your marketing mix, contactExhibitCraft at (973) 686-9393 orsales@exhibitcraftnj.com.www.ExhibitCraftNJ.com (973) 686-9393
    • 26. How big is the promotional products industry?
    • 27. 2007 SALESBY PROGRAMCATEGORY(2006 in parentheses)Source: 2007 PPAI Product and ProgramCategory SurveysEmployee Relations& Events 13.80%(8.46%)Trade Shows10.68% (11.36%)Brand Awareness12.84% (8.87%)Dealer DistributorPrograms 6.16%(7.73%)Public Relations7.05% (8.75%)New Customer/AccountGeneration 9.98% (7.61%)New Product/ ServiceIntroduction5.78% (5.29%)Employee ServiceAwards 5.44%(5.43%)Not-For-ProfitPrograms8.16% (5.89%)Internal Promotions6.30% (3.47%)Customer Referral6.76% (2.33%)SafetyEducation/Incentive2.78% (3.04%) Marketing Research1.53% (1.36%)Other2.73% (1.84%)Note: (Business Gifts as a category hasbeen eliminated in 2007)2007 SALES BY USAGECATEGORY (2006 Figures inparentheses)
    • 28. Wearables 30.71%(30.78%)Writing Instruments10.39% (9.95%)Calendars 5.51%(6.47%) Drinkware 6.32%(5.64%)Bags 7.05%(5.81%)Desk/Office/BusinessAccessories 6.19%(6.28%)Recognition/Awards/Trophies/Jewelry3.55% (3.56%)Other 2.32%(2.34%)Textiles 2.25%(2.05%)Sporting Goods2.57% (2.95%)Magnets 2.37%(2.23%)Housewares2.35% (2.64%)Computers3.31% (2.28%)Automotive2.48% (2.31%)Clocks & Watches1.62% (1.87%)Buttons/Badges/Ribbons 1.82% (2.26%)Stickers & Decals2.07% (2.58%)Electronics 1.69%(1.74%)Games 2.21%(2.49%)Food1.75%(1.91%)Personal1.68%(1.86%)Source: 2007 PPAI Product and ProgramCategory Surveys2007 SALES BYPRODUCT CATEGORY(2006 Figures in parentheses)

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