Postion Promotional Products As a Preferred Advertising Medium

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How to Sell Promotional Products As An Advertising Medium explains the strengths of the medium compared to other measured medium. The medium is measured in terms of frequency, reach, target ability …

How to Sell Promotional Products As An Advertising Medium explains the strengths of the medium compared to other measured medium. The medium is measured in terms of frequency, reach, target ability and cost per impression.

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  • 1. Posi%on  Promo%onal  Products  As   a  Preferred  Adver%sing  Medium   Paul  A.  Kiewiet  MAS  CIP  CPC   paul@brandkiwi.com  
  • 2. 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  
  • 3. Learning  Objec%ves   •    The  four  criteria  that  define  effec%ve   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.  
  • 4. 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.  
  • 5. Promo%onal  Products  =  Low  CPI  
  • 6. 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.  
  • 7. 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.  
  • 8. Targeted:    Carry  a  message  to  a     well-­‐defined  audience.   Seniors Kids And everyone in between
  • 9. 4.  Cost  Per  Impression   •  Cost  per  impression      ($)  =  Adver%sing  cost  ($)  ÷   Number  of  Impressions  (#)  
  • 10. Cost  Per  Impression  (CPI  or  CPM)  
  • 11. 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.  
  • 12. Recognizing  Individual  Passions   •  Relevance   •  Repe%%on   •  Reward  
  • 13. 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.  
  • 14. If  you  want  be_er  answers,  ask   be_er  ques%ons.   •  What  are  your   objec%ves?   •  Who  do  you  want   to  reach?   •  How  do  you  want   to  make  them  feel?  
  • 15. 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?  
  • 16. 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?  
  • 17. And  3  Not  To  Ask.  Yet.   •  How  many  do  you   need?   •  When  do  you  need   them?   •  How  much  are  you   willing  to  spend?  
  • 18. Media Method 2010 2011 % Direct Mail 47.8 50.1 4.8% Television 45.2 45.1 -.02% Internet 26.0 31.7 21.8% Point of Purchase 23.0 24.2 4.8% 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 4.9% Product Placement 3.8 4.0 5.2% Mobile Phone Advertising .06 1.6 148% Totals 274 288 5% Your  Media  Compe%%on     and  Sales  Comparisons  
  • 19. Forms  of  Adver%sing  -­‐  Newspaper   •  Time  Focus  –  great  for   sales   •  Geographic  target   •  Older  Audience   •  Short  ad  life  
  • 20. Forms  of  Adver%sing  -­‐  Magazine   •  Four  color   •  Targeted   •  Can  communicate   details   •  Frequency   •  Pass  along  
  • 21. Forms  of  Adver%sing  -­‐  Radio   •  :10,  :15,  :30  and  :60   seconds   •  Fragmented   •  Drivers,  Office  Workers   •  Satellite  Radio   •  Affilia%on  with     –  genre,     –  host,     –  community  
  • 22. Forms  of  Adver%sing  -­‐  TV   •  :30,  :60  second  ads   •  Infomercials   •  Mass  –  SuperBowl   •  Niche  –  Food  Network   •  Fragmented   •  Upwards  of  85   channels   •  DVRs,  OnDemand,   PPV  
  • 23. Cable  TV   •  Local  adver%sing  on   diverse  offerings  of   programming.   •  Low  cost  for  ads   •  Low  produc%on  costs   •  Targeted  
  • 24. Forms  of  Adver%sing  -­‐  Outdoor   •  Loca%on,  Loca%on,   Loca%on   •  Short  a_en%on   •  Direc%onal  for   a_rac%ons   •  Commuters,  travelers,   locals  
  • 25. 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  
  • 26. Forms  of  Adver%sing  -­‐  Internet   •  Banner  Ads   •  Pay  Per  Click   •  Contextual   •  Affiliate     •  Email   •  Behavioral   •  Websites   •  Videos  
  • 27. Coordina%ng  Promo%onal  Products  with   Other  Media:    Online   •  Offer  promo%onal  products   as  a  gin  for     –  Op%ng  in  for  newsle_er   –  Taking  a  survey   –  Visi%ng  a  website   –  Online  sweepstakes   –  Deliver  online  promo   codes  
  • 28. Coordina%ng  Promo%onal  Products   with  Mobile  Media   •  Gin  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).  
  • 29. Coordina%ng  Promo%onal  Products  with   Print  Adver%sing   •  Make  ads  measurable   •  Gin  with  new  subscrip%ons   •  Match  code  or  symbol   •  Ad  Spo_er  Promo%ons   •  Con%nuity  of  message  from   ad  to  event  
  • 30. 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  
  • 31. 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.  
  • 32. 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.  
  • 33. Finding  Extra  Budget  Money  
  • 34. 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.  
  • 35. 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!  
  • 36. Engaging  the  Senses   Of all the advertising and promotional media, only Promotional Products touch all five senses: Sight Sound Taste Touch Smell
  • 37. The  Medium  of  Engagement   •  An  industry  born  to   touch  people.   – A  printer   – A  slow  week   – A  clumsy  kid   – A  bright  idea  
  • 38. 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)  
  • 39. Easily  Distributed   ! Direct  Mail   ! In-­‐store   ! Trade  Show   ! Person  to  Person   ! Display   ! Experien%al   ! Event  Marke%ng  
  • 40. Complements  Other  Adver%sing  Media   •  Bring  other  media   to  life.   •  Extend  memories  of   posi%ve  encounters   with  a  brand.  
  • 41. Crea%ve  
  • 42. It’s  not  what  a  product  does,                               it’s  what  a  product  means.   •  Tangible,     •  memories,     •  meaning,     •  passion,     •  affilia%on   with  a  cause.  
  • 43. 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.  
  • 44. Sell  Our  Strengths   •  Frequency   •  Targetability   •  Low  Cost  Per   Impression   •  Sell  reach  in  terms   of  collateral   exposure.  
  • 45. Become  an  Adver%sing  Professional   •  Ask  the  right   ques%ons   •  Search  for  solu%ons   •  Know  your  medium   •  Prescrip%on  without   diagnosis  is   malprac%ce!  
  • 46. 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  Twi_er,  LinkedIn,  Facebook   @paulkiewiet     For  a  free  monthly  newsle_er  –  call    or  email  me.