1. The official magazine of the promotional industry
EDITION 01.2016
Cover Story
Five Senses
Branding
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2. APPA Roadshow update 10
Email Marketing - Part Three 32
Do you know what your customers 36
really think?
More Funny, More Money 38
Advertorial – Penline 42
Advertorial – High Calibre 44
Making the most of your Convex 2016 46
attendance
How can we make product safety 48
a Priority?
FIVE SENSES BRANDING. 14
The value of branded merchandise
with digitally cluttered consumers.
President’s Message 5
CEO’S MESSAGE 6
APPA Shows for 2016 - 2017 8
New Members 10
APPA News 12
APPA NZ Section 20
NZ Council 22
NZ Health Safety 26
APPA Benefits 30
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Five Senses Bra
FEATURES
COVER STORY
10
14
20
26
38
REGULARS
4 APPARITION – www.appa.com.au
CONTENTS EDITION 01.2016
46
NZ
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3. Five Senses
The value of branded merchandise with
digitally cluttered consumers.
Your consumer is overwhelmed with content; and their
declining attention span and increased digital clutter
have shifted marketing power from the marketer to
the user. Before, marketers held the control when the
consumer had a mere two or three channels to be fed
information, now the user can pick and choose their
content experience.
This means the way you communicate with your
consumer needs careful thought. Consumer
companies continue to spend more and more of
their advertising budgets online; while their target
audiences are using widely popular programs to
simply block their advertisement from view altogether.
And when consumers do see digital advertisements,
it’s unlikely that they will be remembered. In the now
highly cluttered digital world of the contemporary
consumer, it is not enough to merely place a virtual
advertisement; it needs to be coupled with at least
one other sensory experience; consumers need to
see, hear, touch, feel, and taste your brand.
Multiple sensory aspects coupled together in an
interaction with the customer now turn that simple
advertisement into an experience, and has a 2 plus 2
equals 5 impact.
Think of the last Facebook
advertisement you saw.
• What company was it for?
• What colors were their logo?
• Their message?
• Their product?
Having a hard time
remembering? Probably
because you are among the
average consumer who sees
anywhere between 300 and
700 advertisements a day;
overwhelmingly digitally.
Of those advertisements,
only about 150 will grab your
full attention for more than a
few seconds.
The contact –
Justin Reynolds
RED TOMATO
sales@redtomato.com.au
www.redtomato.com.au
14 APPARITION – www.appa.com.au
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4. s Branding
TOUCH
Let’s say your target audience is a professional who is attached to their desk all day. To interrupt them
from the constant stream of digital messaging on their screens, your company sends them Thinking
Putty, branded with your logo, for their desk. Not only are you giving this customer an opportunity
to have a digitally-interrupted, tangible, experience with your brand, they are now more likely to
remember your brand and be loyal to it because they had such an interactive experience. They are
also 87% likely to keep that same putty on their desk for over a year, seeing your company logo every
day while your competitors’ digital messages get tossed in the spam folder.
TASTE
Promotional products go beyond pushing visual advertisements to consumers overwhelmed with
information. Yes, digital advertising has a larger reach, however the messaging is diluted and is
easily forgotten; when consumers touch, taste, and smell an advertisement, you interrupt their
normal information stream and capture their attention, providing them with a deeper connection
with your brand. Promotional products are the only form of advertising that involves all of
customers’ senses.
Put yourself back into the shoes of the consumer. A new florist shop opens up in your
neighborhood and the florist sends you a box of chocolates branded with their company
information to promote their services. You have a pleasant experience touching, smelling, and
tasting the chocolate and a new fondness for the brand that created that experience for you. And
the next time you’re looking to purchase flowers, you are 85% more likely to purchase flowers
from that same florist simply because of that memorable, sensory experience. That’s what sensory
marketing is all about!
Written by Justin Reynolds
SMELL
In fact, the ROI on promotional products is higher than most forms of advertising used in marketing
campaigns. According to a study conducted by the Promotional Products Association International
(PPAI), 88% of participants could remember the brand on the promotional product received within
the past year and an amazing 73% were able to recall the brand, message, and product of a
promotional item they received in the past two years.
This effect that promotional products have on brand awareness and loyalty can be seen in an
experiment conducted by researchers from Nanyang Technological University and Rutgers
University. The experimented combined the two senses of touch and smell and how they resonate
with consumers given a branded product. The researchers gave half the subjects a branded pencil
and the other half received a branded pencil doused with the unique scent of tree oil. Two weeks
later the group with the unscented pencil experienced a 73% decline in the information they could
recall about the company, while the scented pencil group experienced only an 8% decline; this
group was able to recall, with dramatic difference, the brand and company information printed on
the scented pen.
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5. HEAR
A strong digital advertisement will grab a consumer’s attention for more than a few seconds,
promotional products can grab that same consumer’s attention for years. To instill a
memorable message with your consumer, your brand needs to create an experience that
goes beyond digital. The message needs to be a multi-sensory and emotional interaction;
the single use of visuals will cause your brand’s message to get lost in the sea of messaging
bombarding the digital consumer. As marketing departments rush to invest in digital, the
brands that survive will put their message in the hands of their audience. It’s as simple as
this: sensory branding is the future of marketing.
An example of the effectiveness of this use of sensory branding is promotional products that
contain an audio element. For example, when you gift a customer a branded talking pen,
you can literally talk with your customers and tell them your brand’s message. By adding this
new sensory dimension to how customers experience your brand, you are increasing brand
recollection.
SIGHT
While sole use of digital visuals won’t make your brand stand out, sight is still a vital sense
to utilize when creating a promotional merchandise strategy. A consumer can process
information faster through sight than with any other sense; ten times faster. For this reason,
not all consumers recall information simply by hearing a television ad, and it can be more
effective to see the company’s information in front of them. For example, you give your
customer a branded mug. That product is now in your customer’s kitchen and what they use
every morning for coffee before work. Your customer is now seeing your logo and creating
experiences with your brand every time they have a morning conversation with their family
over coffee.
CONCLUSION
Let’s go back to your Facebook feed.
Which company are you more likely to do
business with? The company that flashes a
digital advertisement that you may or may
not pay attention to for a few seconds or
the company whose logo you see every
day on the reusable water bottle you keep
on your desk?
As marketers, our role is creating a loyal
relationship with the customer over a
long period of time. Customers can now
simply block out the digital messages
they are bombarded with daily, so getting
a message to them means creating a
memorable experience and making
them feel involved. To achieve this, every
consumer company should be thinking of
their marketing strategies in a holistic way.
Participation branding goes beyond just
feeding messages out to its audience;
it creates an opportunity to interact
with a brand at a higher level. It is
about understanding your consumers
and involving them in the creation and
evolution of the brand.
A tangible product turns an ordinary
message into a participatory experience
your customers can now interact with your
brand through smell, taste, see, hear, and
touch. Consumers need to remember what
they experienced in order for the brand’s
message to have an impact; a promotional
product literally brings that experience
home with them.
How will your next marketing campaign go
beyond putting most of your budget into
trying to capture your customer for a few
seconds on digital, to create an immersive,
memorable, experience with your brand? A
promotional campaign adds all five sensory
elements into creating a unique experience
for the customer. To be the brand who
breaks through the 700 advertisements
your consumer can see a day, it’s about
knowing the consumer and putting the
right product in their hands, with the right
messaging, at the right time.
Five Senses Branding
16 APPARITION – www.appa.com.au
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