Brand-Metrics

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The Top 4 Reasons…
Advertising and Marketing Efforts Are Failing Today

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Brand-Metrics

  1. 1. The Top 4 Reasons…<br />Advertising and Marketing Efforts Are Failing Today<br />Even the savviest executives need to understand the complex issues causing advertising and marketing campaigns to fail today<br />
  2. 2. Reason #1: Not knowing how to reach a target audience<br /><ul><li>Nearly 60% of all women will perceive an advertised product negatively, if it clutters their web viewing
  3. 3. Women are also more likely to leave a website that appears cluttered
  4. 4. How well are businesses adapting to the needs of their target audience?</li></ul>2<br />What Women Want From The Web Report, Unicast, June 2010, <br />© HALO Branded Solutions - 2011<br />
  5. 5. Reason #2: Paying more for less ROI<br />3<br /><ul><li>In 1980, businesses collectively spent $53.5 Billion on advertising
  6. 6. In 2007, that increased to more than $279 Billion
  7. 7. An increase of 421%
  8. 8. Even in 2011, with a struggling economy, marketing budgets showed large increases over 2010 budgets
  9. 9. Businesses are spending more and more for advertisements that are less effective</li></ul>Internet Advertising Expenditures, Compilation of sources (Cohen, Galbi, etc.), 9/14/08<br />© HALO Branded Solutions - 2011<br />
  10. 10. Why is it costing so much? <br /> Experts have discovered there are two main sources for the majority of wasted advertising<br />Advertising the wrong message accounts for $30 Billion annually<br />And having the wrong timing accounts for $20 Billion more<br />4<br />Industry Identifies Fifty Billion Dollars In Ad Waste: Wrong Messages, Wrong Timing, Advertising Research Foundation cited by Media News Daily, 9/21/04<br />© HALO Branded Solutions - 2011<br />
  11. 11. Reason #3: Ineffective brand strategy<br />Industry experts have identified the top three branding mistakes as follows:<br />Inconsistent corporate identity<br />Poor visuals<br />Lack of brand controls<br />5<br />Top Ten Branding Mistakes, Precision Intermedia<br />© HALO Branded Solutions - 2011<br />
  12. 12. Reason #4: Public relations disasters<br /><ul><li>The number of incidents reported to the Consumer Products Safety Commission has been increasing at a rapid rate
  13. 13. Despite the risk of litigations and bad PR, companies continue to source their promotional product needs to overseas third party vendors they know little about
  14. 14. Promotional products continue to be a source of an increasing number of safety incidents reported</li></ul>6<br />Source: US Consumer Product Safety Commission, November 2011<br />© HALO Branded Solutions - 2011<br />
  15. 15. Why do PR disasters happen?<br /><ul><li>There are a number of reasons PR disasters occur in promotional advertising, but topping the list are:
  16. 16. Using multiple disjoined vendors
  17. 17. Cutting cost in the wrong places
  18. 18. Not building safety management into contracts
  19. 19. Not knowing the supplier
  20. 20. Vendors that don’t know their suppliers</li></ul>7<br />© HALO Branded Solutions - 2011<br />
  21. 21. How To Achieve Success Where Others Are Failing<br />Change your brand strategy<br /><ul><li>Corporate Branding is changing and companies need to find ways to differentiate their brand from the competition
  22. 22. Targeted promotional marketing is fast becoming the medium of choice because of it’s strong pulling power
  23. 23. Today more and more companies are using dimensional direct response advertising to achieve marketing objectives</li></ul>8<br />© HALO Branded Solutions - 2011<br />
  24. 24. Targeted marketing builds relationships and motivates<br /><ul><li>Which medium has the greatest ability to provide someone an incentive to take action?
  25. 25. Consumers overwhelmingly favored promotional products
  26. 26. The goal of all marketing efforts should be to motivate the target audience to action
  27. 27. Some marketing tools motivate better than others</li></ul>9<br />Promotional Products Association International, 2010<br />© HALO Branded Solutions - 2011<br />
  28. 28. Speak to them often<br />10<br />Promotional marketing creates a message frequency that other forms of advertising can’t achieve<br />Unaided Ad recall Comparison by media, Marketing Charts, May 2007, Promo Products Relatively Strong on Consumer Recall: PPAI Study, Promo Magazine, 2/24/10<br />© HALO Branded Solutions - 2011<br />
  29. 29. Why is promotional marketing so effective? <br /><ul><li>Higher rates of recollection are linked to positive emotions
  30. 30. For example, branded products have a high recollection rate
  31. 31. This may be due to the fact that 59% of individuals that receive a branded product have a greater positive reaction than they do with other forms of advertising</li></ul>11<br />Green design, Inc.<br />© HALO Branded Solutions - 2011<br />
  32. 32. The importance of brand control <br />Brand Managers need to govern the use of your logo and advertising messages and approve all purchases in order to: <br />Ensure branding success <br />Maintain brand integrity<br />Save the company from risk<br />© HALO Branded Solutions - 2011<br />12<br />
  33. 33. Vendor selection and planning… Look closely and take your time<br /><ul><li>Look for a vendor that you can Trust
  34. 34. Look for a vendor that offers marketing program solutions
  35. 35. Look for a vendor with international purchasing power
  36. 36. Look for more that just a product vendor, look for a Strategic Promotional Marketing Partner</li></ul>13<br />© HALO Branded Solutions - 2011<br />
  37. 37. Ask the important questions<br /><ul><li>Do they require indemnification from all suppliers to protect their clients?
  38. 38. Do they guarantee comprehensive product safety to their clients?
  39. 39. Can they help with goal setting?
  40. 40. How do they measure success?</li></ul>14<br />© HALO Branded Solutions - 2011<br />
  41. 41. Steps to achieve branding success<br />Know your target audience<br />Focus your marketing message on your customer<br />Initiate branding controls<br />Enlist the help of a Brand Marketing Specialist<br />© Halo Branded Solutions - 2011<br />15<br />
  42. 42. Making your plan successful<br />16<br /><ul><li>Choose wiselyResist the urge to pick trendy items and opt for items that are a true reflection of your company image and theme
  43. 43. Beware of poor qualityLow quality or poorly made products cheapen the image of the advertiser – quality ensures that the product will get used and protects businesses from costly PR disasters</li></ul>© HALO Branded Solutions - 2011<br />
  44. 44. Things to remember<br />17<br /><ul><li>Know your target market Unless a product is a good match for the audience it will not be used – utilize testing and market research
  45. 45. Enlist the help of the right expertA brand management specialist can help you avoid wasteful mistakes and ensure that your choice in products makes the most sense for your business and your plan</li></ul>© HALO Branded Solutions - 2011<br />
  46. 46. Introducing…<br />
  47. 47. We are the relationship experts<br />19<br /><ul><li>Industry leader in promotional products for nearly six decades
  48. 48. Dedicated 200 member corporate service team with decades of knowledge and experience
  49. 49. 400 creative, resourceful Account Executives
  50. 50. Outstanding client relationships built on integrity, reliability and professionalism
  51. 51. National coverage with 15 sales offices and Account Executives in every state
  52. 52. Over 40,000 satisfied clients</li></ul>© HALO Branded Solutions - 2011<br />
  53. 53. What we offer<br />20<br /><ul><li>Personalized attention from an experienced brand marketing specialist
  54. 54. Expansive global product sourcing with pricing leverage
  55. 55. Complete fulfillment capabilities
  56. 56. Online and traditional marketing solutions
  57. 57. Comprehensive product safety and social compliance</li></ul>© HALO Branded Solutions - 2011<br />
  58. 58. How we do it<br /><ul><li>We combine cutting edge technology and caring personal service to create an exceptional dimensional advertising product purchasing experience
  59. 59. We have spent decades as the global leader in client promotional solutions with one simple philosophy, "Success is created one order, one Client and one promotion at a time"</li></ul>21<br />© HALO Branded Solutions - 2011<br />
  60. 60. Value we bring<br /><ul><li>We offer more than just products, but guidance and strategy on which products to use as well as how to use them and why
  61. 61. We provide a team of experienced brand management specialists to help you increase income, reduce expenses, and manage risk
  62. 62. Through operational efficiency we can meet the tightest deadlines every time on every order
  63. 63. Our effective supply chain management ensures low-cost, safe and compliant products</li></ul>22<br />© HALO Branded Solutions - 2011<br />
  64. 64. Some of our other partners<br /><ul><li>We specialize in brand management for clients with national presence and global reach
  65. 65. Let us bring our experience, expertise and value to you
  66. 66. Experience the HALO difference – Innovation, Trust, and Strength</li></ul>23<br />© HALO Branded Solutions - 2011<br />
  67. 67. Thank You!<br />
  68. 68. 25<br />D’Lee Mayberry – Senior Brand Manager<br />Experience:<br /><ul><li>Over 20 Years in the Promotional Products Industry managing large/complex/global accounts such as Amtrak Acela branded merchandise catalog program, The Four Season Hotels nationwide, United Way Combined Federal Campaign Awards and Rewards program, Licensed UCLA branded merchandise, and The Aerospace Corporation and Union Bank</li></ul>Recognition:<br /><ul><li>5 Golden Pyramid Awards for outstanding use of promotional products and creating successful programs, including Union Bank’s Kids Club Program
  69. 69. Consistently ranked in the Top 50 of HALO’s 700 national account executives
  70. 70. Recognized by industry publications as an authority in large account management</li></ul>© HALO Branded Solutions - 2011<br />

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