The 4 Reasons Marketing

The Top 4 Reasons…The Top 4 Reasons…
Advertising and MarketingAdvertising and Marketing
Efforts Are Failing TodayEfforts Are Failing Today
Even the savviest executivesEven the savviest executives
need to understand theneed to understand the
complex issues causingcomplex issues causing
advertising and marketingadvertising and marketing
campaigns to fail todaycampaigns to fail today

Reason #1:
Not knowing how to reach a target audience
• Nearly 60% of all women
will perceive an
advertised product
negatively, if it clutters
their web viewing
• Women are also more
likely to leave a website
that appears cluttered
• How well are businesses
adapting to the needs of
their target audience?
2
What Women Want From The Web Report, Unicast, June 2010,
© HALO Branded Solutions - 2011

Reason #2: Paying more for less ROI
3
• In 1980, businesses
collectively spent
$53.5 Billion on advertising
• In 2007, that increased to more
than $279 Billion
• An increase of 421%
• Even in 2011, with a struggling
economy, marketing budgets
showed large increases over
2010 budgets
• Businesses are spending more
and more for advertisements that
are less effective
Internet Advertising Expenditures, Compilation of sources (Cohen, Galbi, etc.), 9/14/08

Why is it costing so much?
Experts have discovered
there are two main
sources for the majority
of wasted advertising
1. Advertising the wrong
message accounts for
$30 Billion annually
2. And having the wrong
timing accounts for
$20 Billion more
4
Industry Identifies Fifty Billion Dollars In Ad Waste: Wrong Messages, Wrong Timing, Advertising Research Foundation cited by Media News Daily, 9/21/04

Reason #3: Ineffective brand strategy
Industry experts have identified
the top three branding
mistakes
as follows:
1. Inconsistent corporate
identity
2. Poor visuals
3. Lack of brand controls
5
Top Ten Branding Mistakes, Precision Intermedia

Reason #4: Public relations disasters
• The number of incidents
reported to the Consumer
Products Safety Commission
has been increasing
at a rapid rate
• 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
• Promotional products
continue to be a source
of an increasing number
of safety incidents reported
6
Source: US Consumer Product Safety Commission, November 2011

Why do PR disasters happen?
• There are a number of reasons PR
disasters occur in promotional
advertising, but topping the list
are:
– Using multiple disjoined
vendors
– Cutting cost in the wrong
places
– Not building safety
management into contracts
– Not knowing the supplier
– Vendors that don’t know their
suppliers
7© HALO Branded Solutions - 2011

How To Achieve Success
Where Others Are Failing
Change your brand strategy
• Corporate Branding is changing and
companies need to find ways to
differentiate their brand from the
competition
• Targeted promotional marketing is
fast becoming the medium of choice
because of it’s strong pulling power
• Today more and more companies are
using dimensional direct response
advertising to achieve marketing
objectives

Targeted marketing builds relationships
and motivates
• Which medium has the
greatest ability to provide
someone an incentive to take
action?
• Consumers overwhelmingly
favored promotional products
• The goal of all marketing
efforts should be to motivate
the target audience to action
• Some marketing tools
motivate better than others
9
Promotional Products Association International, 2010

Speak to them often
10
Unaided Ad recall Comparison by media, Marketing Charts, May 2007, Promo Products Relatively Strong on Consumer Recall: PPAI Study, Promo Magazine, 2/24/10
Promotional marketing
creates a message
frequency that other
forms of advertising
can’t achieve

Why is promotional marketing so effective?
• Higher rates of recollection
are linked to positive emotions
• For example, branded products
have a high recollection rate
• 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

The importance of brand control
• Brand Managers need to govern
the use of your logo and advertising
messages and approve all
purchases in order to:
– Ensure branding success
– Maintain brand integrity
– Save the company from risk
© HALO Branded Solutions - 2011 12

Vendor selection and planning… Look
closely and take your time
• Look for a vendor that you
can Trust
• Look for a vendor that
offers marketing program
solutions
• Look for a vendor with
international purchasing
power
• Look for more then just a
product vendor, look for a
Strategic Promotional
Marketing Partner

Ask the important questions
• Do they require indemnification
from all suppliers to protect their
clients?
• Do they guarantee comprehensive
product safety to their clients?
• Can they help with goal setting?
• How do they measure success?

Steps to achieve branding success
• Know your target
audience
• Focus your marketing
message on your
customer
• Initiate branding
controls
• Enlist the help of a
Brand Marketing
Specialist
© Halo Branded Solutions - 2011 15

Making your plan successful
16
• Choose wisely
Resist the urge to pick trendy items
and opt for items that are a true
reflection of your company image
and theme
• Beware of poor quality
Low 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

Things to remember
17
• Know your target market
Unless a product is a good match
for the audience it will not be used
– utilize testing and market
research
• Enlist the help of the right expert
A 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

We are the relationship experts

What we offer
20
• Personalized attention from an
experienced brand marketing
specialist
• Expansive global product
sourcing with pricing leverage
• Complete fulfillment capabilities
• Online and traditional marketing
solutions
• Comprehensive product safety
and social compliance

How we do it
• We combine cutting edge
technology and caring
personal service to create
an exceptional dimensional
advertising product
purchasing experience
• 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"

Value we bring
• We offer more than just products,
but guidance and strategy on which
products to use as well as how to use
them and why
• We provide a team of experienced
brand management specialists to
help you increase income, reduce
expenses, and manage risk
• Through operational efficiency we
can meet the tightest deadlines
every time on every order
• Our effective supply chain
management ensures low-cost, safe
and compliant products

Some of our other partners
• We specialize in brand
management for clients
with national presence
and global reach
• Let us bring our
experience, expertise
and value to you
• Experience the HALO
difference – Innovation,
Trust, and Strength

Stephen Ropfogel, MAS - Findologist
Experience:
•Over 20 years in the promotional products industry
•Master Advertising Specialist (MAS) Certification
Recognition:
•2005 Humanitarian of the Year, Specialty Advertising
Association of California
•2003 Man of the Year, Glendale Chamber of Commerce
•2002 Man of Achievement, Glendale News-Press

The 4 Reasons Marketing

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