Online Lead Generation
What marketing men know for years about the most cost effective,
value for money, promotional produ...
Question? (the answer is in the picture)
What’s the most cost effective, value for money, promo item that gets
your compan...
UNIT COST
_________
Cost per logo “impression” =
A x B

A = number of people reached
B = number of views

See if you can fi...
Clue one: Sky Banner
Has great reach but poor views as it lasts a short time
© 2013 www.un-unsubscribe.com
Clue two: Motorway Billboard
Fantastic reach and huge number of views
if it is up for a long period

© 2013 www.un-unsubsc...
Clue three: TV Advertising
Has greatest reach and views .....
but also the most expensive.

© 2013 www.un-unsubscribe.com
Traditional advertising too expensive
How can you get your company logo seen by the
greatest number for the least money?

...
76% recall brand name
71% got promo item in last 12 months
34% had product on them!
56% kept product for over a year
76% s...
The answer

The humble pen. Surprise?
Remember, it’s about “Reach” and “View”
© 2013 www.un-unsubscribe.com
Everyone
uses a pen
A high quality pen is valued and used often
So the pen (i.e. your logo) can get a great number
of view...
Let’s say 1000 pens cost $4.00 each
The pen is used 5 times a day
It’s kept for a year, so per pen views
5 times x 5 days ...
Branded promotional products work
They’re a proven, cost effective way of marketing your company to
a large audience that ...
Spoil your
prospects

What does branded promotional items
have to do with online lead generation?
© 2013 www.un-unsubscrib...
Conversation Starter
Giving a gift promotes a feeling of
wanting to return the kind gesture
It’s known as The Law of Recip...
“

176% increase in tradeshow traffic to a
stand that handed out promotional items.
Exhibit Surveys Inc.

Reach: a high qua...
Class is permanent
Conventional advertising is short-lived
Useful products are kept resulting in
long term exposure
Classy...
Repetition, Repetition, Repetition
Repeated exposure = brand recognition
A quality promo item is more likely
to be seen ti...
Reach audience other methods can’t
T-Shirts: are a living, breathing walking
billboard
A quality golf polo shirt can reach...
Free stuff are shared
A quality promo item gets talked
about. Recipients share the story of
how they got the item.
So your...
Going beyond target boundary
Promotional items are mobile and
agnostic.
As such, they are not limited by
boundaries, be th...
Now, let’s apply what we know about promo items to

online marketing
© 2013 www.un-unsubscribe.com
Conversation Starter
What can you give away online
that will allow you to start a
conversation with your visitor.

Remembe...
“

176% increase in tradeshow traffic to a
stand that handed out promotional items.
Exhibit Surveys Inc.

To reach prospect...
Class is permanent, form is temporary
Your online giveaway must be top-class.
A top-class giveaway will be kept for use
ti...
Repeated exposure = brand recognition
Don’t stop at one online giveaway.
Figure out how to give away more
without devaluin...
Remember the T-shirt from earlier?
Would your perfect customer be proud
to wear your polo shirt? In other words,
would the...
Who’s talking about you? (think social share)
A quality online giveaway gets
talked about. It is more likely to be
social ...
Without borders
Top-class online giveaways
cross States, counties, and
international borders.
It can reach a customer
outs...
Let’s look at the
maths again
i.e. ROI

Cost per
UNIT COST
_________
logo or =
A x B
Impression

How long to produce a top...
If your website gets 100 subscribers per month
Your subscriber views your
giveaway once a week
Your subscriber tells anoth...
If your website gets 100 subscribers per month
100 subscribers per month = 316,800 views per year
Cost (in time) = 2 days ...
Let’s do some
comparisons

© 2013 www.un-unsubscribe.com
Networking
Cost (time) per
impression is
very high
Tends to be the same faces. Few referrals. Each meeting takes up
3 hour...
Main problem
with leaflets?
They tend not to be useful
because they are usually
out and out sales leaflets

Leaflets ok if pr...
Paper May Be Thin, But

eBook is in

A great giveaway still needs a ‘push’
A great giveaway doesn’t go viral without some ...
Do you test your
messages and articles
for APPEAL?
Outbound Marketing is email,
blog syndication or social-share.
Wouldn’t...
Well, you can for FREE
Sign up for a FREE Trial
www.un-unsubscribe.com
Use it for Linkedin, Twitter, FB,
Blogs and YouTube...
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What a cheap promotional product can teach you about fast-tracking your online marketing

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What a cheap promotional product can teach you about fast-tracking your online marketing

  1. 1. Online Lead Generation What marketing men know for years about the most cost effective, value for money, promotional product ........ that you need to find out and apply to online lead generation © 2013 www.un-unsubscribe.com
  2. 2. Question? (the answer is in the picture) What’s the most cost effective, value for money, promo item that gets your company logo viewed the most? © 2013 www.un-unsubscribe.com
  3. 3. UNIT COST _________ Cost per logo “impression” = A x B A = number of people reached B = number of views See if you can figure out the answer? Here are some clues to help you. © 2013 www.un-unsubscribe.com
  4. 4. Clue one: Sky Banner Has great reach but poor views as it lasts a short time © 2013 www.un-unsubscribe.com
  5. 5. Clue two: Motorway Billboard Fantastic reach and huge number of views if it is up for a long period © 2013 www.un-unsubscribe.com
  6. 6. Clue three: TV Advertising Has greatest reach and views ..... but also the most expensive. © 2013 www.un-unsubscribe.com
  7. 7. Traditional advertising too expensive How can you get your company logo seen by the greatest number for the least money? © 2013 www.un-unsubscribe.com
  8. 8. 76% recall brand name 71% got promo item in last 12 months 34% had product on them! 56% kept product for over a year 76% said product was useful to keep Some final facts to help with the answer Australian Promotional Products Association (APPA) surveyed travelers at airports. © 2013 www.un-unsubscribe.com
  9. 9. The answer The humble pen. Surprise? Remember, it’s about “Reach” and “View” © 2013 www.un-unsubscribe.com
  10. 10. Everyone uses a pen A high quality pen is valued and used often So the pen (i.e. your logo) can get a great number of views or impressions. © 2013 www.un-unsubscribe.com
  11. 11. Let’s say 1000 pens cost $4.00 each The pen is used 5 times a day It’s kept for a year, so per pen views 5 times x 5 days x 44 weeks $4000 gives 1,100,00 views Cost per view $0.0036 © 2013 www.un-unsubscribe.com
  12. 12. Branded promotional products work They’re a proven, cost effective way of marketing your company to a large audience that takes little work. © 2013 www.un-unsubscribe.com
  13. 13. Spoil your prospects What does branded promotional items have to do with online lead generation? © 2013 www.un-unsubscribe.com
  14. 14. Conversation Starter Giving a gift promotes a feeling of wanting to return the kind gesture It’s known as The Law of Reciprocity 52%* receiving a promo item end up doing business with that company L.J. Market Research * © 2013 www.un-unsubscribe.com
  15. 15. “ 176% increase in tradeshow traffic to a stand that handed out promotional items. Exhibit Surveys Inc. Reach: a high quality promo item... ... grabs attention and can reach people who otherwise would not come to your stand © 2013 www.un-unsubscribe.com
  16. 16. Class is permanent Conventional advertising is short-lived Useful products are kept resulting in long term exposure Classy, quality promo items never stop collecting impressions because they are used constantly © 2013 www.un-unsubscribe.com
  17. 17. Repetition, Repetition, Repetition Repeated exposure = brand recognition A quality promo item is more likely to be seen time and time again 39%* of promo item receivers in the last 6 months remember the company Schreiber & Associates * © 2013 www.un-unsubscribe.com
  18. 18. Reach audience other methods can’t T-Shirts: are a living, breathing walking billboard A quality golf polo shirt can reach an audience far beyond Which would you wear more often? A cheap branded golf polo or a Hugo Boss branded one? © 2013 www.un-unsubscribe.com
  19. 19. Free stuff are shared A quality promo item gets talked about. Recipients share the story of how they got the item. So your company gets talked about 62%* recipients give away their promo item. This increases reach and views. * Advertising Speciality Institute © 2013 www.un-unsubscribe.com
  20. 20. Going beyond target boundary Promotional items are mobile and agnostic. As such, they are not limited by boundaries, be they geographic, demographic, religion, race, nationality or gender. So it can reach a customer outside of your ‘target’ boundary. © 2013 www.un-unsubscribe.com
  21. 21. Now, let’s apply what we know about promo items to online marketing © 2013 www.un-unsubscribe.com
  22. 22. Conversation Starter What can you give away online that will allow you to start a conversation with your visitor. Remember ... 52%* receiving a promotional item end up doing business with that company L.J. Market Research * © 2013 www.un-unsubscribe.com
  23. 23. “ 176% increase in tradeshow traffic to a stand that handed out promotional items. Exhibit Surveys Inc. To reach prospects better, faster Your online giveaway must GRAB ATTENTION, HAVE APPEAL and be of HIGH QUALITY. © 2013 www.un-unsubscribe.com
  24. 24. Class is permanent, form is temporary Your online giveaway must be top-class. A top-class giveaway will be kept for use time and again. A top-class giveaway is more likely to be passed on. It can go viral and boost your website’s search ranking. © 2013 www.un-unsubscribe.com
  25. 25. Repeated exposure = brand recognition Don’t stop at one online giveaway. Figure out how to give away more without devaluing the eventual sale. Remember this statistic .... 39%* of receivers of a promotional item in the last 6 months remember the company Schreiber & Associates * © 2013 www.un-unsubscribe.com
  26. 26. Remember the T-shirt from earlier? Would your perfect customer be proud to wear your polo shirt? In other words, would they be proud to rave about your online giveaway? A quality online giveaway can reach an audience far beyond What are you doing to get your prospect to “wear” your giveaway! © 2013 www.un-unsubscribe.com
  27. 27. Who’s talking about you? (think social share) A quality online giveaway gets talked about. It is more likely to be social shared (Twitter, Linkedin, Facebook, Pinterest, YouTube etc). Remember this 62%* recipients give away the promotional item and don’t throw it away. So, more reach & views. * Advertising Speciality Institute © 2013 www.un-unsubscribe.com
  28. 28. Without borders Top-class online giveaways cross States, counties, and international borders. It can reach a customer outside of target boundary. © 2013 www.un-unsubscribe.com
  29. 29. Let’s look at the maths again i.e. ROI Cost per UNIT COST _________ logo or = A x B Impression How long to produce a top-class giveaway? You are the expert in your subject. So, a day? Okay ... 2 days max. © 2013 www.un-unsubscribe.com
  30. 30. If your website gets 100 subscribers per month Your subscriber views your giveaway once a week Your subscriber tells another 5 people about your giveaway So, the number of views from one subscriber = (1+5) subscriber x 44 weeks = 264 views © 2013 www.un-unsubscribe.com
  31. 31. If your website gets 100 subscribers per month 100 subscribers per month = 316,800 views per year Cost (in time) = 2 days x 8 hrs x 60 mins = 960 mins Cost per view = 0.00303 mins per view ISN’T THIS A VERY EFFECTIVE AND EFFICIENT USE OF YOUR TIME IN TERMS OF PROMOTIONAL MARKETING! © 2013 www.un-unsubscribe.com
  32. 32. Let’s do some comparisons © 2013 www.un-unsubscribe.com
  33. 33. Networking Cost (time) per impression is very high Tends to be the same faces. Few referrals. Each meeting takes up 3 hours. © 2013 www.un-unsubscribe.com
  34. 34. Main problem with leaflets? They tend not to be useful because they are usually out and out sales leaflets Leaflets ok if promoting an offer Time and money to deliver 10,000 leaflets? Do people keep leaflets or do they Google? © 2013 www.un-unsubscribe.com
  35. 35. Paper May Be Thin, But eBook is in A great giveaway still needs a ‘push’ A great giveaway doesn’t go viral without some initial ‘push’, aka ‘outbound’ marketing. © 2013 www.un-unsubscribe.com
  36. 36. Do you test your messages and articles for APPEAL? Outbound Marketing is email, blog syndication or social-share. Wouldn’t it be great if you could test your messages for appeal and attention-grabbing before you send them? © 2013 www.un-unsubscribe.com
  37. 37. Well, you can for FREE Sign up for a FREE Trial www.un-unsubscribe.com Use it for Linkedin, Twitter, FB, Blogs and YouTube Check for attention-grabbing headline and message appeal Fine tune your messages (works for landing pages too) Check for engaging message body that leads to action © 2013 www.un-unsubscribe.com

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