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.

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.

6. 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.

7. Promo%onal
Products
=
Low
CPI

8. 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.

9. 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.

10. Targeted:
Carry
a
message
to
a
well-­‐defined
audience.
Seniors Kids And everyone in
between

11. 4.
Cost
Per
Impression
• Cost
per
impression
($)
=
Adver%sing
cost
($)
÷
Number
of
Impressions
(#)

12. Cost
Per
Impression
(CPI
or
CPM)

13. 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.

14. Recognizing
Individual
Passions
• Relevance
• Repe%%on
• Reward

15. 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.

16. 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?

17. 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?

18. 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?

19. And
3
Not
To
Ask.
Yet.
• How
many
do
you
need?
• When
do
you
need
them?
• How
much
are
you
willing
to
spend?

20. 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

21. Forms
of
Adver%sing
-­‐
Newspaper
• Time
Focus
–
great
for
sales
• Geographic
target
• Older
Audience
• Short
ad
life

22. Forms
of
Adver%sing
-­‐
Magazine
• Four
color
• Targeted
• Can
communicate
details
• Frequency
• Pass
along

23. Forms
of
Adver%sing
-­‐
Radio
• :10,
:15,
:30
and
:60
seconds
• Fragmented
• Drivers,
Office
Workers
• Satellite
Radio
• Affilia%on
with
– genre,
– host,
– community

24. Forms
of
Adver%sing
-­‐
TV
• :30,
:60
second
ads
• Infomercials
• Mass
–
SuperBowl
• Niche
–
Food
Network
• Fragmented
• Upwards
of
85
channels
• DVRs,
OnDemand,
PPV

25. Cable
TV
• Local
adver%sing
on
diverse
offerings
of
programming.
• Low
cost
for
ads
• Low
produc%on
costs
• Targeted

26. Forms
of
Adver%sing
-­‐
Outdoor
• Loca%on,
Loca%on,
Loca%on
• Short
a_en%on
• Direc%onal
for
a_rac%ons
• Commuters,
travelers,
locals

27. 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

28. Forms
of
Adver%sing
-­‐
Internet
• Banner
Ads
• Pay
Per
Click
• Contextual
• Affiliate
• Email
• Behavioral
• Websites
• Videos

29. 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

30. 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).

31. 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

32. 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

33. 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.

34. 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.

35. Finding
Extra
Budget
Money

36. 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.

37. 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!

38. Engaging
the
Senses
Of all the advertising
and promotional
media, only
Promotional Products
touch all five senses:
Sight
Sound
Taste
Touch
Smell

39. The
Medium
of
Engagement
• An
industry
born
to
touch
people.
– A
printer
– A
slow
week
– A
clumsy
kid
– A
bright
idea

40. 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)

41. Easily
Distributed
! Direct
Mail
! In-­‐store
! Trade
Show
! Person
to
Person
! Display
! Experien%al
! Event
Marke%ng

42. Complements
Other
Adver%sing
Media
• Bring
other
media
to
life.
• Extend
memories
of
posi%ve
encounters
with
a
brand.

43. Crea%ve

44. It’s
not
what
a
product
does,
it’s
what
a
product
means.
• Tangible,
• memories,
• meaning,
• passion,
• affilia%on
with
a
cause.

45. 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.

46. Sell
Our
Strengths
• Frequency
• Targetability
• Low
Cost
Per
Impression
• Sell
reach
in
terms
of
collateral
exposure.

47. Become
an
Adver%sing
Professional
• Ask
the
right
ques%ons
• Search
for
solu%ons
• Know
your
medium
• Prescrip%on
without
diagnosis
is
malprac%ce!

48. 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
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me
on
Twi_er,
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