How to use promotional products to drive online engagement, grow social followers, and drive leads. Using marketing resource management technology to manage promotional products and what to look for in a vendor.

1. Promotional Products in the
Digital Marketing Age
AMA B2B SIG
March 14, 2013

2. Topics of Discussion
• Promotional Products Overview
• Direct Mail and Driving Online Engagement
• Building Your Social Media Following with Promotional Products
• Personalizing Promotional Products
• Using Promotional Products to Drive Leads at Events
• Managing Promotional Products through Marketing Resource
Management Systems
• What to Look for in a Vendor

3. Promotional Products Overview
• Something useful
or creative that
will keep your
company top of
mind
• Reflection of your
brand
• Breadth of
product options –
balloons to TV’s

4. Direct Mail and Online Engagement
• Average B2B direct
mail response rate
(house list, letter size)
– 4.28% (DMA 2010)
• Average B2B
dimensional mailer
response rate (house
list) – 8.51% (DMA
2010)

5. Direct Mail and Online Engagement
• Tactics:
– Mail an item to attract attention; include a
PURL / QR code to sign-up online for
appointment, quote or demo
– Mail a video; include a PURL / QR code to
sign-up online for appointment, quote or demo
– Mail a box; in order to qualify for premium
product offer sign-up online via PURL / QR
code for appointment, quote or demo

6. Direct Mail and Online Engagement
• Example –
MarketHUB+ iPad
mailers
• Typically part of
continuity
• Offer sent to executives
in box
• PURL to sign up online
for a live demo to
receive an iPad

7. Build Social Media Following
• Use promotional
products as prizes
in social media
contests
• Example: offer a
branded gift card
for likes, follows,
retweets, etc.

8. Personalizing Promotional Products
• Targeted content
can be loaded
onto branded USB
drives
• Apparel and
accessories can
be monogrammed

9. Drive Leads at Events
• Mail offer for premium product to
attendees – PURL / QR code to preregister online for demo, quote,
appointment at booth
• Email reminder just before event to
come to booth to qualify
• Track people that come to booth
• Email reminder on the last day of the
event
• Draw winner

10. Sales Kick-Off Events
• Create a sales kickoff kit to…
– Equip sales with
branded promotional
products for
distribution
– Motivate / reward
sales with branded
accessories

11. Managing Promotional Products
Marketing Resource
Management Systems
•
Manage marketing materials and
campaigns especially in coordination with
a distributed sales force
•
Materials can be customized by sales
which are then automatically routed to
corporate for brand and regulatory
compliance review prior to distribution
•
Sales channels can easily enroll in
turnkey campaigns created by marketing

12. Managing Promotional Products
• Corporate marketing
can assign co-op funds
to sales channels
• Promotional products
can be made available
to sales through the
system
• Sales can:
– Place orders for
products
– Create and order kits
including products
• Corporate can track
inventory and spend

13. What to Look for in a
Promotional Products Vendor
• Quality and variety of products
• Kitting capabilities
• Fulfillment capabilities

14. Summary
• Use promotional products to
– Drive on-line engagement
– Grow social media following
– Drive leads at events
• Consider Marketing Resource Management
solutions to manage promotional products
• Seek promotional products vendors who can
provide kitting and fulfillment services

15. Thank you!
See our selection of promotional
products at:
www.docustarpromo.com