This document summarizes a presentation on advertising and marketing strategies. It discusses elements of successful advertising campaigns, including unique selling propositions and creating a sense of urgency. It also covers the three R's of retention, cost per impression, integrating promotional products with other media like websites and mobile. Additional topics include trade show marketing, the three levels of selling, strengths of promotional products, and maximizing your online presence through websites and social media. The presentation emphasizes creating value, differentiation, and becoming an expert in order to succeed in marketing.
This is an example of creative plan. We'll use BestBuy as our client. The thoughts and ideas you find on this site are merely my personal opinions and do not reflect the views of any brands, company or organization that I am affiliated with.
BNC Direct-to-consumer Webinar - November 2015 - Brian O'LearyBookNet Canada
Brian O'Leary, principal of Magellan Media Consulting, presents eight methods book publishers can use to leverage content marketing for successful ROI, along with the tools to implement a successful content marketing strategy at your publishing house. In this free one-hour webinar, he describes the models most beneficial to publishers, ways to attract and retain an audience, and how to monetize the process.
An introduction to advertising planning / strategyverityw
When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
This is an example of creative plan. We'll use BestBuy as our client. The thoughts and ideas you find on this site are merely my personal opinions and do not reflect the views of any brands, company or organization that I am affiliated with.
BNC Direct-to-consumer Webinar - November 2015 - Brian O'LearyBookNet Canada
Brian O'Leary, principal of Magellan Media Consulting, presents eight methods book publishers can use to leverage content marketing for successful ROI, along with the tools to implement a successful content marketing strategy at your publishing house. In this free one-hour webinar, he describes the models most beneficial to publishers, ways to attract and retain an audience, and how to monetize the process.
An introduction to advertising planning / strategyverityw
When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. We Call it Your… “Anything”
For book purchase, licensing for the stage or more information please visit our website.
Watch video: http://youtu.be/bBvlJYTpW5g
Available on Amazon from John DeGaetano Productions
http://www.amazon.com/author/johndegaetano
http://www.johndegaetanoproductions.com
Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!
An overview of academic marketing - Increasing Enrollment using Marketing covers: marketing 101, what marketing says about your school, marketing audits, pictures role in marketing, direct mail and school brochures
Promotions can be an effective tool for driving traffic and increasing sales. We explore several options for creating promotional campaigns, including discounting, "buy one, get one" strategies, incentives/frequent buyer programs, holiday themed promotions, time sensitive promotions and more. The goal is to identify a set of promotional tools that can be effective in accomplishing short-term and long-term sales goals, without negatively impacting profit margins.
Valuable Tips to Help Create Successful Promotional Strategies for Whatever You’ve Created. We Call it Your… “Anything”
For book purchase, licensing for the stage or more information please visit our website.
Watch video: http://youtu.be/bBvlJYTpW5g
Available on Amazon from John DeGaetano Productions
http://www.amazon.com/author/johndegaetano
http://www.johndegaetanoproductions.com
Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!
An overview of academic marketing - Increasing Enrollment using Marketing covers: marketing 101, what marketing says about your school, marketing audits, pictures role in marketing, direct mail and school brochures
Promotions can be an effective tool for driving traffic and increasing sales. We explore several options for creating promotional campaigns, including discounting, "buy one, get one" strategies, incentives/frequent buyer programs, holiday themed promotions, time sensitive promotions and more. The goal is to identify a set of promotional tools that can be effective in accomplishing short-term and long-term sales goals, without negatively impacting profit margins.
If you want better answers, Ask Better QuestionsPaul Kiewiet MAS
Be a better prospector by doing a better job at needs analysis. Ask questions that reveal client problems and challenges that you can solve. Find out how you can create value.
How to Sell Promotional Products as a Preferred Advertising MediumPaul Kiewiet MAS
Promotional products are an effective advertising medium providing frequency, reach, target ability and a low cost per impression. Learn how to sell the like an advertising professional.
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
Postion Promotional Products As a Preferred Advertising MediumPaul Kiewiet MAS
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.
My BBA (H) viva project on marketing.
Some slides contain animations, download to watch the whole presentation. Please share if you like it.
Feel free to give your feedback.
Marketing communication includes all the messages, media, and activities used by an organization to communicate with the market and help persuade target audiences to accept its messages and take action accordingly.
Similar to CAS Required: Advertising and Marketing Part 1 (20)
13 Day Andean Tour of Peru including Machu Picchu and Lake Titicaca. High altitude cities, local color and llamas, alpaca and vercona. Visit to the floating islands, a climb of Huana Picchu and tours of the Sacred Valley of the Inca. Live volcanos and volcano heated hot springs. Family home stay.
Don't sell product, sell solutions. Your clients have problems and you can be the solution provider. Here are five areas that are keeping your customers awake at night.
July 8 - 28, 2014 Tanzania Safari and Mt Kilimanjaro Summit. Wildlife photos and photo of Machame Route on mountain.
Photos in chronological order beginning with safari through Tarangire National Park, Serengeti, Ngorongoro Crater. Climb used the Machame Route five days to summit and two days to return via Mweka.
April and Paul's Quest to be married on Top of the World. Plans for a North Pole Wedding dressed as Santa and Mrs. Claus surrounded by international elves and celebrating bringing Belding Schools to the North Pole with a banner signed by the school children.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
3. Review of Part 1
We defined and differentiated: Marketing, Advertising,
Branding, Promotional Products
The 4 P’s + 1 or Marketing
Strategic and Niche Marketing
Some of the types of Marketing: Cause-related,
Database, Loyalty, Shopper, Relationship, Guerrilla, Viral,
Word-of-Mouth
Various Forms of Advertising Media
Direct Marketing/Mail, Co-op Advertising
The Marketing Plan and its components
How to Market Yourself and Your Company
Professionally
4. Learning Objectives
Elements of a Successful Advertising
Campaign
The Three ―R’s‖ of Advertising
Cost Per Impression
Other Marketing Media and How they
Relate to Promotional Products
Integrated Marketing Communications
Everything You Ever Wanted to Know
About Trade Shows, but was afraid to
ask.
The Three Levels of Selling
The Power of Promotional Products
How to get the most from your website
and database.
5. "You cannot bore people into buying.
The average family is now exposed to
more than 1,500 advertisements a day.
No wonder they have acquired a talent
for skipping the advertisements in
newspapers and magazines, and going
to the bathroom during television
commercials." —David Ogilvy
6. Elements of a Successful
Advertising Campaign
• Do Your Homework.
– Collect ads you like
– Collect competitor ads
– Read Ad Age, Ad
Week
– Pay attention
– Keep the target
audience in mind.
Always.
http://youtu.be/owGykVbfgUE?hd=1
7. Elements of a Successful
Advertising Campaign
• Unique Selling
Proposition
• Emotional Selling
Proposition
• Organizational Selling
Proposition
• “Sell the sizzle, not the
steak”
8. Elements of a Successful Advertising
Campaign
• Consistent message
• Consistent personality
• Consistent colors
• Consistent fonts and
styles
• Consistent language
• Authenticity
9. Elements of a Successful Advertising
Campaign
• Create a sense of
urgency.
• Ask for
interaction,
engagement,
response,
something!
10. Elements of a Successful Advertising
Campaign
• Be Patient
• Allow time for
frequency and reach
• It may be old to you,
but it’s still new to
your audience.
• Don’t change too
soon!
11. The 3 R’s of Retention of
Advertising Messages
Relevance: The message must relate to the
lifestyle, needs, values or aspirations of the
target audience.
Repetition: The audience must be exposed to
the message multiple times 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.
12. Cost Per Impression
(CPI or CPM)
Cost per Impression (CPI)
or Cost Per Thousand
Impressions (CPM)
Advertising media is
generally priced by the
cost per thousand
impressions, for example:
A Web site that has a
CPM rate of $25 and
guarantees advertisers
600,000 impressions will
charge $15,000 ($25 x
600) for those advertisers'
ad banner.
13.
14. Creating, Maintaining
Your Database • Current and former
clients
• Contacts who have
moved
• Opt-in and requests for
info
• Referrals, champions,
influentials and media
• Social Networks
• Special offers and
contests
• End User Shows
• Renting lists
15. Coordinating Promotional
Products with Other Media: Online
• Offer promotional
products as a gift for
– Opting in for
newsletter
– Taking a survey
– Visiting a website
– Online sweepstakes
– Deliver online promo
codes
17. Coordinating Promotional Products
with Mobile Media
• Gift for opting-in
• As a delivery device for
mobile codes
• As an incentive for
responding to a mobile
ad. (Next 50 visitors get
a tee-shirt).
18. Coordinating Promotional
Products with Newspaper Advertising
• Make ads measurable
• Gift with new
subscriptions
• Match code or symbol
• Ad Spotter Promotions
• Continuity of message
from ad to event
19. Coordinating Promotional Products
with Radio Advertising
• Create a measureable
promotion
• Extend on-air personality
• Develop sense of
community
• Create involvement events –
ie boss of the week.
• Recreate sound branding.
• Get outside of the studio
20. Coordinating Promotional
Products with Outdoor Advertising
• Extend an image
• Add ROI measureability
• Incentive for directional ad
(mention this ad and receive a
free travel mug with your
beverage)
• Auto-related promotional
products.
21. Coordinating Promotional
Products with Television Advertising
Make it measureable
Dimensional characters,
spokesmen, symbols –
plush, miniatures.
Add missing senses cues
– taste, touch, smell
Extend visual and audio
messages.
22. Coordinating Promotional
Products with Direct Marketing
• Lumpy envelopes
• Power of the package
• The promotional
product as the
creative envelope
(flying disc, baby
bottle, capsule,
dynamite tube).
23. Coordinating Promotional Products
with Magazine Advertising
• Make measureable
• Pick up on key visuals
• Add dimension
• Fill in missing sensory
touch points
• Reward the reader
• Magazine inserts
24. Integrated Marketing Communication
• A holistic approach…
– advertising,
– PR,
– direct marketing,
– sales promotion,
– personal selling,
– all communications,
– customer service,
– to create a consistent,
meaningful brand message.
25. Keys to IMC
• Build and maintain long-term
relationships with all
relevant stakeholders
• Speak with the same voice
internally and externally
• Coordinate and Orchestrate
consistent communication
through all levels of
business through many
techniques and media.
26. IMC Opportunity For You
• We need to sell through
more parts of each large
organization we are
working with.
27. Areas Within An Organization
Human Resources/Recruitment
Corporate Training
Production/Safety
Public Relations
Communications
Marketing, Brand Management
Sales Promotion
Executive / Board of Directors
Wellness
28. Business Retention – Lifetime Value
• A customer
spending
$15,000/yr with you
who stays with you
20 years = a LTV of
$300,000.00
29. The Value of a Loyal Customer
• On Average,
It costs 5x as much to
acquire a new customer
as it does to KEEP a
current customer happy
and loyal.
30. Trade Show Marketing
• Temporary market
organized to
promote trade,
where buyers and
sellers gather to
transact business.
31. Trade Show Marketing
• There are over 9000 trade
shows in the US and Canada
annually.
• They are the main marketing
thrust for many companies.
• They provide face time, a
place for relationship
building.
• They allow direct
comparison.
32. Why trade shows? Generating sales leads
Generating actual sales
Enhancing image and
visibility
Reach a specific audience
Establish a presence in the
marketplace
Personally meet customers,
competitors and suppliers
Introducing new products or
services
Recruiting reps, distributors,
partners
Educate and Demonstrate
33. Strategic Exhibiting
• Set and communicate
specific show objectives
to staff and reps.
• Plan your work. Work
your plan.
• Image is everything.
• It’s Quality, not Quantity!
34. Trade Show Marketing Strategies
• Pre-Show
– Be aware of the booth
– Come to the booth
– Set an appointment
• At-Show
– meaningful conversation
– demonstrate new
– samples and literature
– specials
36. How to Work A Trade Show
• Have a Plan!
• What are your objectives?
• How will you measure ROI?
• Current suppliers?
• New products?
• Networking
• Education
• Be Your Best!
37. Three Levels of Selling
• Product Selling
• Idea Selling
• Program Selling
38. Product Selling
Know what sells, stay up
on trends, pay attention
to new products.
Know what your buyers
have used before –
successfully and
unsuccessfully.
Need fulfillment
Price competition
Commodity mindset
39. Idea Selling
Good ideas ADD VALUE
Need creation
Know what, how and why
something works.
Ask about best promotions
Share ideas in industry
forums
Learn from suppliers and
reps
Read Case Studies –
Pyramids
40. Program Selling
Organized effort to
achieve client objectives
using promotional
techniques.
Product + Ideas
accountable to goals.
Incentive programs
Consumer Promotions
Safety
41. Strengths of Promotional Products
• Name a medium that
moves people to say
―Thank You‖
• Other media ―interrupt‖
Ours ―engages‖
• Our media is the
beginning of a
relationship!
42. The Medium of Engagement
• An industry born to
touch people.
– A printer
– A slow week
– A clumsy kid
– A bright idea
43. Engaging the Senses
Of all the advertising and
promotional media, only
Promotional Products
touch all five senses:
Sight
Sound
Taste
Touch
Smell
44. Targeted: Carry a message to a
well-defined audience.
Seniors Kids And everyone in
between
45. Tangible and Long Lasting
Your calendar
Watch
Your favorite tee shirt
Your favorite cap
Coffee Mug
Pen
Journal
Golf Ball (well, maybe
not quite as long-
lasting)
50. High Perceived Value
The relationship of
the product to the
recipient and the
meaning it
represents create a
value way above
mere costs.
A t-shirt is
underwear. A
marathon T-Shirt is
a memory.
52. It’s not what a product does,
it’s what a product means.
• Tangible,
• memories,
• meaning,
• passion,
• affiliation with a cause.
53. Become a Marketer –
of yourself, your company and your clients
• Create your own
business plan.
• Work your plan.
• Know what you
stand for.
• Know how you’re
different.
54. Maximize Your Web Presence
• It’s just one element of your customer
outreach, but an important one.
• It doesn’t have to be expensive, but it
does need to be Different!
• It must be responsive to YOUR
CLIENT’S needs and expectations.
• Include your web address
everywhere!
• SEO = Search Engine Optimization –
an ever changing game.
55. Social Media Marketing in an Hour
• Blog 20 min.
• YouTube 10 min
• Twitter 10 min
• Facebook 10 min
• LinkedIn 10 min
• Offer VALUE, not
product. It’s a
conversation!
56. Professionalism – Your Competitive
Advantage • Problem Solvers Always
Make Money.
• Stay ahead of important
issues – Product Safety
• Be a Trend Setter, a
leader rather than a
follower.
• Create Value!
57. Differentiation
• There’s no room for ―me-
too‖
• Know who you are and
take a stand
• Become the expert
• Make yourself
indispensable
59. "If you want to be successful,
it's just this simple:
Know what you're doing.
Love what you're doing.
And believe in what you're doing.‖
Will Rogers
60. If you would like to discuss your
marketing challenges further,
please contact me at:
Paul A. Kiewiet MAS CIP CPC
269-806-4489
paul@brandkiwi.com
www.create2bgreat.com
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@paulkiewiet
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