Promotional Products Work Week
Objective: To create a long term “coupon” that a customer would keep and re-use often, due to its convenience and ease of use.
Strategy & Execution: Every fast-food chain distributes paper coupons in the mail or as Sunday paper inserts. But how many of those coupons are actually in the car when the consumer is ready to make a purchase? The Arby’s Discount Key Card offers a permanent discount to anyone holding the card, and, as a key tag, it’s always with the diner. Better still, every time the diner takes their keys out of their pocket, they’re always, “Thinking Arby’s.” This is a no limit, non-expiring coupon that has actually increased the average ticket by twenty cents. Initially targeting college students in the Fort Wayne, Indiana, area, the card became an enormous success and is being strongly considered for roll-out as a nationwide item. Arby’s is the first in its industry to offer a loyalty key tag program; apparently, “Thinking Arby’s” means “thinking smart!”
Results: One store in the target area reported a 25% sales increase due to use of the card. Another store reports that 25% of its guests are card users. With this brilliant, but simple idea, Arby’s has broken through the “coupon clutter.”
Ciba Specialty Chemicals
Objective: To increase industrial safety awareness and to improve overall safety performance.
Strategy & Execution: With the creation of the “Road 2 Zero” campaign, Ciba Specialty Chemical challenged its plant managers to reach one-million man hours worked with zero hours lost time due to on-the-job injury. The “Road 2 Zero” brand was posted throughout the plant on kiosks and billboards and with special banners and flags. At a kick-off fish-fry, each employee received a “Road 2 Zero” baseball cap with a tire-tread bill. A safety task force comprised of the different department managers held a series of safety seminars with each task force member wearing a bright read, “Road 2 Zero” T-shirt. Employees attending the seminars were rewarded with a variety of promotional items that increased in value depending on the type of seminar and the number of seminars attended. Carabineer flashlights, soft-sided lunch coolers and multi-function tools led to high attendance numbers. In addition, safety task force leaders were awarded premium items such as laser-engraved fleece jackets based on the attendance of employees from their product line. When the plant announced, on the one-year anniversary of the program and the achievement of the “zero” goal, every employee received a 13-quart Rubbermaid Cooler presented at a celebratory steak dinner.
Results: Not only did the plant achieve its primary “zero lost hours” goal, Ciba has enjoyed residual decreased injuries due to heightened safety awareness. On-site accidents have dropped 59 percent since the launch of the program.
A professional and experienced promotional consultant will help answer your questions—even those you might not think of or didn’t know you needed to ask. He or she will be able to help you design a program to get results and save you time and money in the process.
Take a look at 10 good reasons why you should consider using a professional promotional consultant.
Reason #1: Promotional consultants go beyond just selling products.
Successful promotional campaigns don’t happen by chance. To realize goals, promotional programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained. While it’s true that you can buy a product anywhere, an experienced promotional consultant can help you solve problems, plan programs and get results.
Reason #2: Professional promotional consultants have access to vast product research resources, including an extensive database which contains more than 700,000 products.
Yes, you can find a mug online, but a promotional consultant can find hundreds of mugs, in a multitude of colors, sizes, shapes, materials, designs, etc. Have you saved money if you purchase mugs that are not the right color? Is it worth the extra savings if you get mugs that break due to inferior quality?
Reason #3: Promotional consultants are in tune with the latest trends, including hot items and the newest products.
A qualified promotional consultant can add creativity, innovation and imagination to your overall program to achieve your desired goals. Many online services show you the products they want to sell; a qualified promotional consultant will listen to what you want and help you find the right product for your needs.
Reason #4: Your promotional consultant is more than just a salesperson.
Chances are you will buy promotional products more than once in your life. Once a company uses a promotional consultant, this relationship often continues for years—and even decades. Your promotional consultant is someone with whom you have worked, someone you know and trust. In many cases, companies use the promotional consultant as part of the creative team, even including him or her in marketing meetings.
Reason #5: Personalized service is the role of a promotional consultant.
When going online, your selection is what the internet company decides to make available. When you work with a promotional consultant, product selection is determined by your needs and goals, enhanced by the experience, creativity and recommendations of the promotional consultant who has your best interests at heart. Online, you’re a faceless, nameless buyer. With a promotional consultant, you’re a client with your own personal shopper, receiving service along with ideas and prices. When you order online, who monitors your order and your deadline? Your promotional consultant has your interests in mind. Seldom do you receive this kind of personalized, “hand-holding” customer service from an unknown online company.
Reason #6: Industry promotional consultants can offer experienced advice on how to imprint items.
You may have found the perfect key chain, but will your logo imprint on it? Will it be recognizable? Some things don’t work or there might be something else that will work better. A qualified promotional consultant can explain the best printing process for your program, your imprint and the product you’ve chosen.
Reason #7: Trained promotional consultants can save you money in the long run.
Often, a price you see in a generic catalog or on the internet does not cover many hidden costs, such as set-up, imprint duplication, shipping, etc. A promotional consultant can help you avoid unexpected and unbudgeted costs by quoting the total price upfront.
Reason #8: Promotional consultants will work with you to get your artwork imprinted properly.
Say you want your company’s logo embroidered on a golf shirt. How do you insure it will be done properly and with the correct colors? A trained promotional consultant can work with you to insure accurate transfer of your artwork, including correct fonts, size, spacing and many other important factors. And your promotional consultant’s commitment to quality customer service will guarantee your satisfaction with the finished product.
Reason #9: Professional promotional consultants can assist you in developing a workable distribution plan for your products.
Distribution of a promotional product is as important as the item itself. Research shows that a carefully executed distribution plan significantly increases the effectiveness of promotional products. But what if the cost of distributing your product is more than the product and more than your expected ROI (return on investment)? A promotional consultant can help you avoid unexpected problems like these.
Reason #10: Promotional consultants are the experts in their field.
When you’re sick, you want a doctor who has the specialization and training to help you. PPAI promotional consultants meet the highest qualification standards in the industry and display “The Mark of a Professional.” In addition, the MAS (Master Advertising Specialist) or CAS (Certified Advertising Specialist) designation after a promotional consultant’s name means the consultant has earned the industry’s only official certification. There’s no need to spend all your time on the internet or searching through catalogs. Your promotional consultant will come to you—like a doctor who makes house calls!
Promotional Products Case Studies
American Marketing Association
Objective: To generate interest in the American Marketing Association and to increase membership by reflecting a high degree of industry expertise and credibility.
Strategy & Execution: Using a marketing program to connect with savvy, senior-level marketing professionals is a daunting task. This is an audience not easily won over by average campaigns or unoriginal ideas. Still, the AMA rose to the challenge, opting to keep it traditional by designing a pen, but adding a modern twist to this classic promotional item. Presented at the 2006 “M.planet” industry conference, the handsome, vivid orange pen doubled as a USB flash drive. The drive came pre-loaded with all conference materials: PowerPoint presentations, articles, speaker support, literature and seminar materials. The large capacity of the drives still allowed for plenty of personal storage space. One end of the pen could also be used as a stylus for PDAs, making this “old school” item a thoroughly modern device for the electronic age. Of course, presentation is everything, and the AMA made sure the pen was delivered in a dramatic, black and silver alloy case…totally cool and stylish.
Results: The pens were an immediate hit, but when conference attendees realized they’d be taking home all of the conference materials and presentations on the pen’s flash drive, the buzz surrounding the pens spread even more quickly. AMA continues to get calls from marketing professionals asking about the pen.
Objective: To boost and sustain owner excitement and commitment during the two-year construction phase of a beachfront resort condominium project.
Strategy & Execution: During the construction of the Aqua Condominium Resort, extreme hurricane activity in the area threatened to discourage owners who had signed pre-construction contracts. To keep enthusiasm high among potential owners, developers employed an ongoing promotional product campaign to build brand awareness and loyalty. A collection of premium gifts was selected and branded with the Aqua logo. Throughout the two years of construction, owners regularly received luxury beach towels, tote bags, cheese sets, chef’s aprons, bath robes and other items, all designed to paint a picture of what the relaxing, carefree lifestyle would be like, once the condominiums were complete. The campaign was supported by quarterly newsletters, personal letters from the developer and “road show” owner parties in various cities where pockets of owners lived…truly a multi-faceted, cohesive marketing campaign. The final touch was an acrylic Aqua logoed wine bucket and a bottle of wine welcoming owners to their new condominium.
Results: Upon completion of the property, every pre-construction contract converted to a closed unit. Furthermore, due to heightened brand awareness and buzz, the 212 units condominium tower can boast 100-percent closed status.
Promotional Consultants: The Rock Stars Of The Marketing World Need 1,000 screen-printed t-shirts for a concert? Done! How about 500 whistles to hand out at a marathon? No Problem! Promotional consultants develop solutions for marketing challenges. From increasing brand awareness to increasing trade show traffic, promotional consultants are experts in the field of promotional products and can solve any marketing dilemma you may have. There are more than 20,000 consultant firms in the industry!
It’s a bird. It’s a plane. No! It’s a promotional product! From lip balm to a wireless mouse to paper airplanes, promotional products come in all shapes, sizes & colors. In many cases, it’s even possible to obtain custom items that aren’t usually found in promotional product catalogs. If you can see it and touch it, it’s most likely available as a promotional product. This allows you to customize a marketing campaign so that it is more relevant to a specific demographic.
Business is Booming Every day you hear about a new endurance race, a new music festival, a new community event. Today’s consumers expect brands to reach them on a personal level. What better way to connect with consumers at these events than with promotional products? In 2011, advertisers spent more than $18 billion in products purchased through promotional consultants.
Spread The Word Promotional product incentives produce valuable referrals from satisfied customers. A survey conducted Louisiana State University indicated accompanying a request for referrals with an offer of a promotional product incentive drew as many as 500% more referrals as an appeal letter alone. The results speak for themselves!
Enhance Marketing Campaigns Adding a promo product to the media mix generated favorable attitudes toward a print ad in all cases. The use of a promotional product as the advertising medium alone achieved maximum impact, up to 69% increasing brand interest and 84% in creating a good impression of the brand.
Positive Impact On Brand Image Recipients of promo products have a significantly positive opinion of a business through:
- Increase in positive overall image
- More positive perception of the business
- Higher likelihood of recommending the business
- Higher likelihood of patronizing the business
Source: PPAI Study: Promotional Products Impact On Brand/Company Image Conducted by Georgia Southern University
Gifts That Keep On Giving 58% of respondents keep a promo product anywhere from one year to more than four years. Even if the recipient uses the item only once per week, that’s a minimum of 52 impressions made over the course of a year with the possibility of more than 208 during a five-year window.
Source: PPAI Study: Effectiveness of Promotional Products As An Advertising Medium
Endless Array Of Options With over 3,900 suppliers in the industry, there are hundreds of thousands of promo products that can fit any budget. Having a variety of options allows for greater flexibility when planning out a marketing campaign of any size.
Quick Turnaround Time Often times, new marketing opportunities arise out of the blue and require quick action. Luckily, promotional consultants usually have a list of products that can be turned around quickly to meet your needs. There are even products that can be shipped within 24-hours of placing an order!
Fun and Handy People love receiving promotional products, there’s no denying it. Whether it’s a little boy playing with a yo-yo from the local bakery to a woman carrying a tote from her nail salon, promo products are appreciated and welcomed in all walks of life. 90.4% reported either currently owning or possessing a promo product received within the last 24 months.
Source: PPAI Study: Effectiveness of Promotional Products As An Advertising Medium
This Week May 23-27th we are celebrating Promotional Products Works Week. So we will be sharing with you reasons why Promotional Products Work with trends, data, case studies, videos and more all this week.
Did you watch the Super Bowl this year? I did – Yes, I enjoy football, but I also watch it for the commercials. Why? Companies pitch brands and slogans that attempt to leave a lasting effect on the consumer. Many like to believe those messages don’t have much impact, but evidenced by us all talking about the commercials the next day points to the power of persuasion.
It may be subtle, but persuasion by advertisers shows levels of success that prove television, radio, mobile and digital can—and do—draw consumers to their brands. They must compete not only with each other across traditional and digital media for the hearts, minds and dollars of the consumer, but they must compete with outside stimuli once the consumer walks away from the television, shuts down the computer or drives past a billboard.
So what leaves a lasting impression? A Promotional Product. A $20+ billion industry, promotional products are designed for staying power, and industry research has proven their power as an effective advertising medium.
So Why Do Promotional Products Work?
- Only Advertising Medium that Clients can use all their senses – see, touch, smell, hear, and taste.
- 85% remember the advertiser worldwide
- Promotional Products, used as dimensionals in direct mail solicitations, can boost response rates by up to 75%
- Most Highly regarded form of Advertising
- 58% of People keep Promotional Products given to them longer than a year
- Effectively reinforce Employee Contests/Incentives
For more information about promo products, marketing or branding your company please contact Allegro Business Products at firstname.lastname@example.org or 678-880-8442.