how to harness the power of promotional products with scott walode, ceo, exhibitcraft
DESCRIPTION
Presented by Scott Walode, President and CEO of ExhibitCraft at the 2nd annual ProFest, promotional products tradeshow. This brief presentation will give you a primer on the promotional products industry and how to expand your business using these powerful tools. The second presentation is also available on our YouTube Channel, "Build Your Brand," presented by Leslie Silverman, Promotional Products Project Manager at ExhibitCraft. The ExhibitCraft ProShop is dedicated to providing the most comprehensive selection of promotional products and promotional items. The company offers customizable products such as corporate apparel, premiums, giveaways, tote bags, pens, magnets, and more. A wide variety of promotional products and gifts are available through the ExhibitCraft ProShop. For more information, please visit www.ExhibitCraftNJ.com.TRANSCRIPT
How to Harness the Power of Promotional
Products
A ProFest 2013 PresentationWednesday, April 24, 2013
atExhibitCraft Headquarters
Wayne, NJ
www.ExhibitCraftNJ.com (973) 686-9393
Come To Your SensesCome To Your Senses
• Can you taste an apple on your Apple ?• Can you feel soft on Microsoft ?• Can you smell the roses on Flowers.com ?• Can you hear the news in the newspaper?• Do you recall the last billboard you saw ?
• Dimensional EngagementDimensional Engagement• More relevant today than yesterday, in a digital age people will crave a tangible dimensional experience with your brand.
www.ExhibitCraftNJ.com (973) 686-9393
What Mad Men Can DoWhat Mad Men Can Do
What Promo Consultants Can DoWhat Promo Consultants Can Dowww.ExhibitCraftNJ.com (973) 686-9393
A 2007 study conducted by Microsoft and Starcom A 2007 study conducted by Microsoft and Starcom
10 – 15% of adults between the ages of 17 and 35 go 10 – 15% of adults between the ages of 17 and 35 go out of their way to dodge traditional advertising, out of their way to dodge traditional advertising,
branding them branding them ““Ad Avoiders”Ad Avoiders”
Advertising Times – Are A Advertising Times – Are A ChangingChanging
www.ExhibitCraftNJ.com (973) 686-9393
AAwarenesswareness InterestInterest
DesireDesire ActionAction
This core strategy engagesengages the target’s mind, advances your objectives and incites them to the desired end.
A Different Business ModelA Different Business Model
Fundamental Advertising Strategy
www.ExhibitCraftNJ.com (973) 686-9393
Agency Core Competencies
The Promotional AgencyThe Promotional Agency• Core competency is
delivering the creative concept and executing the campaign.
• Rarely a fee for the creative and remuneration is built into the execution.
• Work applies to a variety of business needs and applications.
The Advertising AgencyThe Advertising Agency• Core competency is
delivering the creative concept, and executing the campaign.
• Fee for every element of development and execution.
• Their work concentrates in sales and marketing of goods and services.
www.ExhibitCraftNJ.com (973) 686-9393
Comparison Chart
www.ExhibitCraftNJ.com (973) 686-9393
Advantages• Audience Focused• Tangible and long-lasting• Impact easily measured • Easily distributed (viral)• Higher perceived value• Complements targeted marketing• Complements other advertising media
www.ExhibitCraftNJ.com (973) 686-9393
ResourcesResources• Over 5,000 manufacturers worldwideOver 5,000 manufacturers worldwide• Over 2,000 exclusive manufacturersOver 2,000 exclusive manufacturers• Five star rated sourcesFive star rated sources• Global sourcing capabilitiesGlobal sourcing capabilities• On-line search engines not available to the publicOn-line search engines not available to the public• Product designers & engineers in every substrateProduct designers & engineers in every substrate• Hundreds of dedicated artists & creative talentHundreds of dedicated artists & creative talent• Warehouse and fulfillmentWarehouse and fulfillment• Company storesCompany stores
www.ExhibitCraftNJ.com (973) 686-9393
AAPPRECIATEPPRECIATERRECOGNIZEECOGNIZEMMOTIVATEOTIVATEEEDUCATEDUCATE
A.R.M.E.R.A.R.M.E.R.Promotional Agencies Engage Your Key AssetsPromotional Agencies Engage Your Key Assets
RREINFORCEEINFORCEwww.ExhibitCraftNJ.com (973) 686-9393
HUMANHUMANRESOURCESRESOURCES
SALESSALES
COMMUNITYCOMMUNITY
PRODUCTIONPRODUCTION
CONSUMERCONSUMER
COMMUNITYCOMMUNITYPR PR
EventsEvents GoodwillGoodwill
ShareholdersShareholders
MARKETINGMARKETINGAdvertising Advertising Promotion Promotion PremiumPremium
CONSUMERCONSUMERLoyaltyLoyaltyDemandDemand
SatisfactionSatisfaction
SALESSALESKey AccountsKey Accounts
VolumeVolume LoyaltyLoyalty
PRODUCTIONPRODUCTIONSafetySafety
ProductivityProductivityZero DefectsZero Defects
HUMANHUMANRESOURCESRESOURCES
RecruitmentRecruitment RetentionRetentionWellnessWellness
MARKETINGMARKETING
Promotion Marketing Engagement RingPromotion Marketing Engagement Ring
www.ExhibitCraftNJ.com (973) 686-9393
Promotions Build Trade Show TrafficPromotions Build Trade Show Traffic
www.ExhibitCraftNJ.com (973) 686-9393
Seven “Deadly Sins”
1. Failing to Craft a Trade Show Plan with Quantifiable Objectives.
2. Neglecting to Develop a Detailed Trade Show Budget.
3. Limiting Time to Produce Your Booth, Printed Materials, and Promotional
Items.
4. Not Training Booth Staff.
5. Collecting Inconsistent or Incomplete Lead Information.
6. Waiting Too Long or Not Doing Lead Follow-up.
7. Failing to Complete a Show Evaluation.
www.ExhibitCraftNJ.com (973) 686-9393
13
Booth Traffic• The average person is inclined to make a
preliminary decision as to whether to stop in your booth or not 15 feet before getting to your booth.
Source: (Center for Exhibit Industry Research)
• People attract people
• Promotions attract people
• Pre-show attracts people 14
www.ExhibitCraftNJ.com (973) 686-9393
Premiums & Promotions Influence PromotionsPremiums & Promotions Influence Promotions
Dealer LoaderDealer Loader
Consumer PremiumConsumer Premium
In PackIn Pack
On PackOn Pack
In The MailIn The Mail
www.ExhibitCraftNJ.com (973) 686-9393
Premiums & Promotions Build Brand LoyaltyPremiums & Promotions Build Brand Loyalty
www.ExhibitCraftNJ.com (973) 686-9393
• In May of 2008 a colorfully decorated tin serving tray featuring a partially clad young woman as the central image sold at Morphy Auctions for $16,100.
• Morphy’s also auctioned a lithographed tin Coca-Cola tray illustrated with a ‘Gibson Girl’ drinking a glass of Coca-Cola
dating to the 1890s for $12,075 in September, 2008.• Older calendars, vending machines, and clocks represent just a few of the other Coca-Cola collectibles selling for a pretty penny these days. Source: About.com
Long Term Exposure & Long Term Exposure & ValueValue
www.ExhibitCraftNJ.com (973) 686-9393
What is a Promotional What is a Promotional Product?Product?
Items used to promote a product, service or company program including:
• advertising specialties advertising specialties • premiumspremiums• incentives incentives • business giftsbusiness gifts• awards awards • prizes prizes • commemorativescommemoratives• other imprinted or decorated itemsother imprinted or decorated items
www.ExhibitCraftNJ.com (973) 686-9393
***Numbers Don’t Lie Numbers Don’t Lie ***
2009 study, conducted by PPAI and fielded through MarketTools, Inc.
More than half of consumers have a favorable impression of the advertiser on a
promotional product
20% of consumers make a purchase after receiving a promotional product
83% of consumers could recall an advertiser from a promotional product
8 out of 10 people like receiving promotional products, , while 7 out of 10 people
find online advertising annoying
www.ExhibitCraftNJ.com (973) 686-9393
***Synergy ***
2006 study proves the addition of promotional products actually increases favorability ratings toward print and television ads
Adding a promotional product to the media mix (print and television) increased brand interest (69 percent) and a good impression of the brand (84 percent).
Integrating a promotional product with television and print also increased referral value by 52 percent and message credibility by 60 percent.
Source: 2006 study of 18-34 year olds conducted by researchers at Louisiana State University and the University of Texas at San Antonio
www.ExhibitCraftNJ.com (973) 686-9393
Promotional products even play well with others!
Thank You!Connect with us on
www.ExhibitCraftNJ.com (973) 686-9393
Visit our TWO online catalogs• Promotional Products Catalog
www.ExhibitCraftNJ.com (973) 686-9393
Visit our TWO online catalogs• Branded Apparel Catalog
www.ExhibitCraftNJ.com (973) 686-9393
Contact UsIf you’d like to learn more about
how you can incorporate promotional products
into your marketing mix, contact
ExhibitCraft at (973) 686-9393 or [email protected].
www.ExhibitCraftNJ.com (973) 686-9393
How big is the promotional products industry?
$5.01$5.12$6.22 $7.01
$8.04
$9.49
$11.88
$13.18
$14.94
$17.85
$16.55$15.62
$16.34$17.31
$18.01$18.78
$19.44
0
2
4
6
8
10
12
14
16
18
20
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
In Billions Of Dollars
2007 SALES BY PROGRAM CATEGORY (2006 in parentheses)
Source: 2007 PPAI Product and Program Category Surveys
Employee Relations & Events 13.80% (8.46%)
Trade Shows 10.68% (11.36%)
Brand Awareness 12.84% (8.87%)
Dealer Distributor Programs 6.16% (7.73%)
Public Relations 7.05% (8.75%) New Customer/Account
Generation 9.98% (7.61%)
New Product/ Service Introduction 5.78% (5.29%)
Employee Service Awards 5.44% (5.43%)
Not-For-Profit Programs 8.16% (5.89%)
Internal Promotions 6.30% (3.47%)
Customer Referral 6.76% (2.33%)
Safety Education/Incentive 2.78% (3.04%) Marketing Research
1.53% (1.36%)
Other 2.73% (1.84%)
Note: (Business Gifts as a category has been eliminated in 2007)
2007 SALES BY USAGE CATEGORY (2006 Figures in parentheses)
Wearables 30.71% (30.78%)
Writing Instruments 10.39% (9.95%)
Calendars 5.51% (6.47%) Drinkware 6.32%
(5.64%)
Bags 7.05% (5.81%)
Desk/Office/ Business Accessories 6.19% (6.28%)
Recognition/Awards/Trophies/Jewelry 3.55% (3.56%)
Other 2.32% (2.34%)
Textiles 2.25% (2.05%)
Sporting Goods 2.57% (2.95%)
Magnets 2.37% (2.23%)
Housewares 2.35% (2.64%)
Computers 3.31% (2.28%)
Automotive 2.48% (2.31%)
Clocks & Watches 1.62% (1.87%)
Buttons/Badges/ Ribbons 1.82% (2.26%)
Stickers & Decals 2.07% (2.58%)
Electronics 1.69% (1.74%)
Games 2.21% (2.49%)
Food 1.75% (1.91%)
Personal 1.68% (1.86%)
Source: 2007 PPAI Product and Program Category Surveys
2007 SALES BY PRODUCT CATEGORY (2006 Figures in parentheses)