Promo Products as a complement to your digital strategy

We all want more clicks, likes and traffic.  Companies have invested heavily in to the digital marketplace to build brand ambassadors and drive revenue to the extent that traditional Ad spending - T.V., print, etc - has been pushed aside for digital content and social media responses.

I would contest that digital-centric marketing can be pushed to higher levels by mixing in message builders such as promotional products to help drive business.  Look to bloggers as a perfect example of how brands have leveraged branded items to push recognition through blog programs.  My wife is the epitome of this, her website www.missinformationblog.com was built as a recipe/DIY site that made recommendations and reviews of certain things.

Brands would send branded merchandise to her as a thank you gift or an invitation to check out their products - and drive viewers back to their sites.  Recommendation selling in the consumer products industry has increased due to mixing promo with digital to increase sales.

Want to blow up a hashtag - try a T-Shirt, you get a walking billboard for your brand and it's message.  Better yet, post to Instagram someone wearing your hashtag shirt in public, then you have something cool.

Don't forget branded items folks - remember that you can't keep a banner advertisement on someone's desk every day to remind them of your awesomeness!  For more info, check out this article in Forbes on Promo Items:

Old Spice bringing the Swagger to Sports!

My boys give me a hard time about using Old Spice, with the emphasis being on the "old" portion!  But, let's face it, the brand our Fathers used has upped its game.

The ad campaigns and collateral that their creative agency Wieden + Kennedy have brought to the table has driven awareness and buzz to Old Spice.  Moreover, the brand has been able to reach a younger audience, thereby increasing the marketplace. How's that for Po Po Po Power! (insert Terry Crews commercial and whistle here)

Nowadays, you'll see that Old Spice has brought it's brand flavor to the hardwood courts of NCAA basketball with it's Sweat Mop Boys play on the 80's pop band name Sweatshop Boys.

Sweat Mop Boys

Utilizing custom branded t-shirts, oversized deodorant stick replicas, and custom displays, Old Spice has been taking sports integration to a new level of engagement.  I do have a personal affinity with the brand as it's my own cousin who is one of the creative wizards behind it - Matt Sorrell, proud of ya! 

Watch the Sweat Mop Boys in action here!

Small Biz ideas to promote your brand - hint, this is one of em!

Small business has it rough, let's face it.  Usually it's a skeleton crew - usually one person - who wears ALL the hats trying to get that ball rolling downhill.  I know, it's not easy, heck I'm pushing that sucker myself.

It's especially difficult when small businesses are trying to get a little publication online to drive traffic.  Here are a few ideas that I have also implemented (hence my typing here) which have helped traffic and local notoriety for my business - and can for you this year.

25 ways to promote your Brand

Remember to start locally to grow in your SEO and PR efforts. And always include branded items to extend your reach through Whiteboard Promotions!

Tale of two Brand Pimps

Giving your brand a personality is an important aspect of your marketing mix.  A brand has to be able to relate on a human level to establish trust and long-term value with your customer base.  Big brands such as Coca-Cola, McDonald's, Budweiser and Disney have excelled in extending their brand to  a personal level.  Whether it's what you ask for in the South when wanting soda, Ronald and Mickey, or the beloved Clydesdales, brands that achieve a personality are winning the game.

However, there are some Brands where it may be better if the stuck to product development than going over the top with brand personalization.  Lately, two individuals have been pimping their brands in colorful - and in one case outrageous - ways.

LaVar Ball and the Big Baller Brand

Let's face it, we all have the ability to be that Soccer Mom or loud Sports Dad - I am well aware of my reputation with both of my boys!  But LaVar Ball makes me look like a saint when it comes to his boys and the Big Baller Brand.

He's brash, loud, obnoxious, completely loyal to his sons, and an outspoken Brand ambassador.  He should be, he created it!  Unfortunately, the Big Baller Brand is basically that, a tagline brand as their products - basketball shoes and sportswear - have been underwhelming and the company has been given an F by the Better Business Bureau.  Don't say that to LaVar though, as he stays true to his brand better than anyone - just that he should have paid more attention to the product line and delivery instead of pimping his company and his sons' basketball skills.

John Legere and T-Mobile

As opposed to the BBB legend LaVar Ball, John Legere is colorful in his own way, literally.  The T-Mobile CEO bleeds his company's Magenta brand color with everything that he has.  He has mastered the ability to blend promo products in to marketing mix, leveraging magenta-colored branded items in his social media posts, using promo products as motivators to employees and gifts to customers for loyalty.  He has created a persona that typifies T-Mobile's mission as a wireless disruptor - and its CEO is the epitome of that personality.  He's brash, exciting, apparently a cook, and all-in on brand extension - fun to watch and follow online

The lesson is that you can be an asset to your Brand's messaging as John Legere continues to do, or with your personality traits, tarnish an aspiring brand with an over-the-top and abrasive style.  Stay true to your message and utilize promo products to extend your reach on a one-to-one basis with your customers, employees and stakeholders. 

For more ideas about how to implement promo items in to your branding programs, go to Whiteboard Promotions.

Uh oh, we got a trade show coming up?

It's trade show season and we all know how crazy this time of year can be.  Brands are anxious to show off the latest and greatest gizmo or service that they have for 2018, and build all their collateral, digital content and trade show booths to be the stars of the show.

But what about the other stuff, you know the giveaways?  I hate to say it, but that's usually the last thing on the to-do lists of event managers.  I know what people say, it's just junk to give away.... wrong. 

Traffic Builders

Remember, promotional items, custom apparel, even the lanyards, these are all extensions of your Brand and make a lasting impression with end users.  Look at your desk, dollars to donuts you have a favorite pen or tumbler with somebody's logo on it.  Extend your brand's reach by seriously looking at new and exciting branded items which will drive traffic to your booth AND extend your brand beyond the few minutes at your booth. 

We've come up with some creative ideas to help extend that reach Here!

It's 2018... Now What?

Last year's gone, now we have literally a blank slate for 2018 to be creative, extend our Brand's reach, and grow.  So, what's next?  If you are anything like me, you started this process during the past couple of weeks when the world kind of slowed down a bit.  Now, it's time to get it all together.

For me, it all begins with doing a Brandscape - where are you positioned in the industry?  Be it a small business, mid-level or High Flying Corporation, your Brand is always the starting point for drilling down in to what you want to accomplish for the year.  Did you gain or lose market share, improve or lose your social relevance, expand or shrink your target audience?  How did your marketing fare in relation to your Brand messaging?  Was your digital content a positive or negative asset to your year?

Once you look at these factors along with the ugly mathematical truths,  I typically look to how best to make simple, attainable changes that will have a quick impact to the bottom line.  I then establish goals - both reasonable and stretch - that will motivate me to improve.  Then, I write down a formal plan of attack including the dreaded SWOT analysis - Strenghs, Weaknesses, Opportunities & Threats - which will define where I go this year.

Y'all, it's a blank slate, set a plan and attack the new year!  Best of luck!

Bags as a Brand booster!

Let's face it, we all love a good bag!  Be it a grocery tote, backpack, laptop case, or good ole fashioned duffle, we have a bag for every event in our day.

So, do you have a favorite bag, I am 100% sure that you do.  And, according to a recent survey, 31% of you have one with a logo on it.  Be it your favorite team, grocery store, or a recent outing at a trade show, the chances are high you got a bag with a Brand on it! 

You marketers out there, note that a promotional bag generates 5983 impressions, much more than any other promo item out there - so get your Brand on a bag y'all!  And for you California folks - paper or plastic ain't gonna cut it in the supermarkets, so look at Non-woven totes as your new favorite brand vehicle.

Can Facebook be your Customer Service answer?

The numbers say yes!  In a Q2 2014 survey, 67% of brands that had questions posted to their Facebook wall, responded to them.  That's a pretty strong figure for customer interaction, which shows the true power of social media and how successful Brands leverage it for full customer interaction.

There is always a "but" in this equation, and in this case during that same period, 87% of the Brands examined did not have their Facebook walls open for comments.  In other words, these Brands failed to recognize the word SOCIAL in its overall strategy.  We're now in an interactive world folks, transparency in your Brand is necessary in order to create trust - open up man!

So what industries excel at Customer Service interaction on social media platforms...the Airlines!  Yes, those lovely companies that now charge you for that man-purse or laptop case, are the best at social response.

So what does this mean to you?  Open up the lines, answer those questions and create a relationship with your customers!

For more on this article Read Here

Millenials: Can they be loyal to your Brand?

Crazy thing I learned the other day:  A member of the Millennial generation is someone born in the 1980's and turns 21 in the new Millennium.  Makes sense, but from there, defining this new Generation becomes an anomaly to most.

The Millennials grew up with the Internet, cell phones, Apps, Multi-channel TV, and all the instant gratification that this new Age society can create.  But, can they be loyal to anything other than themselves?  If you look at it from an employment perspective - the answer is clearly no.  The long-term "stay until I retire" concept is dead, nowadays its "how quickly can I get promoted, or I'm outta here."

However, when it comes to Brands, 64% of Millennials say they feel the same loyalty to a Brand as their parents do! 




Great news for marketers, but it also comes with a caveat - you are going to have to work harder to keep them.  Social marketing, transparency, and yes, deals all motivate the Millennials.

For more, Read this great Article

Custom Promo Products: How swag can affect customer loyalty

Customer loyalty - it's the holy Grail of marketing y'all.  The customer who is loyal to your brand essentially becomes your Ambassador to the world.  It's why we spend so much money on social media, community outreach, etc.

But... are you thinking about a promotional product as well?  Fact of the matter is, a well placed, branded thank-you gift goes a long way in establishing repeat performances.

 

So... are branded items in your arsenal in creating loyalty?  If not, then you better load your gun... quickly!

Case Studies: Have they become obsolete in the Social age?

In the promotional products industry, case studies are a vital bullet in a salesperson's arsenal.  A strong case study can show a company's creativity, it's project management capabilities, and most importantly it's solution-based initiative.  Case studies also show how important promotional products can be in an overall marketing strategy, and by clearly defining the ROI, gives the salesperson a competitive advantage against the typical "mom and pop" shop.

However, in today's socially-generated ratings world, the case study may be losing it's lustre.  The key knocks are that a case study has a limited shelf life, especially in the Millenial "what have you done for me in the last minute" mindset.  More importantly, a case study is primarily company-driven - i.e. it is designed to show the company in the best light possible. That's all well and good - but can sometimes come off as disingenuous, not a good look for most salespeople...

With the trend towards buying online in the promo products industry, the testimonial has the preferred vehicle of establishing brand trust - look at my website and you'll see the same!  I am as guilty as the next guy when it comes to not showing Case studies, I'd rather have a client speak to our reliability than it come from my mouth.

With Yelp and other review-based methods of 3rd party recommendations, the problem becomes that of control - you piss one person off and it can ruin a good Yelp day...  So, what to do as a promotional marketer?

The answer may be a solid blend of both, I know for me I will be including case studies going forward as a means of differentiation and control of my own brand.

Please read more on this trend Here

Radiant Orchid - Pantone's color of 2014!

Radiant Orchid - let's face it, purple hues are in this year y'all!  As far as trends go, purple has been on the rise in the past few years with a lot of brands going to that color palette for primary or secondary colors.

The Radiant Orchid color is a paler purple look, ideal for secondary color schemes.  Take a look at it here!

Read More

Brand Positioning: Getting your startup's name out there

So you have this great product, a slick website, and an ad budget with plans for global domination.  Your logo is spectacular and inventory is in the warehouse - you are ready to make a name for your Brand.  The social media is up and running, and you are pinning that fantastic product to various boards.  You are ready to go, and then...poof.

That's what happened to me, and is still a constant struggle, getting the brand out there for more traffic - and more sales.

How do you get your brand discovered by the mainstream - one word is needed... Articles.  Posting articles to media outlets - both online and hard copy - is an effective method of brand discovery, followed closely by the tried and true method of referrals.

Check out this article to see what the stats say on effective brand discovery.  Read More

Ditch the Pitch? Why the Elevator spiel falls short

It used to be an old adage - can you make an impression on someone in the time it takes to go up a floor in an elevator?  Well, unfortunately with the need-it-now mentality of today's instant access crowd, an elevator ride is pretty much a yawn-fest.

So, how do you get your point across quickly to the millennial crowd?  Try throwing a Memory Dart - a phrase that will be short, sweet and to the point - pun intended!  You want to get your point across in under 10 seconds with something that won't come across like a poot in church.

Think of your Memory dart as a verbal business card y'all, and make that impression!

Read More

Brand Consistency: Did the new Apple iOS7 hurt?

Well folks, it's here - love it or not, we'll have to get used to it if we want to keep up with Apple.  iOS 7 is a complete change in brand consistency for Apple - the fonts, color schemes, motion and graphics, etc all have changed - so much so that our phones can be classified as brand new!  Apple has even enlisted its chief designer Jony Ives to describe how these design changes are a good thing - another departure from the Steve Jobs past.

These changes may or may not hurt Apple's brand loyalty - I am a die-hard Apple-ite myself, however, and it's a BIG however, drastic changes to your Brand WILL affect your business.

Consistent branding is not just a buzzword, it is the cornerstone of your overall business strategy.  All of the innovation in social media, advertising, and experiential marketing puts more ammo in our marketing arsenal, however staying true to our branding message is more important than ever.

Check out this infographic that Jessica Brandenburg created to visualize the importance of Brand consistency:

Breast Cancer Awareness: October awareness products!

Breast Cancer is a serious disease that affects 1 in 8 women over the course of their lifetime.  That's not a pretty number for anyone to see, and although the death rates have been decreasing, finding a treatment is no closer to reality.

Organizations such as the American Cancer Society and Susan G. Komen have done a lot to help raise money and awareness for Breast Cancer, and branded products have been a focal point in raising money.  In that regards, there is an opportunity for brands to show their support for continued research and awareness, plus show that their employees' health is an important issue.

Check out some of the items we have for your Breast Cancer Awareness efforts:

What do Walter White and Steve Jobs have in common?

Hmmm, now that's an intriguing question to ask on a Wednesday.  How can a science teacher turned meth kingpin have anything in common with the Apple guru?

In actuality - quite a bit!  You think about how Apple came on to the computer scene in the 70's, how it's design techniques and customer-driven laser focus created several industries, and then apply that to the drug business, and well you have synergies that can be applied to basic branding principles.

1. Market recognition:  Steve Jobs saw the future of personal computing very early, and recognized the vastness of the emerging market.  Jobs also was able to hone in on what the end user wanted, and simplified it so that it applied to everyday life - i.e. creating the MacIntosh desktop graphical interfaces that, well mimic someone's desktop.  Very simple, yet applicable to everybody's life!  Walter White saw that Methamphetamine was rapidly becoming huge, and took his expertise in chemistry to a new level by developing a better product which his market truly wanted.
2. Product Integrity:  Walter's formula in the show is a 99% pure product - well above anything in the marketplace, and its distinctive blue coloring made it easily identifiable.  To the consumer, it was a mark of drug excellence and created a huge demand for the Blue.  Jobs created a closed product, so that anyone who wanted to create an application or software had to utilize Apple's parameters, thereby ensuring that any software or hardware component worked seamlessly with Apple products.
3. Distinctive Design:  From the branding to the packaging, everything that Apple creates has a distinctively clean and intuitive design.  The iPod/iPad/iPhone have limited product directions as earch are easily implemented - kids can operate them without any real instructions.  Walter White's Blue meth is completely different than anything in the fictitious marketplace, and it's brand name of Heisenberg appeals to the end user, and strikes fear into the competition.
4. Market Dominance:  Apple has revolutionized 4 industries, and in each has been an industry leader, leaving competitors, particularly in the cellphone industry lagging behind.  Walter White's ruthless attention to his marketplace has placed his product as the standard, and his competition has not been able to copy and/or destroy it's way back.

Yes, we're talking fiction vs. reality, but these four principles can be put in to your own branding culture.

Brand Messaging: Common mistakes that deflate your Message

Any fighter will tell you, if you want to win - you have to come out swinging and make a solid connection quickly.

This is the same with any product or service - you want to make a solid connection quickly with your audience - and that is done with a powerful brand message that empowers action.  Yet, this is a constant struggle with today's marketers.

Brand messaging doesn't have to be all about the Pro's of your product or service - rather it must embody your target audience's core values.  That old adage, sell the "WHY" remains somewhat true in this respect - if you don't zero in on what your audience cares most about in relation to your Brand, then you risk inauthenticity, or basically pissing off your key demo.

Read more to avoid the 5 common pitfalls of brand messaging so that your Brand scores a knockout in its next campaign!

24 oz. Tervis Water Bottle - Great Fundraising opportunities for school!

It's that time of year folks - back to school!  For Parents, well it's a beautiful thing, the kids - not so much...

But, for the schools, it is the start of fundraising time, especially the Private schools.  We have found that a great vehicle for making some extra cash for our schools has been the Tervis brand of products, particularly the 24 oz. Custom Tervis Water bottle.  A lot of schools are allowing kids to bring water bottles to school, but they have to have lids and straws, so as not to make those lovely messes in the hallways.

The Tervis brand of products is great for home and school, as it's pretty much bulletproof, and has a guarantee from the factory.  Plus, the tumblers and water bottles are Made in the ole USA, which is also a nice upgrade.  As a fundraising project, look to sell these at your school for between 20-25.00, with a profit to the school of 4-8.00 per bottle.

Great for showing your school spirit - and raising some extra cash, look at the Tervis Tumbler section on whiteboardpromotions.com

The Umbrella - a timeless brand opportunity

Yesterday was the first day in quite a while here in Atlanta where that big yellow thing in the sky was visible all day.  We had soggy fireworks and the ducks were quite happy for a good long time.

Which brings me to the Umbrella - yes it was a valuable commodity for us in the past week, but I do think it doesn't get the proper branding respect it so deserves.

Originally, umbrellas were made to ward off the sun - not rain.  The Chinese started to apply wax for waterproofing purposes, and the trend migrated over to Europe, where it evolved in to a fashion item for the elite.  Nowadays, you can get one on any NY corner for $5-10.00, but utilizing it to market your brand has now gained a better following.

Yes, it's old school, but at an outdoor event, on the city streets, or in your car, the reliable umbrella is a fantastic brand vehicle.