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Maintain Your Brand Value

Five Ways To Maintain Brand Value

When it comes to your business, do you know the value of your brand? In other words, what is the monetary impact of your brand to your bottom line? According to Forbes magazine, the values of some of the world’s top brands look like this: Apple, $104.3 billion; Microsoft, $56.7 billion; and Coca-Cola, $54.9 billion.

Your brand value is most likely not in the billions like these global companies, but nonetheless, it’s important to maintain your brand value. In this issue of Promotional Consultant Today, we share five ways to retain your reputation, make the most of economic upswings and positively impact your bottom line from Mark Di Somma, a partner and senior brand strategist at The Blake Project.

  1. Be part of a rising category. If you have a brand in a rising product category, then you want to invest in building that brand interest. If you don’t have a brand in an up-and-coming category, then consider how you can get your brand in that space either through acquisition, a partnership or co-branding opportunity.
  2. Tackle social issues. What are the reputational or social issues that your market segment faces? What impact could your brand have on a social issue? For example, product safety is closely tied to child safety. In the fast-food industry, those brands are being challenged by healthier brands, so they are having to step up with more health and nutrition programs.
  3. Increase “share of life.” This phrase from Millward Brown refers to expanding your touchpoints and extending your ecosystem to reach customers in multiple ways and through multiple products and channels. Di Somma uses the example of Apple, a brand that affects lives every day through mobile phones, apps, iPads, point-of-purchase, music and entertainment. Amazon is another brand example of this with its easy, one-click shopping and relevant purchase recommendations. Nike, with its Nike+ Fuelband, has transformed itself from a mere apparel brand to a companion and coach for runners.
  4. Be more convenient. One way brands like Apple and Amazon are successful is by creating seamless experiences. This is convenient for the consumer while also helping the brand control the consumer journey. Di Somma points out that digital media plays a key role with this, so think of ways you can develop digital touchpoints through your brand to keep the customer engaged and connected.
  5. Beautify. Continue to review and adjust the design and style of your products and your advertising so that your brand feels “now.” This is hard, but not impossible, for brands with long lead times. It is also relative, and chances are your competitors face the same logistical issues that you do. By continually checking the appeal of what you offer, you can introduce your brand to new segments. Remember the slogan, “It’s not your father’s Oldsmobile”? An updated car design led to a younger market for the car manufacturer.

Be a champion of your brand and try these tactics to continue to increase your brand value.

Source: Mark Di Somma is a partner and senior brand strategist at The Blake Project. For more than 20 years he has helped decision makers, brand owners and brand agencies define, articulate and elevate the value of their brands.

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Go ahead…Take a Dip in your car!

Will DipClip Be The Next Big Promotional Product?

If you have ever scarfed McNuggets while in traffic, or wolfed down a Whopper in a parking lot in between sales appointments, you’re going to want to read this.

The geniuses – yes, we’re declaring them geniuses – at Milkmen Design have come up with a product called DipClip.

Basically, it’s an in-car condiment holder for folks who enjoy dipping sauces when getting down on transit noshing.

Brilliant in its simplicity and practicality, the DipClip consists of a clip that attaches to vehicle vents. Into the clip’s 5-in-1 aperture design, there fits a food-safe polypropylene Ramekin that holds 1.3 fl. oz. – about five packets of ketchup. Of course, if ketchup isn’t your thing, you can also drop in other condiments, anything from barbecue sauce and mustard to hummus and salad dressing.

Milkmen Design described their inspiration thus:

“At Milkmen Design, we believe that dipping sauces were made to go with nuggets and fries. For generations, humans had to choose between making a mess in their vehicle or consuming bland, sauce-free food. We were tired of standing by idly as the perfect union of fries and nuggets, and the precious sauces that compliment them, grew strained. So we created the DipClip to repair this relationship, reuniting ketchup with French fry, nugget with BBQ, and so on.”

Folks, these guys are humanitarians.

While the fast food gods have clearly inspired this ingenious invention, the reality remains that the DipClip is still in Kickstarter phase. As of Friday morning (Eastern Time), the DipClip campaign had blown past its Kickstarter goal of $10,000 and exceeded $48,000. The campaign was scheduled to run through January 5.

Once DipClip becomes commercially available, we could see it potentially being a much sought-after item in the branded merchandise space. It’s a product anyone who drives – and eats – could use. It would be displayed in a high-visibility area where recipients are daily – their cars. And we’re guessing it’s not going to be super pricey. While the clip doesn’t have a lot of surface area for branding, the Ramekin could hold a logo and appeal to a range of end-clients – from fast-food chains themselves to auto industry clients.

With DipClip, commuting just got tastier, and promo pros may one day reap sales from that delicious fact.

Posted in advertising, Blogs, Branding, Entrepreneur, Events, Holiday, Marketing, Promotional Products, Sales, small business, Trade Shows, Uncategorized

Retail Best Sellers (You Didn’t Know You Could Brand!)

The best branded giveaways are ones that are useful and become integrated into your customer’s and employee’s routines.  Whether that be a travel product they can’t imagine going on a trip without, or a favorite fleece blanket they love to snuggle up with during their Netflix binges.  We all have our favorite go-to products we can’t live without. And the emotional connection people make with their favorite products creates an opportunity for your brand to turn customers into fans.

So how can you give branded products that will not only be kept but loved?  We’re here to help!

We turned to the retail sector and explored bestseller lists from retail giants like Amazon and Target.  Lo and behold, a ton of awesome and trendy products that your customers are searching for and buying are products that are available to brand.  With these retail trends in mind, we created an ideabook for you that takes the guesswork out of promotional products.  See some of our favorites from the best seller’s list below!

Tech & Travel

Tech and Travel

  1. iLuv Wireless Speaker with Amazon ALEXA | Play music, ask questions and more with this smart speaker!
  2. FUJIFILM Instax Mini 8 | Enable your audience to capture those life moments with this throwback camera.
  3. Magnetic Metal Phone Mount | For hands-free phone usage in the car.
  4. PocketCloud | A media hub to free up valuable space on your customer’s phone.

Home & Kitchen

home and kitchen

  1. Marble & Bamboo Coaster Set | Marble and bamboo combine for a trendy home piece your customers will want to show off.
  2. Cotton Zipper Pouch | Minimalism is trending, making this pouch a winner from the retail sector.
  3. Electronic Essential Oil Diffuser | Help your customers unwind with this top seller on Amazon.
  4. Cork Base Ceramic Mug | Trendy and useful, make your brand a part of your customer’s morning routine.

Games & Toys

  1. Hair Chalk | Fun colors and unicorn hair is trendy, but it doesn’t have to be permanent with this popular pick.
  2. Fidget Spinner | The breakout hit of 2017, this product will gain you some serious traction with your fans.
  3. Rubik’s Cube | This throwback game will give your customers a blast from the past.
  4. Fidget Cube | Keep idle hands busy with this fidget favorite.

Sports & Outdoors

  1. YETI Rambler | This infamous insulated tumbler offers the ultimate co-branding opportunity for your brand.
  2. IGLOO Cooler | For the outdoorsman or casual camper alike, soft-sided coolers are all the rage.
  3. Swiss Army Knife | This trusted multi-purpose tool is a fan favorite.
  4. Shaker Bottle | This mixer is perfect for your healthy and sporty customer and a favorite on holiday wish lists.

No matter your brand or budget, there is a perfect promotion to engage your customers and create Brand Love moments. Check out all of our picks here, or contact us to talk through your promotional strategy!

Posted in advertising, Blogs, Branding, Entrepreneur, Events, Family, Holiday, Keynote Speaker, Marketing, Podcast, Procurement, Promotional Products, small business, Trade Shows, Travel, Uncategorized

2018 Trending Travel Products

Business travel can be tough. Just ask anyone who’s lived out of a suitcase, stood in line for hours at a busy airport or eaten dinner alone after a day of never-ending client meetings.

If the recipients on your gift list spend a lot of time traveling, we’ve got some can’t-miss ideas that will make life a little easier. These are practical, stylish gifts that your audience would be thrilled to receive. And best of all, they make the road less traveled a little less bumpy.

Wireless Earbuds

Cords are so yesterday, so keep yourself tangle-free in busy airports and on long flights with wireless technologyWireless headphones, already gaining in popularity, quickly became the go-to choice when Apple released the iPhone 7 without a traditional 3.5mm headphone jack. If the biggest tech company in the world thinks that the future is wireless, we’re paying attention.

Our Pick: Micro True Wireless Earbuds and Powercase

earbuds

 

 

 

 

 

 

 

Packable Jackets

Lightweight jackets are a must when traveling to different climates. Space and comfort are at a premium when you’re on the road or trying to fit everything you need into your luggage.

Our Pick: Silverton Packable Insulated Jacket

folding jacket

 

 

 

 

 

 

 

RFID-Blocking Wallets

RFID is a BIG buzzword these days since the technology helps protect against identity theft. These items are typically made from a material that interferes with radio waves, making a credit card’s RFID chip difficult to read by someone trying to “skim” sensitive information from the card or passport.

Our Pick  Modena Slim RFID Passport Wallet

RDIF Wallet

 

 

 

 

 

 

 

Ultra-Comfort Knits

Stay versatile with Ultra Comfort Knits in washable wool blends. There’s only so much you can pack when you’re living out of a suitcase. Whether you’re dressing business, casual or somewhere in between, these are pieces you can pair with a polo and dress pants for work during the day, or throw them over a T-shirt and wear them with your favorite jeans at night.

Our Picks: Equinox Knit Blazer & Stratton Knit Quarter Zip

Knits

 

 

 

 

 

 

 

Space-Savers

Space-saving compression bags and packing cubes are great tools to help you travel light and stay organized. Packing efficiently means you won’t have to leave any essentials at home, and also makes unpacking a breeze.

Our Pick: Compression Stuffer Sack Set & BRIGHTtravels Packing Cubes

space savers

 

 

 

 

 

 

 

 

Ultimately, the goal is to choose a gift that people are going to notice – something that establishes or reinforces a brand and is useful for the recipient. You want to provide a giveaway that becomes an essential part of your customer’s lives, so why not give the gift of better business travel.

Authored by: PCNA

Posted in advertising, Blogs, Branding, Entrepreneur, Events, Holiday, Keynote Speaker, Marketing, Podcast, Promotional Products, Sales, small business, Trade Shows, Uncategorized

Creating Multi Sensory Brand Experiences

Let’s say you are looking for a hotel online and while clicking around you see an enticing web banner for the Westin hotel.  You click through and after scrolling through amenities and pictures, you book your stay.  Months later, when you arrive there is a welcome kit that includes a Westin branded lavender essential oils kit and a card that invites you to sit back, relax, and enjoy your stay.  After a long flight, a luxurious soak is just what you need, so you draw a warm bath, close your eyes and let the lavender scent lull you into a state of relaxation.

Westin

This is what you call sensory marketing, and promotional products are the only form of advertising that can engage all of the senses at once.  So it may have been an ad placement online that first got your attention, but long after your stay it is the smell and memory of the relaxing lavender bath that is going to be what really solidifies your opinion of Westin as a brand. In the digital age, traditional advertising isn’t working on its own. More and more companies are employing stimuli such as scent, sound, touch, taste, and hearing to build stronger emotional connections with the customer and drive preference for their brands.  For a very minimal cost, you are immersing your customer in a multi-sensory and memorable experience that has the potential to forge some serious brand loyalty.

So, how important is sensory branding, and does it really work?

According to the 2005 book “Brand Sense” by branding expert Martin Lindstrom, 83% of current advertising appeals to the eyes only.  Visual advertisements (think billboards, print ads, web banners) are being processed in the cortex of the brain, which is responsible for a person’s thoughts and actions.  Smell and taste, however, are linked to the limbic system which is responsible for forming memories and emotions.  If a brand can integrate smell and taste into their advertising efforts, they are going to make an unforgettable impression and can even influence a customer’s purchasing habits.

The science behind sensory marketing is solid and increasingly more and more marketing firms are including the discipline in their media offerings.  As for its effectiveness, Nike increased purchase intent by 80% just by adding scents to their stores, and gas stations that emitted the smell of coffee near their pumps saw coffee sales increased by almost 300 percent!  Appealing to the senses is proven to be effective, and branded merchandise is the most cost efficient way to do so.

5 senses

I am incredibly passionate about promotional products and truly believe in their effectiveness to spread what we like to call those “Brand Love” moments.  At the same time, it is not my intention to cannibalize other forms of advertising and instead want to encourage you to add branded merchandise to your media mix to add value and increase ROI on advertising spend that is already in place.

With traditional advertising, you are acquiring impressions as long as your advertisement is running. When your contract ends, so does your reach.  With promotional products, you continue making impressions and spreading Brand Love long after your campaign has ended.  For example, a single backpack can generate 5k+ impressions in its lifetime, essentially making it a walking billboard for your brand. A bag is also something you can see and touch and can become a part of your customer’s everyday life. You can extend the life of your advertising campaign by adding branded merch that appeals to all of the senses to the mix.

So, what can your company do today?

I encourage you to take a hard look at your marketing plan and assess your current use of sensory branded products.  Could you promote an upcoming new flavor of ice cream by giving out a custom flavored and scented lip balm?  Or maybe you really want to push a new jingle with liquid soap that plays your song every time you dispense it?  Brands that appeal to multiple senses will be more successful than brands that only focus on one or two.  At Boundless, we specialize in creative branding and can assist you in identifying which branded products will best suit an overall sensory branding initiative. Let’s face it, to be memorable in the digital age you have to stand out and immerse your customers in an experience and a feeling.  Let’s create a sensory journey your consumers can go on with your products and services!

Posted in advertising, Blogs, Branding, Entrepreneur, Marketing, Promotional Products, small business, Trade Shows

Tipping the Scale – How Promotional Products Compete in a New Era of Advertising (*Reference: PPAI.Org)

How Promotional Products Compete in a New Era of Advertising 

Promotional products US Impressions

Excerpts from the article:

Earlier this year, PaigeFair reported that mobile ad-blocking software has grown to an estimated 380 million users and 236 million active desktop devices, indicating “interruption” as the leading reason for consumer use. PaigeFair also reported a staggering 74 percent of consumers will abandon websites that require them to disable their ad-blocker software...Promotional products not only allow brand messages to effectively reach their intended audience, they also spread the
word to anyone who sees the product displayed, used or shared. Promotional
products are used daily, and 83 percent of consumers use them more than once brands to engage with consumers without forcing unsolicited advertising. The race to win the consumer path to purchase is contingent on consumers being able to actually remember the brand at the point of purchase. If they can’t recall a brand, they are less likely to
buy the brand. 

Moumita Das, author, is
research coordinator at PPAI.

Posted in advertising, Branding, Entrepreneur, Marketing, Millenials, Trade Shows

Smart Phones are sticky for Promotional Products

Our increasing attachment to our smartphones has caused a market for sticky wallets that stick onto the back of phones or phone cases to hold credit cards and cash. Since these wallets are inexpensive, it makes it easy for companies to offer these card sleeves as promotional products. Now every time someone pulls out their phone or goes to pay for something, they and the people around them are seeing your logo and design, as well as making the connection between utility and your brand.

sticky_holder