Well get ready to use all your senses to market your business. Today on Delivering Marketing Joy, I had the pleasure of being interviewed by Kirby Hasseman. Watch Episode 139 right now!
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.
The longer a promotional product is kept, the more impressions it makes on the recipient and anyone else who is exposed to the recipient using the product. The majority of consumers keep a promotional product between one and five years. Women may keep a promotional product up to 10 years, whereas men may keep a promotional product for 11 or more years. I know that I’ll be hanging on to my personalized branded items from https://lnkd.in/ePsGP4f #brandlove #sensorybranding
Source: PPAI Publications
Now in its 20th year, Austin, Texas-based South by Southwest (SXSW) has grown from a regional music festival to a 10-day conglomeration of festivals and conferences tackling film, music, advertising and marketing, interactive media and more. Currently in the middle of its March 10-17 run, the SXSW 2017’s Brands & Marketing track, part of SXSW Interactive, explores native advertising, brand storytelling and other topics relevant to promotional products industry practitioners.
SXSW offers attendees dozens of sessions to mix and match a program that suits their needs. Here are a sampling for promotional products professionals wanting to explore the cutting edge:
“Can I Order a Drink Via My T-shirt Yet?” explores digital connectivity and the data and information it can generate about consumers, how this trend will affect buying habits and routines, and what consumers will expect from the brands they engage with.
Automated assistants—software that can perform tasks or services based on user input, location awareness and online access—have the potential to completely change how consumers interact with brands, and the session “The Automated Assistant Revolution” looks at the latest developments in the technology and how its brands can apply it to their salesforce.
In “Bespoke, the New Mass Production. A Fender Hit,” panelists delve into the intersection of new production technology and consumers’ demand for individualized products, and how companies can implement large-scale manufacturing of customized products. Highlighted in the session is the story of guitar maker Fender, where customization has helped it grow its brand and profits.
Imagery can define a brand. The panelists participating in “Contemporary Curation: How Imagery Shapes a Brand” highlighted that a brand’s story, which creates a personal relationship between a business and its customers, is told in part through imagery, and how a brand’s visual identity can strengthen or confuse its story.
I had the opportunity of contributing a few best practices regarding trade-shows – knowing that we’re entering the trade show season right now and figuring out how to prepare, which exhibitors to see and who to set up appointments with so we get the most from our investment and the show – this article will be a helpful resource to you throughout the 2017 trade show season.
If you’d like to connect with me directly about any of the information shared in this article, please email me and I’ll respond and schedule some time with you.
The image is showing you how the @mandalaybay uses their #brandedmerchandise – items sourced at a recent trade show and then presented to the #hotel for them to create a memorable experience for their guests!
Have a restful weekend and a prosperous trade show season!
I have to share with you a book (a resource) titled Create Your Space by Said Baaghil – you’ll learn how, as a business owner, to create your own space and most importantly understand how the dynamics of brand and marketing are changing and evolving…break through to the other side of conventional marketing and disrupt your competition. Said provided me an early excerpt of his book and I was fortunate to have my review included in his book. http://tinyurl.com/za7vfw6
As a marketer, it is my job to deliver the right message to the right person, at the right time. While that seems simple enough, in reality there are many factors that go into communicating with your audience and representing your brand. The tone has to be equal parts informative and entertaining, and the content should be catered to what your audience wants to read. That last part is key. And understanding who your audience is, and what motivates them is arguably the most important factor in making a connection (AKA, building Brand Love!).
So let’s talk about personality and why it matters. Think of your brand, your logo, and how you project your brand to your audience. If you were to assign your brand a persona, what would it be? If Crate & Barrel were personified, some of their personality traits would be organized, inviting and friendly. If REI was a living, breathing person surely they would be adventurous, down-to-earth and outdoorsy. Your messaging should reflect the personality traits that your brand represents in order to be effective.
Now, think of your target audience. Who are they? Are they easy-going, or a perfectionist? Do they like to take charge, or work behind the scenes? Everyone is different and some products and brands will appeal to your audience more than others will. Although every single person in your audience is unique, for this exercise, think broadly about their profile. According to psychologist John Holland, there are 6 major personalities in the workplace and each one is unique and is motivated by different factors.
These are the doers! They are independent, stable, active, persistent, practical, and thrifty. They prefer to work with things rather than ideas and people. They are no-nonsense and down-to-earth people and are often the ones that keep the team level-headed in a crisis. They prefer being outdoors and like to “learn by doing” as opposed to learning in a classroom setting.
An example of a brand that appeals to a Realistic audience is:REI
These are the thinkers! They are introspective, inquisitive, analytical, and intellectual. They prefer tasks that involve using logic to solve highly complex, abstract problems. In the workplace they are often the one that insists on doing their research and having hard data to support a plan of action.
An example of a brand that appeals to an Investigative audience is: IBM
These are the creators! They are intuitive, creative, expressive, original, and innovative. They place an emphasis on feelings, imagination, and are spontaneous and open-minded. In the workplace they are often the ones coming up with creative solutions and ideas.
An example of a brand that appeals to an Artistic audience is:Apple
This type of audience is helpful! They are friendly, generous, idealistic, responsible, helpful, empathetic and tactful. In their workplace they are always willing to step up to any challenge asked of them. They care a lot about workplace relationships and enjoy working in group settings.
An example of a brand that appeals to a Social audience is:TOMS
These types of people are persuaders! They are adventurous, ambitious, self-confident, enthusiastic, and motivational. In the workplace they are a natural leader and their co-workers look to them for direction. They prefer work that involves public speaking, taking risks, debating, and competing. They are good at seeing the big picture and are highly motivated by promotions.
An example of a brand that appeals to an Enterprising audience is: Tesla Motors
People with this personality type are organizers! They are conscientious, conservative, logical, efficient, organized, and detail-oriented. They value precision and accuracy in the work they do. In the office they are the one keeping everyone organized and on schedule. They excel in practical tasks, quantitative measurements, and structured environments. They like clearly defined rules and expectations.
An example of a brand that appeals to a Conventional audience is: Crate & Barrel
Is there a certain personality that you felt aligned with your brand? Often times, people are a combination of these types and are susceptible to a broader message. By learning more about personalities and brand personas you will be able to reach and communicate better with your audience and open doors to new opportunities. This exercise is not only useful in learning more on your target audience, it is also a great way to improve synergy and team dynamics within your own office!
Curious about which one fits YOUR personality? Take the quiz to find out.
Promotional Products are effective in reaching and influencing people – An experiment conducted by Georgia Southern University show that recipients of promotional products have a significantly more positive image of a company than consumers who do not receive promotional products.
Promotional products can be used alone or integrated with other media, there are virtually limitless ways to use them. Popular programs cited most often by promotional consultants are business gifts, employee relations, orientation programs, corporate communications, and at tradeshows to generate booth traffic.
Tradeshows for example – including a promotional product with a pre-show mailing or an offer of a promotional product increases the likelihood of an attendee stopping by a tradeshow booth.