Monthly Archives for January 2012

The Well-Written RFP

The concept is simple:  RFP’s are issued to find the lowest cost provider that will offer the highest value return.  However, while the concept is easy to understand for both the customer and the bidder, drafting the bid document is a complex task.  After receiving and completing countless RFP’s in my career, it was always painfully clear when an RFP was written without the benefit of even the most basic understanding of what it takes to build a branded merchandise program for the corporate customer.  Bidders put in endless hours to research, analyze and justify the cost of the products and services they offer, but often submit that information knowing the team of reviewers may not fully understand how each respondent will apply their particular set of skills to building a program that meets the unique needs of that client.  The RFP process should bring a clear understanding of how well the winning bidder will perform as a trusted expert advisor, not just as the lowest-cost provider.

If we can all agree that to purchase branded merchandise through a distributor-hosted web site is not the same thing as understanding the complicated process of developing and managing a multi-tiered promotional merchandise program, then we can also agree that employing that level of insight should be one of the most important parts of the RFP process.  If you have a strong partnership with your current provider, that could be the best place to start. As an alternative, an outside consultant with the appropriate industry experience can provide unbiased support for this exercise.  But, regardless of the solution, the need for an educated approach to this very important process is undeniable.  After all, as I’m often told by IT programmers helping me to design a comprehensive activity report for my customers … Junk In, Junk Out!  Consider this is a call to eliminate the Junk from your next RFP!

Bright Idea

We hear the term flash drives, and jump drives, and thumb drives …  but whatever you call them they remain the greatest tech tool for anyone who owns a computer.  From classrooms to boardrooms, the hard disk has become nothing more than a quaint curiosity, while a flash drive can be seen hanging out the side of every laptop in the room.  Large purchase quantities open up endless custom design possibilities … wouldn’t it be fun to receive one that looks like the e-trade baby?   But even small orders can demonstrate an original idea with the ever-expanding choices of stock styles.  At the next recruiting event, forget about another backpack or padfolio, and give away a memory stick pre-loaded with all the fun company facts those candidates may have forgotten but wont’ see on your corporate web site.

(Image via Leeds)

Numbers Don’t Lie

Please don’t call them chatskis!!  The value of promotional merchandise to help raise brand awareness has plenty of well-researched facts to support the genuine reality that even a budget-friendly pen can leave long-lasting positive impressions with the recipient.

In fact, according to the 2010 industry survey by the Advertising Specialty Institute, advertising specialites beat out prime-time TV, radio and print advertising as the most cost-effective advertising medium available, with a cost per impression at .005 cents.  Bags have the highest number of impressions in a month, over 1,000, and over 1/3 (36%) of those with incomes under $50K own bags.  83% in the U.S. say they can identify the advertiser on a promotional item they own, and 41% say their opinion of the advertiser is more favorable after receiving it.  The statistics go on and on, but the bottom line message for all corporate marketing teams is undeniable … increased brand recognition is the reward for giving good stuff!

(image via ASI)

Stick It

In a high tech world where we need an advanced education just to turn on our tv’s, it’s good to know there are some things that are still functional, easy to use and (yes, it’s true) FUN!  Who hasn’t used the classic silver duct tape to hold an old book together or close up the hole in our favorite duffel bag?  As often happens in the world of promotional merchandise, this timeless fix-it-all tool is now available in several colors with custom packaging and imprinted core.   Every company has a message that can benefit from the reinforcing directive of “stick with it”!  This is one item that will go home with the recipient, and shout that message from every dripping pipe, wobbly stool leg and, amazingly, the leaking ductwork that started this craze to begin with!

(image via Duct Tape Promotions)

Thin Skinned

We talk, text and constantly check our social media pages so we’re sure not to miss the latest posts on our favorite team’s playoff game or last night’s Gossip Girl episode.  In a world where one third of US adults own smartphones for communication, web surfing and most any mobile office task, it only makes sense that it could be a high profile bulletin board for any brand logo.

The graphics can be lean and clean, or bold and brassy, but whatever background you choose to highlight your company logo, this modern-day billboard will bring your brand to life.  Colorful, easy to apply and removable, thin vinyl skins for laptops, tablets and phones will be the item all the other exhibitors will wish they thought of to draw in the crowds at the next trade show or recruiting event!

(image via Decal Girl)

Look Good When You Sweat

With all the media outlets talking about the 2012 resolutions to lose weight, tone up and get fit, it makes sense for the corporate employer to continue building on the decades old fitness trend with wellness programs that everyone can relate to.  Programs that are accessible and fun are perfect for the body, but branded clothing that can make a fashion statement while it wicks moisture away from the skin of an over-zealous spinner will provide those employees with another great reason to keep working on their New Year’s healthy resolutions.

Peformance fabrics are in … faded t-shirts and sweatpants left over from our college days are out!  These poly/spandex fitness capris are perfect for the gym, but work just as well for the corporate team building activities or summer employee picnic.  With the corporate logo branded on the leg, your company name and commitment to good health will be on display at work and beyond.

Who says you can’t look good when you sweat?

(image via Sanmar)

Opinions Matter

Companies are generally very good at reaching out to customers when they’re ready to sell their products or services, but often forget about the value of client input when designing market strategy.  The money spent on flyers, email blasts, advertising media and promotional merchandise that raise buyer awareness may be better spent after an audience survey provides insight into customer satisfaction, purchasing habits or lifestyle choices.

No need to rely solely on internal discussions around “what’s the next hot thing” when you can proactively drive your business forward with quality data collected from a focused audience.  SurveyMonkey is an online tool that helps businesses and individuals build and analyze online surveys.  Take the guess work out of new product launches, identify industry specific trends or get a true sense of your customer satisfaction level.  You can even design a survey around company dress code, or plan better events by learning the attendees preferences and interests.  And just so you can prove that the idea you had about putting your company logo on stress balls shaped like Smart Cars was a good one, you can put all data into professional charts and graphs for sharing at the next internal brainstorming meeting.

Ask all the questions you want to know – the answers might surprise you!  If “Knowledge is Power” (Francis Bacon), then why wouldn’t we want our marketing efforts to be more powerful?

Drink Up

Regardless of how many beverage beakers we have at home or in the offfice, we always seem to want one more for the road.  Our favoite national coffee house chain made the acrylic straw tumbler a must-have obsession in 2011 with it’s ability to keep cold drinks cold without spilling, and the added bonus of a reusable plastic straw that never bends, breaks or pulls out of the lid.  This is a much-improved version of the timeless soda fountain cups.

Now, the saavy corporate event planner can take this idea a step further with interesting cup designs and creative packaging.  Why not fill this peppermint straw cup with red M&M’s imprinted with your company logo?  Or stuff it with a red t-shirt in support of the American Heart Association’s Go Red for Women movement in February?

The recipient will not only appreciate your obvious command of new product trends, this will become their favorite way to hydrate, giving your brand more bang for the “promotional buck”!

(image via Leeds)

Bag Lady

Building on the earth-friendly trend to recycle, reuse and reduce, the demand for reusable bags is greater than ever.  Regardless of where we go, we see more people (yes, that includes men) using the bags they got from the grocery store, the department store, and every other store that is working to build their brand through the purchase of inexpensive polypropylene bags with their brand emblazoned on both sides.  While these bags are easy on the corporate budgets for large give aways, there are a multitude of more creative options for those hard-to-impress key customers.

One of my favorite choices in this category is the BUILT brand of neoprene bags and totes.  Chic, stylish and functional, the recipient will gladly substitute this bag for any of the dozens of grocery store totes in their car trunks.  The wet suit material stretches to accomodate far more than just the essentials, which of course will include your latest marketing materials highlighting the new 2012 products and services they can’t live without.  Company logos can be applied to keep your name front and center, and many other complimentary product choices in this line can be given later to support an ongoing continuity program.

This one will certainly be the icing on the cake for your most discerning clients!

(image via BUILT)

New Year, New Approach

It’s early January, and I already feel like I’m behind!  On January 1, I wrote down only one resolution:  Approach everything I do DIFFERENTLY!  Well, here I am, doing the same thing I always do when I start a new project – sweating the details, instead of diving into the heart of the engagement and letting the details fall into place later.  So, in the spirit of a different approach, the details around this blog design may need a little tweaking as time goes by, but the heart of the message today is a new approach to reaching your customer base.

While there’s nothing new about using social media as part of a corporate marketing strategy, it is worth noting that it’s not enough to just build a corporate presence on Facebook, Twitter and LinkedIn.  If you haven’t made it a priority to update posts at least once each day with engaging stories, then it’s unlikely you’ll attract a following beyond your internal marketing department and their moms (maybe).  Keep in mind, most of your customers won’t care if the sales people went to another industry trade show in Las Vegas – but it might be fun (and relevant) to hear about the warehouse team breaking all records for most packages shipped in a day.

Multiple people in the organization can contribute, which will lessen the burden of a single author, and will provide the added benefit of presenting various points of view.  You’re bound to get perspectives that you hadn’t considered, and the information will be more interesting to the different readers you hope to attract.

Now go find those Tweeters and Facebook followers in your organization and ask them to add the same spice to your corporate site that they are already giving to their personal accounts on their lunch break.(within reason, of course!)