Author Archives for newfound identity

And The Winner Is …

awardAccording to a Forbes research project, companies that scored in the top 20% for building a “recognition-rich culture” actually had 31% lower voluntary turnover rates.  Lower turnover rates reduce recruiting and training costs, while increasing productivity and morale.  Reduced costs mean higher profits.  Higher profits equals happy shareholders.  So what’s the down side?  There isn’t one!

Recognition comes in all forms – from a simple, but genuine “thank you” to an all-expenses-paid trip to a sunny destination.  Rewards for practicing specific behaviors and achieving well-defined goals should be chosen carefully and with the recipient in mind.  But the exact gift isn’t as important as how the strategy is executed.  The budget will drive the gift options, but regardless of the size of that budget, a well-planned, clearly communicated recognition approach will always trump the mad dash at the end of the year to come up with one gift for every employee just because they still happen to be working there at holiday time.

The overall “experience” of receiving the award should also be calculated so that the recipient isn’t just walking away with something in his/her hand, they are also walking away with a sense of pride, accomplishment and renewed energy.  For instance:

  • Think out-of-the-box with an unexpected “free day” given to the associate who demonstrated the most talent for reducing costs with process improvements, more aggressive supplier negotiations or less overtime.  There are few employees who wouldn’t appreciate the value of an extra vacation day.
  • Don’t underestimate the value of great chair!  Those employees that spend a lot of time sitting at the desk would be ecstatic to see the manager rolling brand new ergonomic office chairs into their work spaces.  The IT department that just successfully completed a grueling software conversion after working 14 hour days over a 12 month period will understand how much you appreciate their efforts.
  • Communicate to the other employees a clear description of the behavior being rewarded.  Describing the awesome feedback the customer service associate of the month has received from customers will make everyone on the team work a little harder to do the same.
  • Go the extra mile by packaging the award, point redemption card or gift card for successfully avoiding work-related accidents for another 6 months, in an attractive box with gift wrap.  We all know from a lifetime of birthday and holiday gifts that a wrapped gift is twice as nice.

The point is, it’s good business to recognize valuable employees.  But it requires a management team that’s willing to devote time and energy to the development of a solid plan, and then the dedication to follow through.  It’s only February – it’s not too late to get started!

Work Up A Sweat – Or Not

sweatpantsEveryone – including you, your customers and your work associates – just want to be comfortable on their days off from work.  They don’t want to be sloppy or unkempt, just comfortable.  And they don’t want to throw away all sense of style when they work out at the gym, relax on the couch or walk the dog around the neighborhood.  They simply want to get out of those work clothes and settle in with a pair of sweatpants that matches the laid-back feeling of finally being home from work and ready to relax.

Considering the contentment that comes from that perfect pair of sweats, as a branded corporate giveaway, this cozy apparel choice is perfect for many types of occasions.  Sports events, golf tournaments and charity walks are the obvious choices.  But they are just as well-suited for a gift package given for a team-building exercise; as an item that’s included in the wellness packet that’s distributed to new employees; or as part of the travel kit in an incentive program. Everyone is a candidate for this easy-to-fit staple of the American wardrobe.

Of course, you still need to consider the audience when you choose the style.  From fitted, tapered legs to heavy fleece, there are style and color options to match any demographic.  Consider a few of the most popular choices:

  • Seeking warmth:  Heavy fleece with drawstring waistband, tapered leg and side pockets
  • Dressing up:  Wicking fabric with elastic waistband, open hem cuffs and fuller leg
  • Keeping it simple:  Cotton/poly fleece with elastic cuffs, drawstring waist and no pockets
  • Moving into spring:  Fleece shorts sized to hit at the knee with drawstring waist, and pockets at the side and back
  • Ladies only:  Poly/spandex fabric with flared legs, wide waistband and small waist stash pockets

Sweatpants are easy to decorate and the recipients are sure to wear them when they’re at their most comfortable.  That’s a great time to reinforce your brand and get extra points at the same time for contributing to their relaxation.  It’s time to consider the value of helping your audience “dress down”!

Think About The Box

tee box

When brainstorming new ideas, we’re told to “think outside the box”.  This basic premise for creative thinking assumes we should view the issue at hand more expansively. When the issue is the next corporate giveaway, the packaging that is used to deliver a gift, trade show giveaway or conference materials should be viewed with the same creative approach.

Packaging can be considered a silent salesperson, communicating feelings and information that can’t be delivered by just the branded product inside.  It can generate excitement and curiosity, creating buzz even before the box is opened.  A clever container with vivid graphics and brand-specific messages can be designed for nearly any item.  Food, apparel, print material, tech items, drinkware, writing instruments … the list of potential promotional gifts is long, and there are innovative box options for each.

Consider these inspired packaging picks – all available with custom graphics – for a branded item that may otherwise be familiar and forgettable.

  • Butterfly box:  top opens like butterfly wings and holds any small gift item (heart box is another option in this genre)
  • Milk carton box:  keeps cookies, nuts or candy in a box that dispenses as easily as morning milk
  • Single-serve coffee box:  this box is self-explanatory and perfect for a new employee welcome pack or hospital/student care package
  • Tool box:  provides an instant marketing message and can hold food, conference items, or (spoiler alert) tools
  • Bottle neck box:  slips around the neck of a bottle with a place to add another small gift item
  • Pyramid box:  build your argument with this distinctive shape even before the gift is revealed
  • Suitcase box:  fill this with travel essentials for the next sales incentive program

The choices are limited only by your imagination and creativity.  When thinking outside the box on your next marketing initiative, begin by thinking about that box!

(Image via Admints)

Seeing Red

img_pantone_color_of_the_year_2015_press_releaseNew Jersey-based color systems firm Pantone has announced that Marsala – an earthy shade of red – is its color of the year for 2015.  “Marsala enriches our mind, body and soul, exuding confidence and stability … it’s red-brown roots emanate a sophisticated, natural earthiness,” said Leatrice Eiseman, the executive director of Pantone.   Where that may be breaking news for the fashion world, a corporate marketer may want to know how it could, or should, affect branding strategy.

Consider the upcoming trade show season.  The team apparel for the associates managing the booth doesn’t always need to reflect the corporate logo color, as much as it does the spirit of the team.  The logo decoration on the shirt or jacket will take care of the branding.  The color and style of the clothing should demonstrate how you want the brand ambassadors, and thus the brand itself, to be perceived.  The new color is likely to be used in fashion, beauty, industrial design, home furnishings and interiors.  Since your customers are seeing it in the retail marketplace, they will recognize that your team, and your company, understand today’s trends and consumer preferences.  When discussing your own products and services, that subtle message can be helpful.

In addition to shirts and jackets, other accessory items could be used to add a contemporary flair to corporate giveaways.  Hats, bags and wearable technology items are products that should be considered in this popular color choice.

One thing to consider, however, when looking for promotional merchandise in colors other than the standard corporate blues, blacks, reds and greens, is the ability of product suppliers to match a PMS color for an all-over or accent-color imprint.  Not all product suppliers have this capability, and not all products lend themselves to this type of decoration, but sometimes “close” is good enough to give you the up-to-date effect you’re looking for.

It is undisputed that your customers expect to see familiar colors with your logo branding.  But when there’s an opportunity to add a little “punch” to the branding message, consider the color that your audience will be seeing in retail, and likely bringing to their own homes.  Marsala – like the wine!

 

 

Eat More Salad!

oil.vinegarAccording to Statistic Brain, the #1 New Years resolution in 2014 was losing weight – and coming in at #5 was staying fit and healthy.  With no reason to believe the 2015 resolutions will be much different than last year, it makes sense for corporate marketers to consider healthy food options for one or more of their 2015 promotional giveaways.  Either as a single gift, or as part of an ongoing campaign directly aimed at the consumer interest in staying healthy, it’s time to take a look at some of the healthy food choices that offer logo branding.

  1.  Olive Oil & Balsamic Vinegar Set:  There are several choices, but one of my favorites is a set of bottles that are uniquely shaped to sit on top of each other.  The top bottle can be deep etched and hand painted with the corporate logo.
  2. Trail Mix:  With a variety of packaging options like cello bags, aluminum tins, tubes, and champagne bottles – all of which offer full color imprints – trail mix is an easy way to give a healthy snack in a quantity that fits either the trade-show crowd or your top customers.
  3. Clif Bar:  The Clif Bar is a widely recognized energy bar that provides organic snacking to your active audience.  With the option to offer a full color imprint on the outside of the wrapper, your company will get the credit for thinking of a convenient food gift that’s good for you.
  4. Organic Fruit & Foods:  Seasonal organic fruit and other organic foods like sparkling lemonade and hearty trail mix can be packaged in a variety of ways and delivered to your top customers or valued employees with a foil logo seal.  Your company’s focus on healthy eating for the entire family will be noted and appreciated.

Healthy food gifts are one of those well-considered promotional and incentive items that are gender-neutral and guaranteed to delight every recipient with a delicious start to the New Year. The next time you are considering a corporate giveaway, take some time with your promotional products provider to taste-test all the enticing food options – it’s a tough job, but someone has to do it!

 

 

Ready, Set, Grow!

motivationWhen the tree is down and the holiday festivities are behind us, you want your sales team to be ready to hit the ground running.  And while every company counts on the consistent high-performers, it’s time to design a plan that will motivate every single person on the team.  Through a fun, goal-oriented culture you can engage the reps, increase morale, and drive the numbers.

Incentives range from a hand-shake, to on-the-spot rewards, or in many cases, to a formal program format with predetermined benchmarks and on-line award redemptions.  Department budgets, size of the team and revenue goals all play a part in determining the best way to customize your incentive program.  But every approach should be creative and considerate of the age, gender and interests of the individuals.  Below are few ideas on how to keep the sales spark alive.

  • Make it personal.  Recognize the employee in person, not through an email.  Make a point to do this in front of peers, customers and/or the company executives.  Get the family involved by sending a note home, or inviting the spouse to a personal “thank-you” lunch with the employee .  Whichever method you choose, don’t keep success a secret!
  • Friendly competition.  Issue points for various selling activities:  number of client calls in a day; increasing the YTD customer pipeline; or signing a new order.  Post the points on a leader board, and at the weekly sales meeting give a gift card to the leader in each category.  Of course, signing a new order would earn a higher value card than increasing the call rate, but this reward system gives every person on the team a chance to win.
  •  King (or Queen) for a day.  Turn over the next sales meeting to the week’s top performer.  Allowing that person to discuss the pipeline report and ask questions about upcoming projects gives them a chance to show their aptitude for understanding the opportunities being discussed and providing peer feedback that the manager can’t offer.
  • Tools of the trade.  The company has likely provided a cell phone and laptop for working on-the-go.  But how about a new tablet for presentations?  or high-end sound-cancelling headphones for the plane ride? or even an activity tracker so these high-energy individuals can feel good at the end of the day about the number of steps they take to make the sale.  The selection of awards can be on display in the sales department, and every month (or quarter) the highest producer can claim his or her prize.

At the end of the day, money is what motivates salespeople and their comp plans already provide for that.  But to keep the momentum throughout the year, it’s important to celebrate the small victories by recognizing the courage and tenacity it takes to be successful.  Whether the recognition is verbal, written or in the form of award merchandise, show your sales team you “get it”!

Paying It Forward

yellow stripesThe cost of distributing a branded giveaway can only be justified if there is a measurable ROI.  Questions that should be asked and answered range from the cost-per-impression of the item to the length of time a recipient keeps the product, and even what happens to the gift once the customer discards it.  Fortunately, the Advertising Specialty Institute performs a lengthy study every year to give us the answers to these types of questions.

Branded merchandise remains less expensive per impression than most other forms of advertising.  In fact, the only form of advertising with a lower CPI (cost-per-impression) is internet advertising. But with advertising specialties, the investment is modest, more targeted and allows for much greater level of interaction with consumers than other forms of advertising, like TV, magazine and newspaper ads.

Another benefit of using promotional merchandise to market your brand is the staying power of those products.  Some items, such as calendars, can stay around for the entire year.  Other types of merchandise, especially health and safety products, last for 4 to 6 months.  Outerwear and USB drives hang around for over 8 months, and drinkware, bags, caps, office accessories and shirts last over 6 months. And if the recipient chooses not to keep the item, 63% give it to someone else.  So you get double-duty impressions from one item.  Compared to a 30-second commercial, that’s a lot of bang for your buck!

Finally, and I believe most importantly, promotional items sway consumer opinions.  The study shows half of the people who received a branded giveaway had a more favorable opinion of the advertiser who gave it to them.  And, even more impressive, 63% of the people who received a piece of outerwear with a logo had a more favorable opinion of the company.  If we can agree that consumers who have a positive opinion of a company will be more likely to buy that firm’s products or services, then promotional items have proven to be a good investment.

As always, the exact product selected for a marketing promotion or an incentive gift definitely matters and will affect the outcome of the program.  But with careful consideration of the audience, the right promotional item at the right price will provide a solid return on the corporate investment.