Author Archives for newfound identity

Make A Blanket Statement

kanata fall winter 2015A blanket statement is a generalization – something that covers everything, like a metaphorical blanket. There is an implication when using this term that it is an over-generalization.  Some might say it ignores diversity. However, a blanket statement is clearly not the same as a blanket that makes a statement!

A BLANKET HOLDS SIGNIFICANT MEANING:  By definition, a blanket is much more than a fabric you sleep under.  It is a symbol of warmth and friendship, and a form of craftsmanship, artistry, history and generosity.  To give a blanket is to demonstrate great respect, honor and admiration for an individual.  In Native American traditions a blanket is used to create and seal relationships. This action is transferred from generation to generation. Throughout history, the way blankets are draped on the body has indicated certain emotions.

BRANDS CAN MAKE A STATEMENT:  Going into the cold-weather season, giving a branded blanket (subtle logo decorations are a must!) provides companies with the perfect way to make a statement of appreciation for customers or employees.  A well-considered blanket style in a quality fabric is a symbol of the value you place on that relationship.  Whether it’s a soft throw for a cold night in front of a favorite TV show, or a water resistant roll-up blanket for outdoor activities, the recipient will remember the giver and the brand awareness will increase every time it’s used.

A high quality blanket has meaning, and companies that give them will be remembered warmly … and that, is a blanket statement that makes sense!

It’s Not Techy, And That Is The Point

moleskine-evernote-planner_243x284We use our smart phones for everything.  Talking, shopping, making dinner reservations, following navigation directions, getting stock updates – the list is endless. However, bouncing between apps, and trying to stay on top of everything through multiple functions can be time-consuming and unproductive.  The phone alerts that need to be silenced during meetings; the constant search for the perfect list-making app; and the need for many of us to still use sticky notes for the things that we absolutely, positively cannot forget has brought us full circle to the time-tested journal as the perfect tool for getting organized.

The journal works on the premise that nothing is forgotten if it’s written down.  An idea for the next blog, an appointment, sales goals, client information – it can all be recorded with a personally designed organizing system, or with the help of popular new systems like those employed by the designer of the Bullet Journal.

As reported in the Wall Street Journal, another popular journal brand, Moleskine, revived the popularity of journals in 1997 with a traditional leather-bound notebook and has seen revenues double over the last 5 years.  And many of those users are millennials who embrace the digital lifestyle. Why?  According to Moleskine co-founder Maria Sebregondi, “… even the most plugged in people find it comforting to create their own designs”.

Companies who recognize this trend take advantage of the branding opportunities and  apply their logo to journals in every style and price point.  The choices range from simple styles that offer chip board covers, 70 sheets of paper and wire binding – to the more sophisticated versions with features like die-cut covers, custom tip-in pages with graphics and event details,  business card pockets, and pen ports.  These journals are used every day at home and in the office by the scores of customers who welcome an opportunity to write it down instead of logging it in – what better way to keep your brand front-of-mind?

Consider the classic journal for your next promotional gift – it’s not techy, and for many of us, that’s the point.

 

 

What Customers Want

speedOur customers want the same things we want – quality products, attentive customer service and a collaborative partnership.  We all think that’s what we’re delivering … but is it?  With the ever-faster pace of business, and the increasing demands on our time and resources, it’s not good enough to be as good as we were yesterday … we need to be better!

Customer Service:  When managing a team of customer service representatives, one of the constant points of discussion in nearly every meeting was how long it should take to respond to a customer request.  10 years ago, my answer was to respond within 24 hours of the original email or phone request.  5 years ago, I directed the team to get in touch with the customer before the end of the same day the request was made.  Today, we need to respond within the hour!  If we don’t have the complete answer, at least our customer will know we are working for them, and they can check that request off their list.

Quality Products:  A diverse assortment of well-made products and value-added services at a fair price (please note:  I said “fair” price, not the “cheapest” price), should be the least our customers have a right to expect.  In the promotional products industry, there are lots of inexpensive, well-made items that can be valuable tools for increasing brand awareness.  On the other hand, there are also many non-compliant, low quality products available that shouldn’t be part of any corporate branding strategy.  Our customers should be able to trust that we can advise them accordingly.  When I think now about the rust-prone, poorly constructed Chevy Vega my father bought for the “kid car” back in the 70’s, I think of everything bad that eventually happened to GM.   That’s not the kind of brand awareness any company is striving for.

Collaborative Partnership:  Understanding your customer is the first step in maintaining a relationship that builds into a partnership.  Get to know their audience; recognize their pain points; and proactively offer creative suggestions for their next project – whether it be a digital brand wrap on a Fender guitar to announce a new store opening, or a bank service that offers check deposits via your smartphone.  Our customers expect, and deserve, a more holistic approach to the partnership. Treat the partnership as a complete system, rather than just a sum of the individual parts … or more simply put, look beyond just what you sell, and understand how you can add value to the company as a whole.

Our customers want exactly what we expect from our vendor partners.  It only makes sense to give it to them!

 

Power Branding With Calendars

calendarSurprisingly or not, branded calendars are not obsolete!  Wall calendars with corporate product images that highlight each month; desk calendars with pre-printed corporate event dates;  or pocket calendars that a sales team can use for recording expenses are all part of the stable of popular calendar items that continue to sell out every year.

Of course, everyone still relies on their smartphones for keeping customer appointments and internal meetings front of mind.  Who doesn’t love those screen reminders and dinging notices when it’s time to go?  But for many people, there’s still nothing like a beautifully printed physical calendar that keeps the entire week and/or month front of mind.

And there is power in that front-of-mind branding opportunity.  Consider some of the benefits a branded calendar brings to your marketing efforts.

  • Visibility.  Your company brand is on display every day.  When your customer displays that calendar, that person, along with everyone else who sees it, thinks of your company.  Every day … all year.
  • Personality.  The images that are printed on that calendar reflect what your company represents.  Whether it’s cars for an auto dealership or creative building structures for an architectural firm, a calendar will become your year-long calling card.
  • Value.  Calendars offer a low cost way to reach and impress your customers.  With a product that is kept all year, your advertising dollars are maximized well beyond other items that may be discarded after a few weeks, or even a few days.  Cookie towers given to health-conscious recipients come to mind.

NOW is the time to think about branded calendars.  Let the first, and best, calendar your customers receive for 2017 be the one with your logo on it!

 

Create A Great Gift Experience

powerbeats-2-feature-image-OEvery conference, sales meeting and industry trade show provides an opportunity to impress the audience with creative presentations, new product offerings and unique giveaways.  In most cases, the giveaways are small items decorated with the company logo and selected to support the brand message.  However, in some instances, a higher quality lifestyle item is chosen as the best way to yield big rewards when aiming to improve motivation and loyalty.

Many studies on the best incentive motivators have proven that gifts achieve a higher return on employee productivity and customer loyalty than cash.  But there are ways to improve on the gift experience that goes beyond just selecting the item you feel best speaks to your audience.  When the budget allows for premium gifts like Ray Ban sunglasses, Tommy Bahama watches and Beats headphones, there is also the opportunity to have an on-site product selection that gives the recipients the ability to choose their style, color and size, and then walk away with their gift.

These types of packages are available at all budget levels, and with many different product options.  A supplier representative manages the process from setting up the display; to helping guests decide on choice; and finally tearing down and “magically” disappearing after all gifts have been distributed.  The only thing left for your management team will be to enjoy the rest of the event and the gratitude that comes from your guests.

An interactive gift experience creates excitement well beyond the gift itself.  It feels like a shopping spree – a party – a unique chance to come together as a team and participate in the celebration of a job-well-done.   The next time you have an opportunity to consider an employee incentive gift, think beyond the award and create an unforgettable experience your employees will remember!