Category Archives for Trade Tips

Generational Marketing

different-heights-01Marketing tactics and media outlets will differ depending on the target audience, so in order to reach those buyers effectively marketers must look at the data to properly design their strategy.  The latest market data for Millennials, Gen Xers, baby boomers and the Silent Generation may surprise you, but the information is a valuable tool for all companies looking for more powerful ways to sell their products and services.

As a guide for this discussion, it may be helpful to know the age definition of the generations marketers are trying to reach.  According to a 2011 Pew Research report, the four target generations can be defined as follows:

  • Millenials:  Born between 1977 and 1992 (age 37 and younger)
  • Gen X:  Born between 1965 and 1976 (age 38 – 49)
  • Baby Boomer:  Born between 1946 and 1964 (age 50 – 68)
  • Silent Generation:  Born between 1928 and 1945 (age 69 – 86)

Millenials:  A UBS survey earlier this year determined that Millenials are still traumatized from the 2008 financial crisis.  Morley Winograd, co-author of Millenial Momentum: How A New Generation Is Remaking America, states “There’s a very clear indication in the market that the effect of the Great Recession on that generation’s psyche is not going away”.  Bottom-line:  Companies need to offer a better bargain, without sacrificing quality or innovation.  Think about giving useful items like a phone charger to catch the attention of this demographic.

GenX:  A 2013 study by the MetLife Mature Market Institute revealed that members of Generation X are especially health-conscious.  Other studies find that they are appreciative of creativity and function – in other words, they love useful things that look cool.   A stylish pen or anything related to technology are good bets for promotional items designed to reach this contingent.

Baby Boomers:  Comprising half of America’s population by 2017, this group is most passionate about the environment.  According to Brent Green & Associates, a consulting firm that specializes in baby boomer-oriented marketing, Earth Day and Whole Foods were founded by older boomers, at the beginning of a eco-conscious movement that started in the ’60’s and ’70’s.  Organic, eco-friendly products are a must for this group.

Silent Generation:  According to the latest US Census data, people 65 and older control 75% of the country’s wealth, along with 70% of its disposable income.  This generation thinks more about the grandchildren than themselves, and are likely to take time to travel to destinations they didn’t have the time or money to visit earlier in their lives.  Travel necessities or a daypack for the grandkids will be appealing to these folks.

When you consider the data, and allow for the differences between the age groups, generational marketing allows you to speak to your audience in their own language.   Try tailoring your marketing message and enjoy the benefits of a more loyal, engaged client base.

Employees Want To Chill Out

ac550_imprintAs summer approaches, companies may be looking for ways to motivate and reward employees right at that critical time when many people enter a mid-year slump.  Maybe it’s the long wait between a short Easter break and the next one over Christmas.  Or, the company may have had a sluggish financial start to the year , and making that up seems like a daunting task after what seems like a short breather from the previous end-of-year push.  Whatever the reason, as managers search for creative motivators, this time of year brings lots of great options.

In an effort to encourage activities that renew energy levels during non-working hours, consider offering incentive gifts that inspire backyard fun, family vacations (at home or away) or just an afternoon at the ball park.  Some good options, suited to fit varying corporate budgets, are listed below.

  • Coolers:  From the high end 54 quart steel belted cooler to the humble 6-pack lunch box cooler, nobody has enough.
  • Sport Chairs:  Tripod mini stools, game day event chairs, or folding lounge chairs offer a break from the action.
  • Blankets:  Stadium blankets, travel throws that fold into a pillow for comfort on the plane, and executive picnic blankets keep the outdoors more comfortable.
  • Grilling Tools:  Grill mitts, stainless tool set, and small tailgate grills are essentials for every summer-loving family.
  • Beach/Pool Necessities:  Beach towels, beach bags, and insulated lunch bags all make down-time by the water more enjoyable.

Motivating and rewarding valuable employees shouldn’t happen just at the end of the year.  It should be a practice that is fluid and creative, and executed on a monthly or a quarterly timetable.  As we approach mid-year, consider ways to reward employees with gifts that encourage and inspire the renewed energy levels that will help drive the company towards a successful second half of the year!

 

 

 

 

The Power Of The Paw

paw printThere’s an emotional bond between pets and their owners, and it’s that bond that drives over $55 billion in sales of pet-related products.  Nine in ten pet owners see their pet as part of the family, and according to the American Pet Products Association today more than 62% of Americans own pets.  Companies within the pet industry as well as those in non-pet industries are paying attention to this data and are seeing a big opportunity for their brands.  Charitable walks, hotels and resorts, car brands and car rental companies, and even software developers are some of the industries that purchase pet-related branded products to enhance their marketing efforts.

Today’s pets travel and exercise with us, have their own social-media accounts, require stimulating day care, eat organic food, and nap on luxury fabrics.  To reach those pampering pet owners, marketers need to connect their brand to activities people do with their pets.  There are many ways to do this and lots of products to support those efforts. Below are a few ideas:

  1. Sponsor a community event that is aimed at animal welfare, such as the popular Bark in the Park and Yappy Hour events.
  2. Distribute branded giveaways aimed at pets:  dog treats at a drive-up window; dog-safe flyers at the company picnic; light-up waste bag dispenser in a safety program; or pet emergency decals as part of the wellness program packet.
  3. Companies that cater to the travel industry (hotels, car rental agencies, airlines), and want to connect with the people who travel with their pets, should pay attention to the pet amenities with gift bags that include useful animal care items like a collapsible water bowl or pet-paw soft wipes.

It may be the unquestioning loyalty owners get from their pets, or possibly the health benefits of lower stress and anxiety that come with pet ownership, but whatever the reason, trends show that pets are one of the most meaningful ways to engage consumers.  So consider the power of the paw when your team is brainstorming the next new marketing approach.

 

 

 

 

 

Tell Your Story

storyThere is great value in storytelling as a marketing vehicle.  A good story gives the reader a reason to put aside subconscious barriers, allowing you to communicate a message directly to their hearts.  Once you have reached their heart, you are one step closer to winning a new customer.

The story should be memorable, even contagious.  Corporate stories like the founding of McDonald’s Corporation by Ray Kroc, a 52-year-old milk-shake machine salesman; Harvard drop-out Bill Gates and Paul Allen forming Microsoft; or, one of my personal favorites,  the TOMS Shoes business of giving one pair of shoes to a child in need for every pair sold, are stories that connect with the buyers.  Of course, once you have decided on the story you want to tell, one of the questions all marketing departments must answer is how to communicate the story.

Your corporate story can be communicated through many vehicles – advertising, social media, marketing materials – and, on a grass roots level, through the distribution of promotional merchandise at events and trade shows.  When working with this marketing medium, the story should be a short, concise mini-version of the whole narrative.  For example, “One For One” was gleaned from the history of how the company was founded and is a brilliant three-word line that represents the TOMS story and business model.   Fortunately, whatever that shortened version of your company story becomes, there are several marketing vehicles that can creatively carry the message.

  • Marketing Card:  Printed information card the size of a business card.  They are offered as part of the product purchase for items like cell phone grips and screen cleaners.
  • Banner Pen:  Ballpoint pen includes a retractable laminated banner that offers a cost-effective vehicle for your message.
  • Custom Journal:  Add a separate information page to the front of a basic business journal.
  • Hang Tag:  Easy way to include your story on gifts such as apparel, drinkware and briefcases.
  • Pre-Loaded USB:  Add your story to the memory on a flash drive and it will launch every time the user opens it.

Regardless of what marketing vehicle you choose to tell your story, remember that stories are meant to engage the reader.  Make it fun – make it heartwarming – make it memorable!

Made Better In America

usaThere are many reasons to prefer merchandise that is made in the USA – patriotism; opposition to foreign standards on low wages and poor working conditions; support of domestic jobs – but the one I like the best is the quality of US-made goods over that of many overseas manufacturers.  And when a corporation adds their logo to an item that will be distributed as a way to increase brand awareness, that company wants to know the quality of that product reflects the quality of their brand.

Americans recognize the competitive advantage of American-made goods, and are not settling for just the cheapest product anymore.   Added to the fact that the cost competitiveness of US manufacturing has begun to take off, while the rising labor costs in China erode their cost advantage, USA-made merchandise becomes not only a choice that’s good for the corporate conscience, but is also a practical decision for the budget-minded.

As for the quality of those goods – the high US manufacturing standards and strong employee attitudes around pride in the quality of their work, contribute to the product excellence buyers are looking for.  According to the Boston Consulting Group, 80% of consumers surveyed said they would be willing to pay more for “made in USA” products than those with a “made in China” label.  Not surprisingly, BCG goes on to report that 82% of Chinese say they “agree” or “strongly agree” that they feel better about Made in USA quality.  Made in USA has come to represent old world craftsmanship and socially responsible values.

But once convinced that the quality and price for USA-made goods make it an attractive choice for corporate logo products, it’s good to know the types of merchandise that are easily sourced and readily available for timely shipping.  After all, very few corporate event planners consider their giveaway sooner than a few weeks prior to the need date.  I have listed below a few of the most common promotional items in the Made in USA category.

  • Items made from recycled materials:  drinkware, flyers, ice scrapers, bag clips
  • T-shirts
  • Pens
  • Tote bags
  • Key tags
  • Ceramic mugs
  • Mouse pads
  • Calendars
  • Lip balm

When considering your next promotional product, consider the quality of USA-made merchandise.  Your customers will notice!

 

 

 

Skimping On Quality Incentives? Quality Employees Will Lose Interest

1-skimping-on-business-plan-ssTaking care of the people who help grow and expand your organization is essential in a corporate world that is becoming short on quality employees willing to stay with an organization longer than a few years.  Therefore, when executing an incentive program, it’s important to keep product quality and gift variety front of mind when considering award options.  One size definitely does not fit all, and regardless of the program budget, the quality of the items offered should be considered the core of the program itself.

Keeping in mind that quality merchandise comes in all price categories, there are ways to design an incentive program product selection that suits your audience as well as the expense guidelines that should have been defined at the beginning of this process.  Also, creative thinking can enhance a program by incorporating more than just gift items into the plan.   Bonus vacation days, local spa and restaurant gift cards … one firm even created cardboard cutouts of actual employees to build excitement … are all ideas that can heighten excitement and increase participation.

If the budget calls for gift tiers that start at $10.00 and top out at $50.00, then be sure to select items that the participants will recognize as the best $10.00 item available.  For instance, a simple water bottle is a cost effective item, but be sure to consider a bottle brand that most employees will recognize as the best water bottle on the market.  The same strategy applies to all price points – it’s better to select gifts that are seen in the retail market with well-known, well-respected brand names than to offer a lower cost item that looks like every other logo product on the market.

A few examples of brand name items, in the $10.00 – $50.00 price range, that can be sourced in the incentive market and branded (or not) with the company logo:

  • Camelbak® Sports Bottle
  • Stanley® Insulated Beverage Bottle
  • Moleskine® Notebook
  • Built® Neoprene Wine Bottle Holder
  • High Sierra® Backpack
  • Woolrich® Blanket

Your employees are the key to continued organizational growth and success.  Let them know you recognize their value with a quality incentive program that reflects the quality of those individuals.

(Image via Inc.com)

Fore! The Love Of Golf

golf gloveAccording to the National Golf Foundation, there are over 29,000,000 golfers in the United States, with an average annual household income of $95,000.  In consideration of the popularity of the sport and the purchasing power of those individuals, corporate marketers continue to add their logo to everything from golf balls to golf gloves in an effort to increase brand awareness.

And why not?  The statistics give us a picture of a demographic that most companies, regardless of their product or service, would be pleased to attract.  The profile of the average golfer describes a mostly male demographic at an average age of 46, attended and/or graduated college and owns at least one home.  Insurance companies, financial institutions, automobile manufacturers and the travel industry are just a few of the corporate entities that would have a reason to distribute branded golf merchandise through an annual sponsored tournament or just as a leave-behind when visiting key customers.

Want to know more about the golf enthusiasts in your target audience?  Read on for a little more insight into where they may be spending their money in the next 12 months.

Golfer Purchase Plans:

  • 53% Golf equipment
  • 47% Automobile purchase/lease
  • 40% Financial planning
  • 59% Banking
  • 46% Computer Hardware
  • 46% Continuing education/training
  • 84% travel/vacation
  • 33% Furniture/home furnishings
  • 37% Legal/consulting services
  • 45% Health/auto/life insurance
  • 48% Office equipment

Golf is a year-round sport in the warmer climates, and goes into full swing for the rest of us in the next few months.  Those individuals who never have enough golf balls for the tall  grass in the rough and the watery graves of the water holes are the same people with purchasing power.  Start now with plans to consider some of the creative new golf products that can increase your brand’s visibility with the golfers in your target market.

(Image via Ball Pro)

Scratch And Win Customers

scratch off Marketing your brand should be fun for you, and more importantly, for your customer.  Grabbing the attention of increasingly savvy customers who can easily choose to tune out advertising messages is difficult without an integrated approach that pulls clients in, rather than just pushing the message out.

One way to pull those clients in is with a scratch-off game campaign.  This inexpensive, versatile marketing tool owes its popularity to the lottery games that made it famous.  But today it can be customized for any industry and aimed at audiences of every age, gender or ethnic background.  The element of chance and surprise draw the customers in, and once there, the sales team can inform, consult and sell those products and services that make up your brand.  The cards can be distributed in various ways, such as direct-mail campaigns or gift-with-purchase promotions.  The point is, everyone loves a chance to win!

Some of the more popular scratch-off promotions are described below.

  • Bank Promotions:   increase customer accounts & deposits;  new branch opening awareness;  employee incentives;  increase loan application
  • Prize Ideas:    rate reduction;  loan application fee rebate;  new account deposit bonus;  branded gift items
  •  Trade Show Marketing:  motivate attendees to stop by booth;  capture new contact information;  gain early information on upcoming new projects
  • Prize Ideas:   branded gift items;  meal coupon at local restaurant;  spa service at hotel
  • Employee Wellness Programs:  boost participation in community wellness programs;  reward hitting fitness target;  motivate participation in wellness seminars
  • Prize Ideas:  workout clothes;  water bottles;  gym bags;  healthy recipe books 

Today’s always-connected consumer is besieged with advertising messages through every conceivable media vehicle.   The company that finds creative ways to market their brand with different types of media will win customers, increase sales and improve profits.

Low Price Losers

costBranded merchandise doesn’t have to be expensive to have a high perceived value, just as high prices don’t guarantee quality.  It is the job of your corporate supplier partners to introduce you to product options in all price categories that will enhance your company brand and carry the message of quality, creativity and reliability that most firms want their customers to see in their own products and services.

Distributing quality merchandise, regardless of the price point, should be one of the most important considerations for corporate marketing and procurement departments.  There are thousands of well-made low-cost items in the advertising specialty industry that can improve brand awareness.  However, there are just as many inexpensive giveaways that are poorly made and/or have little or no value for the recipient.  So why consider those options just because they are cheap?  After all, if the gift you decide to give is discarded immediately, why give it at all?

I have listed below a few of my favorite low-cost promotional items, and have followed that list with the same number of low price losers that I recommend leaving off your list of options for the next giveaway.

Favorites:

  1. Pen/Stylus:  Less than $1.00.  You never have enough!  Available in multiple colors with double duty practical applications for writing and working on a touch screen device.
  2. Anti-Slip Phone Sticker:  Less than $2.00.  Keep that phone in place!  Full color digital graphics on phone grip that comes attached to a full color marketing card.
  3. Laser Cut Acrylic Magnet:  Less than $1.50.  Creative approach to a classic!  Available in custom shapes with full color graphics, and inexpensive to mail.
  4. Neoprene Can Cooler:  Less than $1.00.  Especially in the summer!  Multiple colors and decoration options from camo pattern to rhinestones.
  5. Hand Sanitizer:  Less than $1.50.  Everyone uses it!  Full color label graphics available on a variety of container options from small bottles to credit card shape.

Losers:

  1. Small Plastic Toys:  Choking hazards are never good!
  2. Scented Anything:  So many people are sensitive to smells and additives, it’s safer to choose unscented products made from natural ingredients.
  3. Inferior Tools:  Tools that break under the pressure of using them are frustrating for the user and a poor reflection on the giver.
  4. Low-Grade Speakers:  Speakers are meant to improve sound, not drive the listener to turn it off!
  5. Open Cell Foam:  Fingers, balls, hats.  These things are cheap for a reason!  For the tournament game, go with a noisemaker or rally towel for close to the same investment.

Creative marketing giveaways can be found at every price point.  Be sure to enlist a supplier partner who understands the merchandise as well as the budget.  Your customer will be glad you did!

Drink Up, Ladies!

mugsAccording to a recent article in the Harvard Business Review, “In aggregate, women represent a growth market bigger than China and India combined—more than twice as big, in fact. Given those numbers, it would be foolish to ignore or underestimate the female consumer.”   Ergo, when considering the next branded giveaway aimed at a female audience, it would be wise to look at the product category that is nearly twice as popular with women as it is with men:  branded drinkware.

Branded drinkware has long been a popular option as a corporate promotional giveaway, but in recent years the advertising specialty suppliers have stepped up their game in terms of styles, color choices and materials.

  • Mugs:  ceramic, acrylic or glass mugs are offered in shapes and colors designed to hold any type of coffee concoction the local barista can whip up
  • Sport bottles:  made from aluminum, BPA-free plastic and collapsible polyethylene, and are constructed in sizes perfect for the serious bikers, casual sports enthusiasts or students’ backpacks
  • Stadium cups:  still available in paper, plastic or Styrofoam (not my recommendation), have been reimagined to accommodate the sports team tailgaters as well as the sippy cup toddlers

In consideration of capturing the highest return on the investment, marketing and procurement teams may want to read on for a few more statistics to help provide further insight into this popular promotional product category.

What percentage of U.S. consumers own branded drinkware?

  • 21%

What age group owns the most branded drinkware?

  • 21-34:  25%
  • 35-44:  20%
  • 45-54:  20%
  • 55+:     19%

Where is the drinkware most likely to be used?

  • Office:  39%   Home:  39%

Branded drinkware joins the ranks of the most widely used promotional merchandise, particularly with young women.  Next time your company wants to target this powerful market segment, think about drinks!