Category Archives for Trade Tips

Social Media, Golf And The Millennials

6917-miniature-golfAccording to data cited by the Wall Street Journal, golf participation rates among the 18-to-34 crowd (defined as the millennials) were down 13% in 2013 from 2009, while rates for active sports like running jumped 29%.  In 2013 alone, some 400,000 people gave up the sport in the U.S., according to the National Golf Foundation.  But now, we have youthful champions like Jordan Spieth and Rory McIlroy.  Their high profile wins have brought welcome attention to a game that desperately needs a way to connect with the millennials populating and influencing corporate culture.

Millennials, also known as GenY, were born into a new era of technology and founded the social media movement.  How a company – golf market agents or any other company – markets to a demographic that thrives in this fast-paced, ever-changing technological fray is an ongoing uncertainty in the business world.  In order to draw them into a game that requires 4+ hours of time, expensive gear and and an income that can allow for greens fees that can easily exceed $40 for 18 holes, companies must incorporate tools that support and enhance their tech experience.  (I must add here that the snowsports industry, another expensive, time-consuming pastime, is facing the same challenges with millennials).

What marketing tools would drive excitement for a game struggling to stay relevant while increasing brand visibility for your firm?  Read on for a few ideas on how to integrate golf, social media and the millennials.

  • Selfie Snapper:  Wireless bluetooth remote for snapping pictures on a smartphone.  Great for post-round pics of the foursome.
  • Silicone Phone Backstrap:  Holds credit cards, license, cash on the back of a phone, giving the recipient a useful reminder of the giver every time he texts, tweets or talks.
  • GPS Rangefinder:  Handheld or on the wrist, a touchscreen, bluetooth-enabled tool for saving strokes will appeal to those players who don’t have time to walk off the yardage.
  • Microfiber Cell Phone Bag Pouch:  Holds the phone – cleans the phone.  Taking care of the millennial golfers most prized tool will be appreciated well after the last hole.

The game of golf is here to stay, but the new generation of golfers will expect to experience it in different ways.  Give them something in their gift bag they can relate to besides that sleeve of balls.  They will reward you with appreciation for your foresight and your brand.

Embrace The Rain

622-MMRain might be a nuisance if you’re planning a picnic or attending the opening day of baseball season, but, as a vital part of our existence, everyone agrees rain is a good thing. Humans, animals, vegetation, lakes, oceans and farmlands all need the water that comes from rain. And at this time of year it’s particularly plentiful, so why not embrace the rain and all the opportunities it brings for increased brand awareness.

Rainy-day gear may not be the first thing companies think about when planning for a marketing giveaway, but many times it’s the just the thing that everyone needs, and don’t think to buy until they get caught in a rainstorm.  Be the brand that protects your customers and consider some of these popular gifts for staying dry.

  • Umbrellas:  From purse-size models to double-canopy golf umbrellas, there is a style and price for every audience.
  • Rain Jacket:  Available in men’s, women’s and children’s sizes, and offered in several different colors to support any corporate or school identity.
  • Rain Pants:  For serious golfers, rain paints are a must!
  • Poncho:  These handy rain protectors come in single-use, disposable material for a one-time event, or in durable PVC for a lifetime of use.
  • Rain Hat:  Bucket or cap style hats for men and women come in water resistant fabrics that work well for any outdoor sporting event.

At your next corporate outing, team-building event or community outreach, give branded rain gear so everyone can embrace the rain!

(Image via AAA Innovations)

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!