When%the%going%gets%tough% % % - - PowerPoint PPT Presentation

When%the%going%gets%tough…% % % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%the%tough%get%branding%%

Who:%William%Kes5n%

%

The%CEO%of%the%Australasian%Promo5onal%Product%Associa5on%(APPA)%and%% President%of%the%Interna5onal%Federa5on%of%Promo5onal%Products%Associa5ons%(IFPPA)%% ! ! 14%years%managing%different%business%units%for%the%largest% telecommunica5ons%company%in%the%U.S.%J%%Pacific%Telesis%/% AT&T% ! 4%years%Director%of%Marke5ng%for%an%interna5onal%training%% %%%%%%%and%development%firm,%relocated%to%Australia%in%1997%% % ! 8%years%as%Director%of%Sales%and%Marke5ng%for%2%leading% promo5onal%agencies% ! Became%CEO%of%APPA%in%2002%% ! Appointed%Vice%President%of%IFPPA%in%2004%% ! Appointed%President%of%IFPPA%2011%

! ! Discover%new%value%and%ROI%in%the%many%ways%promo5onal%products% integrate%into%today’s%marke5ng%% ! Learn%to%navigate%pi^alls%which%can%save%you%tens%of%thousands%of% dollars%when%developing%future%marke5ng%campaigns%%% ! Showcase%crea5vity%in%exis5ng%(and%future)%trends%in%promo5ons%% ! Share%sta5s5cs%on%the%effec5veness%of%using%promo5onal%products%in% the%marke5ng%mix%% ! Engage%with%case%studies%and%unique%products%across%a%variety%of% marke5ng%applica5ons%% %%%%Key%takeaway%points:%%%

Always%confirm%you%are%dealing%with%an%APPA%member,% before!you!buy! % ! 25%years%of%exper5se%% ! 95%%of%complaints%are%received%from% companies%who%have%bought%promo5onal% products%from%a%NONJAPPA%member%% ! APPA%Members%receive%pricing%discounts% available%ONLY%to%members%from%OS% factories%and%importers.%%%%%%%%%%%%%%%%%%%%%%%%% BUT%J%Price%is%not%the%only%reason%to%buy%a% product!! ! Research%shows%promo5onal%product% recipients%connect%the%‘experience%of%the% product%use’%directly%back%to%the%brand%!! !

!

Website:!!www.appa.com.au!!!!!!!!1300!GO!APPA!(1300!462!772)!! ! APPA!can!help!guide!you!to!the!cost!effecGve,!most!creaGve!!!! and!reputable!companies!in!our!industry%

PromoGonal!Product!Sales:!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !Global!industry!worth!$37!billion!!

!

PromoGonal!Product!Sales!in!Australia!!!!! $1.36!billion! ! ! ! ! PromoGonal!Product!Sales!in!New!Zealand!! $144!million!

%%%%%%%%%%%%%What%is%a%Promo5onal%Product?%% Any!tangible!form!of!markeGng!used!to!promote!a!brand,!event,! conference!or!iniGaGve!!! ! ! ! ! ! All!forms!of!corporate!and!event!merchandise!!!!!! ! Point!of!Sale!(POS)!&!Packaging!! ! Off!set!printed!materials!(signs,!banners,!posters!and!affiliated!printed! collateral)!! ! Direct!mail!adverGsing!tools! ! GiR!with!purchase!(retail!campaigns)!! ! MoGvaGon,!incenGve!and!recogniGon!programs! ! Point!redempGon!programs!(Sales!incenGve!programs!for!brand! managers!and!Fly!Buys)! ! Trade!show!and!conference!acknowledgments! ! Corporate!giRs,!Staff!incenGves!and!Service!anniversary!programs!!! ! Web!markeGng!and!Social!media!‘trigger’!campaigns! ! Fundraising!merchandising!!!!

It’s%tangible%adver5sing%and%should%be%useful%and%memorable….%%

It%can%get%you%free%media%agen5on%–%Even%set%world%records!%

It%should%make%you%laugh%

It%should%make%you%think%“I%want%that!”%%

It%should%be%a%marke5ng%tool%itself%and%be%a%reflec5on%of%your%%%%%%%%%%%%% brand%values%%%

%It%can%even%become%a%cultural%phenomenon% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%If%you%find%the%right%company%to%help%you.%%

your mind or get left behind…

“Confidence!is!ignorance.!If!you're!feeling!cocky,!it's!because!there's!something!you!don't!know.”!!!!!!!

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Eoin%Colfer%

Stretch %

%%%%%%%%Spend%less,%achieve%more%%%

!!!!!! !!!!!!!!!!52%!say!their!impression!of!a!company!is!more!posiGve!aRer!!!!!! ! ! !receiving!a!promoGonal!product!% !% !!!!!!!!!!76%!recall!the!name!adverGsed!on!the!product!!% !% !!!!!!!!!!55%!keep!the!item!for!more!than!one!year!% !% !!!!!!!!!!% !!52%!of!people!decide!to!do!business!with!a!company!aRer!!!! ! ! !receiving!a!promoGonal!product!! ! ! ! !

Source:%PPAI%Research%%%

Reach:%%%%The%Business%Traveller%%

!%%

71%%of%business%travellers%surveyed%reported%having%

received%a%promo5onal%product%in%the%previous%12!months%% %

!

33.7%%of%this%group%had%the%item%on%their%person%

%

!

56%%of%people%kept%their%promo5onal%product%for%more!

than!one!year%% %

!

76.4%%said%they%kept%their%promo5onal%product%because%it%

was%useful%%

% %

%Source:%PPAI%Research%%%

Promo5onal%Products%in%the%Office:%% How!many!people!have!at!least!one!promoGonal!product!in!their!

• ffices?!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!74%!% More!than!half!of!people!hold!onto!their!promoGonal!product!! from!1!b!4!years.!!! ! ! ! Promo5onal%Products%in%the%Home:%% How!many!people!have!at!least!one!promoGonal!product!in!their! kitchens?!!! !!!!!!!!!!!!!!!!!!!!!!!!!!!91%!% !The!kitchen!is!the!#1!place!people!use!their!promoGonal!products!% (People!spend!on!average!3b5!hours!a!day!in!their!kitchens)!%

% % %

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Source:%PPAI%Research%%%

%

% %%%%%%%%%In%hard%economic%5mes,%Promo5onal%Products%provide%affordable,%% measurable%adver5sing%% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% % %Reward%and%build%brand%loyalty%%%% !

75%!of!Human!Resource!mangers!are!using!promoGonal!products!in!

recogniGon!programs!! ! !

72%!of!MarkeGng!and!HR!managers!say!that!promoGonal!products!are!very!

effecGve!in!moGvaGon!and!retenGon!of!staff!!! ! !

69%!of!adverGsers!said!promoGonal!products!increased!brand!interest!!

! !

84%!said!it!created!a!more!favourable!impression!of!the!brand!itself%%%%%%%%%%

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!Source:%PPAI%Research%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%He%pauses%for%drama5c%effect…%

100%!of!adverGsers!said!that!

adding!a!promoGonal!product! returned!a!more!favourable! response!to!their!markeGng! campaign.!!! !

! ! ! ! ! %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Source:%PPAI%Research%%%

Promo5onal%Products%are%the%original% ‘below%the%line’%adver5sing%success%story%%

% Successful!campaigns!require:!!! ! ! Strategic!‘logisGcal’!and!‘emoGonal’!roll!outs! ! AcGon!engagement!triggers! ! Data!collecGon!and!analysis!! ! Technical!logo!applicaGon!knowledge!! ! CreaGng!the!difference!between!a!‘passive’!and!‘acGve’! promoGon!!!!!! ! ! ! ! Successful%use%of%this%medium%requires%using%APPA%members,%early%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% in%the%planning%process,%as%outsourced%marke5ng%partners.%%%%%%%%

APPA%Award%Winners%for%crea5ve%excellence%

% Case%Study%%%

% The%Na5onal%Heart%Founda5on%of%New%Zealand% % % % % % % % % % Increased%par5cipa5on%by%30%! % Dona5ons%increased%by%54%%% %

Each!of!you!have…!!$10,000!!!!!!!!!!!!!! How!will!you!spend!it?!% % % % % % % % % % % % % Get%me%on%that%plane%to%Bali…%%

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$10,000!spent!3!different!ways:!! ! !!!!!! Print!AdverGsment!! % !! ! ! ! Women’s!Day!%% Full%Page%$28,775% Half%Page%$20,145%%% Third%Page%in%1%issue%%$15,825% % New!Idea!!% Half%Page%in%1%issue%%%$16,902%% Half%Page%in%24%issues%$15,212%each%% Full%Page%in%1%issue%%$24,145% Full%Page%in%24%issues%%%$21,731%each%% %%%%%%%% % ! AdNews!% Half%Page%in%1%issue%%$4,590%% Half%Page%in%24%issues%$4,040%each%% Full%Page%in%1%issue%%$7,210%% Full%Page%in%24%issues%%$6,230%each% % Bejer!Homes!and!Gardens!% Third%Page%in%1%issue%%$11,935%% Third%Page%in%20%issues%$10,445%each%% Full%Page%in%1%issue%%$29,837%% Full%Page%in%20%issues%%$26,112%each% % % %

Channel%7:% Today%Tonight% % %$13,500% Home%and%Away % %$14,300% % Channel%9:%% A%Current%Affair % %$11,400% Sunday%Football % %$7,200% The%Footy%Show%%%%%%%%%%%%%%%%$6%300%(Thursday%9.30%pm)% 60%Minutes % % %$22,700% % Channel%10:% The%Simpsons % % %$9,500% Master%Chef % % %$11,500%(average),%$23,800%(final%night)% So%You%Think%You%Can%Dance %$11,200%(average)%$21,200%(final%night)% Biggest%Loser % % %$10,500%(average),%$24,500%(final%night)% Motor%racing % % %$5,600%

Television!!!!!!!!!!!!!!!!!!!!!!30!second!spot!!!!!!

Promo5onal%break%down%on%a% $10,000%promo5on%

J ConsultaGon!with!a!trained!product!professional! who!will!establish!objecGves,!a!budget!and! target!audience! J Direct!liaison!with!your!agency/designers! J Product!research!and!construct!online!focus! groups!! J Supply!creaGve!input,!sketches!and!ideas!! J Develop!an!Online!store!facility! J Pick,!pack!and!desptach!products!(excluding! freight!costs)! J Supply!ongoing!customer!service,!advice!and! support!throughout!the!promoGon!!

$10k!would!buy!all!of!the!above!services!as! well!as!one!of!the!following!printed! products!! %

!4500!ceramics!coffee!mugs!OR!

!2750!Bubble!clocks!OR! !2000!Embroidered!baseball!caps!OR! !7500!mouse!mats% %

Git%with%Purchase%programs%provide%some%of%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% % % %the%top%ROI%in%marke5ng%%

VB%PopJUp%Pubs% % % % % % % % % % % % % % % % % % % Unique%piece%assembled%in%2%minutes%%

ACTIVE%Promo5ons%Take%Exper5se%% ! New%style%of%hat%never%seen%in%Australia% ! Stock%for%3%days,%sold%out%(1,000%+)%in%the%first%hour%% ! Free%media%across%TV,%print%&%radio%% ! Engaged%children%and%agendees%% ! Increased%revenue%and%‘emo5onal’%engagement%% ! Added%value%to%event%

When%can%an%invita5on%increase%agendance?%% %

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Increase%of%32%%% % % Merrill%Lynch%J%%Cirque%du%Soleil%%% Number%of%acceptances%%100%%%%(up%47%)%%

Are%you%a%brown%paper%bag?%%

% Can%you%see%it%on%a%pen%and%billboard?%%

Brand%Vision%%+%%%% %%%%%%%%%%%%%%%%Brand%Strategy%%

% % % %

%%%%%%%%%%The%devil%in%the%detail%%

Other%incorrect%artwork%files%can%cause%pixila5on%of%your%logo%%%%

EPS%Vector%File%–%The%correct%way%to%provide%artwork%files%%

%%%%%%%%%%%Lead%5me%%%%%%%%%%%%%%%%%%%key%to%any%value%proposi5on%%% %

Scenario%1:% No%lead%5me%–%3%weeks%before%event.% Local%stock%and%embroidery.% (Limited%op5ons%for%colour,%design,%size%and%fixed%price)% Cost:%$10.66%per%unit% % % Scenario%2:% Good%leadJ5me%–%12J14%weeks% Involved%Arid%Zone%early%allowing%custom%design%%% Custom%colour,%detailed%accents%addi5ons%% Cost:%$6.75%per%unit% % % % % % Scenario%2%more%control%over%the%design%and%made%a%%significant%savings%of%

$11,730.00!

THE%BRIEF%%

PMI%Mortgage%Insurance%J%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% “New%Ways%of%Thinking”%Launch%% ! Client’s%brief%was%vague.%They%wanted%a% marke5ng%tool%which%was%‘different’%and% would%‘increase%agendance’%to%their% tradeshow%booth%and%their%website% ! Illustrate%to%customers%PMI%understood%about% increasing%5me%demands%of%their%customers% ! Set%the%opportunity%to%give%away%prizes%at%the% show% ! Not%expensive%

PMI%Parking%5mer%keychain%&%numbered% discs%% %

% ! Numeric%tags%were%draw%5ckets% ! Timers%were%set%to%go%every%30%minutes%% ! Website%traffic%increased%by%35%% ! %80%%of%agendees%visited%their%stand% ! Encouraged%access%to%website%for%future%prizes% ! Able%to%reuse%for%future%shows,%amor5sing%total%costs%%

%Corporate%merchandise%ranges%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

% % %can%raise%revenue%and%become%collectable%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

% % % % % % % % % % % % % %%%%%%%%%%%%%%%% % % % % % % %% %%%%%%%%%%%%%%%%%%%%redefine%your%brand%%%

Give%me%cheap,%fun%and%% Educa5onal!%%%

ACTIVE%Promo5ons%Take%Exper5se%% % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Increased%Direct%Mail%Response%by%800%%%

%%

% % Previously%used%a%keyring%and%a%leger%yielding%%% 2%%return%response%rate%%%

% This%promo5on%results?%%

37%%

%%

%%%%%%%%Your%next%success?%%%%Your%next%nightmare?%%

! Lightcubes%–%500%unforgegable%night%%% ! Watch%bands%–%The%bank%ran%out%of%5me%for% 1,500%NZ%recipients%% ! 2,600%drink%bogles%recalled%from%NSW%preJ schoolers%for%choking%hazards% ! Tens%of%thousands%of%mugs%from%Nissan,% recalled%high%lead%content%% %

Mugs%–%too%hot%to%handle!%%

EPS%Vector%File%–%The%correct%way%to%provide%artwork%files%%

Rules%of%Engagement%!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

! ! ! OnJline%based%focus%groups% ! Purchasing/logis5cal%tracking%and%data%collec5on%%% ! Consumer%driven%campaigns,%not%ego%based%decisions%%% ! Products%that%plug%into%today’s%technology%&%ecology% ! Increased%5me%lines,%strategy%in%all%applica5ons%of%product%adver5sing% medium% ! High%perceived%value%over%cheap%and%nasty% ! Ac5on%engagement%triggers%with%emo5onal%connec5ons%to%the%target% market%

When%the%going%gets%tough…% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%the%tough%get%branding%%%%%!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ! ! ! !!!!!!!!Product!Strategy!!+!EmoGonal!ConnecGon!!+!Call!to!acGon!=!Brand!AcGvity!!!!!

When%the%going%gets%tough…% % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%the%tough%get%branding% % % %

Thank%you%%