Promotional Products
Industry Overview - Part 2
Presented By:
Joseph G. Scott, MAS
VP – Scott & Associates, Inc.
Develop a Marketing Plan
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Quantify Client Objectives
Quantify the Client‟s Financial Benefit – LTV of Client
Get Agreement on ROI Expectations
Objectives + LTV + ROI = Client‟s Investment
Discuss Meeting/Exceeding/Falling Short
Determine Message & Call-To-Action
Determine Media That Will Deliver the Message
How/When Will the Results Be Measured?
Is There A Mechanism to Process the Leads?
Different Ways to Market
Promotional Products
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Market Yourself First!
Get to Meet as Many People as Possible
<10 Words: What do you do for a living?
Ask for Referrals
“Lumpy Mail” Using Promotional Products
Self-Promotion Pieces (hand „em out)
Speak to End-Buyer Groups
Volunteer First – The Business will Arrive Later
Mobile Marketing (Text Messaging) + Promo.Products
Strategic Marketing
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What are the client‟s objectives?
Who makes up the Target Market?
Where has the client been positioned by the market?
Target Market research, data collection & analysis
Competitive assessment
Create marketing/advertising mix
ROI and ROO
„piggy-backing‟, follow-up, “round two”
The role of Promotional Products
OAR / MTV
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Objectives/Outcomes
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Analysis
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What do you want to have happen? Dollars, Patients
What does the Objective mean to your bottom line?
Return On Investment
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What kind of ROI do you want?
OAR / MTV
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Message
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Why should anyone care your business exists?
Target
 Who should get the Message?
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Vehicle
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How will the Message get to the Target?
Marketing Our Media vs. Others
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Ours is a $16.6 Billion industry
Advertisers buy more of our media than:
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We can engage all five senses:
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Consumer Magazines: $13.8 Billion
Trade Magazines: $11.1 Billion
Outdoor Advertising: $7.5 Billion
Online Search: $6.6 Billion
Touch – Weight or Texture
Sight
Sound – Sound Chip
Smell – Scented Products
Taste – Gimme Some Chocolate
We Are Not An Interruption! We are Welcomed!
Product Safety:
Our Responsibility
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California Proposition 65 (Prop. 65)
Consumer Product Safety Commission
Lead Standards for Children‟s Products
Container Security
Supply Chain Management
Polycarbonate?
www.ppa.org Click on PPAI Prod Safety Logo
Marketing to End-Buyers
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PPAI PR Committee – End-buyer Initiative
Self-Promotions
End-buyer shows
“Lumpy” mail
Web Research & Warm Calls
Carry self-promo items and hand out
What Do You Do For A Living?
Specialized
Promotional Programs
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Employee Service
Safety
Sales
Process Improvement
Six Sigma
Distributor
Purchase Incentive
Move From Selling Stuff,
To Integrated Marketing Plans
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Sell Stuff = Purchasing Department = Price
Sell Outcomes = Decision Makers = Margin
Integrated Marketing Plan = the road map
that will take your client to meeting their
objectives. A schedule showing all marketing
activities, I.e. Promotions, Programs, Trade
Shows, Print, Radio, TV, Events, Outdoor,
Indoor, Mobile Marketing (text messaging)
The Four Types of
Distributor Salespeople
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Order Takers = Wait for the Phone/e-mail
Order Getters = Hey, wanna buy some pens?
Order Makers = What about those trade
shows? Let‟s get things on order in advance.
Marketing Strategists = I noticed on your web
site that you plan to exhibit at 23 trade shows
next year. What are your desired outcomes?
What is your Life Time Value of a client?
What is the ROI of your advertising…
Order Form Components
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Your Company‟s Information
Sold-To
Ship-To
Order Date
In-Hand Date
Event Date
Payment Terms
Other Terms & Conditions
Changes of Media in the
Promotional Products Business
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New and varied product types
New and varied imprinting methods
Online processes
Virtual Samples
On-line catalogs
Volatile pricing (cotton & plastic)
UPIC
Product search databases
The Top 5 Product Categories
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Wearables: 31.2% = $5.18 Billion
Writing Instruments: 9.0% = $1.5 Billion
Calendars: 8.4% = $1.4 Billion
Bags: 7.6% = $1.26 Billion
Drink Ware: 6.8% = $1.3 Billion
People Buy Them Because They Work –
Make Sure That Yours Become Their Client‟s
“Favorite”