Promotional Products Industry Overview, Part 2
Joseph Scott, MAS
Brought to you by: Scott & Associates, Inc.
PPI Part 2 ‐ 1.5 Tuesday, January 11, 2011 8:00 am ‐ 9:30 am The views and opinions expressed by presenters or others who have provided materials to and for this meeting are
not necessarily those of PPAI. PPAI assumes no responsibility for, nor endorses any of the comments,
recommendations or materials that are provided.
PPAI
Volunteer Central
Be More. Influential.
Join These Volunteers Today.
Register at PPAI Volunteer Central
to help shape the Association—and
the industry—through committee
or action-group service. By simply
completing your profile, you’re
already making a difference! Your
information, and that of hundreds
of other volunteers, like committee
members Dave, Allison, Pat and
Charley will help PPAI determine
the wants/needs of its members.
And, if you’re worried about time
commitments, that’s all your service
has to be—valuable information.
Dave Regan, CAS
The Vernon Company
Leadership Advisory Committee Chair
20 years of volunteer service
Allison Schaffer, CAS
Sound Line, LLC
LAC Recruitment Subcommittee Chair
11 years of volunteer service
Pat Dugan, MAS
Budgetcard, Inc.
LAC Recruitment Subcommittee
19 years of volunteer service
Want more? Be more. Join these industry volunteers today;
Register at PPAI Volunteer Central http://vc.ppai.org.
Charley Johnson, CAS
SnugZ/USA
LAC Recruitment Subcommittee
4 years of volunteer service
Promotional Products
Industry Overview ‐ Part 2
Presented By:
Joseph G. Scott, MAS
VP – Scott & Associates, Inc.
Develop a Marketing Plan
z
z
z
z
z
z
z
z
z
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?
1
Different Ways to Market
Promotional Products
z
z
z
z
z
z
z
z
z
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
z
z
z
z
z
z
z
z
z
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
2
OAR / MTV
z
Objectives/Outcomes
z
z
Analysis
z
z
What do you want to have happen? Dollars, Patients
What does the Objective mean to your bottom line?
Return On Investment
z
What kind of ROI do you want?
OAR / MTV
z
Message
z
Why should anyone care your business exists?
Target
z Who should get the Message?
z
Vehicle
z
z
How will the Message get to the Target?
3
Marketing Our Media vs. Others
z
z
Ours is a $15.6 Billion industry
Ad ti
Advertisers
buy
b more off our media
di th
than:
z
z
z
z
z
We can engage all five senses:
z
z
z
z
z
z
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
z
z
z
z
z
z
z
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
4
Marketing to End-Buyers
z
z
z
z
z
z
z
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
z
z
z
z
z
z
z
Employee Service
Safety
Sales
Process Improvement
Six Sigma
Distributor
Purchase Incentive
5
Move From Selling Stuff,
To Integrated Marketing Plans
z
z
z
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
z
z
z
z
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…
6
Order Form Components
z
z
z
z
z
z
z
z
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
z
z
z
z
z
z
z
z
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
7
The Top 5 Product Categories
z
z
z
z
z
z
Wearables: 31.2% = $4.86 Billion
Writing Instruments: 8.9% = $1.38 Billion
Bags: 7.6% = $1.19 Billion
Calendars: 7.1% = $1.12 Billion
Drink Ware: 6.8% = $1.06 Billion
People Buy Them Because They Work –
Make Sure That Yours Become Their Client’s
“Favorite”
The Top 5 Product Categories
z
z
z
z
z
z
Wearables
Writing Instruments
Bags
Drink Ware
D k/Offi It
Desk/Office Items
People Buy Them Because They Work – Make Sure That Yours Become Their Client’s “Favorite”
8