Promotional Products are a Key Ingredient in Integrated Marketing
Promotional Products are a Key Ingredient in Integrated Marketing
A recent study conducted by PPAI showed that by adding a promotional product to the media marketing mix of Television, Radio and Print Media; it created a "favourable attitude" to the advertisement (up to 44%). In some cases where a promotional product was used on its own, there an increase of up to 69% in "brand interest" and 84% in "good impression" of the brand.
The study was able to demonstrate that promotional products
* Can be used successfully as a standalone advertising medium
* Serve as an effective supplement to other advertising media;
* Enhance both brand and product;
* Contribute to consumers wanting to buy;
* Is a source of useful information.
Marketing goals should always be aimed at the eventual ability to recall a brand or message and therefore we recommend that our clients use promotional products as a key ingredient in their marketing mix. Synergy (Combining Media) will enhance the respondents' perceptions of the brand and product and ultimately improve the success rate of marketing strategies.
The real value of promotional products was evident in the same study, where the following was found:
*
Participants own an average of four promotional products;
*
88% mentioned that promotional products create a favourable impression of the brand;
*
82% reported their increase in interest in the product;
*
53% of the subjects believed promotional products demonstrated care by the company;
*
79% of participants believed promotional products increased brand loyalty;
*
58% of participants like being rewarded with a promotional product and believed that promotional products increased their interest in the brand;
*
56% of participants believe promotional products enhance their memory of the product.
As a final thought the study showed what we in the industry have always believed to be true; that promotional products are a valuable marketing tool either in a standalone campaign or as part of an integrated marketing strategy.
The value given to promotional products and merchandise ranges is evident by the investment made each year from our corporate clients. The products are used as unique vehicles to get a brand or message into the marketplace; and when designed correctly, can appeal to a specific target market. The reward for this investment is apparent when in many instances the merchandise becomes a collector's item or is integrated into one's everyday life, either within the office or the home. This adds value and longevity to the product and in turn, the corporate brand. What else could anyone ask of a promotional product?
Statistics sourced from Promotional Products Association International
Promotional Products are a Key Ingredient in Integrated Marketing - To learn more about this author, visit Elyse Cabral's Website.
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JEM Promotional Products has over the years aimed to utilise knowledge and information gained from its membership to the Australasian Promotional Products Association (APPA) and also the Promotional Products Association International (PPAI) and to then share it with our clients so they too can gain a better understanding of the importance of using promotional products as a key ingredient to their integrated marketing.
A recent study conducted by PPAI showed that by adding a promotional product to the media marketing mix of Television, Radio and Print Media; it created a "favourable attitude" to the advertisement (up to 44%). In some cases where a promotional product was used on its own, there an increase of up to 69% in "brand interest" and 84% in "good impression" of the brand.
The study was able to demonstrate that promotional products
* Can be used successfully as a standalone advertising medium
* Serve as an effective supplement to other advertising media;
* Enhance both brand and product;
* Contribute to consumers wanting to buy;
* Is a source of useful information.
Marketing goals should always be aimed at the eventual ability to recall a brand or message and therefore we recommend that our clients use promotional products as a key ingredient in their marketing mix. Synergy (Combining Media) will enhance the respondents' perceptions of the brand and product and ultimately improve the success rate of marketing strategies.
The real value of promotional products was evident in the same study, where the following was found:
*
Participants own an average of four promotional products;
*
88% mentioned that promotional products create a favourable impression of the brand;
*
82% reported their increase in interest in the product;
*
53% of the subjects believed promotional products demonstrated care by the company;
*
79% of participants believed promotional products increased brand loyalty;
*
58% of participants like being rewarded with a promotional product and believed that promotional products increased their interest in the brand;
*
56% of participants believe promotional products enhance their memory of the product.
As a final thought the study showed what we in the industry have always believed to be true; that promotional products are a valuable marketing tool either in a standalone campaign or as part of an integrated marketing strategy.
The value given to promotional products and merchandise ranges is evident by the investment made each year from our corporate clients. The products are used as unique vehicles to get a brand or message into the marketplace; and when designed correctly, can appeal to a specific target market. The reward for this investment is apparent when in many instances the merchandise becomes a collector's item or is integrated into one's everyday life, either within the office or the home. This adds value and longevity to the product and in turn, the corporate brand. What else could anyone ask of a promotional product?
Statistics sourced from Promotional Products Association International
Promotional Products are a Key Ingredient in Integrated Marketing - To learn more about this author, visit Elyse Cabral's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Create Your Image with Promotional Products - JEM Promotional Products focus on creating Innovative Promotional Concepts to integrate with your marketing campaign. Our Create Your Image Blog showcases new promotional products, promotional marketing tips, promotional industry news, promotional merchandise campaigns from all over the World, and will keep you up to date with the latest JEM Promotional Products news.
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