Branding 101

BRAN DING 1 10 GUIDE

TO BRANDED

MERCHANDISE AND

CORPORATE

APPAREL

BRANDING

101

I N T R O

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You’re thinking you want to use promotional products in your marketing programs? You've come to the right place. We'll give you our expert opinion with solid facts. Using promotional products and corporate apparel in your marketing mix is not only a smart strategy but it's also the best and ultimate form of marketing that can be measured. However, it is also the most overlooked aspect of marketing. This is actually great news because you can use this to your advantage.

Promotional products and corporate apparel allow you to deliver your message directly into your target's hands.

High-quality promotional products and corporate apparel that are specifically of interest to your target audience are useful and are the way to keep your company name front of mind. Surveys show that more than three quarters of recipients of promotional gifts remember the company that gave it to them and that most will patronize that business. Regardless of your marketing strategy, you’ll find that promotional products offer an affordable, timely, versatile, and measurably effective way to create or build customer demand for your product or service at a fraction of the cost of other marketing methods.

Yes, it’s true that the appeal of getting something for nothing is pretty irresistible. But promotional products are so much more than just taking advantage of a love for free stuff. When chosen with attention to quality, message, and image, and when aimed at their intended target with precision, promotional products hit that coveted sweet spot where affordability and results meet.

BRANDING

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P R O D U C T

There are many factors to consider when buying a promotional product. As much as budget is a major factor in making a decision, the following is just as important.

IMAGE What's your brand image? How do you want your company to be remembered? These are the important questions that you need to be asking when selecting a promo item. The answer can be in the perceived value, relevance or even the aesthetic quality of the item. It needs to be pertinent and useful while also characterizing the desired image and style.

TYPES OF ITEMS ned ow

WRITING INSTRUMENTS - 46%

SHIRTS - 38%

BAGS -Â 23% HATS -Â 16%

ASI Global Impressions Study, 2010

5.4 Months Average length of time a promo item is kept

8.1 Months Average length of time an electronic item is kept

MOST POPULAR ITEMS The three most popular items, according to ASI, are writing instruments, shirts and calendars. They're the most popular for one reason...they work!

Writing instruments are not only the most popular item but they are used most often...18.2 times per month. Corporate apparel as a group generates the highest number of impressions. And mugs have always been popular as they have longevity of use.

You may think having the coolest/hottest item is the way to go, however, you might want to re-think using the popular, traditional product.

ASI Global Impressions Study, 2010

QUALITY OVER QUANTITY Staying within your budget always makes good sense but this doesn't mean ordering a ton of the cheapest option is the best choice. Instead, consider selecting a mid-priced option of better quality that your target market will find useful and, possibly, even brag about having. Brand name products (Nike, Cutter & Buck, OGIO, etc.) carry a higher end price point but allows you to co-brand with established brands that your target market prefers.

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BRANDING

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B U D Cost Per Impression $0.018 G E T

How much money to spend, what to spend it on, and how do you measure return on investment? All critical questions when you're about to invest in a marketing program featuring promotional products and corporate apparel. Compared to TV, radio, and print advertising, promotional products are least expensive per impression.

TELEVISION

$0.058 RADIO

$0.005 PROMO

ASI Global Impressions Study, 2010

KEEP IT REALISTIC Wasting time on a budget that your business cannot afford makes no sense. Keep your ideas, timelines and budget concerns realistic.

PICK A PRICE POINT Deciding on a price point before you begin your search prevents you from spending more than you originally intended.

KNOW YOUR AUDIENCE Knowing your target audience’s interests and preferences is crucial. Give them something that they would actually want or consider useful. Reaching the wrong people can be an expensive mistake, but not reaching the right people is just as bad.

TRIM YOUR AUDIENCE Having a large client base and a tight budget, tends to hinder your ability to select a quality product. Try creating client tiers to better allocate your budget. Send your top clients an item that is a little more expensive than items you may send to other clients.

This guarantees that you reach your target audience and maximize your budget.

EVERY PENNY COUNTS Accounting for any additional charges in your budget prepares you for “surprises.” The worst that can happen is that you over budgeted and end up with money left over.

Ensure your selected product is in stock and avoid any rush charges by ordering early.

When requesting a quote, be sure to ask for any and all "hidden" costs. Corporate apparel and promotional products are more targeted and achievable than other forms of advertising. It offers plenty of opportunities to ensure that your budget is spent and invested wisely.

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BRANDING

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P R O D U C T

OTHER THINGS THAT ARE JUST AS IMPORTANT! Now consider the ease with which promotional products reach your target audience.

You’ll have the attention of your client or client-to-be not only at that moment, but every time they use your promo item.

But while you may think you’ve found the perfect product to proudly display your logo, you might not have considered whether your audience would agree with your judgment. Keep in mind what demographic you’re trying to reach, and how your potential customers would perceive your product. Think as objectively as possible in deciding whether it would be useful, attractive or enjoyable for them to have. For instance, calendars, writing instruments, health and safety items are most frequently kept because they’re useful. The good news is that there are so many types of promotional products available in so many styles, colors, and sizes at so many price points that there really is something for everyone.

REASONS tem I TO KEEP AN Useful - 75%

Attractive - 27% Enjoyable To Use - 19% Refers to Company Info - 6% Other - 10% ASI Global Impressions Study, 2010

A well-chosen promotional product envied by others will be admired, handled, and talked about repeatedly. Striking the right tone with your choice of promotional products is important. With a skillful use of data, promotional products can make your current customers or intended ones feel like you know them, creating and maintaining relationships with modest effort.

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BRANDING

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C U S T O M I Z E

You’ve chosen the product. How do you want to decorate it? Today’s technology allows us to print on anything and everything. But sometimes, this ridiculously easy process can be complicated by...YOU.

Less is more. It's unnecessary to squeeze a novel on a pen. Depending on the product, you'll need to decide which piece of company info you'll want to include: name, logo, emails, address, phone number, website, etc.

For instance, the way you envision your item might look amazing in your head, but it might not be feasible. Based on the item, there are limitations to how and what can be imprinted. However, once all is said and done, the end result will be either exactly what you envisioned or pretty close to your original mental mock-up.

If the product allows you to decorate in four different locations, consider not using all four options. Stick with one or two easily visible locations. While it may seem really cool to have your logo on the back collar of your polo, no one will ever see that your logo is embroidered on it.

Take a look at your logo. Pay attention to the color, typeface, shape, size and its overall aesthetic. Now look at the promo product. What colors are available? How many colors can be printed? How large are the imprint areas?

Trying to fit too many words or images in a small imprint area detracts from the message. Focus on your name, logo, and contact information first. Only then consider including a tag line.

COMMON IMPRINT ods Meth

Screenprint Screenprinting gives high quality, long lasting results for single and multi-color decoration of flat surfaces.

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Embroidery This traditional decoration technique is instantly recognized as a high quality feature that works really well for adding extra perceived value.

Engraving Engraving is achieved through using a laser beam to precisely etch a decoration into a surface. This technique produces superb results on metal, glass or wood.

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M E A S U R E

The final step in any successful marketing campaign is to measure your results. If you don’t measure your Return On Investment (ROI), then there is no way to tell if your goal has been reached or if your strategy was successful. When using promotional products, measuring your ROI is extremely easy compared to measuring other types of advertising, like radio ads or TV commercials.

Cost-per impression is an effective way to calculate ROI. It's the average amount of money spent for a campaign compared to the number of times someone sees the message. Promotional products average a cost-per impression of 0.005 cents.

Compare that to TV (0.018 cents) or national magazines (0.045 cents) and you’ll notice that’s more than triple, even nine times, the cost of using promotional products.

Promotional products give you repeated impressions as well as new ones, considering all of the people who come into contact with them. Not only is this useful in creating brand recognition, but they are proven to bring in customers and increase profits, which means a high ROI. With statistics reporting such a high percentage of happy and impressed people, using promotional products as part of an introduction campaign, corporate gift, or tradeshow giveaway is a no-brainer!

75%

increase in response rate when promo products are coupled with direct mail solicitation.

- Baylor University

52%

of people who have received promotional products did business with the company.

- Georgia Southern University

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39%

of recipients of promo items could recall the company name for as long as 6 months after receipt.

- Schreiber & Associates

83%

of recipients of promo items could identify the advertiser on a promotional item they own.

- ASI Global Impressions Study, 2010

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T H A N K

Why use promotional products?

The justifications are many. Promotional products are the handshake of your marketing strategy. That tradeshow giveaway or the bowl of goodies on your receptionist’s desk tells your audience that you value their business, whether you’ve landed that new account or want to thank your returning customers for their continued business. Like a handshake, promotional products both initiate and acknowledge relationships, and relationships are the foundation of repeat sales.

Y O U

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Imprint Marketing Concepts, Inc. (201) 934-6868 imprintmarketing.com