Promotional Products in the Digital Marketing Age

AMA B2B SIG

March 14, 2013

Topics of Discussion

• Promotional Products Overview

• Direct Mail and Driving Online Engagement

• Building Your Social Media Following with Promotional

Products

• Personalizing Promotional Products

• Using Promotional Products to Drive Leads at Events

• Managing Promotional Products through Marketing Resource

Management Systems

• What to Look for in a Vendor

Promotional Products Overview

• Something useful or creative that will keep your company top of mind

• Reflection of your brand

• Breadth of product options – balloons to TV’s

Direct Mail and Online Engagement

• Average B2B direct

mail response rate

(house list, letter size)

– 4.28% (DMA 2010)

• Average B2B

dimensional mailer

response rate (house

list) – 8.51% (DMA

2010)

Direct Mail and Online Engagement

• Tactics:– Mail an item to attract attention; include a

PURL / QR code to sign-up online for appointment, quote or demo

– Mail a video; include a PURL / QR code to sign-up online for appointment, quote or demo

– Mail a box; in order to qualify for premium product offer sign-up online via PURL / QR code for appointment, quote or demo

Direct Mail and Online Engagement

• Example –

MarketHUB+ iPad mailers

• Typically part of

continuity

• Offer sent to executives

in box

• PURL to sign up online

for a live demo to receive

an iPad

Build Social Media Following

• Use promotional products as prizes in social media contests

• Example: offer a branded gift card for likes, follows, retweets, etc.

Personalizing Promotional Products

• Targeted content can be loaded onto branded USB drives

• Apparel and accessories can be monogrammed

Drive Leads at Events

• Mail offer for premium product to attendees – PURL / QR code to pre-register online for demo, quote, appointment at booth

• Email reminder just before event to come to booth to qualify

• Track people that come to booth

• Email reminder on the last day of the event

• Draw winner

Sales Kick-Off Events

• Create a sales kick-off kit to…

– Equip sales with branded promotional products for distribution

– Motivate / reward sales with branded accessories

Managing Promotional Products

• Manage marketing materials and

campaigns especially in

coordination with a distributed sales

force

• Materials can be customized by

sales which are then automatically

routed to corporate for brand and

regulatory compliance review prior

to distribution

• Sales channels can easily enroll in

turnkey campaigns created by

marketing

Marketing Resource Management Systems

Managing Promotional Products

• Corporate marketing can assign co-op funds to sales channels

• Promotional products can be made available to sales through the system

• Sales can:

– Place orders for products

– Create and order kits including products

• Corporate can track inventory and spend

What to Look for in a Promotional Products Vendor

• Quality and variety of products

• Kitting capabilities

• Fulfillment capabilities

Summary

• Use promotional products to

– Drive on-line engagement

– Grow social media following

– Drive leads at events

• Consider Marketing Resource Management solutions to manage promotional products

• Seek promotional products vendors who can provide kitting and fulfillment services

Thank you!

See our selection of promotional products at:

www.docustarpromo.com