1. 1/27/14Posi+onPromo+onalProductsAs aPreferredAdver+singMedium PaulA.KiewietMASCIPCPC paul@brandkiwi.comLearningObjec+ves Thefourcriteriathatdeneeec+veArePromo+onalProductsan Adver+singMedium?Adver+singisaformofcommunica+onintendedto persuadeanaudience(viewers,readersorlisteners)to purchaseortakesomeac+onWheredoesadver+singtintothe salesfunnel?adver+sing. Thethreefactorsthatincrease adver+singreten+onand memorability. Theques+onsyouneedtoaskyour customersbeforerecommendinga product. Whoisyourcompe++on? Howtochoosetherightpromo+onal productsfortheadver+sing campaign.Whichissuescanpromo+onalproductsaddress?Adver+singeec+veisbasedonfour criteria adver&singfrequency:Thenumberof&mesan averagepersoninan adver&serstargetaudience isexposedtoanadover theperiodofan adver&sersmedia schedule.1

2. 1/27/14Promo+onalProducts=LowCPIEec+veadsaremeasuredbyReach adver&singreach: Thees&matedtotalnumber oftargetaudience individualsorhomes exposedtoanadatleast onceovertheperiodofan adver&sersmedia schedule.ThethirdcriteriaisTargeted Targetedadver+singis theabilityofthe mediumtoreacha specicaudience denedby demographics, psychographics,and behavioralvariables.Targeted:Carryamessagetoa well-denedaudience.Seniors4.CostPerImpressionKidsAnd everyone in betweenCostPerImpression(CPIorCPM) Costperimpressionis derivedfrom adver+singcostandthe numberofimpressions. Costperimpression($) =Adver+singcost($) NumberofImpressions (#)2 3. 1/27/14The3RsofReten+onofAdver+sing Messages !Relevance:Themessagemustrelatetothelifestyle, needs,valuesoraspira+onsofthetargetaudience. !Repe&&on:Theaudiencemustbeexposedtothe messagemul+ple+mesfortherecipienttoretainit. !Reward:Themessagemustpromisetocreate pleasureorreducepain,savemoneyorincrease incomeorinsomewayrewardtherecipient.SellLikeanAdver+singPro Yourenotsellinga product. Youresellinga solu+on. Youresellingthem theirownimage andbranding.Tondoutwhatyourcustomer needs,asktherightques+ons. Whatwasyour mostsuccessful adver+singand marke+ng campaign? Whatwasyour worst?RecognizingIndividualPassions Relevance Repe++on RewardIfyouwantbeceranswers,ask becerques+ons. Whatareyour objec+ves? Whodoyouwant toreach? Howdoyouwant tomakethemfeel?FindthePain.BetheAspirin. Whatsthebiggest barriertoachieving yourgoals? Whatkeepsyouup atnight? Whatsyourbiggest strugglewithyour topaccounts?3 4. 1/27/14YourMediaCompe++on andSalesComparisonsAnd3NotToAsk.Yet. Howmanydoyou need? Whendoyouneed them? Howmuchareyou willingtospend?-.02%Internet26.031.721.8%Point of Purchase23.024.2Cable TV21.322.97.8%Newspaper22.620.7-9.2%Consumer Magazines20.120.10.0%Event Marketing17.218.15.5%Promotional Products16.617.77.2%Radio17.317.41.0%Business Magazines7.47.73.8%Billboards6.16.43.84.05.2%.061.6148%TotalsMedia Method%2742885%4.8%4.9%FormsofAdver+sing-Magazine Fourcolor Targeted Cancommunicate details Frequency PassalongFormsofAdver+sing-Radio genre, host, community4.8%45.1Mobile Phone Advertising :10,:15,:30and:60 seconds Fragmented Drivers,OceWorkers SatelliteRadio Alia+onwith50.145.2Product Placement TimeFocusgreatfor sales Geographictarget OlderAudience Shortadlife201147.8TelevisionFormsofAdver+sing-Newspaper2010Direct MailFormsofAdver+sing-TV :30,:60secondads Infomercials MassSuperBowl NicheFoodNetwork Fragmented Upwardsof85 channels DVRs,OnDemand, PPV 4 5. 1/27/14CableTVFormsofAdver+sing-Outdoor Loca+on,Loca+on, Loca+on Shortacen+on Direc+onalfor acrac+ons Commuters,travelers, locals Localadver+singon diverseoeringsof programming. Lowcostforads Lowproduc+oncosts TargetedFormsofAdver+sing-Mobile Loca+onbased Younger audience TheUSAisabout 10yrsbehind Japanand5yrs behindEurope Opt-inonly VerypersonalCoordina+ngPromo+onalProductswith OtherMedia:Online Oerpromo+onalproducts asagiqfor Op+nginfornewslecer Takingasurvey Visi+ngawebsite Onlinesweepstakes Deliveronlinepromo codesFormsofAdver+sing-Internet BannerAds PayPerClick Contextual Aliate Email Behavioral Websites VideosCoordina+ngPromo+onalProducts withMobileMedia Giqforop+ng-in Asadeliverydevicefor mobilecodes Asanincen+vefor respondingtoamobilead. (Next50visitorsgetatee- shirt).5 6. 1/27/14Coordina+ngPromo+onalProductswith PrintAdver+sing Makeadsmeasurable Giqwithnewsubscrip+ons Matchcodeorsymbol AdSpocerPromo+ons Con+nuityofmessagefrom adtoeventCoordina+ngPromo+onalProductswith OutdoorAdver+sing Extendanimage AddROImeasureability Incen+vefordirec+onalad (men+onthisadandreceivea freetravelmugwithyour beverage) Auto-relatedpromo+onal products.FindingExtraBudgetMoneyCoordina+ngPromo+onalProductswith RadioAdver+sing Createameasureable promo+on Extendon-airpersonality Developsenseofcommunity Createinvolvementevents iebossoftheweek. Recreatesoundbranding. GetoutsideofthestudioCoordina+ngPromo+onalProductswith TelevisionAdver+sing !Makeitmeasureable !Dimensionalcharacters, spokesmen,symbols plush,miniatures. !Addmissingsensescues taste,touch,smell !Extendvisualandaudio messages.Co-opAdver+sing Co-opisacost-sharing arrangementinwhich manufacturersandsuppliers providenancialassistancefor customers'adver+singprograms. Co-opadver+singworksina numberofways.Forexample,a retailercanbuygoodsfroma manufacturerandaccrueco-op fundsbasedontheamountof purchase.Thosefundscanbe returnedintheformofacash rebate,acredittotheretailer's account,orinproducts.6 7. 1/27/14StrengthsofPromo+onalProducts Nameamediumthat movespeopletosay ThankYou Othermediainterrupt Oursengages Ourmediaisthe beginningofa rela+onship!EngagingtheSenses Of all the advertising and promotional media, only Promotional Products touch all five senses: Sight Sound TasteTheMediumofEngagement Anindustrybornto touchpeople. Aprinter Aslowweek Aclumsykid AbrightideaTouch SmellTangibleandLongLas+ng !Yourcalendar !Watch !Yourfavoriteteeshirt !Yourfavoritecap !CoeeMug !Pen !Journal !GolfBall(well,maybenot quiteaslong-las+ng)EasilyDistributed !DirectMail !In-store !TradeShow !PersontoPerson !Display !Experien+al !EventMarke+ng7 8. 1/27/14ComplementsOtherAdver+singMediaCrea+ve Bringothermedia tolife. Extendmemoriesof posi+veencounters withabrand.Itsnotwhataproductdoes, itswhataproductmeans. Tangible, memories, meaning, passion, alia+on withacause.SellOurStrengths Frequency Targetability LowCostPer Impression Sellreachinterms ofcollateral exposure.EstablishPromo+onalProductsasa PowerfulStrategicAdver+singMedium 1. Dontselljunk.Leavemoney onthetable.Youcanpickitup later. 2. Comeinwithanotebookand pen,comebackwithan adver+singplantoreachthe rightaudience,withtheright message,attheright+me. 3. Explainwhyyoursolu+oncan solvetheirproblem.BecomeanAdver+singProfessional Asktheright ques+ons Searchforsolu+ons Knowyourmedium Prescrip+onwithout diagnosisis malprac+ce!8 9. 1/27/14Ifyouwouldliketodiscussfurther, pleasecontactmeat: PaulA.KiewietMASCIPCPC 269-806-4489 paul@brandkiwi.com www.create2bgreat.com FollowmeonTwicer,LinkedIn,Facebook @paulkiewiet Forafreemonthlynewslecercalloremailme.9