But one simple truth (or advice) from this friend.
If you want to order gifts, don’t wait for this year to end.
So click an email, send a text, pick up the phone, or go online to shop.
But let’s take care of our customers and teams and hope this madness will stop!
This little poem I am calling “The Nightmare on Merch Street” is just a light hearted attempt to share some important information. As we said in this blog, this year has been a tough one. We need to show our appreciation more than ever. But it’s a tough time to do it…that’s for sure. So if you are planning to order your appreciation gifts, this is NOT the year to wait to the last minute. Otherwise, you might be facing your own Nightmare on Merch Street!
It’s important for our lives to be based in truth. If we want to be effective, productive and happy, it’s important for us to operate as things are…not how we want them to be. That’s why I wrote this blog discussing “now that we are here.” With that in mind, I want to give you 3 Facts about Corporate Gift Giving in 2020.
It’s More Important Than Ever
We are unapologetic fans of showing appreciation. Of course we are. It’s the business we are in. But we also believe there is an appreciation gap in business today. We talk about that here. But this year, we are asking employees to work more with less. Some team members have been laid off. Others have taken on more responsibilities. It’s what we have had to do to survive. At the very least, we are all working in an incredibly uncertain and stressful time. We need to show them how much that means to us. And for customers that is doubly true. These are our truest supporters that have continued to do business with us…and we need to make sure they know how much we appreciate it.
It’s Harder Than Ever
But here’s the thing, while it’s more important than ever, the fact is it’s harder. Many people are still working from home. We can’t do the traditional holiday events or parties. Even if we can, these events will look small or different to say the least. If we want to give our team a gift, we have to create new ways to deliver them and make them fun. It’s a real challenge. There is no getting around it. (With this challenge in mind, we created this site to help).
It’s Important To Order Early
While we are always a fan of planning in advance, this year it’s a must. As an industry, we are starting to see challenges with delivery times for many orders. Because we HAVE to ship to more and different locations, it’s become a challenge for delivery. As a matter of fact, UPS and Fed Ex have already acknowledged it’s going to be an issue.
In addition, the stock of many items across our industry has been a huge challenge as well. Why? Because when the pandemic began, all business in many (if not most) industries stopped. The promotional products industry was no different. So suppliers shut off orders from overseas to manage space and cash flow. When the economy started to open back up, many suppliers took conservative bets on what to order in. It’s a smart move. But it has created stock challenges on some items. What does that mean to you? It means the item you are in love with for you team might be out of stock. You either need to order before it is…or get ready to change to a new item quickly so you can still show that appreciation that is more important than ever!
So those are 3 Facts about Corporate Giving in 2020. They are realities we all need to deal with. Please be patient as we help you try and navigate these strange waters with you. Again, if you are interested in seeing a solution to delivering the gifts, check out this site we have created. Everything on the site is “all in.” It includes the price of the items, imprinting, setup fees, and shipping to your team member or customers door…all in.
I was sitting at my desk, with the feet up, listening to Mike Michalowicz speaking at a recent Commonsku at Home event. Mike is one of my favorite speakers, thought leaders and authors in the business space. He has written several must read business books including The Pumpkin Plan and Profit First. When he said he is working on a new book about marketing, he had my attention. It was then that he told us about the most powerful word in marketing.
Mike’s new book (still in production) will be called Different is Better. The concept is simple. When there are thousands of options in nearly every business space, how do you stand out? It’s not just about being better (though that is great). It’s about being different. You must do something to differentiate in the customers mind.
Simple right? As we know, simple is not the same as easy.
While I am excited to dig into the book and try many of the tactics Mike discussed, there was one thing that caught my attention. One way to stand out in a sea of competitors is to use the most powerful word in marketing. What is that magic word? What simple word can you put on a piece of marketing that will wildly increase the likelihood that your customer will not only read the piece, but maybe also KEEP it? Let me give you the word…
It’s your customer’s name.
As Mike suggested, we are all attracted to our own name. If we are in a conversation with someone in a crowded room, and someone mentions our name, it will break through the noise. We will hear it. Our name is special to us. It gets our attention. It makes our customer feel important…because they are! If you want a simple way to make your marketing more effective, personalize it. It’s the marketing equivalent of listening to Beyonce and “putting a ring on it.”
The implications of this are simple and powerful. If you are going to create a direct mail piece, you are more likely to get it opened if it actually says the customer or prospect’s name rather than “current resident.” And if you are created a piece of branded merchandise to say thank you to your customers (and you should), what if you personalized that as well? If you create a vacuum tumbler with your logo on it, how much more would it mean if each customer, team member and board member had their own name on it? The effect will be powerful.
And as a side note during this pandemic, it’s safer. If each person has their own tumbler (or other branded piece), then there is a much lower chance of someone drinking out of the wrong tumbler and getting sick.
So now that we are in appreciation season, consider using the most powerful word in marketing to increase the value of your branded gift. Use your customer’s name and personalize your gift for even more affect!
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If you read this blog on the regular, you might be thinking something like this. “Okay I get that you need to retain customers (we talk about that here). I understand you need to grow within your current client base. But at some point you need to get new customers to grow as well!”
You’re right. Now more than ever…we need to find new ways to create new revenue.
So let’s focus on that now…with Target Accounts. I think this is one of the most powerful ways to grow your business.
Promotional products are most effectively used when they are targeted.
That is why this concept works so well. Let’s start with the concept.
First, you want to create your “target” list. I have also heard this referred to as the Dream list, Bullseye List, and Bucket List. Regardless of the name, you want to create the list of 100 perfect prospects for your company. These are the exact kinds of clients you want to do business with. I base this list on a number of factors. They include proximity, kinds of businesses, reputation for payment, culture and more. You are going to know the factors that are important for your ideal customer. This is the kind of customer where successfully getting just one of them, will quickly affect your sales numbers! If you want to dig into this more, check out our free 5 day marketing course.
This is a powerful step for a couple of reasons.
First, as I just said, this Target Customer is the kind who can REALLY impact your sales. They have the wherewithal to purchase what you are selling…in big numbers. Second, it is MUCH more cost effective to market to 100 people than it is 10,000! You can be much more personal, targeted, and relentless!
Now, DO take the time to get them on paper (or in your CRM if you use one). When getting them recorded, make sure to include all the pertinent contact information. This will keep you from “creating reasons” not to follow up. You will have all the information at your fingertips…so no reason not to call!
By the way, this first step is a huge one. Take some time and don’t skimp on the information. You will be glad you have it right in the long run.
Now that you have your list it’s time to create your plan.
I recommend breaking your Target list of 100 into more manageable numbers, like 5 or ten at a time. This does a couple things. First, by breaking the numbers down, you make the list more reasonable to follow up with. In addition, once you have gone through the first 5 (all the way through the process) you have your next 5 all ready to go. You will be glad you did. On more than one occasion I have made the list of only 5, and then when I got through it, got stalled because I had to start the “target list” all over.
Once you have the Target List created, it’s time to make the impact with these great potential customers with promotional products! Now it’s time to have some fun.
If you have chosen wisely (and in this case, I mean big!) you will need to understand that these are clients that most people would want! So they probably have “everyone” marketing and selling to them. That’s the bad news. The good news is, most people are being lazy when reaching out. They are sending letters, or cold calling or some other “shot in the dark” sales technique.
Since you don’t want to blend in with the other wannabes, you need to create a creative campaign that will stand out. I recommend a “three tier” campaign for that. This means you will send 3 creative mailers—one after another—until the follow up.
You really need to stand out here. Don’t just send a letter. If you want fantastic results, you need to set out to make a fantastic impact.
Let’s go through a fictitious example:
Let’s say my friend Bill has a Home Improvement store that focuses on carpet and paint. Though he certainly wants every “do it your-selfer” to think of him, he can make larger sales AND repeat sales if he focuses his marketing efforts on contractors. They are in the market for his products over and over. So Bill might make his Target List starting with contractors he wants to do business with.
This is when the project can really be fun. Here are some ideas for mailers that he might send:
Mailer 1
He sends a box with a nice measuring tape with his stores logo and phone number on it. It would need to be a nice one if he is sending it to a contractor. They won’t appreciate junk on something like that! With the measuring tape he might include a letter asking if their current supplier is “measuring up” on service and price. He might include other verbiage about having “room for growth,” and their specialty being the “height of service.” You get the idea. Have some fun to tie the letter to the item.
Mailer 2
In the second mailer, Bill might send a Giant Pencil. This is really designed to get his attention and make them smile. The letter might include something about “penciling him in for a meeting” or “having trouble finding time to source carpet.” You really want to get the clients raising eyebrows here.
Mailer 3
Finally he might send a nice travel mug with an offer to buy him a cup of coffee. In the letter, explain how you know they are “on the go” and you respect their time. Bill might also promise to keep the business relationship “hot” by giving leads back to the contractor. Then it’s time to let the prospect know that Bill will be following up (if they haven’t called already). Tell them your intention here. Don’t beat around the bush.
Now you might be thinking, “Wow! This is a lot of money to throw at one prospect.” And you are right. This is probably $40 to $50 per prospect here. But you also need to remember that these are clients that can spend thousands and thousands each and every year. So their impact can be well worth it. It’s also worth noting that you are not going to spend this much chasing each customer…just the Target list!
Now the procedure becomes simple.
First, choose your 3 to 5 first Target Accounts. (Make it a number you KNOW you can follow up with). I tend to choose them based on the ones I am most excited about working with the soonest. This will give me the most motivation to get this process rolling.
Second, once you have chosen the Targets, send out the mailers. I tend to space them out a week apart. This is a bit of a long sales cycle. But it ensures that they will have time to digest the message, even if they are out on vacation, business travel, etc.
Third, just like any business process, the fortune is in the follow up! You must work the phones now to get your appointments with the Target List. If you have done these mailers right (and been creative) you will have a great deal of success.
Be bull-headed in your follow up though.
You have invested a lot of money on these prospects! Work hard to get some time in front them now!
If you have chosen wisely on your promotional items and your themes, you will not only have made an immediate impact with your Target list, but you will also have the chance to have long term advertising with them as well!
If you work in the world of Finance, you know that marketing to your clients can be different. Whether you are marketing a bank, a credit union, or another organization in the financial world, the issue is real. You probably have experienced both successes and failures in promoting your organization. So we have enlisted our Financial Marketing specialist Kelly Bowe for a few things to consider when creating branded merchandise for banks and credit unions.
Choose a Signature pen that is just “YOURS.”
Select a pen that no other financial institution in the area uses and stick with it. Eventually the customer won’t even need to read the imprint, they know this pen is yours. Customers come to count on receiving your “signature” pen when they see you at an expo or outing.
Our most recent popular pens are the Antibacterial pens. They have an additive applied in the production cycle to ensure safety. The stylus pen also allows the customers to use the stylus for touching credit card machines, pushing button on elevators and more.
An executive style pen is also appreciated when your customers sign loans or contracts. The executive pen you choose will need to offer blue ink for signing official forms. Formal vinyl envelopes can be a nice touch when presenting your customer with their closing documents.
A Calendar Is Functional and (Still) Valuable
One of the most popular and appreciated gifts you can give your customer is a calendar. Some people will say that they have their calendar on their phones; however, they still have a wall calendar, desk calendar or pocket calendar they refer to for appointments and references. A calendar provides 12 months of exposure to your brand and is always valued by your customers. If you are not convinced, just remember that your customers are heading to the mall and buying calendars each year in November and December. You have the ability to provide that value AND promote your brand on their wall if you choose.
Don’t Forget the VIP’s
Having a few high-level gifts on hand is essential. These nice gifts can be used in place of flowers for an employee family funeral, a retirement, a get well soon message or given as an on-board gift for a new employee. Wind chimes are a thoughtful and treasured gift. They have a magical sound and high perceived value. You could create a universal message for the wind catcher that can be used for all occasions. These wind chimes are tuned by masters to produce 6 distinct, rich notes. They are finished with a black powder-coating to prevent rust.
Regardless of the specific high end gift (and we can help you decide) we are believers in creating a high perceived value and choosing something that is very functional. That not only makes your customer understand that they are really valued and they see the item and branding over and over.
Let’s Talk about Kiddos!
Let’s not forget the children. Think about one of the simple McDonald’s marketing strategies behind the Happy Meal. Take care of the children, and the parents will follow. A reading book, coloring book or piggy bank will excite the children every time. The best part about marketing your services to children is you have the chance to help them create good saving and spending habits that will follow them throughout their lives!
If you are in the financial market and need ideas to help promote your brand, please let us know. We would love to help! Learn more here.
Happy Thanksgiving! The holidays are officially upon us. And as the Black Friday Sales start (on Thursday, no less) it is extremely easy to get sucked into the stress of the holiday season. We can get too focused on the gifts and less on the meaning. We get focused on the tasks on the to-do list and less on the point of the exercise. I know I am guilty of it. So on this day of Thanksgiving, I wanted to take just a moment to outline a few of the things I am thankful for here at Hasseman Marketing.
The Team
I really am excited and thankful for the team I get to work with every day. From different backgrounds and different parts of the country, the inside employees and the outside sales team are what make us go. They are who “Deliver Marketing Joy.” Thanks to the Hasseman Marketing Team!
Our Customers
Nothing happens until there is a sale. That is true of any business, and certainly ours. We so appreciate the faith and trust our customers place in us every day. Thanks to each and every one of you!
Our Communities
Our Corporate headquarters is in Coshocton, Ohio and we love that area. We #ChooseCoshocton. We are proud of it. We want to have an impact. But with the nature of our business, we have team members in other communities too. Yes, we have people in Ohio. But we also represent communities in Virginia, North Carolina, and California as well. We are thankful for the opportunity to make a difference in each.
Our Suppliers and Partners
As with most any business, we are not in it alone. We have a host of fantastic suppliers and partners that help us do what we do. These suppliers are manufacturers, printers, designers and software developers…and more. We are thankful for the opportunity to work with each. So thank you! If you are reading this, you are likely in one of these camps.
All of us at Hasseman Marketing would like to take this chance to give Thanksgiving…for you!
