How To Create A Promotion With A Purpose

One thing that we learned over the past few years is that Branded Merchandise can really impact your culture, your messaging, and your bottom line.  We know that because, during a time that we could not meet in person, thousands of successful companies reached out to their teams to deliver some “marketing joy” to them while they worked from home.  It helped to create a team atmosphere when we could not physically be together.  It helped to raise the stature of branded merchandise in the eyes of consumers because nearly all of us saw the power of “doing promo right” play out right before our eyes.

But what happens now that many of us are going back to “normal?”

It would be a real shame to lose the lessons we have learned.  Branded merchandise (when done right) has shown that it has the power to lift people up and affect behavior.  So now that we are getting back to “normal,” how can you use branded merchandise to create change, build the team, and grow sales?

Let’s talk about how to create a promotion with a purpose.

Determine the Goal

This may sound basic, but it’s foundational.  If you don’t know what you want to create, how can you create a campaign around it?  Do you want to increase sales or ask people to donate?  Determine the behavior that you want to drive.  Then you can build your promotion around that!  At Hasseman Marketing, our latest mailer is designed to not only increase sales (that is always good right?) but to raise awareness for eco-friendly options in the marketing space.  We want to show that you can make a big impact on marketing while decreasing our impact on the environment.

Create the Theme

If you want to affect real change, build that into the theme.  Doing branded merchandise right means you don’t just slap your logo on something.  Sure…you can do that.  But consider the amazing branded merch you love to wear.  Most of the time, you are not excited to rep a shirt with one of your vendor’s logos on it.  When you create it with a message, you are more likely to want to spread the word.  Creating a theme can help you spread the word in a more effective way.

For our mailer, we wanted to create a theme that could be inspirational, and let our customers know that they could start small.  So our theme is “Try a little harder to do a little better.”  Then we spent the time creating some cool artwork (that did incorporate our logo) to help spread the message.

promotion with a purpose

Select the Vehicles

Now that you have the goal and the theme, it’s time to select the vehicles that you will put your message on.  For our new message, we focused on items that all have an eco-friendly impact.  From our Allmade t-shirt to our Sustainabalm lip balm, all the items we selected showed that you could create a cool promotional campaign while still being conscious of the environment.

promotion with a purpose

Create the Call to Action

Now that you have done the work to create a cool and powerful campaign, it’s time to tell people what to do!  What action do you want people to take?  Now is the time to tell them.  That might be asking them to donate or to ask them to scan a QR code to head to our online store.  You have made this effort to get their attention.  Now that you have it, don’t waste it!  One our mailer, we put a postcard in the box to explain each product.  On the postcard, we included a postcard to take them to our online shop for people to order.

People who are new to sales struggle with this moment when it’s time to “ask for the sale.”  They have gone all the way through the process, gotten the meeting, had a nice conversation with the prospect…and then it stops.  While it might feel weird to “do the ask,” it’s actually strange not to do it now.  If you don’t direct your client where you think they should go…then why have you wasted their time?

Deliver and Follow Up

Whether you ship the package or hand-deliver this “marketing joy,” it’s time to get them in the hands of your clients and prospects.  And while you have done the amazing, proactive work of creating a work of art…now can be the most powerful step.  It’s time to follow up.

“The fortune is in the follow-up.”  This is a sales maxim that is powerful because it’s true.  You have created a cool marketing piece that is sure to affect human behavior.  But here is a little secret.  Humans are busy.  And they are easily distracted.  They might be dazzled by your package and totally interested, but something urgent has come across their desk and it took them away from it.

Create a disciplined follow-up plan to keep in touch with your prospects if you want the best results.  You don’t have to be overbearing, but it’s imperative to follow up.  If you don’t, you will be wasting a lot of time and resources.  And let’s face it, if you have come this far, you have done it because you have a purpose.  You have a mission.  Now is the time to act like it.  If it’s important enough to create this…then it’s important enough to follow up!

If you want to learn more about the products in our campaign, you can check out the shop we have created here.  Please let us know if we can help you create a promotion with a purpose for your organization. We would love to help!

Hasseman Marketing is your one-stop marketing shop.  We work hard to “Deliver #MarketingJoy to you.  If you want to make sure you never miss an update, now is a great time to become a VIP.  Sign up to be “on the list” here.


7 Ways To Drive Traffic To Your New Website

“If you build it, they will come.”  This is a line from an iconic Hollywood movie called “Field of Dreams,” with Kevin Costner.  It’s also one of the biggest lies we believe in business when it comes to creating a new website.

Building a new (or improved) website for your organization can be exciting.  It takes a lot of planning and hard work.  And hopefully, when you are done, you are incredibly excited about the outcome!  The problem that many organizations run into is they think that when the website is built, the work is done.  They believe the line from the movie.  They have built it…now the traffic will come!

Unfortunately, that’s not how website traffic works.

I hate the be the bearer of bad news, but once the site is functional, now the work of driving traffic to the website begins.  This is one of the ways that websites are just like a retail establishment.  You can’t just put up the “open” sign and have a steady flow of traffic.  You have to do the work.  So here are 7 ways to drive traffic to your new website.

Paid Traffic

You have likely heard of Google Adwords and Facebook ads.  These are incredibly effective ways to drive traffic to your site.  The best part about this traffic is that it tends to be very targeted.  When it comes to Google Adwords, they have likely searched for the very solution you provide.  For all its faults, Facebook is incredibly good at creating traffic as well.  This is a great way to get your website on the map.  The downside, of course, is that if your entire strategy is built on paid traffic, the cost will just continue to rise.

Press Releases

This is such an often overlooked strategy.  When well-written and well-targeted, this can be extremely effective.  We recently launched a website called  The idea is to educate 17-24-year-olds in Coshocton County about the opportunities in their hometown.  While sending this press release out nationally would make no sense, the local media is very interested.  If you pick the right target, the audience might be hungry for your news.

Content Marketing

There are a LOT of ways to use content marketing to promote your new website.  The first is to create a blog on the new site or to have other interested bloggers write about it to drive traffic.  You can also create videos or podcasts that can talk about the importance and features of the new site.  You can also request to be a guest on other podcasts or videos.  These content providers may already have an audience that speaks to your target, so you can help them (by providing interesting content) while they help you!

In the example of, we will likely feature that team on the Coshocton Conversations podcast soon.  That podcast already speaks to people who are interested in the area, so they would be a perfect fit!

Direct Mail

We have said it before here, direct mail is not dead.   And with the pandemic, its effectiveness has increased.  When you want to drive traffic to your new site, a targeted direct mail piece can be powerful.  A few tips to help increase the effectiveness include:

  • Make it clear what you want the audience to do.  Put a QR code on the piece to show people to scan it so they can head straight to the site.
  • Do a postcard so they don’t have to open anything to see the information.
  • Add an extra feature (like a magnet) so there is added long-term value to promote the site.
  • Make it bumpy.  Add a piece of branded merchandise to improve open rates and the long-term success of the mailer.

Branded Merchandise

Using Branded Merchandise is a great way to build a tribe.  These brand advocates can become the best source of “word of mouth” for your new website.  The best brands have a tribe of people excited to tell the story.  And if you are smart, you can make that even easier.  You can certainly add your website to items that have a large enough imprint area.   And just like your direct mail piece, you can create an amazing piece of merch with a QR code as well.

Branded merchandise is (by its nature) very targeted and also longer lasting.  So by incorporating a quality piece of branded merchandise into your campaign, you can not only give the website a boost in the short term but give it a longer-lasting impact as well.

Email and Text

We have talked about the difference between brand marketing and direct marketing here before.  Branded merchandise can serve both purposes.  Email and text messages are hardcore direct marketing!  Your own list of contacts in email and text can be one of the most valuable assets you have in your marketing toolbox.  You own that list.  By letting these “VIPs” know that you have a new website, you can create direct traffic to the site…right away!

Event Marketing

When you know exactly who you are marketing to, you know what events they attend.  Whether that is going to a trade show, a community event, or an educational conference, getting face to face with that audience can be powerful.  At these events, you can create a buzz around the website and even show people how to use the new site.  This “hand to hand combat” can be a great way to tell the story of your organization…and why the new website can be a great tool!

These are 7 ways to drive traffic to your new website.  As you can see, I talk quite a bit about targeting the right audience.  Traffic only really matters if it’s the right traffic.  By using these strategies, you can not only increase traffic…but the right kind of traffic to the website!

Hasseman Marketing is your one-stop marketing shop.  We work hard to “Deliver #MarketingJoy to you.  If you want to make sure you never miss an update, now is a great time to become a VIP.  Sign up to be “on the list” here.


Briar Swigert Joins the Hasseman Marketing Team

(Coshocton, OH)—Coshocton-based marketing firm and promotional products distributor Hasseman Marketing & Communications is growing again.  Hasseman Marketing is excited to welcome Briar Swigert to their team.  Swigert graduated from Coshocton High School and brings enthusiasm and a hard-working spirit to  Hasseman Marketing.

“I am thrilled to have Briar on the team, and cannot wait to see what amazing things he brings to the table,” says Hasseman Marketing CEO, Kirby Hasseman.  “Not only does he have a great attitude and is willing to learn, but he is also very diverse in his talents.  That will be great for us and our clients!”

In his new role, Briar will lead the print production for Hasseman Marketing and clients as well.  This includes business cards, postcards, invitations, letterhead, envelopes, books, calendars, etc. for Hasseman Marketing clients. In addition, Swigert has a creative mind and is learning the digital marketing design side of things as well.

“I am so excited to see what all I get into here,” says Swigert.  “I am learning something new each day, and am eager to help Hasseman Marketing and our community with their marketing needs.”

Hasseman Marketing headquarters is located at 432 Main Street in Coshocton, Ohio.  They can be found online at  In addition, you can follow them on Facebook at You can also find more out about our staff at

Coshocton County Chamber of Commerce Website Is Live

As we approach the New Year, it’s a great time for organizations to take a hard look at their marketing.  Do you love your brand?  How do you feel about your website?  This is why we created HMC Marketing Pyramid.  It’s a simple tool that helps you look at your organization and decide where to start.  The Coshocton County Chamber of Commerce is one organization that will be starting the new year with a new website.

Coshocton County Chamber of Commerce Website Is Live

We are excited to announce and share that the Coshocton County Chamber of Commerce is starting the new year with a new website to better serve the Coshocton County community and its members.
We were honored to be asked to create this new website and want to thank Amy and the Coshocton Chamber for allowing us to build and maintain their new website.  The task was simple. The goal was to create a more modern site that will make it easier for residents, visitors, and tourists in Coshocton County to find and connect with local businesses.  Additionally, we wanted to build the website so that businesses and organizations can join, pay, renew membership, and update their profiles.
With the automation built into the website, the chamber can now accept new members 24/7, maintain an up-to-date directory of members, and free up time for staff to do more direct service and less administrative tasks.  Are you a member of the Coshocton Chamber (or do you want to be)?  Make sure you bookmark the member directory and use it to find your next service, restaurant, or entertainment venue in and around Coshocton.  If your business isn’t listed, join today.  And thank you so much to the Coshocton Chamber for letting us help you on this project!

Yes…Hasseman Marketing Does Websites

At Hasseman Marketing, we are very proud to offer full website development services.  We have partnered with many local agencies to create websites that help to serve their clients and grow their businesses.  Some of these sites include the Coshocton County Port Authority, Coshocton County Job and Family Services, and to name a few.
Want to stay up to date on all of our content…and the services we provide?  Sign up for our weekly email newsletter here!

The Hasseman Marketing Year In Review

It’s funny.  So many of us said something like, “If we can just get through 2020, everything will be okay.”  And of course, as we look back at the tumultuous year that was 2021, we understand that watching the ball drop on New Year’s Eve is not a solution.  2020 was a tough year, to be sure.  There were plenty of lessons to learn.  We actually wrote a blog about a few of those lessons here.  So to put a bow on 2021, we wanted to do our Hasseman Marketing Year In Review…through our content!

The Supply Chain Challenges

You are probably tired of hearing about challenges with the supply chain.  I get it.  We have been talking about them since back in April.  We even wrote this blog back in July saying that organizations should order their holiday gifts then.  This is not an “I told you so” moment.  It’s just an acknowledgment that the challenges are real.  And the lesson here is that these challenges will not “fix themselves” on December 25th.  If you are responsible for purchasing branded merchandise in 2022, you will see the same challenges.  Here are the 6 things we said you could do to help…it will be important that you stick to that plan moving forward.

It’s Time To Invest

No, I am not talking about throwing money at crypto.  This is about investing in you and your organization.  One simple way to invest if you is to read (or listen to books).  Here are my 10 favorite books I read in 2021.  Dig in there.  If none of those tickle your fancy, we created a list of 29 game-changing business books as well.  And what about investing in your marketing?  That is what we do, after all!  So we created the HMC Marketing Pyramid.  It’s a tool that will help you decide where you need to invest your marketing dollars (and efforts) first.

Finally, we want to help you with your goals for 2022.  So we have created this FREE course on how to create goals that help you move the needle in your business and your life.  Sign up here and we will email you the course at no charge.

New Team Members

Another theme I see when I look back at 2021 is the addition of new team members and services.  Katlyn took a promotion, Skylar joined the team and we even welcomed Dustin Haywood back!  These new additions allow us to offer new and better services and continues to make HMC a fun place to work!  Our most recent addition, Briar (helping to keep the print room rocking) is keeping that tradition rolling!

2021 has certainly been a year of change.  And isn’t that what they say the one constant of life is?  Through all of that, we want to continue to provide you with value.  Whether we are writing about how to market without Facebook, or even how our Haters Help Us, the goal is to help lift you and your organization up!  So thank you for taking this journey with us!  We are excited to work with you and we can’t wait to see what 2022 has to offer.

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The HMC Marketing Pyramid

If you are a marketer or an entrepreneur, you likely have more than a few challenges.  But one of them is most likely, where to spend your time and resources.  There is finite time and money, and you want to make sure you are doing the thing that will bring you the most return.  Mike Michaelowicz turned me onto this idea in his book “Fix This Next.”  Mike created a “Business Hierarchy of Needs” so that entrepreneurs can decide what is the right thing for them to be working on each day.  I found this to be a powerful tool in order to make sure my efforts are going in the right direction.

But I find this to be a challenge for marketers too!  There are so many marketing options to spend your time and resources on, it can be tough to know what to work on next.  In addition, it seems like every day, a shiny new marketing tool comes out.  As marketing professionals, we want to stay on top of the latest trends.  But you don’t want to spend all of your time distracted by the newest toy…and lose out on the foundation.

That is why we created our HMC Marketing Pyramid

HMC marketing pyramid

The concept is simple.  We have created our HMC Marketing Pyramid as a worksheet for marketers.  We have created levels so that you know where you are on your marketing journey.  It also helps you prioritize what you need to work on next (or budget to work on soon).  As you go through the pyramid, you want to check each box where you feel you are strong (or at least comfortable) where you are.  After you go through the whole checklist, go to the lowest part of the pyramid where there is an unchecked box.  That is where you need to start!  You need to have a strong foundation if you want a pyramid that is going to last.

HMC marketing pyramid checklist

Rookie Level

If you love sports metaphors, you are going to dig this.  If not, think of this as the foundation of your marketing plan.  You might be starting a new venture, or you want to get back to basics.  You start at the Rookie Level.  At that level, you want to make sure you are happy with your logo, basic branding, website, and more.  If you leave something un-checked here, no problem.  It just shows you that it’s time to work on that to move your marketing efforts to the next level.

Starter Level

And speaking of the next level, now you are a starter!  At this level, you have mastered the basics and you want to begin to be more intentional and more consistent.  This is when you “up your game” on communication and letting your best customers know you love your fans.

All-Star Level

All-stars take it to the next level, and that is exactly what this ranking means.  Once you have completed all of the tasks at Rooke and Starter, you can take bigger swings.  Sure you have social media pages, but do you have a plan?  Have you made the transition from rented media to owned media?  I talk about what that means here.  This is what happens at the All-Star level.

Hall of Fame

Marketers and entrepreneurs at the Hall of Fame level are truly building brands.  They have custom events to showcase their services and to connect with their tribe. Many also feature custom apparel that their customers actually pay to wear!  Now THAT is a brand!

So where do you land on the HMC Marketing Pyramid?  This is a jumping-off tool to help you plan what should be next for marketing your organization.  Let us know if you want to meet with one of our Hasseman Marketing reps to go over the pyramid…and plan the next steps!

And in case you missed it, feel free to sign up for our FREE 5 Day Marketing Course.  We would love to help you get your marketing back on track!