by Kirby Hasseman
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
by Kirby Hasseman
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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by Kirby Hasseman
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 Priority Pyramid” 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
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.
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!
by Kirby Hasseman
This blog was written in November of last year…and has been updated in January of 2022.
It’s affecting all of us…in nearly every industry. We are seeing the challenges in our businesses…and our personal life. Most of us have not spent nearly any time thinking about our “supply chain,” and now we hear about it every day. It doesn’t matter if you are trying to buy a car, a computer, a t-shirt or a loaf of bread. The issues are everywhere.
The Supply Chain is currently broken
I am not interested in placing blame here. There are plenty of theories about that. The problem with just placing blame is, for most of us, there is little we can do about any of that. We are not heads of state. And to be honest, the supply chain is not “owned” by any one organization. So even if you are a “head of state,” that won’t get you very far either. The supply chain is broken…and it’s not getting better soon. It’s an “is.”
So what can we do about it?
If we accept that the challenges are there, then it’s a reality we all have to deal with. So what can any of us do about it? While we can’t really affect change with the problem, there are some things that each of us can do to help our businesses navigate these times more successfully…and with less stress. Here are 7 things you can do to deal with the supply chain challenges that we are all facing.
Expect Price Increases
We hate to be the bearer of bad news here, but it’s coming (or here). With suppliers aggressively trying to bring products into the United States and the port congestion continuing, we will all start to see costs rising on promotional products. We are already starting to hear from customers that products they have ordered previously are higher. Part of this is basic “supply and demand” economics, but it goes well past this. The cost to ship a container of goods into the United States went from $4,000 to $32,000 in some cases. This has a trickle-down effect, that will touch all of our purchasing…not just your branded merchandise.
I know. I know. It’s not what any of us want to hear. But it’s important that we are prepared.
Action Step: Be prepared to either increase your budget on these items or get ready to adjust items or quantities.
Plan Ahead
Updated: Many of our customers listened in the 4th quarter of 2021 and it helped! But here’s the thing…just because Christmas is over doesn’t mean the supply chain woes are fixed. Rush orders are still going to be a challenge to be sure. As we said then, these supply chain issues are not going away on December 25th. Now is the time to begin thinking about your 1st and 2nd quarter (and beyond) initiatives. Just like with the pandemic, “waiting for this to be over” is not a great strategy.
So we all need to continue to plan further ahead. It’s imperative if you want to have items for your next event. The good news is, we are moving back to having events again. But we will need to plan out further if you want to have your branded merchandise in time. As we said last year, if you used to plan 2 weeks out, double or triple that timeline. You will be glad you did!
Action step: Take the time to plan out the events you know are coming next year, and get the ball rolling now.
Have Plan B (and C)
Even if you placed an order when there was stock, that inventory might disappear like manners on Black Friday. We talked about this here. You need to have a few alternative options as you plan out your marketing ideas. If you have selected a plan b and c, then you can move to those without having to start the creative process over again. The fact that the item you really wanted is out will still be frustrating (because it is), but you will be able to move on and still get something in time for your event.
Action Step: When selecting your first option, take a little extra time to select a “just in case” item as well.
Buy What IS In Stock
We have all been at a conference and come across that “perfect pen,” or seen a competitor with the exact promotional item we want for our brand. I have certainly been there. And to be honest, most of the time that is great for us. In those cases, you have done the research for us. All we have to do is go and find it! But this is not the time to search for a specific item to put your logo on. If you are this specific, you are destined to be frustrated.
Instead, this is the time to think about the emotion you want to elicit or the goal you want to achieve. Start there. Then work backward to what you want to achieve…with the items that are in stock. That is why we created our “In Stock and Ready to Rock” shop. We are updating this each week. It’s not perfect because the numbers are changing all of the time. But it’s better than searching for an item that is already out of stock and will not be back in inventory until March (or June).
Action Step: Think about the goal you want to achieve. Then start here for options.
Be Open To Alternatives
That leads nicely to keeping an open mind to new ideas. While you might have always used a Nike polo for your sales team, this might be the year you need to think differently. Be open. Who knows? You might find a brand you like just as well. Or, what about a custom apparel piece? If it’s going to take 8 to 10 weeks anyway, this might be the time to think “outside of the box” and create a custom solution.
Action Step: Now is a great time to be open to new ideas that might hit the mark.
Act Quickly
Once you have decided on an option, act quickly. The inventory numbers are not changing day to day…they are changing minute to minute. This is not the time to “take it back to committee.” If you do that, there is no guarantee that what you want will still be there. This is not a sales pitch. You just need to act quickly in order to get the items you want. You need to act quickly and then be patient. It’s not fair. But it’s true.
Action Step: Make a decision.
Be Kind
Being a frontline worker today is harder than ever. These are the folks that are handling the calls and the frustration of the public. They did not cause the issue, and to be honest, they can’t do much about it. So screaming at them does nothing to help you. The good news is, we have been blessed with very kind (and patient) clients for years. We have not run into this. But it’s a real thing that people are dealing with. So please just be kind. You can be “disappointed” and “not a jerk” at the same time.
Those are 7 things you can do to help with the supply chain challenges. If you want to chat further, we would love to help. Head here to set up a time to chat!
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! Not ready to jump into a full course? No worries…you can still keep up with our content by signing up to become a VIP here.
by Kirby Hasseman
When done right, branded merchandise can be an absolute game-changer for your business. Most of us have been on the receiving end of a quality piece of branded merchandise. It can be a powerful bonding experience between you and the brand you love. On the other hand, most of us have also been on the receiving end of a crappy promo experience. You know the one. It’s where someone in the organization clearly decided to throw their organization’s logo on the cheapest item they could find. They might have “checked the box” in having something to give away…but they missed the mark for the brand.
They created “Brandfill.” You don’t want to do that!
This sort of useless, cheap promotional product decreases the brand value in the customer’s eyes. And let’s face it, most of the time it makes it straight to the landfill. That’s why we call it “Brandfill.”
So how do we avoid adding to the noise? How can we make sure that the next branded merchandise purchase is on point? It’s all about being intentional. Let’s get started with 3 questions to ask before you buy branded merchandise.
Where Is Your Perfect Customer When They Realize They Need You?
One of the superpowers of branded merchandise is the fact that they are incredibly targeted. You can use a great promotional product to reach directly into a customer’s office, kitchen, car, or even on their wall. One of the ways that organizations “get promo wrong” is when they create merchandise and just spray it out to everyone. Everyone is not your customer. You want to create branded merchandise that is specific to your prospect or client. That is why we spend the entire first lesson of our 5 Day Marketing Course on defining who that perfect customer is. (You can sign up here for free).
Now that you know EXACTLY who that perfect customer is, it’s time to dig one step further. Ask the question, “Where is my perfect customer when they realize they need me?” Are they in the car? In their office? Once you know who you are trying to reach and where they are…you can really be more specific with a piece of branded merchandise that will actually hit the mark!
What Is The Item’s Perceived Value?
Now that you have your perfect customer in your mind’s eye, and you know where to reach them, you can start to select items. As you begin to narrow them down ask yourself, “What is this item’s perceived value?” In other words, what will my customer THINK I spent on this? In a perfect world, I like to find an item that has a high perceived value. In other words, the customer or prospect feels like you spent more than you actually spent. It increases the value in their mind. That is why I love doing Double Walled Vacuum Sealed Tumblers…and why I have said that you should never buy a branded Yeti.
The goal is to find an item that your customer perceives as a $20 item, but you only spent $15. This is not the only reason to buy a piece of branded merchandise, but it’s a good tool for narrowing your list down.
What Would My Perfect Customer Love?
Finally, if you want to create raving fans, this last question is simple but powerful. When selecting your next piece of branded merchandise, will your perfect customer love it? Will they be over the top excited to receive it? If it’s a piece of drinkware, will it become their favorite? If it’s a t-shirt, will it be the one they always take out of the laundry basket first? If not, why not?
I can hear the “yeah-buts” now. I get that you don’t always have an unlimited budget. That is why finding your perfect customer is so perfect. You are not trying to create an amazing piece of branded merchandise for everyone. You are creating something that your tribe will love.
And if you are not creating something that will elicit a response, it begs the question, “Why do it at all?”
Those are 3 questions to ask before buying branded merchandise. If you want help in making your next branded merchandise campaign a winner, let us know if we can help. And in case you missed it above, feel free to sign up for our FREE 5 Day Marketing Course. We would love to help you get your marketing back on track!
by Kirby Hasseman
It is almost time for the Hasseman Marketing Fall Fiesta…and we are fired up to bring back this event! For those that don’t know, we host an annual (except of course last year) in-person event to showcase the best and brightest ideas in marketing…just for you! Essentially, it’s a fun trade show that we put on just for you. There are plenty of reasons to attend (in fact here are 6 reasons), and we want to let you know that we are still on.
3 Updates For The Fall Fiesta
Safety Protocols
As you can imagine, there have been plenty of questions about safety protocols for the event, so here is where we have landed. We will be recommending that guests wear masks. We will not be requiring them. There will be masks and hand sanitizer for those that want them. Since we are recommending masks, the HMC team will most likely be wearing them. I have no intention of being the mask police, but we will be asking everyone to respect one another’s choice. If you have any questions, feel free to reach out.
Reminder Of Hours
Just a reminder, this year’s show hours are 11 am to 3 pm. We have made that adjustment based on supplier and attendee requests. The goal is to make this an action-packed event with lots of ability to interact and learn.
Super SWAG
Every year we are blessed to have some wonderful branded merchandise to share with our events. This year is no different. We have been getting boxes of “marketing joy” for the past month and we are excited to share these with you. We will be packing bags this coming week in order to get ready. If you registered early, there will even be an extra goodie in the bag as well.
Didn’t register early? It’s okay! We will have plenty of good swag for you. You are still welcome to join us!
Once again, the event is Thursday, October 14th from 11 am to 3 pm at Lake Park Pavilion in Coshocton County. We hope to see you there!
Make sure you never miss an update by signing up for our VIP newsletter here. Oh…and as always, we have all of our content here on our blog page…check it out!
