by Kirby Hasseman
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.
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.
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.
by Kirby Hasseman
I was at a small group meeting recently with a group of high achievers. These are high-character people who have had success in their life. I respect this group. As we went around the room discussing things that were on their mind, a theme bubbled to the top for me. Many of the people in the room were struggling with a common challenge. They lacked any positive recognition for their achievements.
Leaders in their organizations did not pat them on the back and thank them for their hard work…and it hurt.
These are highly educated, accomplished individuals. These folks show up every day and do their best. But the cultures they were working in did not recognize their efforts…and it was grinding them down. I am sure if you asked them, they might say they didn’t need a pat on the back. “Doing good work is enough.” But it’s not.
Being recognized for your contribution is something we all need.
We might not even think that we “want it.” We need it. Organizations that don’t understand the human need for recognition struggle. I was watching it happen in front of my eyes. These people who are leaders in their own organizations were frustrated…and the solution seemed so simple. But as I have said many times before, simple is not the same as easy.
Organizations (yes yours) need to do a better job of showing appreciation to their team. As I have said before, there is an Appreciation Gap in most organizations. If you ask leadership if they show appreciation, they will tell you that they do. But most employees don’t feel appreciated or recognized. That appreciation gap creates a divide in an organization that frustrates everyone.
Appreciation Has To Be Intentional
The fact is, life and business are busy. Even leaders that have the best of intentions can lose sight of showing appreciation. We have a lot to do and a lot to manage. And let’s face it, some of us are not as good at thinking of gestures of kindness as others. Unless I make a point of it, I lose track too! That is why leaders need to be intentional about showing appreciation.
We need to schedule appreciation.
As I have said hundreds of times, “If it’s not on my calendar, it doesn’t exist.” If that’s true of my appointments and sales calls, why would appreciation be any different? So here is how to build appreciation into every day of the week. If you do this regularly as a leader, you have a chance to bridge that appreciation gap in your organization and improve your culture.
Monday: Do a weekly walk around looking for people to lift up. Someone on your team has probably done something worth mentioning. Call that out. If not, there might be someone that is struggling. Look your team in the eye. Make it a point to listen. Take an hour a week to lift your team up.
Tuesday: Send one thank you card. If you do this before your day goes crazy, this will not take long. When you stack this up, week after week, your team will feel seen.
Wednesday: Bring in the merch! Once a week, pick out a high performer to recognize with a cool piece of branded drinkware or apparel. There is nothing like cool branded merch to help build a tribe. In addition, by doing this, you start to create a habit of “looking for good things” in your organization. A human brain is an amazing tool. When you tell it to start looking for things to celebrate, it finds them!
Thursday: Take a team member to lunch. By taking some time away from the office, you can really build a better relationship with your team members. And of course, if you are willing to listen, this goes even deeper.
Friday: Send out a weekly email to your team commending some cool accomplishments.
Now…put these on your calendar.
None of these are huge time or financial commitments. They can, however, make a big difference in your team. But if you leave them to chance, they won’t happen. Build appreciation into every day of your week if you want to do it consistently.
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.
by Kirby Hasseman
“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 JobsInCoshocton.com. 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 JobsInCoshocton.com, 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.
by Kirby Hasseman
When it comes to marketing our organization, everyone wants to make sure they are up on the latest tips and tactics. And we are here for it. Our goal is to keep you up to date on the latest that is happening in the marketing world. But if you (or your organization) are only jumping from thing to thing to try and catch lightning in a bottle, you will often never create long-term success (especially that you can replicate).
So we wanted to create some foundational rules for marketing. These are 7 Rules for Marketing…from Hasseman Marketing. If you follow these, you will create a marketing foundation that can help you tell your story in a way that lasts.
Give Value Upfront
We believe that we live in a Give First Economy. I even wrote a book about it! This means that entrepreneurs, salespeople, and organizations that provide value upfront will win long-term. They will create trust and build integrity and that will create sales. This value might come in the form of branded merchandise, entertaining video, or an informational blog post. But by focusing on the needs of your customers, and then meeting them joyfully, you can create a relationship that will last for years.
Know Your Customer
I mean REALLY know your customer. The best businesses I know are fanatical about this. They create avatars of their perfect customer. Who are they? What do they care about? Where do they hang out? Really dig deep. When you really know your customer, then you can create marketing that reaches them right where they are. So many organizations create marketing “for everyone.” That is a huge mistake. Most businesses I know don’t have a marketing budget that will allow them to reach everyone. So dig deep into your perfect customer and create marketing that reaches them.
Ask For The Action You Want
While creating value for our customers and prospects is incredibly valuable, you still need to ask them to take the action that you want. Do you know why I loved the Coinbase ad from the Super Bowl? It was very straightforward. Scan the QR code. So many Super Bowl ads focus so much on the creative that they forget the point of the exercise. And many small businesses don’t want to seem overly aggressive by saying “buy now.” You don’t have to ask for the sale with every interaction. But when it’s time to ask your audience to do something…just ask.
You Can’t Over-Communicate
This has never been more true than it is today. With the world, the economy, and the supply chain changing so quickly, we need to use every tool in the toolbox to keep in contact with our prospects and customers. Whether that is through video, social media, blogs, email blasts, or a simple phone call, you need to keep your audience up to date. Often, we feel like we have said something so many times that we are tired of hearing it, but it is just breaking through to many of our audience. As Donald Miller says “marketing is an exercise in memorization.” When your customers start to say your message back to you…you are on the right track.
Brand Marketing Versus Direct Marketing (Do Both)
Both Brand Marketing and Direct Marketing are important…but they are different. I talk about this here. Brand Marketing is about raising awareness. You are not asking your audience to buy (right then). Direct Marketing is when you send an email and make an offer (click here to buy now). Both of these are effective and important. But we get in trouble when we try to measure brand marketing using direct marketing metrics. They are not the same. But it’s important to have both of these in your arsenal.
Reach Your Customer When They Need you
We have already discussed why it’s important to know your perfect customer. This digs just a bit deeper by asking this specific question. Where is your perfect customer when they realize they need your product or service? Now…how cool would it be to meet them there? They might be in their car, or in their kitchen. Either way, creating your marketing strategy about reaching them in this moment of need can be a game-changer.
When In Doubt Keep Going
Don’t get me wrong. This does not mean you should keep throwing good money after bad on an ineffective marketing strategy. But so many organizations are incredibly impatient with their campaigns. They don’t commit at the beginning of a strategy about how long they will stick with it. This is especially true with content. An organization decides to start creating content (more brand marketing than direct marketing by the way), but then they want results in 3 weeks. Often the answer is just to keep going…and do it again tomorrow.
While this is not an exhaustive list, it’s a good foundation. If you (and your organization) can follow these 7 Rules for Marketing from Hasseman Marketing, you will be off to a great start. 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.
by Kirby Hasseman
(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 www.HassemanMarketing.com. In addition, you can follow them on Facebook at https://www.facebook.com/hassemanmarketing. You can also find more out about our staff at https://hassemanmarketing.com/about/.
by Kirby Hasseman
We have been talking about the importance of bridging the Appreciation Gap for years. What is the Appreciation Gap? Most employers, leaders, and entrepreneurs believe they are showing their team appreciation. But studies show that most employees don’t feel appreciated or valued. That creates an “appreciation gap” that leads to dissatisfaction on both sides.
And while there are plenty of ways to show appreciation, Employee Appreciation Day is right around the corner. It might be time to step up and show your team you care with some amazing branded merchandise. And if you like any of these, we have created a shop you can check out right here.
Employee Appreciation Day
Employee Appreciation Day is the first Friday in March and it gives a formal “excuse” for you to show your team how much they mean to you! So here are a few really cool items to help you show up as a hero on Employee Appreciation Day!
Urban Peak® 20 oz Altair Vacuum Tumbler
This copper-lined, vacuum-insulated deep draw liner maintains optimal drinking temperatures. In other words, this is an awesome-looking piece that also keeps your hot drinks hot and your cold drinks cold. It has a very high perceived value and you can even personalize it to make it extra special. Learn more here.
Ultimate Utility Tote
This sturdy tote features a large compartment with a wire rim to give the tote shape and total functionality. It also has a sewn-in hard bottom for extra durability. Aside from its main compartment, it has a front pocket to store your smaller items and a 14-inch handle drop height. Your company name or logo can be imprinted onto the side of the bag, which is available in a variety of different colors. Fellow travelers and grocery shoppers alike will be jealous of your consumers for having such a useful and colorful item from your company! Learn more here!
48″ arc – The Rebel Inverted
The Rebel is an umbrella featuring a revolutionary design that allows the water to push away when closing, making it easy when entering or leaving a car or through a door and keeping you dry in the process. Plus, the inverted closing action keeps the dry side of the umbrella on the outside when brought indoors. Learn more here.
Desk Qi
The Desk Qi is a tabletop charging hub and stationery holder, featuring up to 10W of fast wireless charging (powered by type-c), and 2 additional USB-A ports for your electronic devices. Showcase your brand or message up to a full-color imprint with this must-have at-home or office tech item! Learn more here.
But wait there’s more! We have created a shop that includes these amazing items and more here. Browse, shop and buy right here.
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