by Kirby Hasseman
Gary Vaynerchuk said “Marketers ruin everything!” Keep in mind that Vaynerchuk is a marketing guy. But he points out that as soon as marketers find something that works, they (we) tend to use it to death until it becomes a nuisance.
Consider email. We used to get excited each and every time we got an email. We read every single one! Now we can’t wait to hit the “delete” button so we can get rid of the nuisances.
The same can be true for many forms of Direct Mail. Direct mail is historically a great marketing tool for small businesses. It still can be. The problem is, this is a case where some marketers have ruined it for the rest of us. We know this as consumers. Where do you open your mail? Many of us answer that question, “Over the trash can.” We are standing there (mentally) hitting the delete button on marketers. Tell the truth, you are probably almost stunned these days when you get a real, sincere piece of mail!
So what can you and your company do? You can stand out…that’s what.
One way you can stand out is to get noticed before you hit the “circular file.” To do this, some marketers will create direct mail that looks like a real card. Some will even go to the lengths of having someone hand write out the envelope. This is a good news/bad news proposition. The good news is, handwritten envelopes DO tend to get opened. And if you have a small group you need to send a message to, this is a great way to make sure they see it. The bad news with this tactic is if your customer opens mail thinking they are getting a personal piece of mail, and it’s just an ad, it can backfire. You seem disingenuous, and the customer will likely (sometimes subconsciously) resent you and your company for it.
Another obvious way to get your message seen before it hits the trash pile is to scrap the envelope. You can send a colorful postcard or a flyer without putting it in an envelope. I actually like this tactic for some campaigns. But this idea too, has shortcomings. First, you are usually limited to what you can include on the space you have to imprint (especially with a postcard) AND you are never quite sure what condition your marketing pieces is going to arrive in! Again, sometimes this is fine. But sometimes these limitations are just too annoying.
One of the best ways to ensure a successful direct mail campaign is to incorporate promotional products WITH your direct mail. The results of this math equation should really get your attention. Direct Mail + Promo = Marketing Gold! But why does this combination work so well? Let’s get to it.
Getting It Open
First and foremost, using a promotional product can help you create what I call “bumpy mail!” Bumpy mail (or dimensional mailers) are packages that are odd shaped or bumpy. This unique shape calls to the customer or prospect “open me!” Curiosity will help you “kill the cat” because your potential client will want to know what is in the package.
But don’t just take my word for it! Let’s take a look at a study done in 1993. This study, done by Baylor University, sent packages to 3000 school administrators. They were divided into three groups. The first group received an envelope with a sales letter, sales collateral and postage-paid business reply card The second group received an envelope with similar contents plus a promotional product. The third group received all of the contents listed above, delivered in a box with a die cut slot, instead of an envelope. The results (as you might expect) were impressive.
Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope!• Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter! In case you were skimming, you might want to read that last line again. Response rates for the dimensional package recipients were 75% higher! Wow!
Now I can hear those “Yeah-But” folks now. “Yeah but the cost of shipping is going to be higher for that piece.” Of course it will be! But how much is a 75% increase in response rates worth to you? Remember a key word here. This is not a 75% increase in OPEN rates. This is RESPONSE rates! If you can’t increase your sales (and overcome in the increase in shipping) with that kind of response rate, you need to seriously reconsider your sales offer!
The Lasting Impact
Here’s the thing…if I ended the post with the above information it would be enough. But the best part about adding a promotional product to your direct mail is I get to say “But that’s not all folks!” I have always wanted to say that! The fact is, when you add Promo to your Direct Mail, you get all of the other benefits of promotional products AFTER your customer opens the offer!
- Remember the Rule of Reciprocity: Customers feel good about you and your company when they receive something from you. By adding something of value to the direct mail offer, you create a sense of value. This creates a better opportunity to sell to this client long term.
- Totally Targeted: This promotional piece is still super targeted. You have reached directly into this prospects home or office…and are communicating to them there.
- Lasting Impression: You have now created a long term advertising message (if you chose the product correctly) long after the postcard, letter or flyer has been thrown away.
Find Your Watermelon
Years ago I was in a sales training seminar with a Promotional Products Industry expert, Cliff Quicksell Jr. He told a story about a young industry professional that needed to get a message to only 6 people. She needed to get it to them…and she needed to make sure they did NOT throw the letter away by mistake. This young pro, as Cliff tells it, took a Sharpie and wrote the message on six watermelons…and sent them! “She had a tough time with the post office,” Cliff said. “But she finally got them to take them. So I ask you. You come in Monday morning and there is a watermelon on your desk. Do you read it?”
I love that story! The message is clear. Find your watermelon! While you may not have to send giant fruit (though that would be awesome), you better stand out. Promotional products can help you do that in a cost effective, results-based way!
This post is an excerpt from the book Delivering Marketing Joy. You can purchase that here on Amazon.
by Kirby Hasseman
I have worked with hundreds of organizations over the years that have (at one point or another) said, “We need a video.” And in most of these instances, they are right!
The problem with the concept behind most of the videos is, well, they stink. They are either too long, or too jargon-filled, or too salesy or too boring. And did I mention too long? The problem with all of these video ideas is pretty simple. The organization producing it makes the video for themselves. I mean, they don’t mean to do that. But they do.
Let’s face it, no one other than you wants to watch a 15 minute video about your company!
As a matter of fact, many people (raise your hand if you do this) actually choose NOT to watch videos if they see they are too long. So that means the video could be absolutely awesome, and no one would watch it anyway.
So what do you do? Make it fun.
Here are some reasons to make a video that is fun for your customers (and you)!
You Show Personality: If your company is boring, then this is probably not your thing. But most companies are not. And even if many people in your company are boring, someone within the organization might be a hoot. People like it when you show personality. They like to know who they are dealing with…and it allows them to get to know you when are you not asking for money! 🙂 Here is a recent video from Hasseman Marketing that shows us let our hair down.
You Can Sell (with less sales): At the end of the day, most of us understand that companies need create sales. But humans like to buy, they don’t like to be sold. A fun video can help you showcase features and strengths without it seeming salesy. In this video from Distributor Central, I learn a ton about their software. I also learn that I want to party with Dave.
You Can Show Off Facilities: When we moved into our new location a few years ago, we had some requests for tours of the place. I am glad to do that, but it’s hard to at scale…unless we do a video tour worth watching! To this day, this is one of my favorite videos we have created. I dare you NOT to smile.
The fact is, a well done fun video can do a lot for your sales. But in addition, I have found that our team has fun creating them. Don’t get me wrong, we have plenty of grumbling about the process on the front end. But once we get “rolling” we have a lot of fun goofing around and teasing each other. It’s like a team building exercise that we don’t have to go off site for!
So if you think you need to create a video for your company, you are probably right. But considering doing something outside the norm…and have some fun with . You will be glad you did!
P.S. If you think hard enough you can work in Ninjas. And everyone loves Ninjas.
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by Kirby Hasseman
Smart marketers combine their advertising and marketing efforts all the time. I talk with business owners and marketers that talk about making sure their “branding is consistent” across the platforms of TV, Radio, and Print. That’s great! The problem is, they often tend to leave out Social and Promo when they consider their marketing platforms. This is getting better, but the problem still exists.
Another reason I like to combine the power of these two is they have another thing in common. Both Social Media and Promotional Products are often discounted as advertising media that “doesn’t work.” It’s ironic that these advertising venues are often discounted for the opposite reasons. Social is too new (for some people) and Promo is too old. As you might have guessed, I don’t subscribe to the theory that either of these advertising platforms “doesn’t work.” They both do (quite well actually) if you know what you are doing.
As Social Media guru and superhero, Gary Vaynerchuk says, “Just because you can’t shoot a three-pointer doesn’t mean your basketball is broken.”
Some people who are marketing with Social and Promo are throwing stuff out there without “spending any time in the gym.”
Give First Strategies
One reason I think Social Media and Promotional Products are great allies is they are both most effective when utilized in a “give first” strategy. As Gary points out in his book “Jab, Jab, Jab, Right Hook” a business that wants to be successful on Social Media needs to be willing to spend some time to develop credibility first. They need to add value by sharing information, humor, insight, and engagement (Jabs) to their audience. Only after doing this for a period of time does the business earn the right to effectively ask for the sale (Right Hook). The same is often true with the very best promotional product campaigns! The very best promotional campaigns are often built around branded products that are functional. They are valued! Although they are marketing tools for sure, when they are done right they are often perceived as gifts to the potential customer. The business marketer “gives first” to provide value. Then they have the chance to ask for the sale!
Targeted and Native
Successful marketers on Social Media are wise on telling their story in the native tongue of the Social Platform they are using. Facebook, Twitter, Youtube, and Pinterest (just to name a few) are different and distinct platforms. You need to communicate on these platforms “natively” or you have the real opportunity to turn people off. However, if you do speak “natively” and hit the mark with your message, you have the chance to make a big impact. Similarly, you have the same challenge and opportunity with Promotional Products. When done right, you can reach right into the homes, offices, and lives of your exact target market. But if you don’t give real thought to where and when your promotional products will be used, you might miss the mark before you even have the chance to tell your story!
Pump Up Posts
So if both formats are “give first” formats, I suggest you get them to work together. When working with your social format, you certainly provide value by sharing appropriate articles, funny pictures, and informational videos. Those are great. But what about simply sharing the opportunity for branded swag? What about this on your next Facebook post? Take a picture of a staff member holding a cold beverage in a branded Coolie. Then post: “We will send a FREE Drink Coolie to the first 100 people to comment on this post!” That is a great way to provide value AND it nearly ensures customer engagement! Yes, you will incur some cost on a promotion like this. But you create a great deal of buzz within your audience AND likely increase your audience for the next time you want to try to make a sale. Oh, and you have created a great bond with the customer (or future customer) and given them a lasting token to remember you by. People still buy from people (and brands) that they like. Don’t let anyone tell you differently.
Affecting Human Behavior
Marketing has been, and still is, about influencing human behavior, right? That is where combing promotional and social really can create some magic. Last year, at Hasseman Marketing, we stumbled across a strategy that helped us increase our social presence…nearly by accident. In promoting “Promotional Products Work Week” we decided to increase awareness through our Facebook page. We wanted to promote the idea of how Promotional Products can help in business (sound familiar?) AND increase our presence. So we quite simply (and crudely) posted a picture of a staff member (Dustin) in our office holding a cute stuffed puppy (with a branded handkerchief around its neck). We said “We are having a contest today! For a chance to win this puppy you need to do three things: 1) Like our page, 2) Share this picture, and 3) like or comment on the picture.
Wow. The results were amazing. That one post is still one of the largest number of impressions we have ever received on Facebook (with no ad bucks spent) AND we increased the number of likes on our page by 40%. No, you can’t do this sort of thing all of the time. Yes, it could be obnoxious. But the results were incredible. It just goes to show you, promo affects human behavior! So work to provide value to your clients in both the Social Media world and the Promotional realm. It will pay off! But if you can combine them, you can Super Charge the effect!
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by Kirby Hasseman
Recent data shows that 54% of Americans drink coffee every day. That’s a big number. In addition, their average consumption is around 3 8 ounce cups per day. Therefore, American coffee drinkers consume around 382 millions cups of joe per day.
Where some see big numbers, I see opportunity!
So how do you reach those folks (more than half) of Americans) right where they are? Here are a few products to target them while they get “their fix.”
Sure Grip Cup Sleeve: As a coffee drinker, I can tell you that grabbing a paper cup of coffee can be down right painful! It’s hard to drink and hard to hold…which makes it a very real possiblity to spill! No good. So here is the Sure Grip Cup Sleeve. It goes around most any size cup to keep the burnt fingers to a minimum!
Absorbent Stone Car Coaster Set: No matter how hard you try, sometimes you spill. So keep that from becoming a giant, sticky mess in the car with these cool items. The fit in most car cup holders and help to keep the mess to a minimum…and your brand front and center.
Multi Use Measuring Spoon: The best promo items are ones you use every day. I use this to make my pot of coffee every morning! This Multi Use Measuring Spoon has a pretty low price point and is very functional for the coffee maker!
14 oz Persona Vacuum Tumbler: Anyone that commutes to work will LOVE this tumbler. This will keep your coffee hot for hours so you can continue to enjoy your coffee long after most people have dumped theirs out. This will be come your customer’s favorite coffee cup for on the go.
Offero Ceramic Mug: This if for your lover of gourmet coffee (specifically the smell!). The offero is designed with a low front and higher back to the mug so you can really be surrounded by the smell of your coffee. Very cool! If you want people to really enjoy their coffee (or the coffee you sell) this is the mug for you! The coffee drinking audience in the United States is huge. So make sure you consider the best way to reach them. These are a great way to start! Hasseman Marketing is a promotional products distributor and full service marketing company that is the world leader on Delivering Marketing Joy!
by Kirby Hasseman
Kirby Hasseman, the owner of Hasseman Marketing, was recently named one of 10 “Rising Stars” in the Promotional Products Industry. Hasseman received recognition at a reception in Nashville at the opening of the PPAI North American Leadership Conference.
Since PPB launched the program in 2010, it has become one of the most sought-after honors in the industry.
“This year’s PPB Rising Stars are quite an impressive group,” says PPB Editor Tina Berres Filipski. “It’s exciting to see what these individuals have accomplished in their short time in the industry and refreshing to see the skills and initiatives they are bringing to it. These are the most watchable young pros in the industry and we are delighted to spotlight them at this point in their careers.” “It’s such a huge honor to be recognized in the Promotional Products industry,” says Hasseman. “And it’s great to a part of such a dynamic group.” All 10 were on hand to enjoy the celebration in their honor including:
Jill Albers, executive director of global sales, Shumsky
Kirby Hasseman, owner, Hasseman Marketing & Communications
Jessica Hutwelker, MAS, account manager, Sunrise Identity
Andrea Jaeckels, MAS, training and project coordinator, AIA Corporation
Ray Jimenez, national sales manager, Pacific Western Sales
Michael Marias, director of sales—Midwest Region, Hit Promotional Products
Ashley McCune, vice president of marketing and communications, Facilis Group
Sasha Pirrie, vice president of sales, western region, Logomark
Adam Taylor, vice president of development, Essent Corporation
Megan Zezzo, outside national account rep, Jetline
Hasseman was recognized for making an impact in the industry through content creation and education. Hasseman wrote the book Delivering Marketing Joy and has created a web show with the same name where he interviews business leaders around the world. More details on the award and individual profiles will be featured in the PPB magazine in the September issue.
by Kirby Hasseman
Tell me…has this ever happened to you?
You (or your boss, or your assistant, or someone else) realize there is a trade show coming up. Then someone in the organization says: “We need to get some crap to hand out at this show!” My guess is you have heard it, or maybe even said it yourself. Don’t be ashamed. The problem of course is that if your entire strategy to a trade show is “we need to get some crap,” then your results were probably equally crappy!
Here are 10 tips for making the most of a trade show as an exhibitor, sorted into what to do before the show, during the show, and after the show.
Before the Trade Show
Tip #1: Get the list of registered attendees
If it is at all possible, get a list of everyone who has confirmed they are coming to the show. Though trade shows do have a lot of last-minute sign ups, they should have a great list of attendees who are registered and ready to attend that you, as an exhibitor, can get access to before the event.
In the lead up to the show, these registered attendees are themselves preparing for the show. If they’re smart, they’re creating a strategy for working the show themselves.
So, the first tip is to simply get that list! As a matter of fact, some of my clients do not even exhibit at trade shows if the organizers don’t provide a list of attendees, it’s that valuable to them. Now that you have the list, onto the next tip.
Tip #2: Send each attendee an email inviting them to come to your booth
Make sure this email is attractive, creative, and personal. Try to whet their appetite. What great promotional item do you have on offer? What’s your fun theme? Are you giving out free beer? Whatever it is, let them know that you want them to come and see you.
Tell attendees where your booth will be located, what’s in it for them, and why they should look for you. If you have enough lead time before the show, you can even send more than one email.
Tip #3: Send a direct mail piece which mirrors the email
This direct mail piece should match the theme of your booth. I like this direct mail piece to be either a postcard (so they don’t have to open it to see it) or a personal card. If you make this direct mail piece impactful, you’ll see returns in better attendance at your booth.
During the Trade Show
Tip #4: Send great people (and people who are familiar with your sales process.)
It’s essential that the people manning your booth know the product or service you provide, and they are comfortable selling at the booth. Often companies just put “warm bodies” at the booth, or send people who aren’t familiar with the sales process. This detracts from the credibility of the company. So, to get the most return on your investment in the trade show, be thoughtful about who will be staffing your booth.
Tip #5: Have a theme
Let’s be honest. Trade shows can be a little … monotonous. Creating an attractive and memorable theme for your booth (ideally one that’s aligned with or somehow reinforces what makes your company unique) will make you stand out among the long rows of the Trade Show Masses. In addition, having a theme can help you plan out how to dress and what to hand out, making your trade show planning process go more smoothly (and more fun, too!)
Tip #6: Bring a great handout
With this you want to have a plan too! Handouts, done well, can drive traffic to the booth. Great, thoughtful and useful gifts have impact that lasts long after the show is done. If you choose to bring the same old promotional items as everyone else, that pen with your logo in it is going to end up at the bottom of the trade show bag, and might never come out again.
It’s up to you… think about the audience, the item and its impact. Stuck for ideas? Call a promotional consultant, who can help you think this through. (If you don’t have a promotional consultant, please let us at Hasseman Marketing know! We would love to help.)
Tip #7: Have a VIP Gift
Sometimes at a trade show one of your current customers will stop by the booth. This is a wonderful opportunity to make a big deal about their business and to thank them with a special VIP gift.
You also might have leads that you have a connection with or who show a real interest in your product or service. This is a great time to reach below the table and get out a VIP gift.
For a current customer, you might say: “Stan, I really appreciate your business and for taking the time to stop and see me today. I am not giving this to everyone, but please take this as a small token of my appreciation.”
With a prospect, the conversation might go like this: “Janice, I think we are on the same page. I know you have a lot of folks you want to see today, but I really appreciate you taking the time to talk with me. I am not giving these to everyone, but please take this and I will follow up with you after the show.”
These VIP gifts should be something a little nicer than you’re handing out to everyone, and you don’t need hundreds of them. Used sparingly, they leave a big impression on your special contacts and customers, making them feel like the VIP’s they are!
After the Trade Show
What’s the secret to trade show success?
It’s what happens once you get back to the office.
The fortune is in the follow up.
Tip #8: Follow Up Quickly with Email
Truthfully, email follow-ups are really just the bare minimum, but it’s an essential step. Make sure you have a rock solid system in place to follow up with everyone that stopped by your booth. Thank them for coming, and remind them who you are and what you do.
Trade show attendees meet a lot of people in a short period of time, so do your best to remind them of you. If you remember the conversation it would be great to reference it in the personal email you send. Time is of the essence. The sooner after the show you follow up, the more you convey that you and your company are “on it!”
Tip #9: Follow Up with a Card
Everyone sends emails. You should send a card. It’s a really nice personal touch. Now, I understand, if you need to contact thousands of people this might not be a realistic goal. If you can’t send a card, consider at least sending a direct mail postcard. This is one more way to get across their desk and to remind them of your awesomeness. The personal card, when appropriate can REALLY make you stand out!
If the idea of writing, stamping, and sending all of those cards makes you squeamish, look into automated ways of doing it. At Hasseman Marketing, we use a system called Send Out Cards. It’s perfect for personal follow ups like these.
Tip #10: Follow Up with a Call
You probably saw this coming. Now it’s time to call them. After going through this process, a call is a great way to make the final personal touch. It’s time to reel them in!
So there are my top 10 trade show tips for exhibitors.
Depending on how many emails you send in the email steps, if you follow all my tips you will have “touched” each prospect between 7 and 12 times. Studies show it takes, on average, 7 touches before a prospect buys … so follow all 10 tips and you’ve done a complete job!
It’s not rocket science, but to make the most of your investment in a trade show you need to have a plan.
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