by Kirby Hasseman
It feels like we have all been captured in some sort of weird time warp over the last month. We have been asked to work from home, or not work at all. Businesses that were not essential were shut down…mostly. But this past week Governor Mike Dewine (who seems to be one of the nation’s leaders on response to the Pandemic) has announced that Ohio will begin to open back up on May 1st. Dewine was optimistic, but cautious.
Dewine said, ““We want to do this in a thoughtful way that engenders confidence and ensures customers and employees are safe.”
If you are like me, this is welcome news! I am excited to get back to work! And let’s face it, I am excited to turn the “business faucet” back on. Small businesses, which are the backbone of the economy, need to create revenue again. On the other hand, I want to keep my customers, my employees and my family safe. We all do. So I put together a list of a few products to re-open your businesses in a safe and responsible way.
Face Masks
If you had told me 3 months ago I was going to be wearing a face mask every day, I would have told you “I don’t think so.” But as we have learned, a lot has changed as comedian Julie Nolke hilariously explains to her past self here. The reality is, face masks are very likely going to become the new normal for a while. We are all going to need them, and probably more than one. And if you are opening a business, you are going to want your employees to have them. Not only will it help keep your team members safer, it will also provide your customers some piece of mind as well.
So if you are going to need face masks for your team, why not make them an intentional part of the employee wardrobe? Your team probably wears a shirt with your logo on it (if not, why not?), so why not provide them with a branded face mask as well?
But if May 1st is the deadline we are all shooting for (and I know I am), then time is of the essence. There are some great branded options on face masks, but production time can take up to 4 weeks. So if you want to provide employees a comfortable mask (that they will actually wear) and have some branding impact, now is the time to act. If you are interested now, please contact your HMC rep or click here to shop now.
Hand Sanitizer
There has been a run on hand sanitizer across the country, and the same has certainly been true in the Promotional Product industry. But suppliers across the country are working feverishly (too soon?) to make more. While the production time for most orders is between 6 to 8 weeks, it still makes sense to get it ordered right away. In addition, the perceived value of branded hand sanitizer has never been higher. I talk about the importance of perceived value here.
So when you are able to hand out sanitizer with your logo on it, you will be showing your heart…and hand out gold. If you are interested in getting some ordered now, please contact your HMC rep or click here to shop now.
Signage
In any time of crisis, communication is key. Whether through direct mail, video, social media, or email, it’s more important than ever to keep your customers and prospects in the loop. But what happens when you get them in the store? That is where having proper signage can be a huge factor in communication…and safety. Especially in a retail setting, these are essential products to re-open your business.
In order to make sure you help keep your employees and customers safe, you should consider having signs in your space that encourage social distancing (think stickers for your floor). You could have standing signs that talk to customers about what you are doing to keep them safe or even have a sign at the counter to remind them to be safe.
Either way, you want to make sure you communicate to keep everyone safe. If you want ideas about signage options for re-opening, please contact your HMC rep or click here to get your order going right away.
For more guidelines for “Opening Up America Again,” check out this document from NPR. The goal is to not only get the country open for business again…but to do it safely. If we can help you in any way, we want to do just that. Again, if you are interested in any of these products to re-open your business, please check out this shop that we have set up just for this.
Make sure you stay up to date with all of our content here. And if you want to use the next 5 days to work on refining and improving your marketing, consider taking our FREE 5 Day Marketing Course here.
by Kirby Hasseman
At Hasseman Marketing, we are proud of the team that helps us “Deliver Marketing Joy” each and every day. So we wanted to introduce you to some of our peeps with our series we call “Brand-ecdotes.” Today we get to meet Jay Sabine.
What is something fun that not everyone knows about you?
There’s always music playing in my life! In the background at home, or blasting from the speakers in the car (with the windows down of course), through headsets as I work in the yard, or my favorite – sitting around a fire with my family having “dance offs” and seeing who can “sing” the next lyric. I was lucky enough to be raised on the classics, so I am doing my best to continue that and share my love for a “great song” with my boys – as often as possible.
What is your all-time favorite Promotional Product and why?
Simple answer: the one that works best for the client’s agenda. My responsibility is to try to learn as much as possible about their campaign and then provide suggestions & ideas for them. Most clients already know what they’re looking for (hopefully),but more importantly they’re searching for a trusted partner to provide reliable products within their budget. Each opportunity generates it’s own list of best product solutions.
What is the current product you use all the time?
I’m a big Lip Balm & Hand Sanitizer guy! I usually have both either in my car, house, bag or with me in my pockets. (I cannot go without lip balm – it just doesn’t feel right.) For promotional use: I think both are great trade show hand outs and sales call leave behind items. With custom label options you can create seasonal campaigns to keep your current message top of mind and mix up your rotation of products – leading to more impressions at an extremely competitive cost.
What is a company or brand that you admire and why?
Michael Jordan… Mars Blackmon… late 80’s/early 90’s… Black & White media… “It’s Gotta Be The Shoes!” The launch of Nike Air Jordan! It forever changed sports, clothing, marketing, etc.… and still competes today with brands born from this campaign.
What is your favorite part of “Delivering Marketing Joy?”
The evolution of the partnership. I appreciate the client that values promotional products, but hasn’t yet utilized all the benefits in their marketing strategies. Working in support of them, providing answers, taking one burden off their plate and delivering results to meet the expectations. The success of the collaboration isn’t judged until the next opportunity or re-order is presented and the cycle begins again.
If you want to learn more about us and the Hasseman Marketing team, check out our About Us page here! And…you can always become one of our VIP’s. Just sign up for our VIP newsletter here.
by Kirby Hasseman
Now that Thanksgiving is behind us, many people look up from their turkey filled haze and realize that we have officially entered “the last minute” for Corporate Gifts! You want to say “thank you” to your best clients and employees (to fix the appreciation gap), but you know you have to hurry! We get it. We do the same thing! So here is a quick list of “last minute” gift ideas that will leave a lasting impression!
Presidio Backpack: If you want a gift that is stylish and functional, this might be right fit for you and your team. The Presidio Backpack is vintage inspired with modern day features and it comes in denim or black. Very cool. To learn more go here.
42 Can Coleman Cooler: I love this cooler so much I wrote an entire blog about it! You can check that out here. But the fact is, this will be the only cooler you need! It’s a good size to hold all you need…and it will keep ice 36 hours. Learn more here.
12 x 18 Year At A Glance Calendar: This is simple. Functional. And we print this in house! If you want to get your contact information up all year long on your best customer’s wall…and provide them value…this might be the answer! Oh…and we also have a new 12 x 18 Calendar product that is nearly indestructible. It’s water proof and so tough to tear. This is THE product you want to have on construction sites, manufacturing, food, healthcare and more. Let us know if you need more information!
Pyramid Copper Vacuum Insulated Tumbler: This piece has a cool design, a great quality and a quick turn around time! It’s all you need in a gift for the holidays. Check out colors and details here.
Urban Peak Drinkware Gift Set: This has plenty of “wow” factor because of the great packaging and the different styles of drinkware. Oh…and did we mention you can do a really cool imprint on it? Learn more here.
So those are 5 quick ideas. Need more? We can help! But time is of the essence. Please email us here and we can help move you in the right direction! Make sure you never miss an update! Sign up to be on our VIP list here!
by Kirby Hasseman
Happy Thanksgiving! The holidays are officially upon us. And as the Black Friday Sales start (on Thursday, no less) it is extremely easy to get sucked into the stress of the holiday season. We can get too focused on the gifts and less on the meaning. We get focused on the tasks on the to-do list and less on the point of the exercise. I know I am guilty of it. So on this day of Thanksgiving, I wanted to take just a moment to outline a few of the things I am thankful for here at Hasseman Marketing.
The Team
I really am excited and thankful for the team I get to work with every day. From different backgrounds and different parts of the country, the inside employees and the outside sales team are what make us go. They are who “Deliver Marketing Joy.” Thanks to the Hasseman Marketing Team!
Our Customers
Nothing happens until there is a sale. That is true of any business, and certainly ours. We so appreciate the faith and trust our customers place in us every day. Thanks to each and every one of you!
Our Communities
Our Corporate headquarters is in Coshocton, Ohio and we love that area. We #ChooseCoshocton. We are proud of it. We want to have an impact. But with the nature of our business, we have team members in other communities too. Yes, we have people in Ohio. But we also represent communities in Virginia, North Carolina, and California as well. We are thankful for the opportunity to make a difference in each.
Our Suppliers and Partners
As with most any business, we are not in it alone. We have a host of fantastic suppliers and partners that help us do what we do. These suppliers are manufacturers, printers, designers and software developers…and more. We are thankful for the opportunity to work with each. So thank you! If you are reading this, you are likely in one of these camps.
All of us at Hasseman Marketing would like to take this chance to give Thanksgiving…for you!
by Kirby Hasseman
Graphic design is about the eye and the mind. It’s about finding a new and creative way to solve an old problem. A trained designer will understand how to answer these questions and solve these problems in the best way possible.
But sometimes, a quick job or budget constraints mean that you may have to create the artwork yourself. In this case, there are also plenty of measurable skills that almost anyone can use to improve how the final product of their design will come out.
Print is a physical medium, so there are many practical problems that need to be considered when making your artwork. Today, we’re going to cover three things to consider due to the process of cutting, or trimming, the paper. In general, any print job is run on a sheet of paper larger than the final size. For example, if you are making a flyer that is 8 1/2″ x 11″, or the size of a sheet of copier paper, it will most likely be printed on a sheet of paper that is 9 1/2″ x 12″, give or take, and then trimmed down the final size afterward. This physical process gives some speed bumps to consider when creating artwork.
Margins
An easy way to ruin your final job is to put your content, like text or important images, close to the edge of the sheet. When setting up a page, it’s easy to look at your white space and think you can fill all of it with your artwork. This isn’t the case. There needs to be a margin on the sides, top, and bottom to avoid anything important being cut off. If your headlines or text get too close to the edges, they run the risk of being trimmed off by accident. In this case, the printer is not to blame for it, and you are left with a job that is basically unusable. A safe distance to put anything important on your page is at least 1/4 inch from the edge of the sheet. This will give the printer enough room to work with the wiggle in the sheets as they trim them down, without worrying too much about cutting anything off.
Bleeds
In print work, and color or background that is supposed to run to the edge of the page without white showing is called a “bleed”. In order to correctly get this effect, the image needs to “bleed” over the edge. This means that when the art is printed on the larger sheet, the background will be a little bigger than the trimmed size. This may sound like opposite advice from the margin section, but the difference is that the background shouldn’t have anything important, like pertinent information or images, it should be a simple color or an image that isn’t of absolute necessity.
Alignment
Another aspect to easily overlook is the alignment of the artwork. Are all the elements centered on the page, or are they a little farther left or right? This can wreak havoc on your design. Without properly centered artwork, the printer will cut it as sent, which will make your page look lopsided. Sometimes, printers will try to correct it for you and center the page, but this can lead to problems with bleed, or even frustration from the printer from dealing with troublesome artwork.
Simply following little guidelines like this will instantly make whatever you create begin to look more professional. But remember, whenever possible, you should hire a professional to make the most out of your project and show your company in the best light. When the need arises, remember we at Hasseman Marketing offer full-service design, start to finish. Give us an idea, and we will take it to new heights.
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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.
