by Kirby Hasseman
Our goal at Hasseman Marketing is pretty simple. We want to help you market your organization…and we want to do that joyfully. As we have said many times, if we do our jobs right, when you get your branded merchandise, there is a little piece of Christmas morning. We all get excited to open that box of what we call “marketing joy.”
But the last few years have been “different” to say the least. There have been ups and downs…and plenty of challenges. And our goal, through it all, has been to continue to help you market your organization and tell your story. Sometimes that means creating a fantastic video, sometimes it means helping you get sweet t-shirts, and sometimes it means keeping you informed of what is happening in the industry.
Today…we want to give you 3 important facts about the branded merchandise side of the business.
Branded Merch Is More Valuable Than Ever
Okay…you might feel like this is more of an opinion than a fact, but go with us here. Over the course of the last 2 to 3 years, the world of work has changed a lot. Many people have gone from traveling to an office every day, to working from home, and then back. And while the future of work is still up in the air, one thing is clear. Work has changed. Even those who still work at the office or manufacturing plant, have seen it change. Many are being asked to do more with fewer people around them. The work world is just…different.
That is where Branded Merchandise (done well) has come in.
Smart organizations have used quality branded merch to help create team unity, show appreciation, or rally the troops. The change that we have seen is a shift from “cheap” giveaways. While those less expensive pieces still have a place, we have seen a trend of organizations focusing on quality and value. If you want to show your team that you appreciate them, or you want to motivate them to work hard, a quality branded piece of merchandise has become a powerful tool for nearly every organization.
The Supply Chain is not Fixed Yet
I wish this was not true. But it is. The supply chain challenges, though improving, are not fixed. There are still plenty of shortages in stock of popular items. We talked about some things you can do to lessen your own stress here. But in short, it’s important to continue to allow for more time. Last-minute projects happen. But in order to set your organization up for success, make sure you give a bit more time when you can.
Also, be open to alternatives when you can. If you want a black t-shirt…awesome. But if you want “that specific black t-shirt,” you set yourself up for frustration.
Prices Have Risen
We hate to be the bearer of bad news, but this is a fact. Most items have had an increase. We mentioned that it was coming in this article we wrote last year…and it has come true. So just be prepared. In addition, shipping costs have been affected as well. These are just facts of life at this moment. But don’t despair. We can still work with your budget. This is where open communication can be incredibly important. Please let us know when constraints you are working under from the beginning of the project!
With all of that being said, now is NOT too early to think about the 4th quarter. If you know the budget you have, now is a great time to select your gifts for customers and employees. This will decrease the stock concerns, rush charges, and shipping issues.
And if you are thinking “now is too early,” just remember…we have seen this movie before! Let’s be prepared to learn from the past and make this 4th quarter a bit less frantic than the last couple!
These are 3 important facts that we see about branded merchandise. If you have questions or concerns, please reach out and let us know! We would love to deliver some marketing joy to you!
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
We know that life is filled with different seasons. Sometimes we live through a season where things are going well…and sometimes not so much. From an economic perspective, this feels like one of those “not so much” times. While I don’t want to over-react and start using the “R” word, I think it’s safe to say we are in an economic downturn. Inflation is a big concern across all sectors, the supply chain is still not back together, and interest rates have risen quickly.
So what do we do now? How do we market in an economic downturn?
While economic downturns are challenging, plenty of companies thrive in them. While the competition and the market panics, these companies seem to not only weather the storm but come out on the other side with a stronger boat (or umbrella…you get the metaphor). Here are some strategies to market your organization in a challenging economic time.
Keep Your Customers Close
When it comes to marketing in tough times, keeping your current clients is job 1. The best organizations take care of their customers all of the time…but especially in tough times. One simple way to do this is to show them appreciation. Studies will tell us that 69% of customers that leave you will do so because of “perceived indifference.” They leave because they don’t think you care! Creating an ongoing system of appreciation is a great way to let your top clients (you know, the top 20%) that you value them and their business.
I say ongoing because it’s not just a one-time thing! Customers are hit with thousands of advertising images a day. By showing appreciation consistently, your organization is able to fight through that clutter and create real relationships that stand the test of time. One way to help customers become a strong member of the tribe is to provide them with quality branded merchandise. The immediate impact is powerful and long-lasting.
Action Step: Create a quarterly appreciation program to consistently thank your top 20% of clients.
Grow With Those Clients
Studies will tell you that it’s easier to get a current client to buy from you than a new one. They already trust you. And yet so many organizations spend all of their time and resources on mining for new customers. New customers are vital of course (and we will get to that), offering your product to your current client base is often the best way to spur sales. Make sure you create campaigns with current clients in mind…especially in tough times.
Action Step: Create a VIP deal for your current clients. Not only will it make them feel special, but it will likely drive sales as well!
Make Your Prospects Targeted
If you want to grow your business, you will need new customers. But during an economic downturn is not the time to do a shotgun blast approach. “If everyone is your customer, no one is your customer.” Now is the time to get hyper-focused on who you want to serve. This will allow you to be more creative and more valuable to your partners during this time. This doesn’t mean you need to get rid of your current customers! It just means that when you are using marketing dollars and resources, you are crafting them to a much narrower audience.
Action Step: Create a niche that you want to target and serve in your marketing and start to create a plan to tell your story to them.
Focus On “Owned” Media
When it comes to marketing your organization, you can rent media or you can own it. Most of us are familiar (and comfortable) with rented media. The radio station “owns” the audience. We pay them for access to that audience for a brief window in time. We rent that media. The same is true for all traditional media. And make no mistake, the same is true for social media. They own those audiences. Even if Facebook makes it feel like the followers are ours, they are not. That is still rented media.
Owned media is the audience that has opted in to hear from us. This is your email or text list. These people have raised their hand and signed up for a newsletter, downloaded a book, or joined your tribe on purpose. You “own” this audience and you get to decide what and when you send them communications. This list is incredibly valuable to your organization and is a powerful tool for marketing during a challenging time.
Pro-tip: Make sure you are adding value through your list…not just barraging them with ads. Remember, they can unsubscribe!
Action Step: Start to create new ways for people to join your “list.” Once you have an “owned audience,” create a schedule of regular communications you send out that adds them value and communicates your value.
Create Content That Adds Value
Adding value is always a great strategy, but especially now. One powerful way to add value to your prospects and customers (and drive traffic to your website) is to create content. This is a wonderful time to create a blog, video series, or podcast that is hosted on your website. We certainly do our best to do that. One of the best ways to get started is to simply create content around what your clients are already asking you. Make a list of the top 5 or 10 questions you (and your team) get asked every day. Now…create a piece of content that thoroughly answers that. This is a great way to add value, drive traffic to your site, and ask them to join your tribe. You can join our tribe here by the way.
Action Step: Start (or re-start) to create content that serves your client.
See The People
Some of the best sales advice I ever got was very early in my career. “When in doubt, go and see the people.” In sales, it is incredibly easy to sit behind your desk and wait for the phone to ring. And when times are rocking, this seems to work. But in an economic downturn, you have to be proactive. You can’t just sit back and wait for customers to come to you. This is the time to go on offense. It might mean upping your social media game, attending conferences where your customers go (read this if you are going to do that), or even just getting out of the office and going to physically “see” your customers.
Action Step: Create a strategy to get out of the office and go to where your customers are.
Increase Your Marketing
Of course, the marketing guy says this, right?
But here’s the thing. During economic squeezes, most people react in fear and retract. The boldest companies dare to do the opposite. Now is a time to invest and look to gain market share while your competitors are afraid to stick their heads out and see their shadow. This doesn’t mean throwing money around irresponsibly. That’s why this is the last tip. If you follow the advice of creating value, focusing on a targeted market, and growing your current client base, you can do this effectively.
At a recent conference, I listened to Dean Graziosi talk about the economic downturn and his advice was simple. “Whatever you planned to spend on marketing this year…double it.”
Update: One place to focus on your marketing is on video. Here are 10 videos we think every growing organization needs to consider.
Action Tip: While your competitors cut back, look for ways to wisely increase your efforts.
Bonus: Invest In Your Team
“Nothing kills a bad business faster than good marketing.” For real. There is no sense in investing in a great marketing campaign in order to send your prospect or customer to a frustrated employee. The experience will do nothing but chase a good lead away forever.
Now is a great time to make sure your team knows you appreciate them. I talk in detail here about how to build appreciation into each day. But suffice it to say, if you are building a tribe with your customers, make sure your team feels a part of it!
Action Tip: Create internal branded merchandise that the team actually wants to wear! It doesn’t need to have a logo on the front. Connect it to the mission!
These are just a few tips on how to market your organization in an economic downturn. If you want to join our tribe, feel free to sign up here. And if you want help creating a plan to help your organization not only survive but thrive, let us know!
by Kirby Hasseman
“Guess who’s back! Back again!” No, it’s not Slim Shady. It’s just the Hasseman Marketing crew attending another industry event on the lookout for cool ideas for your next branded merchandise needs. The HMC gang recently attended the latest OPPA (Ohio Promotional Professionals Association) event and we came back with a few fun ideas to spice up your next merch campaign.
Here are 7 great branded merchandise ideas from the latest Sales Safari.
Multicam Cap with Flag
This new cap from our friends at Outdoor cap has a sleek look and a patriotic feel. The Multicam Cap with Flag Visor is a perfect promotional cap for the outdoor enthusiast. This structured cap features a pro mid crown and back arch plus a tuck strap with slide closure to create the perfect fit. This hat also includes a woven label flag on the visor giving it a look any patriotic customer would love.
Custom Wave Table Tent
If you create a table tent, the purpose is to stand out…right? “WAVE” 3-D custom 3-D table tents or calendars feature your branding and custom art printed on both sides PLUS the inside panels of the product—and at a low minimum of just 50 pieces. Printed on sturdy, smooth white cardstock. The Wave design features two pop-out panels to feature images, pricing menus, calendars, and more. Great for restaurant or bar table tents or counter cards, bank counter displays, event save the dates, sports calendars, and more.
Custom Playing Cards
“Why gamble with another (company)?” These custom playing cards feel like a fun branded merchandise idea that would be easy to build a campaign around. Full-color process and poker size, the casino quality full custom design playing card deck allows for full creativity putting your logo in the spotlight.
14 oz University Collection: Deep Etch
When it comes to this amazing piece of drinkware, it’s not just about the vessel. It’s about the imprint. Don’t get me wrong. The ceramic mugs are beautiful. But when you combine them with this elegant-looking deep etch, you create a branded merchandise keepsake.
Coronado 22 oz Straw Tumbler
Can you say colorful? Drink, sip, and seal. 22oz. Double-wall stainless steel tumbler. Copper lined 304-grade stainless steel inner. Tritan straw with silicone straw tip, and Tritan /stainless steel lid. This one is fun and functional.
Boom Light Up 14W Waterproof Wireless Speaker
Get ready to light up the party! The Boom Light Up 14W Waterproof Wireless Speaker features two 7w speakers with rainbow light changing colors along with a music beat. Built-in 4000mah lithium battery. We got a chance to listen to this, and if you are a speaker snob, this is the one for you!
Sublimated Sherpa Scarf
If an item can whisper both “luxury” and “value” at the same time, this one does! Not only does this have an incredibly soft feel, but this Sherpa Scarf also offers edge to edge sublimated full-color imprint. And it doesn’t break the bank!
So there are 7 great branded merchandise ideas from the latest OPPA Sales Safari event! If you want to discuss any of these items, or if you need some other merch to rock your next campaign, please let us know!
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
Regardless of the game, you are playing, it’s vital to know the rules if you want to succeed. Without the rules as a guidepost, you will be inefficient, make mistakes and frustrate the other players. That is certainly true of marketing your organization. You need to know the rules of the marketing game if you want to flourish.
And while some people might tell you that they want to be a “rule-breaker” and “think outside of the box,” it’s important to understand the rules before you try to break them.
3 Simple Rules of Successful Marketing…that many organizations miss.
While there are tons of tactics and rules around marketing, we are going to start with these basics. Like building a house, if you don’t have the foundation right…the whole structure will ultimately crumble. Many organizations sprint from fad to fad to game the attention of their audience. And it’s great to stay up on marketing trends! But when you can combine that with a solid foundation, you really have something to build on.
Know Your Customer
Let me just state it plainly, if everyone is your customer then no one is your customer. We all have limited budgets. No organization that I know has unlimited time and resources to reach “everyone.” And yet so many businesses today act as if they are trying to reach everyone. It’s great if you have a product or service that you think can help everyone. But you can’t reach everyone. So it’s incredibly important (and valuable) to spend the time to segment your market into smaller groups.
Who is that ideal customer? Where do they shop? What are their hobbies? Where do they live? Here are 10 questions to ask in order to dig in.
Once you really have a handle on who your ideal customer is, you have the ability to really create a marketing message (and a product for that matter) that serves them. Sometimes the perfect customer of your organization is you. But so often it’s not. So it’s important to dig in and do the research. This will allow you to understand what they read, what social media they consume, the conferences they attend…and more.
When you really know your customer you can create marketing that reaches them right where they are.
Make the Customer the Hero
I love this concept from Donald Miller’s amazing book “Building Your StoryBrand.” As Miller points out, so many of us make ourselves the hero of the story. Our marketing message is all about us. “We have been in business for XYZ years”. Or “we have won this and that awards.” But our customers really don’t care about that…we do. Our customers care about whether we can solve their problem. They have come looking for a solution.
The best marketing messages invite our customers into a story where they are the hero. We are the guide. We want to show them that our service, product, and message are all about helping them succeed. Our organization will simply help them do it.
By making the customer the hero of the story, we invite them into a story they want to participate in.
If You Confuse You Lose
Simplicity is incredibly important in our marketing message. Bill Petrie and I discussed this on a recent Promo UpFront podcast. Consumers are willing to pay more for brands that make their choices (and their lives) easier.
But maybe more important, if your customers and prospects don’t understand your offering, they will just move on. There are plenty of other fish in the sea! When a customer or prospect lands on your webpage (or other marketing messages) and they are not sure that you solve their problem, they will leave. It’s that simple.
As Miller talks about in the book, your marketing needs to explain what you do so that a caveman can understand it…immediately. If there is any confusion (or other sources of friction) the prospect is very likely to move on. You never get the chance to tell them your story. You don’t get a chance to explain. They are gone.
Now make no mistake, creating a simple marketing message is hard. Every organization is complex. Boiling it down to a few words can be really difficult. But it’s worth your time to do the work. What do you do? What problem do you solve for the customer?
If you can answer that question simply, you have a better chance of breaking through the noise…and inviting them into your story.
These are 3 simple rules of successful marketing. And if you are able to master them, you not only have a great foundation for your marketing. You are also likely well ahead of most other organizations in your space.
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
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.
