by Kirby Hasseman
Branded merchandise is one of the most powerful tools you have in your marketing toolbox. Sure, we sell promotional products. So, you can certainly expect that we’re a little biased on the subject. But years of studies prove us right. Done well, branded merchandise powerfully impacts human behavior.
These are all impressive numbers. But it assumes one very important thing. To create results like this, you need to use promotional products correctly.
Like any other media, promotional products can be done wastefully, in-artfully, and even irresponsibly. All marketing channels can be done well, or they can be done poorly.
Don’t believe me? Then just consider this billboard that asks you to stop texting and driving…while expecting you to read a paragraph.
The point is, if you want great results with any marketing vehicle, you need to do it well.
The same is certainly true with branded merchandise. I have often said, you get what you pay for in promo. If you want to represent your brand well, take the time to consider which product you put your brand on! It seems simple, but so many organizations just gloss over it!
At a basic level, the best branded merchandise is useful. As marketers, it’s easy to lose sight of that. We want the newest, cutest, shiniest branded piece…and those are fun.
But if you want your marketing message to stick, it needs to be useful to the people you give it to.
Want to have a promotional product with a great ROI? Focus on perceived value.
Some of the best branded merchandise campaigns are built around high perceived value. What is perceived value in promo? It simply means that your customers think you spent more on the item than you actually did.
Leveraging perceived value in promo is when you only spend $5 but create $10 of goodwill.
When you focus on high perceived value items, you create brand affinity and fix the appreciation gap with your customers. You show them how much you appreciate them. And you create promotions that stick around. People don’t toss items that are genuinely useful, that make their way into the everyday routines of your customer’s lives.
Which promotional items have the highest perceived value?
There are plenty of promotional products which meet these criteria. Useful promo items with a high perceived value are available at any price point. Knowing your audience, your market, and your target demographic helps narrow down your options to those that will give the biggest ROI in terms of goodwill (we can help with that, of course).
There are a few products that often do well across many demographics. Consider these…
- Lip Balm: Lip Balm is an inexpensive marketing piece that outperforms its cost. Customers know lip balm retails for $2 to $3, but it will only cost you about $1, with your logo.
- Vacuum Drinkware: Yeti has a great product. And the company has done an incredible job increasing the perceived value of this category. Work this to your advantage. Your customer thinks this product should cost $30, and you can do it for $10 or $15. You’ll dazzle your customers with your generosity. (As a side note, this is why I say you should never buy a Yeti in promo.)
- Custom Calendar: Each year, people head to malls to spend $20 to $25 for their wall calendar. (Yes, people still use them.) Calendars let you put your marketing message on their wall (for a whole year) for just $5 to $7. Well, it’s a no-brainer.
These are just a few items that pass the perceived value test in branded merchandise. There are plenty more! Just make sure you spend the time to consider one simple question as you create your next campaign: Am I adding value?
Thanks for reading! Want to keep up with all of our content? You can do that here on our blog page. Oh…and now is a great time to upgrade your marketing education. Check out our FREE 5 Day Marketing Course here if you want to create more targeted and effective marketing.
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
In the book “This is Marketing,” Seth Godin covers a lot of very important topics that can help you become a better marketer and a better storyteller. You learn why you don’t need everyone as a customer. As a matter of fact, you need to find a “minimum viable audience” for your product, service or movement. But no lesson was more profound for me than the difference (as Godin defined it) between Brand Marketing versus Direct Marketing.
Brand Marketing Versus Direct Marketing
It’s important to note that Godin did not say that one was better than the other. There is a very important place for both Brand Marketing and Direct Marketing. It’s just vital to understand what both do…and where both fit in with your marketing strategy or plan. So let’s quickly explain the difference.
Direct Marketing
Direct marketing is a marketing action you take where there is a designed (and often immediate) action to follow. This is the email delivered directly to the prospect with the call to action that says “Buy now” or “Click here” or something like that. Direct marketers find an action that creates the specific result that they want, and then they look to do it over and over again. Direct marketing is measurable. You can see what the open rate on the email is. You can track how many people clicked the link or bought the product. There is an A + B = C feel to direct marketing.
Brand Marketing
Brand Marketing is also powerful, but much harder to measure. As Godin says, “Coca Cola does not think that if you see an ad during the Super Bowl that you will leave the Super Bowl party and go buy Coke.” The idea of course, is they are creating brand affinity and top of mind awareness. That way, the next time you are in the grocery store, you will think of Coke. Brand Marketing is important and is how long term success is often created in Advertising and Marketing.
Both types of Marketing are important and effective. Where you get in trouble, is when you create Brand Marketing and try to measure it like Direct Marketing. It will almost always fail. It’s just not set up to do the same thing.
As you consider creating your next marketing campaign, take the time to consider and understand what kind of marketing you are creating. Just remember, “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”
Thanks for reading! Want to keep up with all of our content? Check out our blog page each day to see what is new. Oh…and you can always sign up for our VIP newsletter. We send one email with all of our content each week.
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 Josh Williams.
What is something fun that not everyone knows about you?
Among the various creative things I enjoy doing, one of my favorite things to do is cook. I really enjoy spending an hour or two in the kitchen, prepping thing spices and herbs, making rubs, seasoning vegetables, and other things. When I cook, I try to go as close to whole ingredients as possible, including making my own pasta and sauces. It’s something I don’t do very often, because I get into a zone, and it makes making family dinners a little difficult, because my perfectionism makes me not want to settle for something simple and quick.
What is your all-time favorite Promotional Product and why?
I would say my all time favorite are the
super soft T-shirt Tycoon shirts with the butter wash finishing. They are incredibly soft, and as someone who has always aspired to make elaborate t-shirt designs, it makes the idea that much more attainable to the masses, because no matter how intricate you get, you don’t fall into the trap of multiple colors of thick plastisol ink making the shits uncomfortable, or nearly unwearable.
What is the current product you use all the time?
My Popsocket. I got one made with my art on it, and it’s the most useful tool I’ve ever had. It’s really versatile, and it makes my phone easier to handle. It also lets me personalize while leaving most of the actual phone uncovered.
What is a company or brand that you admire and why?
I may be biased because It’s run by one of my best friends, but I have a lot of admiration for
Rusty Waters Apparel, a rust belt themed clothing company from the Youngstown area. The owner, Kate Butler, has put a ton of work and hustle into the brand, garnering her a lot of attention, regionally and nationally, and has put a lot of herself into it. The shirts are creative nods to the cultures of Pittsburgh, Youngstown, and Cleveland, and the general Rust Belt area as a whole. They’ve also begun to branch out into just creative and interesting designs that don’t necessarily have to do with the region. A very inspirational company.
What is your favorite part of “Delivering Marketing Joy?”
One of my passions in life is seeing people really embrace and fulfill what they feel like they are here to do, some would call it their calling. The part I love of Delivering Marketing Joy is the moments when we have the opportunity to hand a package of promo, or more in my case, deliver a campaign, marketing strategy, brand, or video, that lets someone who’s struggling with the idea of pursuing their passions as a business see, perhaps for the first time, that what they’re doing is real, and legitimate. Helping people pursue what they love and helping them find success there is what bring me the most joy, especially when I can use my passions to help them get there.
by Kirby Hasseman
Each week, we pride ourselves on creating content for our customers, peers and prospects that will entertain and inspire. Some weeks we have more than others, but we try to be consistent. But with the crazy changes we have all been forced to make, we have committed to creating more content than ever. As I put together our weekly email to those on our VIP list (you can sign up for that here), it struck me that it would be good to have this all in one place…on one blog.
So let’s dig into a lot of content this week…with a very short description to help you know where to start.
Why Giving Joy is More Important Than Ever
There is plenty of frustration, anxiety, and fear in the world today. Read this blog and learn why and how to give out Joy instead.
Brand-ecdotes with Jeff Wickerham
This new series about our team is making a lot of people smile! Check out our latest and learn a bit more about Account Executive Jeff Wickerham!
Tips For Working Remote from Remote Workers
And it’s official…many of us are being asked to officially work from home. Here are some tips to working remote from some of our team that actually does it! Read now!
He Said She Said Podcast
This time on the He Said She Said podcast, Kirby and Amy talk about the evolution of the Coronavirus…and their views on it. They talk about what they have been working on…and so much more. Listen in and catch up now.
Delivering Marketing Joy (Video)
It’s time for Delivering Marketing Joy! This time entrepreneur Jason Nokes from PromoPulse flips the script on Kirby and asks hime the questions. They talk about how he creates so much content and what he uses. Watch now if you want to use this time to get more done!
unScripted Podcast Coronavirus Special Edition
We don’t usually share this podcast on this email but felt it could be valuable today. This time on a special edition of unScripted, Kirby and Bill talk about how some companies are dealing with the crisis. There should be value here for any organization. Listen in.
5 Types of Media To Blame
It has become very easy to blame the media for every crisis these days. But what does “the media” mean? It’s not a simple as you think. Here are 5 different types of media to blame.
I Learned A Dance In Quarantine
Want a break from the heavy? Need something to make you smile? We know…you need some Marketing Joy! Then check out this vlog created yesterday…as Kirby learns a dance in quarantine. Watch…enjoy…smile.
Create A Work From Home Kit
If you are a leader of an organization, you might have people working from home now. So how do you keep them connected to the culture? Obviously communication is important. Here are a few more ideas. Create a work from home kit. Check it out here.
As always, you can find all of this on our blog page here. But we thought this might be helpful as you look to lift your spirts and be inspired as you work from home. Oh…and if you want to be on our VIP list, you can sign up for that here.
by Kirby Hasseman
Working from home is not a new phenomenon for many people around the country. But with government officials and medical experts telling Americans to stay home, it has a bit of a different feel. There is a difference (for most of us) that we are allowed to work from home and we have to work from home. This is why we posted this blog about free tools for working remote AND we asked our remote team for tips on how to be productive at home. As a leader in an organization, we want to make sure our team members that work from home not only are able to do their work, but that they still feel very much a part of the team. We want to keep the sense of team and culture, and do our best to keep morale high during these stressful times. That is why at Hasseman Marketing, we think you should create a “work from home” kit. While we can certainly create this as a kit, just understand these are just a few branded pieces that might help to team build a bit during this stressful time.
Webcam Blocker
Nearly every laptop has a web cam now, and it’s critical for online meetings. On the other hand, it can be a way you can be hacked and spied on. Give your team some peace of mind with this inexpensive piece.
Mic Blocker
The same concern can be true with our mic. Want to make sure people are not listening in on your conversations? You can keep that from happening with this simple branded piece.
Water Tumbler
Help keep the members of your team hydrated and healthy. This cool drinkware piece is a great size and has the double wall vacuum style that keeps coffee hot and water ice cold. This is the perfect piece to have with you all of the time. We did this in our recent Brand Box and the response was super good.
Sticky Note Jotter
Another piece that got a ton of positive feedback in the recent Brand Box was this Jotter. It’s a great piece to keep beside the phone or your desk so you can take quick notes during that Zoom call. It’s one of those pieces that can be used every day.
Mission Pack
Finally, if you want something to put all of these items in, and to be a great and functional branding piece, once the crisis has passed, I love the Mission Pack. This is a stylish backpack that your team can use when they are “working remotely” for years. I even did a video about this a few weeks ago…you can check it out here. These are just a few items that can help you keep the team feeling productive and together while they work remotely. Like I said, this is just a blog to get you thinking. We can gladly help you create a kit for yourself. Please contact us if you have any questions about putting a kit like this together for your team. P.S. This is also a great kit to use when you bring on new team members to make sure they get a dose of your culture and brand when they walk in the door! Thanks for reading and engaging. We will keep the content coming. Just make sure to check in on our blog each day for more!
