by Kirby Hasseman
The following post was submitted by Jeff Wickerham. Jeff is a rock star for Hasseman Marketing…and we hope this post inspires you to be smart and safe AND to think creatively about your branded merchandise. Now take it away Jeff, and tell us how “We are apart together.”
It is hard for me to sell right now. I’ve never been the type of sales person who pushes product. I’m guessing if I did try to push more, my sales would increase, but that is just not who I am. I enjoy working with customers on projects and if what I am showing fits, I feel much more natural in selling that way. I also enjoy selling what I would buy. I’m more passionate about those products so it is much easier for me to sell them.
In today’s sales environment, there isn’t much going on. Not many people are buying because, well, not many people are working (at least they are not working how they traditionally worked). I do have companies which are open, but most people are working from home and are holding off on buying, because their businesses aren’t bringing in the money they usually bring in.
When this pandemic became for real, one of the first thoughts I had was we are all going to be separated/isolated/apart. The irony in this is that the only way we will be able to get through it, is by being together. We send e-mail. Some people call. We Zoom. Social media is a great tool. To know we are apart is scary, but to know we can get through this together, is a little less scary.
I came up with the phrase, “We Are Apart Together” and shared my idea with a few customers.
We would put this phrase in white ink on super soft t-shirts (because comfy t-shirts are the only t-shirts I like to sell), but not put a company logo. They could choose the color(s) of shirts which would represent their brand, and give/sell them to their employees and/or customers with proceeds going to a local organization who is aiding in the pandemic.
The customers I shared this idea with liked it, but passed on the idea. It either wasn’t in their budget or wasn’t in their marketing plan. When my wife came home from work that night (came upstairs from working on our home office), I shared the idea with her. She loved it, but wanted to put her logo on the shirt. She is a State Farm Agent and shared the idea with other State Farm Agents and they did a bulk order. The agents gave each of their team members a t-shirt, instilling in them that even though they are all working from home, they will get through this together.
This is exactly why I love doing what I do. Taking a promotional product and filling a need, which helps other people. We will all get through this, if we do it together.
We Are Apart Together!
Incredible job Jeff! We love to see people using branded merchandise to bring people together. If you want to see more content, please check out our blog page here. And if you want to learn more about creating targeted marketing, check out our Free 5 Day Marketing Course here.
by Kirby Hasseman
It seems like most of us are living somewhere on this scale.
- Getting Used To Working From Home
- Enjoying Working From Home
- Really Over Working From Home
- Going Stir Crazy and Ready to Scream at the Top Of My Lungs from Working From Home
The changes have been big for many of us. And while some of the adjustments have forced us to reconnect with family, some have been frustrating to say the least. So how are we coping? What do we need? I thought it might be fun to reach out to our Hasseman Marketing Team to ask them what pieces of “branded merchandise” they have decided is essential for survival during this quarantine! So here are Essential Branded Products (According to HMC) For Quarantine!
Bree McAndrews
Bree was the first to respond. She knows that while she knows she needs to work from home, she needs her privacy too! She says “Camera blocker! Good to quickly block camera if you need to (like if you haven’t changed from your PJ pants to yoga pants yet)” Great call Bree! You can find one of those here.
Jay Sabine
You can think of Jay as the Grill Master! Maybe it’s just an escape to get out of the house, but Jay wants to have tunes and tools to do Grilling right. So Jay’s must have items are:
Grill Brush Cleaner
https://www.hitpromo.net/product/show/7045/grill-brush-cleaner
Thumpah Wireless Speaker
https://origaudiopromo.com/product/thumpah/
Slice-it Scissors
https://www.baystate.com/?sku=K214#Slice-it-Scissors
Kelly Bowe
Kelly knows what she wants. And during this strange and stressful time, Kelly wants chocolate. She responded in all caps…CHOCOLATE! And if you want more specific, then think Turtles. You can find these tasty treats here.
Josh Williams
Our Master of Design, Josh Williams is all about Coffee! He wants his caffeine to keep him safe during this quarantine. “I really like the Urban Peak travel mugs we got a couple years ago. The twist of top and drinking slit weren’t as non-spill as some of the Starline stuff, but they are way easier to keep clean, and they hold a lot of coffee.” There are some great coffee tumbler options…and here is good one.
Jeff Wickerham
With a true house full of people (and animals), Jeff is all about managing time and sound. “For me, I use the Pioneer Wireless Ear Buds + 4400 mAh Power BankI use this for my conference calls, as well as putting them in to block out the noise my kids make. 😊”
We hear you Jeff. We hear you!
While the health and safety of our friends and neighbors is no laughing matter, we do want to keep our content light some days and hopefully make you smile. If you want to keep up with our content each day, head to our blog page each day for more. Oh…and we did actually create a blog with tips from our team on working from home…so you can check that out here.
P.S. Please feel free to use this time to create more targeted and more effective marketing. We have created a FREE 5 Day Marketing Course to help you with that. Check it out here and sign up.
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 Emily (Em) Bradford.
What is something fun that not everyone knows about you?
Something fun not everyone knows about me is I married my high school sweetheart. I became his girlfriend at the age of 14! Thirty years later here we are! It hasn’t been an easy road, that’s for sure, but we are lucky enough to celebrate our 25th wedding anniversary on April 22nd, 2020. In these years together we have had our share of abundant ups and downs, but have been able to rely on each other through it all. Our blessed family consists of our son and daughter in law, our daughter, and our precious granddaughter. We are beyond proud of each of them. I know neither one of us could have ever expected to have this life of love, laughter, and the greatest blessings.
What is your all-time favorite Promotional Product and why?
Favorite Promotional Product – https://www.bicgraphic.com/US/straight-up-pint-glass – The silipint is so versatile for my hot or cold drinks. I love the “feel” and colors and the flexibility of it being unbreakable and dishwasher safe.
What is the current product you use all the time?
Promo Product I use all the time – Viking tumbler – I use this daily. Whether it’s for my morning coffee at home or work. I also use for a refreshing glass of ice tea, wine, or beer during nonworking hours of course.
What is a company or brand that you admire and why?
Company/Brand I admire – Herbalife Nutrition – I became familiar with this company when I gained interest in working out. Herbalife Nutrition is a global multi-level marketing corporation that develops and sells dietary supplements. I get a healthy protein shake almost daily for my lunch which helps get me through the day. This company also gives healthy eating tips, workout routines, and encourages a healthy lifestyle change for everyone.
What is your favorite part of “Delivering Marketing Joy?”
Since I am in the office and I don’t get to see clients face to face, my favorite part of Delivering Marketing Joy is receiving emails, texts, or phone calls of happy clients. It brings me joy knowing I had a small part of putting a smile on their face and making their promotional product ordering journey successful.
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
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.
