“Analytics” – Measure your Success

I once worked with a phenomenal entrepreneur who said something that has resonated with me for a very long time:

“If you can’t measure it, you can’t manage it”.

Obviously in the marketing industry this has been a prevalent thought for a long time – it’s how we, as marketers, assess the good our actions have for the company, whether that is on the bottom line, conversion rates, consumer behavior etc. But it is often a subject that is overlooked when it comes to Promotional material.

Rather than treating promotional material as an essential part of a conference or an event, savvy marketers are looking at the impact various products (or combinations of products) are having on real-world sales. Something as simple as switching the customers perception of the brand by putting it on a product they use every day that is of a quality that is a step above the norm has a genuine impact on the consumers purchasing behavior.

Take a comparison between a standard plastic pen and an item like our Eyre Deluxe – where one offers a cheaper feel and less durability, the Eyre has the quality and feel to genuinely promote your brand, rather than detract from it.

So the savvy marketer in this case may get a baseline reading on where their sales are at, introduce the Eyre as a replacement for their current pens and from there assess the increase in sales (or perception) to determine the scope of their positive ROI and be able to show a genuine improvement based on this behaviour. Simple analysis, but being able to show that growth is of the utmost importance – even if you drive your growth by 2-3% by such a simple change, that is 2-3% on top of your other business activities to get you closer to your sales goal. 

Nicholas Letts
Marketing Manager – Promotion Products

The Impact Colour Can Have!

Sometimes, colour choices can seem quite difficult: to go with a classic and chic single colour print look, or to try something to really brighten up the product. How do you know what is the best choice and what will help bring out your brand best? 

Well we can help here – fortunately our team is very experienced with our products, so can tell you which would look best with what option. But if you’re just looking for a general rule of thumb, then there are a few simple things to look at:

  • What is your overall brand message? Just knowing what your brand is about and the message you’re trying to portray is vitally important – bright, vivid colours can have an amazing look on products, but you’ll never see the Mercedes logo in an array of colours! It’s always a simple gray, black or white to bring about the connotation of class and elegance. In fact their whole marketing platform is built of this style of communication But something like a charity will focus on the bright colours to engage the viewer in a totally different way.

  • What is the actual promotion? Unless you’re in a specific few industries, not many people need a huge amount of colour for a corporate uniform – something simple does the trick here. But on the other hand, if you’re holding an event then something with a bright set of colourways may be your best option.
  • What product are you interested in? Different products look best with different designs – for instance a metal waterbottle can look sublime with a laser engraving or a single black print, whereas a promotional tattoo is a great way to show an array of colours.

Use these general rules to have a good idea of what you’re looking for, and if you have any questions at all then contact us on 1300 303 717 and we can help.

The better your products look, the more effective they are, the better your ROI!

Nicholas Letts
Marketing Manager – Promotion Products

ANZAC Weekend Plans

It has to be one of the most commonly asked questions in any office environment: “What are your plans this weekend?”

Fortunately for many of us, the weekend is associated with sleeping in, relaxing breakfasts out with friends, knocking over those last few chores and enjoying a cold drink. Some of us go the the beach (and might be wearing a brand new cap!) However, not all of us have that luxury.

Some of the dedicated men and women of this nation don’t get that opportunity, and instead will be working to protect our way of life and putting in 110% for the service to their country. This weekend, remember to take a moment to think, whether that’s at a dawn service, or just privately to yourself about those who have made the ultimate sacrifice as well as those who risk their lives every day for every one of us.

Have a great long weekend, and we will see you next week!

Nicholas Letts
Marketing Manager – Promotion Products

Sunburn and the forgotten Promotion

People who follow our Facebook page will be aware that recently I went to Moreton Island for the day – it was forecast to be one of the last warm weekends this side of winter, and the weather could not have been better. It was clear, warm, with fantastic sunshine and idyllic clouds rolling overhead.

Moreton

 

Which means that of course I burnt rather badly.

But something like that can make you think while you apply 3/4 of a bottle of aloe vera ointment, how much we take something as simple as sunscreen for granted. It’s a product that we in Australia grow up with as a part of everyday life, and something that we tell our kids all about. So in a lot of ways, it represents the perfect promotional marketing opportunity.

We use it every day.
It’s good for us.
We share it with others.
We associate it with being outdoors, and having a good time.

What a perfect way to represent your message. Something as simple as a tube of sunscreen can associate all these positive factors with your brand and develop it that way.

This is Promotional Marketing 101 – help people, and grow your brand at the same time.

Nicholas Letts
Marketing Manager – Promotion Products

How does your organisation differ?

This is a key point in marketing that organisations all over the world can miss. Sometimes it’s not how similar we are to other companies, the way we structure our product offerings, marketing materials or even our logo design that makes the company what it is – it’s the unique features that hold untapped potential to build an audience that is more engaged with your message than some affiliation to a memorable brand.

What I mean by this can best be explained with an example – take Apple. A world recognized brand, and a market leader when it comes to marketing practice and logo design. You can see a full story on the similarity between Applebees new logo here. The key point being that while this may have a short term effect and an association with that brand, ill-thought out plans can lead to association with a brand that empowers that brand, rather than your own and creates a perception as a “hanger-on”.

So how do we capitalise on our brand message and stand out for all the right reasons?

Know your message from day 1.

This is absolutely key. There is no purpose to fumbling blindly through your marketing to try and reach a goal – consider Beats by Dre. Despite entering an arguably saturated market (Skullcandy, Bose, Sony being some of the big players) these headphones have taken the public by storm and made a phenomenal amount of money. Incidentally you can see our headphones here. They did this by having a clear, focused goal, a unique design, and were marketed hard from day one. Now admittedly, not all of us have the budget they did, but it was this focus and drive to be a bit different that made them into an incredibly profitable brand. So know what you want to achieve, and how you;re going to target your brand associations – is it going to be a sophisticated design, grungy, quality and/or price driven?

By knowing your message, you know how to target your brand, you know what will work for you and you can focus your energy, time and money on developing your brand in a unique manner, rather than piggybacking on the coat tails of bigger companies and risk getting lost in their shadow.

Nicholas Letts
Promotion Products – Marketing Manager

How to pick the next Promotional Trend

Pens, bags, USBs, Drink Bottles… they’ve all been (and remain) some of the most effective and highly sought after promotional items available on the market today.

So how is it that you, as a savvy purchasing agent and marketer, can get ahead of the curve and make sure that you have the product that’s going to be the Next Big Thing to really maximize your profitability?

There are a few key things to consider, but two of the most important things to keep an eye on are:

The technology market. Due to the rapidly developing range of technological products that are available, new promotional material comes out every single day that helps our clients stay ahead and provides a genuinely useful and sought after product to their customers – a perfect example of this would be the new OTG USB Drives we have recently added. They’re a new concept integrated with an immensely popular product, making them a marketing slam-dunk.

Continuous Improvement: products that are classics are classics for a reason. Keep an eye on new trends on types of items such as drink bottles or bags, as more products are being released, the build quality increases and you are more able to match the product to your brand with a never-before-seen style.

So in essence, it requires some research on your part, and we are happy to help – simply contact us if you’re looking for something new and we can guide you through your product selection. But keep an eye on what is going to best suit your brand, that’s where the magic happens.

Nicholas Letts
Promotion Products – Marketing Manager

Urgency, Timing and Delivery

By far one of the biggest changes we have seen in the promotional industry over the past years has been the increased need for “Express” products – items that can be delivered quickly all over Australia.

While we always recommend that you place an order some time before you need the products to ensure they get delivered to you on time (and also because we can sometimes offer even more of a saving) we understand that there are situations where time is not a luxury that can be afforded.

A classic case study is when the purchaser has taken over the responsibility due to an unplanned absence or an event that has been sprung upon them with no warning – something that I’m sure most of us have some experience with! And because of that, they need some material to help expand on their message…and they need it fast.

Although it takes time to print a high quantity of items, have them assessed for quality and then shipped out of the factory, we always try to meet our clients needs, so we do offer a number of promotional express products that can be delivered anywhere from 5 days to 24 hours, so if you need something urgently we strongly recommend you call, because we want to help.

So, if you need something urgently, make sure to follow these steps:

  • Know which products you’re after.
  • Look at the “Express Range”
  • Have your artwork ready in a vector format
  • Call us on 1300 303 717 and let us help

Nicholas Letts
Promotion Products – Marketing Manager

The Importance of Branding

I heard it summed up best once like this: A brand is the way your customer perceives you.

And it is true, when we think about a company, we think of the brand itself, whether that’s through the logo or the feeling we as a customer have towards that organisation. So it is of vital importance that you get your organisational branding correct, and make it work for you rather than against you!

But critically, brands don’t have to be all about your product! Take a look at this combination from BUPA recently – as a health fund, this is not the thing most people would have associated them with, but it removes the perception that they are just a company there to provide insurance (even though they really are). And it’s that perception that makes people think of their brand with a warm familiarity, rather than associating them with an aloof, hierarchical entity that is there to produce a profitable return to investors and board members.

By associating your brand with something well enough, that something becomes part of your brand. This is a unique position in the promotional industry as you have the opportunity to use our market and product expertise to truly reflect your brand message and most importantly, actually have the chance to directly choose how your brand will be perceived.

Which is a marketers dream, no?

Nicholas Letts
Promotion Products – Marketing Manager

Where to start?

One of the most common questions we get asked is simply “I’m new to this…what do I do?”. And frankly, it can be tough when you’re not a professional buyer who doesn’t know what PMS colours, vector artwork or pad printing actually means and what impact that will have on their product, design or cost.

Th best way to start is with the product you;re looking for – we can guide you through artwork and printing styles, but the actual product itself is a decision only you can make. So have a look at this fairly handy, short series of questions that is a good start point for the prospective client: 

  1. Who is my target audience?  By determining your target audience, you can really narrow down the range of items that can be suitable – for younger generations, the growing range of technology based items is a good start!
  2. What is it for? A uniform for internal use is probably going to be a different product to something that you’re going to give away at a school fair. And while a giveaway product is going to want to be more cost effective, a corporate level gift will want to focus on quality.
  3. When do I need it? A very important question, as products can have different lead times depending on their make and your location! If you need something ASAP, start by looking at our Express range to get an idea of what is available and possible.
  4. What is my budget? This isn’t a sales pitch! By knowing your budget, the sales team can more accurately pinpoint exactly what might be some good options, and likewise you yourself can view pricing and know immediately whether it’s in the ballpark for what you’re after.

Armed with this information, you have a great starting point for your promotional product journey – and just knowing those 4 things can make it a fast, efficient and hassle-free process!

Have a great weekend everyone, and keep an eye on our Facebook page for upcoming events and giveaways!

Nicholas Letts
Promotion Products – Marketing Manager