Category Archives: sensory advertising

Paper Calendars Endure Despite the Digital Age | Guest Post by NYT Reporter, Christopher Mele

Today I am pleased to share with you this feature on printed calendars published by The New York Times. I would like to express my gratitude to the reporter Christopher Mele and to PPAI members Jerome Hoxton, president of Tru Art Advertising Calendars, and Melissa Ralston, marketing director for BIC Graphic, for their contributions.

Paul

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By Christopher Mele, Reporter, The New York Times

Digitally published in The New York Times on December 29, 2016 and in print on December 30, 2016, on Page B2 of the New York edition.

With the year’s end comes the ritual of many households and offices: getting new appointment books, planners or calendars to hang on walls or put on desks.

In an age of smartphones and the internet, you might think the days of paper calendars are numbered, but data suggest otherwise. Not only have they survived the digital revolution, but sales of some kinds of print calendars have increased.

The sales of appointment books and planners grew 10 percent from 2014-15 to 2015-16 to $342.7 million, and decorative and other calendars increased by 8 percent to $65 million in that time, according to figures from the NPD Group, a consumer research firm.

Personalization has helped make planners and appointment books popular, Leen Nsouli, an analyst of the office supplies industry at NPD, said in an email.

“The consumer can customize a planner to fit his or her style with accessories, colors and even color code events and activities,” she wrote. “That’s not something you can do on the standard phone calendar.”

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Promotional calendars are a way for businesses to advertise and to connect with customers. | Credit: MedForce

Jerome Hoxton, president of Tru Art Advertising Calendars in Iowa City, Iowa, said traditional calendars remain popular because they combine aesthetics with utility. Paper and digital calendars can readily coexist.

“What we found is it’s a question of and,” he said. “It’s not a question of or.”

Bertel King Jr., in a blog post last year for Make Use Of, a technology and productivity site, made the case for paper calendars, noting that he was “inundated with notifications, beeps, alerts and messages.”

“Having to open another tab, fire up another piece of software, or launch another app to access my calendar amounts to one more onscreen thing vying for my attention,” he wrote. “Suddenly a paper planner starts to make sense.”

It may seem counterintuitive that a print product can thrive in the digital age. But the continued success of some paper calendars mirrors that of printed books, an industry that several years ago was confronting what seemed like the very real possibility that e-books would outsell the printed variety. Instead, a Pew survey this fall found that most readers still preferred their reading material printed on paper.

Still, the popularity of some calendars — desk pads and the ones that hang on your wall — has waned.

The average number of printed calendars in households was 3.12 in 2011 compared with 3.98 in 1981, according to the most recent study sponsored by the Promotional Products Association International and the Calendar Advertising Council. The kitchen remained the prime display location, with 75 percent of respondents saying they had a calendar there. The average number of printed calendars per business was 2.10, down from 2.56 in 1981, according to the study.

A 2008 paper from Virginia Tech, called “An Exploratory Study of Personal Calendar Use,” predicted the march of electronic calendars would be swift and inevitable. “With the increased use of mobile devices, more and more calendaring tasks are performed off the desktop computer,” it said.

A bright spot in the industry remains promotional calendars, like those distributed by real estate agents, medical professionals, car repair shops and other businesses. As a percentage of sales of promotional products, those calendars have held steady or increased slightly from 2012 to 2015, according to industry figures.

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Paper calendars are an effective advertising vehicle with a mass market appeal. | Credit: Wright County Parks & Recreation

Melissa Ralston, marketing director for BIC Graphic, said in an email that companies have found paper calendars to be an effective advertising vehicle with a mass market appeal.

She said studies have found that 82 percent of recipients enjoy getting a calendar as a complimentary gift and 70 percent plan to do business with the company that provided the calendar.

As for Ms. Ralston, she practices what she preaches. She said she has three calendars: a planner, a wall calendar and one on her refrigerator.

Are you In Touch?

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DOWNLOAD | Get In Touch! Toolkit

We are nearly three months into the launch of Get In Touch!, the first-of-its-kind industry branding campaign, and I am pleased with the positive response from so many industry professionals supporting the initiative and equally appreciative of the worthwhile feedback and suggestions from those who would manage the program differently.

To grow your business and raise awareness download the Get In Touch! toolkit today. The toolkit includes collateral and materials to which you can add your logo and website such as digital ads, social media graphics, infographics, print ads, research videos and more. For questions or assistance with Get In Touch! campaign contact Kim R. Todora at KimT@ppai.org.

This multimillion-dollar long-term strategy extends over the next five years, and I look forward to updating you on the campaign’s progress and highlights. In the meantime, I welcome your thoughts and ideas along the way.

That said, I thought it worthwhile to share a very thoughtful blog post written by Robert Fiveash, PromoKitchen Chef and current board president.

Enjoy!

Paul

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Should you get on board with PPAI’s Get In Touch! Campaign?

Originally published September 19, 2016 via PromoKitchen

You’re a physician. You went to med school. You are trained well to take care of your patients and sworn to uphold the ethical standards of the Hippocratic Oath. Your compensation is determined by your production, peer reviews, and patient feedback. Despite your busy schedule, you’ve found the time to teach and perform research at the local university. Years ago, you and some of the brightest young minds in medicine developed a novel new treatment for childhood asthma. It’s as effective as any prescription treatment on the market, doesn’t use steroids, and costs about half as much as the market leader for an annual regimen.

But the competing products and procedures are entrenched – their powerful lobbying efforts have kept your product, SWaG (Stop Wheezing and Gasping), off the shelves and out of the hands of other physicians. SWaG isn’t even listed as an approved treatment available to physicians, depriving millions of children of an effective, low-cost treatment for asthma.

The analogy to our industry might be a stretch, but when Marketing Managers report ad spend, promotional advertising is not listed as a separate medium, alongside its entrenched brethren: TV, radio, Internet, newspapers, magazines, and a handful of others. We’re a $20.8 billion ad segment, and “cinema” gets the nod ahead of our medium.

Cinema!

How do we get included in the marketing mix, so that we’re invited to the crucial budget meetings and strategy sessions, just like our more entrenched brethren?

Since PPAI hired the Saxum nearly a year ago to help promote the industry to a wide range of advertisers (corporate departments, HR departments, ad agencies, etc.), those of us waiting to see how the effort would play out now have a few answers. In conjunction with Advertising Week New York, the industry branding initiative will officially launch September 26th.

The primary messaging for the Get In Touch! Campaign speaks to the power and value of promotional products. Exposure in national publications such as AdAge will attempt to show advertising buyers the ROI of promotional products vis-à-vis the other media competing for those dollars, such as TV, digital, radio, etc., and gain a larger share of advertising spend. Importantly, the elements of this campaign will be available to distributors to support the campaign in their local markets.

A secondary message, important but not to be overstated, is promoting and encouraging the use of promotional product consultants.

So, how does the PromoKitchen community, and beyond, Get In Touch?

  1. Engage with the information PPAI is sharing to help us (individually and collectively) promote the industry.
  2. Emphasize to clients and prospects that promotional products are a high-ROI medium.
  3. Embrace the critical role we (you!) play in helping make the initiative a success.
  4. Envision the new you: the promotional consultant capable of making any campaign come alive.

Nuts and Bolts

  • 16-week roll-out designed to create momentum and continue the conversation
  • Every other week (or so) new branding elements will be presented to PPAI members
  • Members will receive digital “toolkits” with Power Tips that describe how to use and when to use the elements of the campaign
  • The toolkits will include print (“click to act”) and social (“click to act”) graphics – professional, high-quality artwork, advertisements, icons, and (eventually) multi-media video that can be used for individual campaigns to a distributor’s clients and prospects
  • Social elements (including graphical statistics and talking points) will be pre-sized for Facebook, twitter, LinkedIn, Google+, and Instagram

Several evergreen webinars will be available to train those interested in the campaign on how best to utilize the tools

This five-year, fully-funded (a huge difference from past awareness campaigns), multi-million dollar initiative is an unprecedented investment in the industry’s future.

Thank you, PPAI, for recognizing the need to promote the industry’s ROI as an advertising medium, and our collective ability to touch the end-user recipient in a way that’s clearly different. Promotional products are a slam dunk (when well-executed), as other media simply do not have the staying power and ability to create an emotional connection through physical touch. It truly is “Advertising that lives on”. Consumers are bombarded literally every few seconds with ephemeral media messages and digital distractions, and there has never been a better time to espouse the benefits of promotional products. Seize your opportunity now!

Read Robert’s full article here.

Redefining The Industry | #GetInTouch – Industry Branding Campaign

PPAI will officially launch the industry branding initiative, the #GetInTouch campaign, September 26 in conjunction with the 2016 Advertising Week in New York.

The #GetInTouch campaign (formerly referred to as the Industry Branding Initiative) was originally introduced to the PPAI membership by PPAI Chair of the Board Tom Goos, MAS, and me at the 2016 PPAI Expo. It is a five-year, multimillion-dollar industry-wide initiative targeting advertising buyers. It is designed to increase awareness and improve and enhance the overall perception of the promotional products industry and communicate the benefits of working with promotional consultants. The overall goal of the campaign is to direct a larger share of advertising dollars to the promotional products industry.

The #GetInTouch campaign was originally conceived by the 2014 PPAI Chairman’s Roundtable Work Group, and is the culmination of a year’s worth of hard work by a collection of PPAI staff, members and volunteer groups, including the PPAI Board of Directors, the PPAI Industry Branding Initiative Advisory Group and the PPAI Public Relations Committee.

Collaborating for Success

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PPAI’s #GetInTouch campaign launches during Advertising Week 2016

This joint initiative between PPAI and the membership is extraordinarily important to the promotional products industry because, for too long, we’ve been an afterthought for many advertisers—a medium of fun and useful ‘stuff’ but not always recognized for our proven value and strengths. Within the industry we may know, understand and communicate the power of promotional products, but it’s high time the rest of the world recognizes the advertising power of promotional products and their place in successful advertising campaigns. Our research tells us that as other advertising media struggle to achieve year-over-year growth and remain relevant, promotional products are perfectly positioned to grow—and have grown—in an increasingly digital world.

To help us achieve success with this initiative, we’ve partnered with SAXUM, a nationally known Oklahoma City-based integrated marketing agency to deliver a creative and impactful campaign that breaks through the advertising clutter to reach and influence advertising buyers, from Fortune 500 companies to smaller, local advertisers.

Tom Goos put it best when he spoke at the opening general session at The PPAI Expo earlier this year: “For years PPAI has worked on advocating for the industry, but never with a multi-year strategic campaign at this level. Industry promotion has always been bootstrapped with little budget or limited resources. With the launch of the #GetInTouch campaign, the board is saying we want this to be a primary focus and we should put funding and a strategic plan behind it. The board recognizes that we are well positioned to capitalize on the changes in marketing and growth of the digital world.” He also explained “PPAI will not be successful if it pursues this initiative alone. It’s going to require companies like mine and yours to participate.”

To that end, along with an integrated paid, earned, shared and owned (PESO) strategy, including major media buys in publications like Advertising Age, digital strategies and possibly an industry spokesperson, the #GetInTouch campaign will feature member kits available for download and customization. The member toolkits will include a variety of communications assets including print advertisements with several versions of copy along with various digital, social, promotional products, public relations and collateral elements that members will be able to immediately incorporate into their own marketing efforts—the key here is making sure PPAI members become an integral part of the #GetInTouch campaign.

The Messaging
While the overall message is about the power of promotional products and the importance of the promotional consultant, there will be several sub-messages which include:

  • Campaign tagline: ADVERTISING THAT LIVES ON
  • Campaign hashtag: #GetInTouch
  • Promotional products are a tangible representation of a brand.
  • Promotional products create excitement, surprise and delight.
  • Promotional products positively affect buying decisions.
  • Promotional products have staying power.
  • Promotional products, the only advertising your customers will thank you for.
  • Promotional products become a part of everyday life.

The campaign will also include sub-messages focusing specifically on Promotional Consultants:

  • Promotional consultants help design programs that get results and save time and money in the process.
  • Promotional consultants partner with you to promote and protect your brand.
  • Promotional consultants are industry experts and marketing pros.

A Redesigned Website | PromotionalProductsWork.org
Complementing the launch of this PPAI initiative is the launch of the newly redesigned www.PromotionalProductsWork.org website. The website, targeted at advertising buyers, tells a two-part story about the power of promotional products and the importance of working with promotional consultants.

While this site is independent of the #GetInTouch campaign, the timing of its redesign and launch is not coincidental. After passing through a specific #GetInTouch page, buyers who want to learn more will be directed to the new site.

A Call to Action
The PPAI #GetInTouch campaign will be one of the most significant contributions PPAI has made to the strengthening of the promotional products industry, but as Tom noted, we must engage our members for this initiative to be successful. Here are a few things you can do—right now and long-term—to be part of this exciting initiative:

  • Commit right now that you will be part of the initiative!
  • Share this information with your internal teams, colleagues and peers.
  • As the campaign will focus on the power and proven results of promotional products, we need your winning case studies.
    • Get in touch with Kim Todora today to learn how to include your case studies in the #GetInTouch campaign.
  • Keep on the lookout for information on the #GetInTouch campaign.
  • Share your thoughts and ideas for enhancing the campaign with Kim and me and the planning team.

Thank You
Our ability to clearly articulate the power and compelling value of promotional products and working through promotional consultants is critical to the vitality and vibrancy of our industry.

PPAI has a winning plan to reach advertising buyers through the #GetInTouch campaign at the national level and will create the tools you need to get involved and engaged with your customers and prospects. I thank you in advance for your support and participation.

Sincerely,

Paul

Participate. Elevate. Celebrate.

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Next week is Promotional Products Work! Week, and together we will build awareness and increase exposure to grow and protect our industry. Everyone has a role to play and each action, no matter how small, will make a big difference at the local, state and national level. You can help by raising awareness in your own company, community and among your current and future customers!

Many of you already have the whole week planned out, but if you haven’t yet started, it’s not too late! Here are a few things you can do—easily, quickly and inexpensively—to promote your business and strengthen our industry right now!

Take a few minutes to reach out. We’ve made it simple and easy.

Initiate. Inform. Influence.

  • Download the PPW! Week guides and toolkits.

    PPWW Persona Quad Ad Set

    Download & add your logo to the #PPWWeek co-op campaign!

  • Use the banners, infographics, video and ads to post to your website and social media pages, and embed in emails. Personalize them by adding your logo.
  • Add the Promotional Products Work! twibbon to your social profile pic.
  • Round up self-promos and samples and donate them to a nonprofit in your community.
  • Advocate for the industry by participating in the PPAI Legislative Education and Action Day Virtual Fly-In.
  • Reach out and thank your customers.
  • Take lots of photos and share them using the hashtag #PPWWeek.
PPW Twibbon FB Ad Set 600x600

Add the #PPWWeek twibbon!

The fourth annual PPW! Week is focused on growing your business by educating the buyers of promotional products—your current and future customers. This international week-long event is focused on raising awareness of the benefits of promotional products among advertisers, marketers and media buyers.

Our goal is to increase our share in the media buy by enabling a deeper understanding of promotional products as an advertising medium among buyers, as well as sharing the benefits of working with certified promotional products professionals.

Thank you for your commitment and dedication to this great and growing industry. It is through your individual and cumulative efforts that we succeed—every day.

Paul

For more information or questions, contact PPW! Week program manager, Kim R. Todora at KimT@ppai.org.

LASTING IMPRESSIONS = BRAND GRATITUDE

It is with great pleasure that I repost an article by PPB’s editor, Tina Filipski. It’s good reading. Enjoy!


AWXII Blog Article - I Love New York T-ShirtGuest blog by Tina Berres Filipski, editor, PPB magazine | Originally published in Advertising Week Social Club, September 15, 2015

With the abundance of ad messages coming at consumers from multiple sources, it’s not surprising that ad avoidance is at an all-time high. This tendency to close an ad or change the channel is a real concern because marketers want their audience to desire engagement with their brands. Best-selling author, entrepreneur and agent of change, Seth Godin, whose blog is one of the most popular in the world, recently wrote that the most valuable forms of marketing are consumed voluntarily.

An Hour with Seth Godin InviteHear more from Seth Godin on how to initiate meaningful conversations with your audiences when PPAI presents “An Hour With Seth Godin” on October 1 at the Hard Rock Café New York.

Click here to reserve tickets.

Advertisers have discovered that the way to the decision-making part of the brain is not only through a prospect’s eyes or ears. Advertising that appeals to people’s sense of smell (a branded pen filled with vanilla-scented ink), taste (a gift box of silky chocolates) and touch (the softness of a Pima cotton logoed t-shirt) is a fresh approach to driving sales and, more importantly, to making the advertising message stick.

Today, we hold more computer power in the palm of our hand than Apollo 11 had when it landed a man on the moon. Technology feeds us a constant stream of news, notes, entertainment, educational content and advertising messages 24/7, on the device of choice, at our desks, in airports, on busses, trains and planes, in bars and restaurants, in our cars, on the street and in our homes. It’s conservatively estimated that the average adult is exposed to no fewer than 200 visual advertising messages a day; that’s 70,000 per year. Amid all the noise, it’s easy to filter ad messages, confuse them or tune them out completely.

It’s not surprising then, that the average adult has an attention span of  eight seconds (the average goldfish can pay attention for nine seconds) so advertisers must create messages and methods of communicating them that are innovative, engaging and memorable.

This is where taking a multi-sensory approach with sound, touch, taste and smell reinforce the visual message to produce a more powerful and memorable experience both for the advertiser and the prospect. Yasushi Kusume, a brand and innovation designer, author, speaker and lecturer says that applying multi-sensory design to all the touch points (moments of contact with a user) allows a product or service to produce a more complete, and ultimately better brand experience.

Appealing to the senses can also positively affect consumers’ memory about the brand. In one example, scientists discovered that adding tea tree oil to wooden pencils helped recipients remember the logo on the pencils. Two weeks later, recipients who received fragrance-free pencils experienced a 73-percent decline in recall but for those who used the scented pencils, there was only an eight-percent decline.

So how do you create a multi-sensory experience? Pairing an online ad with an offer for a tangible promotional product (such as a logoed travel cup offered in an online ad from a state tourism department) is a proven way to keep the ad message top of mind. Liquor distributors have found value in promoting new brands by partnering with bars to serve up their drinks in LED-lit take-home glasses. Real estate agents and homebuilders keep their names in front of new homeowners by gifting them with a logoed key chain embedded with a sound chip. Likewise, take-out restaurants can remain memorable longer if they tuck a sound-activated refrigerator magnet into each order. Car dealers can also keep that new-car smell fresh in a new owner’s mind with a scented car air freshener. Insurance companies and banks can put a smile on clients’ faces by sending them home with a chocolate-scented pen or beribboned gift pack of the real thing.

By creating multi-sensory experiences in pairing the tactile value of promotional products with visual or auditory media, advertisers are also reinforcing name recognition for the brand as research shows that 88 percent of consumers were able to recall the advertiser’s name on a promotional product received in the past 12 months, while only 71 percent could recall a newspaper ad seen the week before.

“If a picture’s worth a thousand words, what’s the worth of the real thing?” asks promotional consultant, author and speaker Jae M. Rang, MAS, in her new book Sensory Media. “I’m going to suggest its image to the power of five—five representing our five senses. Here’s why: When you hold a promotional product you hold the “brand in your hand.” It’s different than seeing a billboard or watching a commercial. A promotional product is an interactive, multi-sensory communication tool that can create or recreate a brand experience. Each time you pick up that pen, wear that t-shirt, drink from that water bottle, or write on that sticky note, you’re reminded of where it came from and are, in some way, interacting with the brand imprinted on the product.”

Unlike all other forms of advertising, promotional products recipients actually say “thank-you” to the giver and then keep and use the product for up to two years on average. No other media can claim that.

In a world where consumers are flooded with ad messages, and the staying power of the impression can be as fleeting as an Instagram post, promotional products offer a tangible, memorable and refreshingly innovative way to promote a brand.

ABOUT THE AUTHOR

Tina Berres Filipski, editor, PPB magazineTina Berres Filipski is editor of PPB (Promotional Products Business) magazine, the flagship publication of Promotional Products Association International, the trade association serving more than 11,000 manufacturers, decorators and promotional agencies in the U.S. and around the world. Before joining PPAI in 1995, she produced publications for the meetings/hospitality and home furnishings industries, as well as a consumer magazine for upscale Dallas-Ft. Worth homeowners.

ADDITIONAL INSIGHTS:

People Love Promotional Products

The Influence Of Promotional Products On Consumer Behavior

Effectiveness Of Promotional Products As An Ad Medium