Tag Archives: #GetInTouch

Tipping The Scale | Guest Post by PPAI Research Coordinator, Moumita Das

Tipping The Scales | PPB June 2017

Tipping The Scale ► PPAI PPB Article, June 2017

Whether you are a supplier, distributor or somewhere in-between, there is one thing that brings us together: we all believe in the power of promotional products as an advertising medium. I joined the PPAI team during the fall of 2015 as your research coordinator and quickly became a believer as well. Why? Because we had solid research to back our beliefs.

Our 2017 Consumer Study, released earlier this year, revealed that 83 percent of consumers said they are more likely to do business with a brand after receiving a promotional product. Yet the promotional products industry represents only seven percent of the world’s advertising spend. So, are companies getting a solid return on the 93 percent of advertising dollars spent outside the promotional products industry? The short answer is…no, not really.

The results, featured in this month’s PPB article, “Tipping The Scale: How Promotional Products Compete In A New Era Of Advertising,” might surprise you. When compared with traditional and emerging forms of advertising, promotional products clearly lead the field in terms of reach, recall and reaction.

Advertising is a science and we have the numbers to back the winning formula for our industry. I encourage each of you to take a few minutes to read this article, post it your blogs, forward it to your colleagues and share it with your clients. This data will help your clients prioritize their spending and help secure your place in their budget. Read an excerpt below and #GetInTouch today.

Moumita Das

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Tipping The Scale: How Promotional Products Compete In A New Era Of Advertising

PPB Feature | PPAI Exclusive Research

Brands spend billions of dollars each year on efforts aimed at influencing consumers by following a traditional marketing model. The U.S. alone accounts for an estimated $298 billion in ad expenditures annually and was recently named the world’s largest advertising market.

Developed in 1898 by one of advertising’s founding fathers, Elias St. Elmo Lewis, the traditional marketing model narrows the consumer decision-making process into four key stages: awareness, interest, desire and action (AIDA). This model helps marketing strategies steer the consumer through each stage of the decision-making process.

Historically, advertising has been considered the most creative influencer for brands—a belief that is protected and nurtured by many of the world’s leading ad agencies. Yet the world we live in today looks much different than it did in 1898. Now consumers have access to information to form their own opinions of brands.

They are constantly connected to a free flow of information and ideas. They have become a more informed group of consumers who are learning more, engaging faster and expecting convenience and speed in every aspect of life. And marketers who were once following a linear and much more predictable progression to deliver their messages are now placed in an oversaturated, erratic maze they must learn to navigate. The shifting consumer purchasing path is shaking up the competitive dynamics in nearly all industries, including advertising.

Marketers today must adjust to the new consumer expectations or they will be left behind. The end of the linear consumer journey can be pinpointed back to 2015 when Google introduced micro-moments, which give brands exactly one minute to be where the consumer is looking to meet their need. This drastically alters the way you approach consumers, but most importantly the way you understand them. Advertising strategies were once based on a gut feeling or on the person who made the most convincing argument; today, advertisers need to adopt consumer insights. There is no argument that this new era of advertising has created a headache for buyers and sellers of advertising, and for those responsible for measuring it.

Twenty years ago, the world was a far simpler place for brand advertisers: broadcast was king and online was an emerging fad. Since the turn of the century, there has been an explosion in the availability of data. From CRM systems to big data, companies have become increasingly data driven. Mobile advertising is the fastest growing medium, although broadcast still holds the greatest market share in ad spend (Figure 1). This is largely due to mobile’s integration of data and marketing strategy. Seismic shifts in technology during the past decade have created a cookie-crumb trail following consumers as they navigate their path to purchase.

They are on tablets while watching television. They use smartphones to price compare while they shop. Crumbs are dropped at every stop. This produces a granular, nearly infinite record of what consumers see and do, which in turn enables marketers to gain access to an unprecedented level of precision—a strategy many have turned to. This streamlined approach, however, treats advertising touchpoints as if each works in isolation, causing many marketers to get lost in an unlimited flow of unfiltered data.

Mapping The Modern Consumer | PPAI 2017 Consumer Study

PPAI 2017 Consumer Study: 83% Are More Likely To Do Business With A Brand After Receiving A Promotional Product

We live in a data-rich world, but it’s not necessarily information-rich. Customer demographics and buying patterns tell us the ‘what,’ but not the ‘why.’ To get ahead, marketers must dig deeper to capture a clearer understanding of consumers, their needs and desires. Understanding consumer insights and using numbers that truly quantify impact across platforms will be irresistible to advertisers who want the full story—and might just tip the scale as we know it.

Read the 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

ppai-techie-1200w

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