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.
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.
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?
- Engage with the information PPAI is sharing to help us (individually and collectively) promote the industry.
- Emphasize to clients and prospects that promotional products are a high-ROI medium.
- Embrace the critical role we (you!) play in helping make the initiative a success.
- 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.