what a cheap promotional product can teach you about fast-tracking your online marketing

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Online Lead GenerationWhat marketing men know for years about the most cost effective, value for money, promotional product ........ that you need to find out and apply to online lead generation

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Question? (the answer is in the picture)What’s the most cost effective, value for money, promo item that gets your company logo viewed the most?



See if you can figure out the answer?Here are some clues to help you.

Cost per logo “impression” = A x B

UNIT COST_________

A = number of people reached B = number of views



Clue one: Sky BannerHas great reach but poor views as it lasts a short time



Clue two: Motorway BillboardFantastic reach and huge number of views if it is up for a long period



Clue three: TV AdvertisingHas greatest reach and views ..... but also the most expensive.



Traditional advertising too expensiveHow can you get your company logo seen by the greatest number for the least money?



Some final facts to help with the answerAustralian Promotional Products Association (APPA) surveyed travelers at airports.

76% recall brand name

71% got promo item in last 12 months

34% had product on them!

56% kept product for over a year

76% said product was useful to keep



The humble pen. Surprise? Remember, it’s about “Reach” and “View”

The answer



A high quality pen is valued and used oftenSo the pen (i.e. your logo) can get a great number of views or impressions.

Everyone uses a pen



Let’s say 1000 pens cost $4.00 eachThe pen is used 5 times a day It’s kept for a year, so per pen views

$4000 gives 1,100,00 views

5 times x 5 days x 44 weeks

Cost per view $0.0036



Branded promotional products workThey’re a proven, cost effective way of marketing your company to a large audience that takes little work.



What does branded promotional items have to do with online lead generation?

Spoil your prospects



Conversation Starter

Giving a gift promotes a feeling of wanting to return the kind gesture

It’s known as The Law of Reciprocity

52%* receiving a promo item end up doing business with that company

* L.J. Market Research



Reach: a high quality promo item...... grabs attention and can reach people who otherwise would not come to your stand

176% increase in tradeshow traffic to a stand that handed out promotional items.“

Exhibit Surveys Inc.



Class is permanent

Conventional advertising is short-lived

Useful products are kept resulting in long term exposure

Classy, quality promo items never stop collecting impressions because they are used constantly



Repetition, Repetition, Repetition

Repeated exposure = brand recognition

A quality promo item is more likely to be seen time and time again

39%* of promo item receivers in the last 6 months remember the company

* Schreiber & Associates



Reach audience other methods can’t

T-Shirts: are a living, breathing walking billboard

A quality golf polo shirt can reach an audience far beyond

Which would you wear more often? A cheap branded golf polo or a Hugo Boss branded one?



Free stuff are sharedA quality promo item gets talked about. Recipients share the story of how they got the item.

So your company gets talked about

62%* recipients give away their promo item. This increases reach and views.

* Advertising Speciality Institute



Going beyond target boundaryPromotional items are mobile and agnostic.

As such, they are not limited by boundaries, be they geographic, demographic, religion, race, nationality or gender.

So it can reach a customer outside of your ‘target’ boundary.



Now, let’s apply what we know about promo items to online marketing



Conversation StarterWhat can you give away online that will allow you to start a conversation with your visitor.

Remember ...

52%* receiving a promotional item end up doing business with that company

* L.J. Market Research



To reach prospects better, faster Your online giveaway must GRAB ATTENTION, HAVE APPEAL and be of HIGH QUALITY.

176% increase in tradeshow traffic to a stand that handed out promotional items.“

Exhibit Surveys Inc.



Class is permanent, form is temporary

Your online giveaway must be top-class.

A top-class giveaway will be kept for use time and again.

A top-class giveaway is more likely to be passed on. It can go viral and boost your website’s search ranking.



Repeated exposure = brand recognitionDon’t stop at one online giveaway. Figure out how to give away more without devaluing the eventual sale.

Remember this statistic ....

39%* of receivers of a promotional item in the last 6 months remember the company

* Schreiber & Associates



Remember the T-shirt from earlier?

Would your perfect customer be proud to wear your polo shirt? In other words, would they be proud to rave about your online giveaway?

A quality online giveaway can reach an audience far beyond

What are you doing to get your prospect to “wear” your giveaway!



Who’s talking about you? (think social share)

A quality online giveaway gets talked about. It is more likely to be social shared (Twitter, Linkedin, Facebook, Pinterest, YouTube etc).

Remember this

62%* recipients give away the promotional item and don’t throw it away. So, more reach & views.

* Advertising Speciality Institute



Without borders

Top-class online giveaways cross States, counties, and international borders.

It can reach a customer outside of target boundary.



How long to produce a top-class giveaway?You are the expert in your subject. So, a day? Okay ... 2 days max.

Cost per logo or

Impression A x B

UNIT COST_________Let’s look at the maths again i.e. ROI

=



If your website gets 100 subscribers per month

Your subscriber views your giveaway once a week

Your subscriber tells another 5 people about your giveaway

So, the number of views from one subscriber = (1+5) subscriber x 44 weeks = 264 views



100 subscribers per month = 316,800 views per year

Cost (in time) = 2 days x 8 hrs x 60 mins = 960 mins

Cost per view = 0.00303 mins per view

ISN’T THIS A VERY EFFECTIVE AND EFFICIENT USE OF YOUR TIME IN TERMS OF PROMOTIONAL MARKETING!

If your website gets 100 subscribers per month



Let’s do some comparisons



Cost (time) per impression is very highTends to be the same faces. Few referrals. Each meeting takes up 3 hours.

Networking



Leaflets ok if promoting an offerTime and money to deliver 10,000 leaflets? Do people keep leaflets or do they Google?

Main problem with leaflets?

They tend not to be useful because they are usually out and out sales leaflets



A great giveaway still needs a ‘push’A great giveaway doesn’t go viral without some initial ‘push’, aka ‘outbound’ marketing.

Paper May Be Thin, But

eBook is in



Outbound Marketing is email, blog syndication or social-share.

Do you test your messages and articles for APPEAL?

Wouldn’t it be great if you could test your messages for appeal and attention-grabbing before you send them?



Well, you can for FREE

Check for attention-grabbing headline and message appeal

Check for engaging message body that leads to action

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Use it for Linkedin, Twitter, FB, Blogs and YouTube

Fine tune your messages (works for landing pages too)


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