When%the%going%gets%tough% % % - PowerPoint PPT Presentation

When%the%going%gets%tough…% % % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%the%tough%get%branding%%

Who:%William%Kes5n% % The%CEO%of%the%Australasian%Promo5onal%Product%Associa5on%(APPA)%and%% President%of%the%Interna5onal%Federa5on%of%Promo5onal%Products%Associa5ons%(IFPPA)%% ! 14%years%managing%different%business%units%for%the%largest% ! telecommunica5ons%company%in%the%U.S.%J%%Pacific%Telesis%/% AT&T% 4%years%Director%of%Marke5ng%for%an%interna5onal%training%% ! %%%%%%%and%development%firm,%relocated%to%Australia%in%1997%% % 8%years%as%Director%of%Sales%and%Marke5ng%for%2%leading% ! promo5onal%agencies% Became%CEO%of%APPA%in%2002%% ! Appointed%Vice%President%of%IFPPA%in%2004%% ! Appointed%President%of%IFPPA%2011% !

%%%%Key%takeaway%points:%%% ! Discover%new%value%and%ROI%in%the%many%ways%promo5onal%products% ! integrate%into%today’s%marke5ng%% Learn%to%navigate%pi^alls%which%can%save%you%tens%of%thousands%of% ! dollars%when%developing%future%marke5ng%campaigns%%% Showcase%crea5vity%in%exis5ng%(and%future)%trends%in%promo5ons%% ! Share%sta5s5cs%on%the%effec5veness%of%using%promo5onal%products%in% ! the%marke5ng%mix%% Engage%with%case%studies%and%unique%products%across%a%variety%of% ! marke5ng%applica5ons%%

Always%confirm%you%are%dealing%with%an%APPA%member,% before!you!buy! % ! 25%years%of%exper5se%% ! 95%%of%complaints%are%received%from% companies%who%have%bought%promo5onal% products%from%a%NONJAPPA%member%% ! APPA%Members%receive%pricing%discounts% available%ONLY%to%members%from%OS% factories%and%importers.%%%%%%%%%%%%%%%%%%%%%%%%% BUT%J%Price%is%not%the%only%reason%to%buy%a% product !! ! Research%shows%promo5onal%product% recipients%connect%the%‘experience%of%the% product%use’%directly%back%to%the%brand% !! ! ! Website:!!www.appa.com.au!!!!!!!!1300!GO!APPA!(1300!462!772)!! ! APPA!can!help!guide!you!to!the!cost!effecGve,!most!creaGve!!!! and!reputable!companies!in!our!industry %

PromoGonal!Product!Sales:!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !Global!industry!worth!$37!billion!! ! PromoGonal!Product!Sales!in!Australia!!!!! $1.36!billion! ! ! ! ! PromoGonal!Product!Sales!in!New!Zealand!! $144!million!

%%%%%%%%%%%%%What%is%a%Promo5onal%Product?%% Any!tangible!form!of!markeGng!used!to!promote!a!brand,!event,! conference!or!iniGaGve!!! ! ! ! ! ! All!forms!of!corporate!and!event!merchandise!!!!!! ! Point!of!Sale!(POS)!&!Packaging!! ! Off!set!printed!materials!(signs,!banners,!posters!and!affiliated!printed! collateral)!! ! Direct!mail!adverGsing!tools! ! GiR!with!purchase!(retail!campaigns)!! ! MoGvaGon,!incenGve!and!recogniGon!programs! ! Point!redempGon!programs!(Sales!incenGve!programs!for!brand! managers!and!Fly!Buys)! ! Trade!show!and!conference!acknowledgments! ! Corporate!giRs,!Staff!incenGves!and!Service!anniversary!programs!!! ! Web!markeGng!and!Social!media!‘trigger’!campaigns! ! Fundraising!merchandising!!!!

It’s%tangible%adver5sing%and%should%be%useful%and%memorable….%%

It%can%get%you%free%media%agen5on%–%Even%set%world%records!%

It%should%make%you%laugh%

It%should%make%you%think%“I%want%that!”%%

It%should%be%a%marke5ng%tool%itself%and%be%a%reflec5on%of%your%%%%%%%%%%%%% brand%values%%%

%It%can%even%become%a%cultural%phenomenon% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%If%you%find%the%right%company%to%help%you.%%

Stretch % your mind or get left behind … “ Confidence!is!ignorance.!If!you're!feeling!cocky,!it's!because!there's!something!you!don't!know.”!!!!!!! %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% Eoin%Colfer%

%%%%%%%%Spend%less,%achieve%more%%% !!!!!! !!!!!!!!!! 52% !say!their!impression!of!a!company!is!more!posiGve!aRer!!!!!! ! ! !receiving!a!promoGonal!product! % ! % !!!!!!!!!! 76% !recall!the!name!adverGsed!on!the!product!! % ! % !!!!!!!!!! 55% !keep!the!item!for!more!than!one!year! % ! % !!!!!!!!!! % !! 52% !of!people!decide!to!do!business!with!a!company!aRer!!!! ! ! !receiving!a!promoGonal!product!! ! ! ! ! Source:%PPAI%Research%%%

Reach:%%%%The%Business%Traveller%% ! %% 71% %of%business%travellers%surveyed%reported%having% received%a%promo5onal%product%in%the%previous% 12!months %% % ! 33.7% %of%this%group% had %the%item%on%their%person% % ! 56% % of%people%kept%their%promo5onal%product%for% more! than!one!year %% % ! 76.4% %said%they%kept%their%promo5onal%product%because%it% was% useful %% % % %Source:%PPAI%Research%%%

Promo5onal%Products%in%the%Office:%% How!many!people!have!at!least!one!promoGonal!product!in!their! offices?!!! !!!!!!!!!!!!!!!!!!!!!!!!!! 74%! % More!than!half!of!people!hold!onto!their!promoGonal!product!! from!1!b!4!years.!!! ! ! ! Promo5onal%Products%in%the%Home:%% How!many!people!have!at!least!one!promoGonal!product!in!their! kitchens?!!! !!!!!!!!!!!!!!!!!!!!!!!!!!! 91% ! % !The!kitchen!is!the!#1!place!people!use!their!promoGonal!products! % (People!spend!on!average!3b5!hours!a!day!in!their!kitchens)! % % % % %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Source:%PPAI%Research%%% %

% %%%%%%%%%In%hard%economic%5mes,%Promo5onal%Products%provide%affordable,%% measurable%adver5sing%% % Reward%and%build%brand%loyalty%%%% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% % ! 75% !of!Human!Resource!mangers!are!using!promoGonal!products!in! recogniGon!programs!! ! ! 72% !of!MarkeGng!and!HR!managers!say!that!promoGonal!products!are!very! effecGve!in!moGvaGon!and!retenGon!of!staff!!! ! ! 69% !of!adverGsers!said!promoGonal!products!increased!brand!interest!! ! ! 84% !said!it!created!a!more!favourable!impression!of!the!brand!itself %%%%%%%%%% %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% !!!!!!!!!!!!!!!!!!!!!!!!!!!!! !! Source:%PPAI%Research%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%He%pauses%for%drama5c%effect…%

100% ! of!adverGsers!said!that! adding!a!promoGonal!product! returned!a!more!favourable! response!to!their!markeGng! campaign.!!! ! ! ! ! ! ! %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Source:%PPAI%Research%%%

Promo5onal%Products%are%the%original% ‘below%the%line’%adver5sing%success%story%% % Successful!campaigns!require:!!! ! ! Strategic!‘logisGcal’!and!‘emoGonal’!roll!outs! ! AcGon!engagement!triggers! ! Data!collecGon!and!analysis!! ! Technical!logo!applicaGon!knowledge!! ! CreaGng!the!difference!between!a!‘passive’!and!‘acGve’! promoGon!!!!!! ! ! ! ! Successful%use%of%this%medium%requires%using%APPA%members,%early%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% in%the%planning%process,%as%outsourced%marke5ng%partners.%%%%%%%%

APPA%Award%Winners%for%crea5ve%excellence% % Case%Study%% % % The%Na5onal%Heart%Founda5on%of%New%Zealand% % % % % % % % % % Increased%par5cipa5on%by% 30%! % Dona5ons%increased%by% 54% %% %

Each!of!you!have…!!$10,000!!!!!!!!!!!!!! How!will!you!spend!it?! % % % % % % % % % % % % % Get%me%on%that%plane%to%Bali… % %

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$10,000!spent!3!different!ways:!! ! !!!!!! !! Print!AdverGsment!! ! % ! ! ! AdNews! % Women’s!Day! %% Half%Page%in%1%issue%%$4,590%% Full%Page%$28,775% Half%Page%in%24%issues%$4,040%each%% Half%Page%$20,145%%% Full%Page%in%1%issue%%$7,210%% Third%Page%in%1%issue%%$15,825% Full%Page%in%24%issues%%$6,230%each% % % New!Idea!! % Bejer!Homes!and!Gardens! % Half%Page%in%1%issue%%%$16,902%% Third%Page%in%1%issue%%$11,935%% Half%Page%in%24%issues%$15,212%each%% Third%Page%in%20%issues%$10,445%each%% Full%Page%in%1%issue%%$24,145% Full%Page%in%1%issue%%$29,837%% Full%Page%in%24%issues%%%$21,731%each%% Full%Page%in%20%issues%%$26,112%each% %%%%%%%% % % % %

Television!!!!!!!!!!!!!!!!!!!!!!30!second!spot!!!!!! Channel%7:% Today%Tonight% % %$13,500% Home%and%Away % %$14,300% % Channel%9:%% A%Current%Affair % %$11,400% Sunday%Football % %$7,200% The%Footy%Show%%%%%%%%%%%%%%%%$6%300%(Thursday%9.30%pm)% 60%Minutes % % %$22,700% % Channel%10:% The%Simpsons % % %$9,500% Master%Chef % % %$11,500%(average),%$23,800%(final%night)% So%You%Think%You%Can%Dance %$11,200%(average)%$21,200%(final%night)% Biggest%Loser % % %$10,500%(average),%$24,500%(final%night)% Motor%racing % % %$5,600%

Promo5onal%break%down%on%a% $10,000%promo5on% J ConsultaGon!with!a!trained!product!professional! who!will!establish!objecGves,!a!budget!and! target!audience! J Direct!liaison!with!your!agency/designers! J Product!research!and!construct!online!focus! groups!! J Supply!creaGve!input,!sketches!and!ideas!! J Develop!an!Online!store!facility! J Pick,!pack!and!desptach!products!(excluding! freight!costs)! J Supply!ongoing!customer!service,!advice!and! support!throughout!the!promoGon!! $10k!would!buy!all!of!the!above!services!as! well!as!one!of!the!following!printed! products!! % ! 4500!ceramics!coffee!mugs!OR! !2750!Bubble!clocks!OR! !2000!Embroidered!baseball!caps!OR! !7500!mouse!mats % %

Git%with%Purchase%programs%provide%some%of%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% % % %the%top%ROI%in%marke5ng%%

VB%PopJUp%Pubs% % % % % % % % % % % % % % % % % % % Unique%piece%assembled%in%2%minutes%%