Posts Tagged ‘Marketing’

What are you staring at? – Eye tracking study

Tuesday, February 3rd, 2009

The Poynter Institute recently conducted a study to find out exactly what where our eyes are drawn to when we read. Using eye tracking glasses containing small cameras for recording movement and location, researchers tracked the eye movement of over 600 test subjects while they read the daily news. The study focused three types of news organizations: tabloids, broadsheets, and web sites.

What did they find out?
Online readers read 77% of a text story they chose to read, on average, compared to 62% and 57% for broadsheet and tabloid readers, respectively.
– Print readers tend to visually focus first on headlines and photos, whereas online readers’ attention immediately went to navigation bars
– Color photos received more attention than black and white photos, and documentary photos drew more attention than staged photos (including pictures of columnists).
– In broadsheet ads, half-page to almost full-page ads attract just as much attention as full-page ads. The editorial content next to an ad may actually increase the odds of a viewer taking notice of the ad.

Click here to see more results from Poynter’s eye tracking study and to check out their video of the eye tracking in action.

Advertising in a Recession

Wednesday, January 7th, 2009

The Sales department at the economist laid out a well-done presentation on why marketers should be increasing their budgets during a recession.

Ads on Edge

View SlideShare presentation or Upload your own. (tags: branding recession)

Burger King Wallet Promotion

Tuesday, December 30th, 2008

If you happen to be in a few select cities you may find a random wallet on the ground from Burger King. Inside, there’s a note from The King to keep the wallet, cash ranging from a $1 bill to $100 bill, a gift card to Burger King, a “driver’s license” featuring The King, and a map of Burger King restaurants in the area in which the wallet was dropped.  If you are one of the lucky ones, snap a picture of you and the wallet and send it to us!

Fiat Linea Promotional Sun Shade Map

Friday, December 12th, 2008

“New Linea with Blue&Me Nav. Without it, you’re lost.”  Fiat used auto sun shades to announce their new Blue&Me Nav.

UNICEF Landmine Stickers

Friday, December 5th, 2008

During Christmas time UNICEF runs information booths at local shopping centers.  They wanted to get in contact with people to teach them about the dangers of landmines.  Their solution was stickers with self-adhesive topsides, with one side looking like the floor and the other looking like a landmine. They placed them on the floor and when people removed them they discovered the landmine picture on the bottom and were informed that in other countries they would have been mutilated at that moment.

The results:- Visits at the booth doubled compared to 2006 – Sales of UNICEF items at the booths (cards etc.) increased by approx. 20% compared to 2006.

Source: Direct Daily

Study Reveals Promotional Products Beat Out Other Marketing Mediums

Wednesday, November 12th, 2008

Advertising Specialty Institute®, the largest media and marketing organization serving the advertising specialty industry, revealed earlier in November a groundbreaking new study that promotional products beat out all forms of TV, radio and print advertising as the most cost-effective advertising medium available.

The comprehensive study was completed by a team of interviewers who surveyed travelers in New York, Chicago, Los Angeles and Philadelphia. Respondents were asked if they had received any advertising specialties in the last 12 months and the majority were businesspeople over age 21.

Among key findings, results indicate that:

* 84% of people remember the advertiser on a product they receive.
* 42% have a more favorable impression of an advertiser after receiving an advertising specialty.
* Nearly one quarter, or 24%, indicate that they are more likely to do business with an advertiser on items they receive.
* Most respondents (62%) have done business with the advertiser on a product after receiving it.
* The majority (81%) of promotional products were kept because they were considered useful.
* Among wearables, bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month.
* The average cost-per-impression of an advertising specialty item is $0.004, making it less expensive per impression than nearly any other media. (According to Nielsen Media data, the CPI for a national magazine ad is $0.033; a newspaper ad is $0.0129; a prime time TV ad is $0.019; a cable TV ad is $0.007; a syndicated TV ad is $0.006; and a spot radio ad is $0.005)

These statistics conclude that marketers get a more favorable return on investment from advertising specialties than almost any other popular media, with a very low cost-per-impression, high recall among those who receive ad specialty items, and increased intent among recipients to make purchases from the advertiser.

Source: ASI

McCain and Obama: Promotional Product Spending

Tuesday, July 29th, 2008

We did some research to figure out just how much McCain and Obama are spending on promotional products.  According to OpenSecrets.org,  McCain has spent $4.5 million on materials for the 2008 campaign with $322,089 going toward t-shirts, buttons, bumper stickers, yard signs, etc.  Obama has spent $5 million on campaign materials with $648,955 going toward t-shirts, buttons, yard signs, etc.

 It looks like the Obama campaign understands the power of promotional products.  However, if they need any consulting they should contact us :)

 

Building Customer Relationships

Friday, April 11th, 2008

With top companies spending billions of dollars advertising to prospective clients, customer acquisition appears to be the most important objective at these businesses. However, a business’ most valuable consumers are often its current customers.

Here are five tools that businesses can use to follow up with customers:

1. Start simple with a Thank You card. Businesses that don’t send Thank You cards are usually facing time constraints. Thank You cards send a positive message, especially if they are hand-written. Although this does take time, a thoughtful Thank You card can separate your business from the competition (especially if they’re too busy to send one!)

2. Similar to Thank You cards, postcards are another way to follow up with your customers through the mail. An added benefit of using postcards is that they can deliver a variety of messages. Postcards can serve as reminders, congratulatory messages, holiday greetings or marketing fodder. Keep the message informative and fun, but not overly promotional. Imprinting a brand logo on the postcard is a sufficient reminder to the customer.

3. “Leave Behinds” are simply promotional products given to customers after a client meeting or sales transaction to show a business’ appreciation and leave a lasting impression. The product essentially follows the customer to their home or workplace and serves as a reminder tool.

4. Use corporate gifts to build customer loyalty while increasing your brand’s value. Corporate gifts are a popular use of high-end promotional products. Start by gathering a list of your top clients. It could be a large or small group depending on your budget. Keep in mind that the goal of corporate gifts is to add value to a brand and its relationship with the consumer, so choosing a high quality gift in lower quantities is more effective than a high quantity of products with lower value. Corporate gifts are a great way to keep your business at the top of clients’ minds.

5. A strategy to communicate with customers after a sale is to collect feedback. Follow-up a sale with a phone call or e-mail that surveys the customer’s experience and satisfaction with the product or service. This is a strategy that has two-way benefits. Not only will customers feel empowered with the opportunity to voice their opinion, but businesses can greatly benefit from the information gathered. Just remember to keep the survey short and simple.

When implementing these CRM strategies, it is important for businesses to keep two key ideas in mind. First, personalization helps cut through the clutter. A direct mail piece addressed to “Our Valued Customer” defeats the purpose of CRM. Imprinting a brand logo or message onto a promotional product makes the gift more personal. Personalization reduces the generic feel that plagues most marketing campaigns. Secondly, a loyal customer is a business’ best salesperson. Customers who are satisfied with their relationship with a business are a doorway to new sales leads. In other words, investing in customer retention also leads to customer acquisition.

Encourage student sign-up during orientation

Thursday, April 3rd, 2008

Question: The Career Center wants to encourage new students to register for information on internships, job opportunities and career fairs. How do we inform students about this service?

Answer: A great way to reach new students is during orientation. Coordinate with orientation administrators to set up a booth or work shop for students to attend. Hand out fun, yet practical items to students who register for the program. Products such as ice scrapers, mouse pads or lanyards imprinted with the career center’s contact information serve as reminders for students to utilize the services.

Credibility marketing: Advertising at low cost

Tuesday, March 25th, 2008

Businesses and marketers often face a common obstacle: How to advertise a brand, its products and services under budget constraints. With the many costs involved in running a business, advertising budgets are one of the first to shrink when funds are tight. Therein lies another challenge. With less advertising, how can businesses garner enough attention to attract consumers and generate sales?

The solution is a concept called Credibility Marketing. It’s the idea that support by third-party consumers has higher credibility than messages created by marketers.

Here are three ways to generate third-party endorsements:
Testimonials- Offering prospective customers testimonials or blurbs about another client’s positive experience is a big credibility booster.

Case Studies- Consumers like product demonstrations. It gives them a chance to see how the product works, what it can be used for and how effective it is. Case studies are demonstrations on paper.

Press Releases- If your business is looking for a large audience, media publicity is the way to go. Dabbling in the publicity arena may seem scary because businesses feel as though they have no control over what is being said.

Using testimonials, case studies and press releases is a cost effective way to advertise a brand, product or service. These third-party endorsements are great credibility boosters that give consumers more confidence in a business.