Top 5 Myths about Promotional Products Marketing

In the nearly 20 years that Weekend Warrior Promotional Products has been serving our clients, we have run across a number of "myths" regarding the use of promotional products in a company's marketing efforts.   Some are based on past history but some are just pre-conceived notions that have little to no basis in fact.   Our industry, unfortunately, is probably somewhat responsible for some of these misconceptions for a number of reasons, sowe feel it is our obligation to attempt to correct them when we can.   We have listed our "Top 5" below. “Giveaways don’t work!”   This blanket statement is usually made early in a discussion, and many times, the conversation doesn’t go much beyond this point but when we are allowed to dig in a little, we usually learn that there have been some critical strategic mistakes made with their promotional products marketing plan, and the statement has really become a self-fulfilling prophesy (“it won’t work, therefore, I will make only a half-hearted effort”).   The most common mistakes include buying products of poor quality (in an attempt to stretch the budget); lacking a coherent plan; or improper targeting.   In other words, their plans probably never had a chance!  (For more information on study data that proves promo works, click here: Promo Impressions Study )  “We can’t compete with the "big boys" so why bother?!”   We hear this one occasionally, and while a large competitor may make it more difficult to stand out, it is not impossible to do, if you “hit your spots”.   If you review the reasons promo items are retained (by their recipients) in the study referenced above, it becomes obvious that it isn’t always how expensive an item is – a lot has to do with how well it is targeted to the end-user.   Giving out potato-chip bag clips to 500 high-end financial clients is probably a bad idea if you are a bank, but sending 50 of them something they might use in their daily business lives, such as a quality writing instrument, or a technology item, might just gain the interest you are seeking. “Our business is different – promo items won’t work.”  While we hold open the possibility that some businesses might actually have a tougher time using promo items than others, we have a wide variety of customer types and all have found a way to use promotional products successfully.   At times, however, we run into companies that may need to tweak their sales and marketing approach relative to promotional products usage – we can help because we have so many clients using them in so many different ways. “Promotional Products are just too expensive for the return we get”.    Multiple studies have shown that promotional products are one of the most cost effective of all mediums, largely due to the repeat usage nature of promo items (if properly selected).   Many prospective customers that have made this comment have not tried to track promo program ROI (return on investment) because they either did not know how to do so, or did not have the tools, or they did not have the time.   We work with plenty of companies that have cut their budgets, but have not cut their promo efforts – it can be done with a little creativity and planning.  “I really don’t have time to worry about promotional items.”    This is music to our ears and is one of the big reasons we retain such a high percentage of our clients every year.   We act as an extension of our clients’ companies and supplement or “gap-fill” where needed.  We will never be “all things to all people” but we can certainly help most companies maintain a consistent and successful promotional products marketing program without the need for additional headcount.   And if things don’t work out?  Well, they don’t have to give us a pink slip!

What I do with my "Free time"

All of us have favorite things to do when we aren't working, and I am no different.   For the past 2 years, starting in March and running through mid-May, I coach a boys' high school tennis team, and this year, we have had a great year.   Undefeated regular season and heading to the playoffs!


If you want to follow the team's progress, hit this link periodically:  http://bishopcanevin.blogspot.com/search/label/Boys%27%20Tennis 

Remember - when in doubt, call it IN!

Further Evidence that Lumpy Mail Works!

I received this from a friend, Dan Bailey, who has been a Direct Mail Specialist for the USPS for many years.  The point is clear:  multi-media is the way to go!   When you consider that there is strong evidence that custom imprinted items provide one of the best returns of any of the major media (click here for study:  Promo Items best ROI), it is obvious that combining direct mail with promo items is an absolute win-win!  


Here is Dan's note: 

Which direct marketing channel delivers the best return on investment?   Your own experience guides your strategy, but the Direct Marketing Association (DMA) has done some broader research for the years 2004-2010:

In 2010

For every dollar spent on   the average ROI was      And the historical 6 year trend is

Direct Mail                                 $15.28                        on the rise

Telemarketing                           $8.42                          in decline

Internet                                       $19.86                        in decline

Email                                         $42.08                        in decline

Newspaper                               $21.26                        in decline

DR TV                                       $6.62                          in decline

Magazines                               $10.26                        in decline

Radio                                       $8.28                           in decline

Insert Media                            $11.43                         in decline

The answer to the question is simple, but marketing is not a simple science.  Mixing media has proven to be the best strategy to insure optimal penetration and reach.  Direct Mail plays well with all other media.  Consider making part of your mix if it isn't already.

QR Codes: Real-world Marketing on a Tight Budget!

A Real QR Code Campaign

At Weekend Warrior, as many of you know, we like to "drink our own Koolaid".   In other words, we practice what we preach.   In the example below, we use QR Codes in a New Client Acquisition lumpy mail campaign.  

Poker chip, wind-up delivery truck, and iCalculator

The first step was to identify companies we would like as customers.   Applying what we know about our current customers, we decided that we would look for the following characteristics:  Forward-thinking, believes in the "power of promotional products", and is in Growth mode.   We settled on a "Top 50" list to target to this multi-step campaign.

The second step was to send a special poker chip with our contact info on one side and a QR code (below) on the other along with a new GREEN catalog (email me if you want a copy).   Those of you with a smart phone (with QR Reader app) can scan that image and will be launched to a video that explains briefly the value of using QR codes in a marketing campaign.    If you do not know if your phone has such an app, simply go to your app store (or App World, depending on the phone) and download a free one.   It takes just a minute or two, and is pretty straightforward.    (If you do not have a smart phone, email me at ecb@weekendwarrior.biz  and I will send you the link to the video).

This code can be linked to any web-based content, and in this case, I can change the link later if I choose to do so.   For example, since this link currently takes you to our "Monthly Minute" (promo marketing ideas), next month I will change the link so that the same QR code takes you to another video and another new idea.   Can you see how this might work for your business?  Remember, it doesn't have to be a link to a video, but it should link to something appropriate for small-screen viewing.

The third step involves a mailing of a small, wind-up delivery truck with the slogan "We won't steer you wrong" imprinted with our logo.   This is appropriate because the little truck is designed so that when its front wheels go over an edge, it immediately turns right, preventing it from tumbling over the edge.   It is really pretty ingenious!   We thought about a "We Deliver" slogan, but we ended up choosing this one.

The last step involves the mailing of an "iCalculator" that looks just like an iPhone, but is really just a calculator.   It is designed to create a call to action - time to "do the math" and see how Weekend Warrior can help you get a valid return on your investment.

While this is a direct mail campaign, Weekend Warrior can help your company in ANY area using promotional items including Business Gifting, Employee Appreciation, Event Marketing, Tradeshow, and Self-promotions.   With the economy about to really fire up, don't be left behind - let's put our heads together and plan something great!

As always, we can be reached at (412) 922-8389, or you can email us at ecb@weekendwarrior.biz or msb@weekendwarrior.biz.   We hope to hear from you soon!

In next month's Monthly Minute video and blog, we hope to recap the results of the campaign.

Thanks for reading this far!

Ed and Maura