The coronavirus is shaping up to have a significant impact on businesses around the world and the global economy. Since it was first reported in early January, the virus has sickened more than 40,000 people in 25 countries and killed over 1,000, but the outbreak’s impact is also being sharply felt along global supply chains that run through China.
The virus was first detected during one of the highest travel seasons in the country. China’s Lunar New Year, a holiday celebrated throughout the country and during which many people travel home to visit family and friends in cities and towns far from where they work, began on January 25 and was extended by the country’s central government to slow the spread of the coronavirus. Initially set to end January 30, it was extended to February 3, however 24 of China’s 31 provinces urged businesses not reopen until February 10.
The extended holiday saw factories and their operations shuttered—carmakers in China, for example, are cutting production by 15 percent in the quarter—shoppers are staying home and numerous international airlines are curtailing, if not cancelling, flights to the country. American Airlines is not expected to resume flights to China and Hong Kong until April at the earliest, says a report in USA Today. And with China’s factories shut down, global supply chains are finding parts in short supply, cutting production beyond China’s borders. Hyundai in South Korea has already temporarily closed plants, and Fiat Chrysler is working to prevent similar disruptions at its European factories.
On Friday, PPAI hosted a webinar, “The Coronavirus: A Conversation With Leading Global Experts,” to help industry professionals learn more about the outbreak and its effects. Facilitated by Jonathan Isaacson, CEO of supplier Gemline, the webinar featured the expertise of top specialists: Dr. Joseph Eisenberg, chair of epidemiology, University of Michigan; Dr. Mary Gallagher, director, Center for Chinese Studies, University of Michigan; and Peter Martin, vice chairman, FocusPoint International Crisis Management.
Eisenberg began by explaining that coronaviruses are, in general, fairly common. They cause the common cold, for instance. What makes the current outbreak so different is that it was transmitted from animals to humans. Eisenberg said, “It’s spreading the way it’s spreading because it’s novel. It’s a new virus and people don’t have prior immunity. Even with influenza, which emerges as a different strain each year, people have some level of immunity.”
With so many products coming into the U.S. from China, one major concern voiced during the webinar is the potential risk of the coronavirus being transmitted on products and packaging being imported from China. Eisenberg explained that flu viruses can survive on surfaces for a couple of hours. Products coming into the U.S. by air are generally in transit for three days. Those traveling by sea may be in transit for 14 days or more. Eisenberg said, “Survival time on a porous surface, like sheets, is going to be different than a surface like steel. It’s a pretty wide range. For the coronavirus, we’re probably talking hours, but we don’t know for sure. It’s probably safe to say it’s closer to influenza. Without knowing the specifics of the virus, it is unlikely that the coronavirus can survive on surfaces for products’ shipping durations. A standard surface cleaning would make it even less likely. Three to 14 days is a pretty long period of time for a respiratory virus to actually survive.”
In the webinar, Isaacson asked Eisenberg if we’re seeing the right response to the coronavirus from a public health perspective. Eisenberg said, “In respect to risk in the U.S., yes, the risk is incredibly low—especially when you compare it to the flu, which kills of tens of thousands of people every year in the U.S. Thinking of that relative risk, there should be little concern about the risk of getting coronavirus in the U.S.”
The outbreak and responses by the Chinese government and governments around the world raise questions for businesses operating in China. The Hong Kong Gifts & Premium Fair, one of the largest events in the world for the global promotional products industry, is still on schedule to run April 27-30. Asked about the impact of the virus on gatherings such as this, Gallagher said, “The Chinese government is debating postponing two annual meetings that occur in March, meetings of the legislature and a consultative conference. There’s a lot of political sensitivity around them. It would indicate the unprecedented level of the crisis. I’d leave a lot of room for flexibility.”
On the webinar, Martin talked about the crisis management aspect of the virus on business. “There’s a lot of uncertainty around getting supplies in and product out, and what the reaction of countries doing the importing in and out are going to do,” he said. “Regarding shipping to and from China, there are issues with traffic volume and employee comfort level. Fedex, for example, is allowing pilots to volunteer as to whether or not they fly into China.”
Martin added, “At this point, there’s a lot of pivoting and indecision. If there was a decision right now, I wouldn’t trust it being honored more than for a few days’ time. The financial impact on China and the businesses relying on it will be significant, and we don’t really understand what that’s going to look like yet. There remains a lot of uncertainty about how this will play out in the next couple of weeks and it is too early to tell.”
Continue to follow this developing story in PPB Newslink. The 60-minute webinar is free and available to listen to on demand, here.
For more than 60 years, the PPAI Pyramid has stood as a beacon of excellence to recognize the creativity, originality and flawless execution achieved by talented promotional professionals. These exceptional efforts can spark spectacular success for the client—and distributor. This year 11 companies were recognized in five categories with a PPAI Pyramid Award for Client Programs. Ignite your imagination and find inspiration from nine of these Pyramid-winning promotions.
Make Your Best Work Count
The entry period for 2021 Pyramids in four categories will be opening soon. Mark your calendar now for these opening and closing dates and find entry forms and details at www.ppai.org/awards.
2021 Competition Deadlines
April 1, 2020 - April 30, 2020
April 1, 2020 - April 30, 2020
April 27, 2020 - May 29, 2020
April 27, 2020 - May 29, 2020
Type Of Client Host committee, sporting event
Target Audience NCAA VIPs, Impact Advisory Group, basketball working group, team administrators and hosts, Minneapolis Local Organizing Committee board, staff and volunteers, and ambassador and partner sponsors—a group of 342 people
Other Media Print was used to tell stories
Primary Objective To recognize and thank Final Four VIPs (including NCAA and local corporate sponsors), create an unforgettable impression of the City of Minneapolis by integrating Minneapolis culture into the mementos and to prioritize suppliers based on ethnic diversity and sustainability
Total Cost $55,000, including promotional products, other gifts, packaging, delivery, logistical planning and licensed product supplied by NCAA
Strategy And Execution The distributor developed and delivered 486 gifts with distinctive Minneapolis themes, vetted product suppliers with diverse backgrounds and built a timeline for execution. Included were themed, custom-printed inserts for all NCAA gift packages, five days of room drops for the top 36 NACC VIPs and single gifts for other gifting groups. Local treats tucked into the Taste of Minneapolis gift baskets included caramel corn, granola, nuts, homemade marshmallows and a cookie.
Results The gifts met the objective of authentically highlighting Minneapolis and its culture and using unique, distinctive products, not more of the same. An NCAA VIP said, “Impressive. I have done this for a long time; your gifts truly represent your community.” The MLOC CEO said, “STUNNING! I have to use all caps. It’s jaw-dropping, gorgeous work.”
Type Of Client Ride share company
Target Audience 6,100 drivers who have earned the Rider Preferred designation for extraordinary rider feedback
Primary Objective The distributor worked directly with the client’s agency to create a surprise deliverable with unique branding for a special group of drivers to celebrate their achievements.
Total Cost Approximately $671,000 or $110 per box, including postage and overtime
Strategy And Execution Drivers love the connection with their riders and they are fans of the company itself. This program was a first step in improving communication and the relationship with the driver community. Rider Preferred drivers received a custom box in the mail that featured a variety of processes including soft touch, debossing, embossing and cut-outs. It contained a custom sticker, travel mug and the star of the show: a video screen that played when the box was opened. Drivers also got an exclusive Rider Preferred designation in the app to let riders know whenever they’re matched with an amazing driver, and the company added an extra $1 to every tip as highlighted in the package. Production took approximately eight weeks and delivery was by USPS due to the number of residential deliveries.
Results This campaign was a huge success with plenty of social media coverage—drivers who received the boxes used social media to express their surprise and gratitude. The company plans to repeat the program every six months to recognize a new group of drivers.
Type Of Client Homeless Shelter
Target Audience Sponsors (150 local corporations), attendees (2,000 previous participants) and 300 local churches and youth groups
Other Media Web, email, video, direct mail and radio
Primary Objective To raise funds the shelter could use to restore hope, rebuild lives and end homelessness. The world record attempt became the primary objective the day of the event.
Total Cost $40,103, which included the race website, zoo entry, parking lot rental, printing, timing company and promotional items
Strategy And Execution After nine years of hosting the walk, it needed a little sizzle. The distributor presented the idea of trying to break a world record and the record selected to beat was the most people running a 1K in flip flops. The walk was rebranded to “Walk the Walk to End Homelessness” and the logo was changed from a tennis shoe to a pair of flip flops. A sponsor was secured for the flip flops and each attendee received a pair of flip flops, a t-shirt and free entrance for the day to the Phoenix Zoo, the event location. iHeartRadio stepped in to sponsor the event’s audio/visuals and Marty Manning, a local radio celebrity, was the emcee. The local movie theatre chain, Harkins, also advertised the event for two months at no cost. The client sent flyers to previous attendees and donors eight weeks out. Social media efforts started 12 weeks out.
Results The flip-flop world record attempt helped to attract new donors and also raised awareness. Sponsorships grew 78 percent from $13,350 in 2017 to $63,100 in 2018. Peer-to-peer involvement grew 66 percent from $10,760 in 2017 to $31,765 in 2018. Attendance grew 21 percent from 1,700 in 2017 to 2,163 in 2018.
Type Of Client Café and ice cream parlor
Audience Individuals living in a 20-mile radius of Annapolis, Missouri, with enough expendable income to dine out two to three times a week. Total audience count was 6,974
Other Media Facebook
Primary Objective To increase the café’s out-of-town customer base
Total Budget $10,339
Strategy And Execution A 45-week rebranding campaign reflecting the café owner’s brash and blunt but loveable personality was developed using promotional products and social media. The rebranding included renaming the café The Crazy Sister Café & Ice Cream Parlor and introducing a new logo featuring her likeness. Banners on the building promoted the new name. Facebook ads blanketed accounts within a 20-mile radius, including those in nine small towns, promoting a contest for crazy sayings with photos of the winners, daily specials and the owner “in character.” Beginning in week four, promotional products were used daily onsite to further engage customers to share and recommend their ‘Who You Callin’ Crazy’ experience. Logoed postcards invited guests to submit their crazy sayings for possible inclusion on t-shirts. Stickers with the slogans were used on take-out bags and logoed floor mats greeted customers at the doors. T-shirts for staff and for sale were decorated with different “crazy” sayings on the sleeve. A menu redesign included some of the owner’s famous sayings along with her personal story.
Results The goal of the promotion was to generate 50 percent of café sales from out-of-town customers and that goal was exceeded by 25 percent. As a result of the promotion, 75 percent of sales were from out-of-town customers as tracked by ZIP Codes on checks and credit cards. It was a financial and branding success.
Type Of Client Patent law firm
Target Audience The promotion targeted 600 of the law firm’s attorneys, clients and vendors
Other Media Email
Primary Objective To give attorneys, clients and vendors a carefully selected holiday gift and to thank them for helping the firm reach its 25th anniversary. The client wanted the gift to be useful, gender-neutral, travel-friendly and to symbolize the firm’s commitment to creating quality, high-tech patents.
Total Cost $107,400
Strategy And Execution The distributor recommended the Jabra Elite 65T wireless earbud headphones for their attorneys, clients and vendors because it’s considered the gold standard for wireless calls and audio quality. The carrying case added tremendous value since most of the recipients travel frequently. The case also provided a discrete imprint location. The packages were scheduled to ship for an early December domestic delivery and mid-December arrival for international clients. By delivering the gifts a little early, the client avoided being lost in the Christmas shuffle. This maximized the gift’s impact and created more buzz. A holiday card expressing their gratitude was also enclosed with the gift.
Results The firm uses email thank-you notes received to measure the impact of their holiday gift. This gift generated a record response, producing 57 thank-you emails and the client was thrilled. That is 316 percent of their goal of 18 emails received.
Type Of Client Nonprofit for substance use disorder
Target Audience 240 mental health, sexual abuse and substance use disorder professionals attending an eight-hour education summit, offering 6.5 CEUs to each attendee during the eight-hour summit
Other Media Web, email, direct mail
Primary Objective The 2018 Summit of Intersections was a collaborative nonprofit event hosted by Heartly House, Mental Health Association, United Way, Frederick County Health Department and Wells House with a significant focus on adverse childhood experiences, and the cause and effects of the disorder. The objective was to increase registrations and revenue, provide recognition for the sponsoring organizations and increase awareness for the event and topic.
Total Cost $4,200
Strategy And Execution The logo and branding was designed to depict how each of the issues of mental heath, substance use disorder and sexual assault intertwine with adverse childhood experiences. The summit logo, used on promotional products, collateral material, signage, social media and registration outreach, incorporated adverse childhood experiences into the triangle showing the intersection and how it relates to each element of the three organizations. The bags, lanyards, signage and programs were distributed at onsite registration. The three sponsoring organizations provided promotional items. The summit was highlighted through social media four months prior and online registration was promoted two months prior to the event. Email marketing with a “save the date” message was sent to various organizations five months prior. As a result, the event sold out before the close of registration.
Results The costs of all merchandising was approximately $4,200 with the event netting $15,800, an increase of 55 percent from 2017. The number of attendees increased from 145 to 240 resulting in a 65-percent increase.
Type Of Client University Health Care and STEM Education
Audience The target audience was children in kindergarten through 12th grades, primarily within the state of Iowa in the public and private education system—approximately 20,261 students
Primary Objective The internal objective of the science, technology, engineering and math (STEM) program was to increase the total number of students engaged in kindergarten through 12th grade, to increase participation from female and minority students in the STEM program through outreach programs and to grow the number of students participating from rural areas.
Total Cost $81,500
Strategy And Execution Students in kindergarten through 12th grade enrolled in STEM programs at the university hospitals. Strategically selected promotional products that represented science, technology, engineering and math were used during the registration/check-in, lectures, tours and in the three-hour labs that are part of the STEM programs. STEM participants were given a cinch bag with program information in a folder and a lanyard at check-in. Both items featured a special logo that was visible to participating students throughout the event. Several of the items also featured a consistent, branded look for the university’s health care system and College of Medicine. One item that really stood out was the Rubiks Cube, which featured a unique brand. This product was recommended because it encourages problem-solving and critical thinking, which are two fundamental skills inherent in STEM professionals. A custom calendar was created by the college print division and given to professors, schools and legislators.
Results 20,261 students participated in 159 STEM programs with 73 percent of the participants being females and one-third located in rural areas. This resulted in an increase of more than 4,000 students from the previous year and a 22-percent increase in female engagement.
Type Of Client A county agency that provides emergency management preceding, during and following disasters, and education and training to the public regarding emergency preparedness and response
Target Audience All residents of Clallam County in Washington State with a primary focus on 40,000 between 18-60 years old
Primary Objective To promote awareness and generate participation in the MYN (Map Your Neighborhood) and CERT (Community Emergency Response Training) disaster response training programs. The goal was to improve attendance at preparedness seminars and increase the numbers of individuals/families participating in the programs.
Total Cost Approximately $15,000
Strategy And Execution There were several community presentations focused on community preparedness with speakers including employees from emergency management, local fire departments, Red Cross, faith organizations, public utilities and a former state representative. Attendees were encouraged to sign up to learn more about the MYN or CERT programs. The promotional products chosen were those that would be useful in a natural disaster and help spread the word of the program’s availability throughout the community. Logoed key ring clickers and COB multimode lights were used to promote awareness. Both products also included web addresses and contact information and were handed out at presentations and at a Home & Lifestyle Show. All MYN facilitators were given a sling backpack in addition to the clickers and COB lights. CERT graduates were also given a sturdy backpack and a hard hat. Bracelets were also used to identify rescue workers in a training exercise.
Results There have been over 400 families trained in MYN. CERT graduate numbers doubled between July 2018 and July 2019 and there was a 700-percent increase in MYN participants. The increased awareness surpassed the client’s expectations.
This article was used with permission from PPAI Publications, view the original article at https://pubs.ppai.org/ppb-magazine/the-top-client-promos-of-the-year/
"Creativity is intellgience having fun." - Albert Einstein
2/4/2020 | Gregg Emmer, Marketing Matters
No - that’s not a typo! Marketing may be the most complex part of any business, almost everyone thinks they are a marketer but rarely do people actually understand what it means to be “marketing”! The most succinct definition is “Absolutely everything that takes place creating an atmosphere where a sale can take place”. But marketing is better understood when broken into four segments.
Product (or service) has to be developed, designed and produced ready for selling. The market for the product has to be researched. The USP (unique selling proposition) has to be determined. In many cases a high degree of creativity is needed because the marketing strategy and concepts for the product might have been established before the product even existed. People active in the promotional specialty marketing channel (that’s us!) are not normally involved in this part of marketing.
Price is a substantial part of overall marketing. Pricing strategies may encompass market driven competitive forces, brand strength and reputation, guarantees, product support, availability and dozens of other considerations. Marketing’s job is to investigate all these modifiers and establish a price that will enhance the perception of the product. This is very complicated. A few years ago in our annual catalog I had six writing instruments that were essentially the same and all looked like an expensive European pen. I had six different prices with nearly 40% difference between the least expensive and most expensive. All six sold very well. Even when samples were provided and the nearly identical products were side by side, people selected the higher priced product because they believe that it was inherently better.
This same strategy is used to sell luxury automobiles, wine, first class seats on an airplane and almost every other “premium” product.
The opposite end of the pricing strategy is value. This is an area where you get involved in advising your clients about value at the same time you are actively engages in your own pricing marketing decisions. This is where the balancing between marketing and marketing comes in. While you certainly are not part of the manufacturing cost/price equation, how you represent the products we use as media to deliver messages for our clients is a major factor in promotion.
Promotion, the concepts, advertising, incentives, endorsements and public relations that are used to build an appetite for the product also will have you balancing the work you do on your own behalf and for the benefit of your client. Whenever you promote your own business you are actually “auditioning” in front of your client. If your own marketing is well thought out and presented professionally, you stand a much better chance that your recommendations will have authority.
The highest value is perceived when you compare the cost/price to the desired results the client is looking for rather than the item being used. For example, a car dealer knows that the more test drives potential customers take, the more sales will take place. The promotion you may be suggesting to increase test drives only needs a few extra sales to more than justify the investment. The desire for those extra sales is what will motivate your client.
Sales Channel is the fourth segment of marketing. Promotional specialty advertising and marketing, considering suppliers and distributors together (they are actually two separate channels, but that is for another article!) is a sales channel for us - not our clients! Understanding the sales channel the client wants to stimulate is what will determine your recommendations. The target market for the clients products is the target for the marketing you are suggesting.
A client that manufactures whiteboards may look for marketing support in several channels - schools, hotels and corporate boardrooms for example. Understanding the unique aspects of each channel such as potential unit count (classrooms vs. boardroom), major concern (appearance, durability, mounting ease) and product selection may be different for each channel. Offering a “one size fits all” recommendation will likely not get well received by your client. Be ready with several different proposals. Determine if focus on a single channel is how budgets are to be allocated or if it will need to cover some or all channels.
Your own marketing should get no less consideration. While a general message might be fine if you see yourself “selling promotional products”. If however you are building a professional client relationship, you might increase success by being aware of the specific sales channels the client wants to pursue or strengthen and focus (as a specialist) on reaching the potential buyers your client wants to reach. I agree with Albert Einstein - start having some fun!
Gregg Emmer is chief marketing officer and vice president at Kaeser & Blair, Inc. He has more than 40 years experience in marketing and the promotional products industry. His outside consultancy provides marketing, public relations and business planning consulting to a wide range of other businesses and has been a useful knowledge base for K&B Dealers. Contact Gregg at firstname.lastname@example.org.
This article was used with permission from PromoCorner. View the original article at https://www.promocorner.com/promojournal/Maintaining-the-Critical-Balance-of-Marketing-and-Marketing?i=3963
Name: Johanna Villacis
A sales kickoff meeting is your chance to get everyone on your sales team in one place to create a sense of unity. Many sales professionals think of these meetings as a review of numbers, products and marketing plans. However, Lynne Zaledonis, an SVP at Salesforce, says they can be so much more.
In this issue of Promotional Consultant Today, we highlight Zaledonis' four elements to ensure your sales team is motivated, empowered and focused on the right priorities all year long.
1. Inspiration. Zaledonis says that a key priority for any kickoff is getting pumped for an incredible upcoming sales year. To accomplish this, inspiration must run through the entire kickoff, from start to finish. Inspiration can come in many forms. You will most likely have senior leaders there to speak and engage with reps. But the motivation doesn't all have to come directly from the company. An outside speaker can really bring a fresh perspective and pique the curiosity of attendees.
2. Strategic planning. A kickoff is all about planning—communicating the plans and goals for the year ahead and plotting the paths to success. According to Zaledonis, devising a kickoff starts with identifying the key goals. Ask the question, "What do you want attendees to walk away with?" Prioritize what may be most important, especially in terms of looking back at the previous year and sharing goals. An ideal agenda will include some must-haves such as engaging breakout sessions, networking events and panels. And don't forget to have some fun, adds Zaledonis.
3. Enablement. Sales reps are only as successful as your enablement and support—and a sales kickoff is ground zero for delivering the information and training at one time. Remember that any presentations and content should be interactive and designed for information retention, notes Zaledonis. Look for ways to involve customers in the event, from live panels to individual sessions or conversations. Their perspectives and input are invaluable to informing sales reps on not only what customers want, but how they can do their jobs better.
4. Future learning. A successful sales kickoff isn't one that ends after everyone goes home. Attendees should be inspired and ready to hit the ground running. However, Zaledonis says that even with a keen focus on quality over quantity and delivering more interactive sessions at the kickoff, there's a stark reality: People forget things. You can do several things to help mitigate this. Capture all of the sessions on video for redistribution or create a one-page cheat sheets to distill the content and information.
Don't miss the mark on your next sales kickoff. Be sure to incorporate inspiration, strategic planning, enablement and future learning into your meeting. By taking time to map out a productive event, you set the course for a successful year.
Compiled by Audrey Sellers
Source: Lynne Zaledonis is SVP, product marketing at Salesforce. She is an experienced cloud leader and marketer with a diverse background of more than 19 years in CRM solutions and sales.
This article was used with permission from PPAI Publications and was originally published on February 6, 2020. See the original article at https://pubs.ppai.org/pc-today/four-components-of-a-powerful-sales-kickoff/
…look for sales opportunities when prospects announce changes in sourcing principles.
2/10/2020 | Jeff Jacobs, The Brand Protector
Raise your hand if your late-night hunger pangs have driven you through the Taco Bell drive-thru. If that passion for a greasy fix made you question your judgment later in the cool light of day, take heart. At least you were supporting a fast food chain going greener by choice—or one headed in that direction because their customer base told them they need to.
If you “Run for the Border” on a more frequent basis, you may have noticed that Taco Bell switched to recyclable cold drink cups and lids two years ago. In addition, the fast food chain had vegetarian offerings on the menu, but these items weren’t featured in marketing efforts until last year. Taco Bell was also among the first in fast food to swap out plastic single-use bags for paper.
But, what’s next for Taco Bell surprised me by how aggressive an initiative it is. As part of its 2020 commitments, Taco Bell says it will convert all consumer-facing packaging to be either reusable, recyclable, or compostable at all locations around the world by 2025. The company will install recycling and composting bins in restaurants where local resources allow. Note that not every town composts together as a community, and what actually is recyclable where varies by community. The new packaging materials will also be free of PFAS, phthalates, and BPA, the chemicals we’ve talked about frequently that research has shown to be associated with cancer, thyroid disease, and low birth weight.
So, while you may not be looking to be qualified as a vendor at Yum! Brands (parent company of Taco Bell, KFC, and Pizza Hut), it’s always a good idea to scour around for announcements of this kind of initiative by prospective clients. Check corporate websites for “latest news” or publicity releases. Your prospect, or your current client for that matter, might just be coming into the market for sustainably sourced drinkware, straws, lids, utensils, food containers—maybe a complete overhaul of their break room, conference room, or cafeteria. Don’t forget the hard goods and soft goods to help publicize the initiative to be 100 percent recyclable, reusable or compostable, which would, of course, fit one of those criteria as well. Getting the idea of just how big this could be at one of your prospects?
For Taco Bell, this is a BIG change, the company has 7,000 restaurants serving 47 million customers a week. “With growing sustainability concerns including plastic use and recycling practices, we wanted to make these commitments, so our fans don’t have to choose between ‘craveability’ and responsible dining,” Missy Schaaphok, Taco Bell’s global nutrition and sustainability manager, told Energy Manager Today. “We have a responsibility to leave a lighter footprint on the Earth. On top of that, there’s legislation happening across the US, mostly in the coastal states, related to packaging. Over the past few years, we’ve been working to ensure all of our restaurants are in compliance.”
This is still a work-in-progress for Taco Bell. They’ve created a specific team focused on working with suppliers to rethink packaging through 2025 with a focus on sustainability, functionality, and communication. Your client, or prospect, may not have a sourcing need this large or complex, but they may have a responsible sourcing initiative just as important to them. Wouldn’t you want to be considered “on the team” to help reach that goal?
Jeff Jacobs has been an expert in building brands and brand stewardship for 40 years, working in commercial television, Hollywood film and home video, publishing, and promotional brand merchandise. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He retired as executive director of Quality Certification Alliance, the only non-profit dedicated to helping suppliers provide safe and compliant promotional products. Before that, he was director of brand merchandise for Michelin. Connect with Jeff on Twitter, LinkedIn, Instagram, or his personal blog on Tumblr or jeffreypjacobs.com. Reach out to him on email at email@example.com.
This article was used with permission from PromoCorner, see the original article at https://www.promocorner.com/promojournal/Keep-An-Eye-On-Sustainability-Initiatives?i=3966.
1/16/2020 | Lisa Schofield, Product Feature
Nearly all senses are energized on the tradeshow floor of any industry, for both exhibitors and attendees. Inspiration and awe abound, ideas are generated, and new products are not just bought and sold, but are also incubated.
Booth exhibits so artfully designed can inspire gasps with the wow-factor. Others feature cozy sitting areas to take the load off feet. And one thing that most attendees look forward to is collecting promotional merchandise.
The team at Merchology.com have compiled its “Top 10 Custom Logo Trade Show Giveaways for 2020,” as follows:
Notebooks and pens: “prospective clients and business partners will need to a way to write down all the valuable information” they receive.
Portable chargers: With all the activity a tradeshow day entails (breakout meetings, booth meetings, spontaneous meetings, seminars) attendees are rushing and don’t have time to ensure their batteries are charged.
Candy: OK – of course, your exhibitor client can just heft in a few bags of assorted candies at the local Sam’s or Costco. But the attendee who grabs a Snicker’s from your client’s booth later enjoyment will not be able to remember which company’s booth he/she got it from. Now, imagine your client’s logo on the wrapper or little sample baggie instead. When the need for a sugar energy rush occurs, the attendee will remember your client.
Tote bags: As society loves to collect and gather, bags are highly desirable, especially at tradeshows. Attendees may have lofty, austere goals of “traveling light” throughout the show, but such resolution dissolves quickly. On trend here are bags for re-use, made with sustainable and/or recycled materials.
Can/bottle Koozies: Dry, recycled air in most convention centers, combined with heightened energy use demand hydration. Tradeshow time goes at warp speed, it seems, and cold beverages warm up quickly.
Water bottles/drinkware: Have you noticed how … artsy … reusable water bottles and mugs have become? Many available for promotional use can look fantastic on a desk or side table. Sports enthusiasts will enjoy eco-friendly hydration bottles, too.
PopSockets and phone wallets: “Phone accessories are all the rage when it comes to promotional items,” according to Merchology. “Just think, how many times do YOU looka t your phone every day?”
Audio devices: branded Bluetooth speakers and wireless headphones will be used and prized. They are still considered high-end.
Lip balm: Again, that dry air in convention centers tends to chap lips. Plus all the talking we tend to do as both attendees and exhibitors exacerbates the need for lip moisturization. And then, often, there’s the plane ride back home, another lip-drying experience.
T-shirts: Quick, when was the last time you saw a person wearing a plain, blank T-shirt? Doesn’t happen anymore. As the desire for self-branding and identity continues to trend, wearing a printed T from a favored vendor, product or brand shows the world a little bit about who we are.
The beauty and brilliance of the promotional products industry is the sheer breadth and depth of products and garments it provides to enhance any and every company or association that exhibits at an event for face-to-face interaction.
That said, there are still companies that purchase space to exhibit (and also pay for all attendant costs of exhibiting), that are happy to create a cute tabletop display with their executive business cards and dollar-store décor. If you have a client you know can increase their presence and post-show business through creative and compelling marketing that includes targeted giveaways, let them know that 81% ?f tradeshow/convention attendees h?v? purchasing ?uth?r?t? – four out of five people who walk by your client’s booth are potential customers. Also, your client’s competitors are also exhibiting a few aisles over; a quick competitive edge for your client is a targeted and desirable giveaway.
On Absolute Exhibits’ website, the team writes, “Giveaways can be a tricky subject. Think outside of the box like unique items that may relate to your goods or services.”
Additionally, the team points out, “after a while [on the tradeshow floor], attendees start to feel weary, worn out from being called to different booths by people like carnival barkers to sell sell sell. People, places, and companies start to blur together.
This is the crucial time to help your client ensure that that tradeshow burnout can be penetrated by clever marketing and that they dapple through the blur. And a key part of that clever marketing is engaging the attendees in ways where they can win logoe’d merchandise.
Take time to find out about your client’s industry by reading the B2B media, visit the industry association’s website and social media as well as those of the tradeshow event host. This will help you sort through the thousands of products to narrow down potential offerings. Relatedly, every industry also has more than one show per year, so find out how many the client is planning on exhibiting. This opens up another avenue of creative promotions, and/or the client can order in bulk.
Staff of course, should be outfitted neatly and in logoe’d apparel so as to be immediately recognizable. Encourage your client to promote a friendly contest among sales staff for the event by providing a tiered award platform for first, second and third place.
And finally, don’t forget editors, writers and producers who stop by to request commentary for media stories they are working on. Your client will help build strong relationships with their B2B media by providing a fun and useful logo’ed promotion.
Tradeshows are more than just the booth giveaway. Although that will always remain a crucial attraction for attendees.
This article used with permission from PromoCorner, https://www.promocorner.com/promojournal/Tradeshow-Outlook-for-2020-Booming?i=3931
LinkedIn can be a powerful tool for salespeople—when used correctly. Most sales professionals use LinkedIn for prospecting and research, but they fail to truly spark engagement. Fortunately, Stephen Key, an author, speaker and entrepreneur, says that sales reps can get more out of LinkedIn by making a few tweaks.
Keep reading this issue of Promotional Consultant Today for Key’s three easy steps to spark engagement on LinkedIn.
1. Get your profile right. Key says it’s critical to have a killer profile on LinkedIn. That’s because the people you message often view your profile to qualify you first. By including some simple personal branding on your profile, you can positively influence these brief qualifications, which often have long-lasting results, according to Key.
Your profile lays the foundation of the perceived value of the marketing material you send and sets the tone for every interaction you have on the platform. How you present yourself either elevates the perceived value of your marketing material or ends up shooting you in the foot.
Key says that people typically only spend about 20 seconds scanning a LinkedIn profile, so you don’t need a mountain of impressive information. You need a complete profile—one that showcases you as a professional and shows that you’re in the game.
2. Make the right connections. Be sure you’re connecting with the right people. As a rule of thumb, salespeople are the quickest to respond. Marketing people are usually a little bit more helpful, but they’re not as active as sales professionals on the platform. Some presidents and CEOs take a hands-on approach to LinkedIn. However, they are usually the wrong tree to bark up, notes Key.
3. Reach out the right way. When reaching out to contacts on LinkedIn, the best strategy is to pose a simple question, according to Key. Hard linear sales pitches don’t work on LinkedIn. You must let your marketing material do the selling for you. Effective scripts for sparking engagement can be as simple as: “Hey Jane, is there someone at [company name] who takes care of your self-promotion campaigns?” Messages that are short, specific and ask a reasonable question are infinitely more likely to spark engagement and elicit a response than long-winded, self-important rants.
When you log on to LinkedIn, be sure to manage your expectations. Some people respond in minutes while others take months to reply. Remember that there will be slow days and days when you don’t have time to get back to everyone.
Whether you’re connecting on LinkedIn or in real life, relationships are about people. With the right approach and the right mindset, you can use LinkedIn to stack the deck in your favor and strengthen your business-networking endeavors.
Source: Stephen Key is an inventor, author, speaker and co-founder of inventRight, LLC., a Nevada-based company that educates entrepreneurs in how to bring ideas to market.
This article was used with permission from PCT Today.
1/21/2020 | Steve Woodburn, Promo Ponderings
For what seems like a long time, Millennials have dominated the workplace and forever changed the way work is done. However, there’s a new generation in town that’s about to dominate the business world. If you get as confused on defining various generations as I often do, here’s a quick primer.
Those called “The Greatest Generation” were born between 1910 and 1924 and a great many of them fought in WWII (1941 – 1945).
They begat the now infamous “Baby Boomers”, born roughly between 1945 and 1964.
Next came “Gen X”, born between 1965 and 1979.
“Millennials” started arriving in 1980 and wrapped up in 1994.
“Gen Z” is the generation just hitting the workforce and were born between the years 1995 and 2015.
Our world is much different than it was in 1945. Back then, hi-tech was a very large black and white television in your living room that picked up three channels, and radio was still the dominant medium. Gen Z is the first generation to be immersed in a digital world almost from the day they were born and beginning in 2020 approximately 24% of the workforce will be from Generation Z.
Why should you care? If you own a business, manage people, or are in sales, you’ll need to understand what makes this group far different than the Millennials before them and what that means as they become co-workers and buyers.
Hard to believe, but unlike most Millennials, Gen Z would rather have face-to-face conversations than text. This despite their being connected to the digital world since they were very young and spending on average, three hours a day on mobile devices.
Stability is important for them as they remember seeing their parents terrified on 9/11 and then facing economic uncertainties as the Great Recession hit in 2008. As a result, those in Gen Z seek financial security and job stability and will stay in a job longer than Millennials, but will look for promotions and raises to stay engaged.
Social justice is important to Gen Z and they want to make a difference. From race relations, to politics, to environmental policies, these young people are as vocal as Boomers were in the 60’s and 70’s. As an employer, this means when interviewing Gen Z’s, they’ll want to know why your company exists and how their role will contribute to your overall vision. They’re excellent team players if they see the bigger picture of their work and contributions to the company.
They abhor student debt so are much more mindful in choosing an affordable college that will leave them with little or no student loans. While the numbers aren’t in yet, it’s looking like many in Gen Z are deciding whether a college education is even worth the time and expense. The digital world is their sandbox, a place they can learn the skills they need with just-in-time learning and oftentimes for free or at very little cost. Given that, why spend four years and tens of thousands of dollars when you can be gaining real-world experience right out of high school?
Because of their having always lived in a connected world, Gen Z is able to multitask much more effortlessly than previous generations. They easily switch between tasks and can quickly check updates on a variety of apps to ensure they stay in touch. If your work environment requires multitasking, Gen Z could be a perfect fit. They also don’t delineate as much between work and home and may end up starting a task at work and finishing it up on the subway ride home or while they’re watching TV in the evenings.
You’ll find connecting with Gen Z will be a balancing act. While they crave face-to-face interactions, you will also need to engage them on social media to gain their trust and build rapport.
At the end of the day, we’re all human and have similar needs and values no matter which generation we hail from. Respect, integrity, trust, and loyalty are just a few of the traits we look for in others whether we’re a business owner, a leader, or a co-worker. And as John Maxwell, author and speaker on business and leadership says, “True success comes only when every generation continues to develop the next generation.” And that’s a worthy goal we can all strive towards.
This article was used with permission from PromoCorner, https://www.promocorner.com/promojournal/Five-Reasons-Why-Gen-Z-and-Millennial%E2%80%99s-are-Different?i=3934
Business, product and service names affiliated with a single word or acronym are more than ubiquitous in today’s brevity-and catch-phrase-driven consumer markets. The promotional products industry is chock-full of products that are imprinted, engraved or embroidered with a company name, logo or acronym. In an instant, the average American could likely recite a number of products or services based on a simple word, symbol or acronym: Apple, Cheerios, Nike, Bambi, IBM, NRA and so on. Promotional Product Association International’s widely-known acronym, “PPAI,” its “Mark of a Professional” logo and The PPAI Expo mark also come to mind.
But, when is a mark or acronym protected from use by others? This article explores the trademark and service mark protection statute called the Lanham Act, 15 U.S.C. § 1125.
Briefly, the Lanham Act, which was enacted by the U.S. Congress in 1946, prohibits the use of protected marks (or similar versions thereof) in a way that is likely to confuse consumers. Someone who believes that a violation of the Lanham Act (15 U.S.C. § 1125(a)) exists must show (1) that the person’s business or service name, acronym or logo is entitled to protection and (2) that an alleged infringer’s name, acronym or logo is identical to those marks or so similar that they are likely to confuse or deceive consumers.
You are likely thinking, “OMG! Are our service and product acronyms and names, and those of our clients, protected?” That can be a tricky question to answer, and the devil is in the details. Moreover, the analysis may vary, depending on the judicial circuit in which the issue is presented.
As a general rule, legal protection is only available to “distinctive” marks. Distinctive marks are marks that serve the purpose of identifying the source of the goods or services, which can occur by word usage or market reputation. “Distinction” of a mark is not always easy to determine and, in many cases, the subtleties in this area of law could result in COB (closure of business) or SOL (sorry, out of luck).
In the case of Welding Services Inc. v. Forman, 509 F.3d 1351 (11th Cir. 2007), the court described how or when a mark may be “distinct” as follows: “Some marks are inherently distinctive; some marks, though not inherently distinctive, acquire distinctiveness by becoming associated in the minds of the public with the products or services offered by the proprietor of the mark; and some marks can never become distinctive.”
To determine “distinctiveness,” courts generally consider four categories of marks: (1) fanciful or arbitrary, (2) suggestive, (3) descriptive and (4) generic.
Arbitrary Or Fanciful Marks
An arbitrary or fanciful mark bears no logical relationship to the product or service it is used to represent. Examples include Exxon, Kodak and Xerox, each being made-up words crafted to represent a product or service.
A suggestive mark refers to some characteristic of the goods but requires the consumer to take an “imaginational leap” to get from the mark to the product or service. In the case of Peaceable Planet, Inc. v. Ty, Inc., 362 F.3d 986 (7th Cir. 2004), a toy camel product named “Niles” was found to be a protected suggestive mark because it required an imaginational leap from the name to the Nile River. As the “Niles court” noted in its opinion, “‘Niles’ may evoke but it certainly does not describe a camel, any more than ‘Pluto’ describes a dog, ‘Bambi’ a fawn, ‘Garfield’ a cat or ‘Charlotte’ a spider.”
A descriptive mark identifies a characteristic or quality of the service or product. Examples of descriptive marks are “Vision Center” for eye-care services and “All Bran” for a food product. In the 1992 case of Bristol-Myers Squibb Co. v. McNeil-P.P.C., Inc., 973 F.2d 1033 (2d Cir. 1992), the court adjudicated whether the use of “PM” in the name of a nighttime headache medication was a protectable mark, and the court found that the “PM” was descriptive and not suggestive or generic.
Marks that are fanciful, arbitrary or suggestive are inherently protected; there is generally no need to show secondary meaning in the marketplace. On the other hand, descriptive marks are protected only if there is a secondary meaning to the mark or usage.
Whether a name has attained secondary meaning depends on many factors, and a non-exclusive list of factors considered by the courts includes: the length and nature of the mark’s use, the nature and extent of advertising and promotion of the mark, the efforts of the business owner to promote a conscious connection between the mark and the business, and the degree of actual recognition by the public that the name designates the business owner’s product or service.
Courts generally find that generic marks can never become a protected trademark. Generic marks essentially inform the consumer precisely what class of product or services is marketed. “Light beer,” for example, has been described as generic, but the acronym “L.A.” used in low-alcohol beer labels has been described as a descriptive mark. In the 2007 opinion of Welding Services Inc. v. Forman, 509 F.3d 1351 (11th Cir. 2007), the court denied protection for a three-letter encircled acronym logo—“WSI”—because the abbreviation had not acquired a meaning distinct from the generic business name with which the acronym was associated: Welding Services, Inc. Thus, the WSI logo was also deemed generic. A generic name may also be a term by which the product or service itself is commonly known, such as “Kleenex” or “Escalator,” even if the mark was once registered and protected.
Generic-ness, if you will, focuses on the use of the term and not necessarily the term itself. As the court in Soweco, Inc. v. Shell Oil Co., 617 F.2d 1178 (5th Cir. 1980) described: “A word may be generic of some things and not of others: ‘ivory’ is generic of elephant tusks but arbitrary as applied to soap.”
Consider reviewing you or your client’s trade names, acronyms, symbols and other valuable business- or service-related identifiers. In your review, factor in your enhanced understanding of the protections for the various categories of marks and consider modifying your marketing efforts to enhance any “secondary meaning” that may be associated with descriptive marks. Consider also whether any secondary meaning remains relevant in today’s marketplace. As the court in Texas Pig Stands, Inc. v. Hard Rock Cafe International, Inc., 951 F.2d 684 (5th Cir. 1992) aptly described, “Whether ‘pig sandwich’ has acquired a secondary meaning greatly depends on whether the question is asked in 1930, shortly after the incipience of Pig Stands, or in 1990.”
Read more about some of the cases cited in this article:
Cory Halliburton is an attorney with Weycer, Kaplan, Pulaski & Zuber, P.C. (WKPZ), with officers in Dallas, Houston and Arlington, Texas, and he serves as general counsel for PPAI. This article is for general informational purposes only; it is not legal advice and should not be relied upon as such. There may be other federal or state laws that provide a means to protect trade or service marks. Each recipient is encouraged to consult independent legal counsel before making any decisions concerning the matters in this communication.
This article was used with permission from PPB Magazine, January 2020
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