ARE YOU STUCK USING ARCHAIC ADVERTISING?
Jul 24, 2017
Companies will spend billions of dollars this year on efforts aimed at influencing their potential customers by following different marketing strategies. Marketing is the most creative influence for brands. Regardless of how great your product or service may be, if you’re not reaching your target market, then you will not grow.
With shifts in technology over the past decade, we have reached a new era of advertising and marketing that has created a headache for companies --- especially when it comes to measuring the success of marketing. More than ever, consumers today are driven to avoid ads. A reported 91 percent of consumers believe ads are more intrusive today compared to just 2 years ago, and 87 percent agree there are more ads in general (PPB, June 2017, p. 78).
Broadcast advertising (such as radio and TV) takes the chance of hitting the consumer at the right place and at the right time just to be heard. Recently I was speaking with a radio station and they said it takes 3-4 months before an advertiser begins to get any kind of traction (that is, if they get any at all)!
Paper advertising relies on hitting the consumer right at the opportune time. How many insurance ads have you received in the mail the past few months? Unless you’re looking for insurance, the ad will go in the trash. To test this out ourselves, we sent out over 600 flyers advertising our company with a coupon that went to 600 different local businesses. The total cost was approximately $350.00. We didn’t hear a word from anyone. I had a friend of mine who works in paper advertising tell me they recommend sending out at least 5,000- 10,000 ads at a time in order to get some potential traction.
Mobile advertising such as social media, apps, etc. is a shotgun approach. Sure, you can be more specific with the reach by targeting a demographic, but it is still a shot in the dark. We have done some tests just to see the effectiveness of this advertising medium. We spent around $300.00 on social media ads and, once again, received no traction. We did get several “likes,” but “likes” alone will not pay the bills.
The typical response I have received when telling the results of the aforementioned advertising to my friends usually goes something like this: “Oh, well you didn’t spend enough money. You have to be invested. You didn’t give it enough time.” With all due respect, I am not going to wait 3-4 months for a possible contact, spend money on 10,000 flyers to get a few leads or pay for social media ads just so I can get some “likes” from people who will never buy. So, what is the solution? Promotional products.
Promotional products are the most welcomed form of advertising by all generations and considered most effective in providing a rationale to respond (ibid, p.80). Why is this the case? Several reasons. First, it cuts through all of the clutter of other advertising. Promotional products not only allow brand messages to effectively reach their intended audience (AKA, “Targeted Marketing"), but they also spread the word to anyone who sees the product displayed, used or shared. Furthermore, the PPAI study shows that 90% of consumers can recall the branding on promotional products (ibid, p.81). Promotional products engage and influence consumers with 83% being more likely to do business with brands advertised on promotional products (ibid, p.83). Promotional products are unique gifts that are welcomed by consumers. You can't say that about your typical sales pitch or any other forms of advertising for that matter.
We are living proof of the above stats. We spend less than $500 on each of our targeted promotional product gift campaigns. One of our most recent campaigns yielded over $13,000 in revenue. In fact, we have never had a single promotional product gift campaign yield less than $3,000. Oh, did we mention it doesn’t take 3-4 months either? We have grown our company in less than a year and a half by advertising using only promotional products (aside from the aforementioned tests we did to compare the effectiveness of other forms of marketing). If you’re still relying on “bulk mail-outs” and shotgun approaches, let us teach you how to become a sharpshooter in marketing using promotional products.
By: Kevin Pendergrass