breakout strategic merchandising presentation
TRANSCRIPT
Leveraging Merchandise as Part of Your Brand Strategy
1789 and
the wooden
button
George
Washington
Jasper
Freemont
Meek
School Girl
Drops her
books in the
dirt
Red Oak
Iowa
Courthouse
2009-20B
“The average life span of a promotional item is 6 months, versus traditional advertising media, which lasts for only the life of a campaign and the cost per exposure of a promotional item averages at $.50 per hit, versus $5.00 per hit for traditional advertising.”
Source: ASI Study of the Efficiency of Promotions 2007
Merchandise:
1. The only three-dimensional medium of advertising
2. Allows people to embrace the message
3. Allows people to embrace the brand
4. Ability to positively impact sales
5. Endless number of impressions
6. Gives a brand look, tone, feel, smell, and taste
Corporate Brand Launches
Generating New Customers
Company Stores/e-commerce
New Product and Service Launches
Tradeshows and Specialized Events
Awards & Employee Recognition
Market Research Surveys
6:45-7:30: Shower get ready for work, select favorite shirt and/or cap Impressions: Wife and Children 4
7:30-8:30: Leave for work, stop by deli for coffee and bagel
Impressions: 23 / Neighbors, Shoppers, and Cashier
8:30-Noon: Arrive at the office / Impressions 46 / Staff
Noon-1pm: Lunch at Pizza Hut / Impressions 37 / Patrons & Cashier
1:00 – 6:30pm: End Work, Arrive at the gym / Impressions 19 / Co-workers and Gym People
6:30-7:30pm: Leave gym, stop by the store for groceries before arriving home / Impressions: 64 / Shoppers & Cashier
Pros: Branded Merchandise marketing fits into any advertising budget, complements other media, can be directed to selected audiences and remains to repeat the advertising message each time the product is used, without extra cost per exposure. People like to receive them. And since the items are useful and appealing they are effective as incentives and motivators. Because there are so many products available, there is a lot of flexibility in planning a successful promotion.
Cons: On many products the imprint area is limited. Production time could range from days to as much as eight weeks and if not planned properly can become expensive
Advertising
Agency
Event Agency
PR Agency
Merchandise
Agency
Successful promotion campaigns don't happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and of course, the ultimate result to be gained.
– Chris Piper, President
Leveraging Merchandise as Part of Your Brand Strategy