What a cheap promotional product can teach you about fast-tracking your online marketing

Online Lead Generation
What marketing men know for years about the most cost effective,
value for money, promotional product ........ that you need to ﬁnd
out and apply to online lead generation

© 2013 www.un-unsubscribe.com

Question? (the answer is in the picture)
What’s the most cost effective, value for money, promo item that gets
your company logo viewed the most?

UNIT COST
_________
Cost per logo “impression” =
A x B

A = number of people reached
B = number of views

See if you can ﬁgure out the answer?
Here are some clues to help you.

Clue one: Sky Banner
Has great reach but poor views as it lasts a short time

Clue two: Motorway Billboard
Fantastic reach and huge number of views
if it is up for a long period


Clue three: TV Advertising
Has greatest reach and views .....
but also the most expensive.


Traditional advertising too expensive
How can you get your company logo seen by the
greatest number for the least money?


76% recall brand name
71% got promo item in last 12 months
34% had product on them!
56% kept product for over a year
76% said product was useful to keep

Some ﬁnal facts to help with the answer
Australian Promotional Products Association (APPA)
surveyed travelers at airports.


The answer

The humble pen. Surprise?
Remember, it’s about “Reach” and “View”

Everyone
uses a pen
A high quality pen is valued and used often
So the pen (i.e. your logo) can get a great number
of views or impressions.


Let’s say 1000 pens cost $4.00 each
The pen is used 5 times a day
It’s kept for a year, so per pen views
5 times x 5 days x 44 weeks
$4000 gives 1,100,00 views

Cost per view
$0.0036

Branded promotional products work
They’re a proven, cost effective way of marketing your company to
a large audience that takes little work.


Spoil your
prospects

What does branded promotional items
have to do with online lead generation?

Conversation Starter
Giving a gift promotes a feeling of
wanting to return the kind gesture
It’s known as The Law of Reciprocity

52%* receiving a promo item end
up doing business with that company

L.J. Market Research
*

“

176% increase in tradeshow trafﬁc to a
stand that handed out promotional items.
Exhibit Surveys Inc.

Reach: a high quality promo item...
... grabs attention and can reach people who otherwise would not
come to your stand


Class is permanent
Conventional advertising is short-lived
Useful products are kept resulting in
long term exposure
Classy, quality promo items never
stop collecting impressions because
they are used constantly


Repetition, Repetition, Repetition
Repeated exposure = brand recognition
A quality promo item is more likely
to be seen time and time again

39%* of promo item receivers in the
last 6 months remember the company

Schreiber & Associates
*

Reach audience other methods can’t
T-Shirts: are a living, breathing walking
billboard
A quality golf polo shirt can reach
an audience far beyond
Which would you wear more often? A
cheap branded golf polo or a Hugo
Boss branded one?

Free stuff are shared
A quality promo item gets talked
about. Recipients share the story of
how they got the item.
So your company gets talked about
62%* recipients give away their
promo item. This increases reach
and views.

*

Advertising Speciality Institute

Going beyond target boundary
Promotional items are mobile and
agnostic.
As such, they are not limited by
boundaries, be they geographic,
demographic, religion, race, nationality
or gender.
So it can reach a customer
outside of your ‘target’ boundary.

Now, let’s apply what we know about promo items to

online marketing

Conversation Starter
What can you give away online
that will allow you to start a
conversation with your visitor.

Remember ...
52%* receiving a promotional item
end up doing business with that company

L.J. Market Research
*

“

176% increase in tradeshow trafﬁc to a
stand that handed out promotional items.
Exhibit Surveys Inc.

To reach prospects better, faster
Your online giveaway must GRAB ATTENTION, HAVE
APPEAL and be of HIGH QUALITY.

Class is permanent, form is temporary
Your online giveaway must be top-class.
A top-class giveaway will be kept for use
time and again.
A top-class giveaway is more likely to be
passed on. It can go viral and boost
your website’s search ranking.


Repeated exposure = brand recognition
Don’t stop at one online giveaway.
Figure out how to give away more
without devaluing the eventual sale.
Remember this statistic ....

39%* of receivers of a promotional
item in the last 6 months remember the
company

Schreiber & Associates
*

Remember the T-shirt from earlier?
Would your perfect customer be proud
to wear your polo shirt? In other words,
would they be proud to rave about your
online giveaway?
A quality online giveaway can
reach an audience far beyond
What are you doing to get your prospect
to “wear” your giveaway!

Who’s talking about you? (think social share)
A quality online giveaway gets
talked about. It is more likely to be
social shared (Twitter, Linkedin,
Facebook, Pinterest, YouTube etc).
Remember this

62%* recipients give away the
promotional item and don’t throw it
away. So, more reach & views.

*

Advertising Speciality Institute

Without borders
Top-class online giveaways
cross States, counties, and
international borders.
It can reach a customer
outside of target boundary.


Let’s look at the
maths again
i.e. ROI

Cost per
UNIT COST
_________
logo or =
A x B
Impression

How long to produce a top-class giveaway?
You are the expert in your subject.
So, a day? Okay ... 2 days max.


If your website gets 100 subscribers per month
Your subscriber views your
giveaway once a week
Your subscriber tells another 5
people about your giveaway
So, the number of views from one subscriber
= (1+5) subscriber x 44 weeks = 264 views

If your website gets 100 subscribers per month
100 subscribers per month = 316,800 views per year
Cost (in time) = 2 days x 8 hrs x 60 mins = 960 mins
Cost per view = 0.00303

mins per view

ISN’T THIS A VERY EFFECTIVE AND EFFICIENT USE OF
YOUR TIME IN TERMS OF PROMOTIONAL MARKETING!

Let’s do some
comparisons


Networking
Cost (time) per
impression is
very high
Tends to be the same faces. Few referrals. Each meeting takes up
3 hours.

Main problem
with leaflets?
They tend not to be useful
because they are usually
out and out sales leaflets

Leaflets ok if promoting an offer
Time and money to deliver 10,000 leaflets? Do people keep
leaflets or do they Google?


Paper May Be Thin, But

eBook is in

A great giveaway still needs a ‘push’
A great giveaway doesn’t go viral without some initial ‘push’, aka
‘outbound’ marketing.


Do you test your
messages and articles
for APPEAL?
Outbound Marketing is email,
blog syndication or social-share.
Wouldn’t it be great if you could test your messages for appeal and
attention-grabbing before you send them?

Well, you can for FREE
Sign up for a FREE Trial
www.un-unsubscribe.com
Use it for Linkedin, Twitter, FB,
Blogs and YouTube

Check for attention-grabbing
headline and message appeal

Fine tune your messages
(works for landing pages too)

Check for engaging message
body that leads to action

What a cheap promotional product can teach you about fast-tracking your online marketing

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